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Star Stable Entertainment Appoints CMO

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Tabitha Hayes brings nearly two decades of experience to the role.

Star Stable Entertainment has announced the appointment of game industry veteran Tabitha Hayes as chief marketing officer.

Hayes – who has overseen marketing and brand strategy for blockbuster franchises such as “Call of Duty,” “Battlefield” and “Need For Speed” – will be responsible for helping to build and promote Star Stable Entertainment as a global media company that reaches today’s modern girl in whatever format she chooses, whether it’s games, music, books or video.

“Tabitha has a wealth of experience as a global marketing and brand leader,” says Taina Malén, chief business development officer, Star Stable. “More significantly, she shares our passion for inspiring a new generation of players, celebrating the power of community and transforming the global gaming industry into a more open-minded and inclusive environment.”

As part of Star Stable’s commitment to inclusion, the company today also announced it has joined the Fair Play Alliance, a coalition of gaming companies that seek to build interactive experiences that encourage positive social interactions and a safe community for all players.

“After almost 20 years of building franchises for core gamers, it’s exciting to help Star Stable build an inclusive entertainment platform for a female audience where every girl is a hero,” says Hayes. “Star Stable Online is already one of the most welcoming, fun and healthy spaces in gaming for millions of girls worldwide. We want to expand upon the foundation we laid with Star Stable Online to create accessible, high-quality entertainment that reaches every girl on every medium with content that delights and inspires them.” 

Prior to joining Star Stable Entertainment, Hayes was vice president, global brand management and marketing at Electronic Arts, where she led brands such as “Need for Speed” and “Battlefield” and was part of the leadership team responsible for building the product vision and roadmap for EA’s Origin PC online distribution platform and the EA Access gaming subscription service. She also worked at Activision Publishing, where she led the global brand management of the “Call of Duty,” “Doom,” “Quake” and “Wolfenstein” franchises. Hayes began her career in interactive entertainment in 2002 as manager, global brand marketing at Sierra Entertainment.


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