The British Horseracing Association (BHA) has appointed Alison Enticknap to the newly created role of director of strategy and change.
In her new position Enticknap will lead the BHA’s coordination of industry strategy, and work with colleagues across the industry.
Enticknap’s new role will be placed within the BHA’s new strategy and change department, which is currently in development.
The department will oversee cross-industry projects and project delivery, as well as building capacity.
Enticknap has held the role of interim director of communications and corporate affairs at the BHA since 2021, having first joined the company in 2018.
“I see this role as a huge opportunity for racing to work together to address our biggest challenges and to seize important opportunities, ” said Enticknap. “The prize is enormous if we can collaborate as an industry and get this right.”
“I look forward to working across racing, with its wealth of knowledge and expertise, and helping to secure the outcome we all want – a thriving and sustainable sport.”
Before joining the company Enticknap worked in communication and public affairs roles with companies such as T-Mobile, Virgin Atlantic and Powergen.
“The creation of the new strategy and change department will be crucial for our sport’s agreed plans to develop a new industry strategy,” said Joe Saumarez-Smith, who became chair of the BHA after Annamarie Phelps stepped down in March.
“I am delighted that we have appointed Alison to lead this department. Her proven leadership ability and capacity to build relationships and drive change will be integral to the success of this work.”