Dallas-based sports entertainment and technology company Topgolf has announced several leadership moves it said will help propel the company business forward. Topgolf, which currently has 85 global venues, plans to open another 50-plus venues over the next five years — roughly 11 new venues each year. Its newest venue opened today in Glasgow, Scotland.

The organization’s moves include three promotions.

Genifer (Gen) Gray has been promoted to chief operating officer, global Topgolf venues. She is responsible for all owned and operated venues in the U.S. and the United Kingdom, including the pipeline for growth, operational excellence, revenue programming, training, food and beverage culinary operations, event sales, and the Player experience.

Kristi Maynor has been promoted to chief experience officer, people, and technology. Maynor also will lead the Venue Technology and Product Innovation leaders and their teams. The company said that its associates, or playmakers, and its technology are two of the brand’s differentiators in building a scalable brand. The company that to ensure Topgolf can support venues across both the player and playmaker experience, the two departments will merge under Maynor’s leadership.

Geoff Cottrill has been promoted to chief brand officer where he will lead all aspects of Topgolf’s global marketing, player experience design, partnerships, consumer insights, communications, charitable giving, retail, and membership program.

William Davenport will serve as the chief financial officer and global head of franchising. Topgolf says its franchise business is a critical driver of success in expanding its global footprint. In addition to his CFO duties, Davenport will be focusing on global business and the buildout of a dedicated franchise development team.

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