With over two decades of experience at sports marketing agency Octagon, Lawler will be responsible for driving the organisation’s international growth strategy and business development. She will start her new role on January 1, 2015 and report to WTA chairman and chief executive Stacey Allaster.
According to Allaster, Lawler has been instrumental in shaping and contributing to WTA strategy for growth, importantly including opening new markets for the sport.
Also, WTA is reportedly considering a plan to establish its own team event.
The International Tennis Federation already hosts the Fed Cup national team tournament for women.