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Any sports executive would say leading a major entity isn't just a nine-to-five job.

Newly appointed Women's Tennis Association (WTA) chair Valerie Camillo understands dedicated effort through her career - notably as a board member for a tourism firm that operates American celebrated artist Dolly Parton's entertainment venues.

In addition to the expertise regarding Parton's brand empire, Camillo takes over the leadership of women's tennis bringing extensive background in sports and media, with past roles in senior leadership posts at the world's premier basketball league, the premier ice hockey competition and Major League Baseball (MLB).

Camillo commences her tenure at the WTA next month, taking over from the long-serving Steve Simon, whose 10-year tenure wraps up as he steps down.

Middle East Expansion, Pay Parity & Potential ATP Merger - Tackling Major Challenges

As Camillo begins her new role later this month, she will inherit responsibility of several key issues left by Simon.

Simon drew praise recently for what was widely seen as an ethical position through pausing WTA events throughout the Asian nation.

The move followed regarding worries about Chinese player Peng Shuai, not seen publicly from public view for several weeks after accusing a high-ranking leader of misconduct.

Yet the economic impact following the suspension were significant.

The organization reversed course from the ethical position last year and resumed operations to China, then sought to address the deficit by picking wealthy Gulf nation to host for the annual championship.

The relocation to a country where women's rights have historically been restricted was controversial, and during the tournament in Riyadh again soon Saudi involvement will come under more scrutiny.

Leadership approved a multi-year agreement with Saudi Arabia - providing record prize money worth millions this year - meaning Camillo must guide the discussion of what happens after the current deal.

The Saudi investment also provides a significant boost for the tour's goal achieving pay parity during joint Association of Tennis Professionals (ATP) and WTA events within three years and all other major tournaments within the decade.

The prospect of the WTA merging commercial assets alongside the men's tour remains under consideration, since the tours clearly seeing the necessity for coordination regarding media, commercial and marketing arrangements.

Today's divided situation regularly leaves audiences and sponsors confused and disillusioned.

Importantly, the management of professional tennis faced opposition via court proceedings by athlete representatives, which has criticised the tours ignoring the interest of its stars.

Leadership understands the definite upside of linking up alongside the financially stronger ATP, yet the new chair aims to avoid the women's circuit losing influence in decision-making processes and marketing opportunities therefore.

Considering issues regarding calendar and athlete exhaustion remains a key focus area.

With her role meaning she leads both competitors and competitions, she will have to address the concerns of both parties and strike a balance increasing income and the health of the stars creating that revenue.

Unlocking Further Growth in Women's Sport Boom

Leadership changed hands from combined positions recently - which followed 18-time Grand Slam singles champion Martina Navratilova pushing for transformation - and the organizational shift concludes with the appointment of Camillo.

The new leadership indicates further acceleration of a new era for the WTA, seeking to grow its visibility in a bustling sports entertainment market.

Camillo has the responsibility of expanding the audience of women's tennis and can draw inspiration from her close-up experience observing Grammy-winning Parton - via business enterprises and unique products combined with performing career building worldwide recognition - recognized as an icon of marketing achievement.

In the sporting sphere, Camillo will lean on her experience from heading the business operations for the NHL team sports organization - specifically improving the team's stadium as top facility - and being chief revenue officer for the baseball team professional organization.

The new leader's knowledge about marketing strategies within major leagues - specifically their methods for audience expansion and draw financial backing using new ideas - considered a significant element for choosing her.

Her move into women's tennis comes at "a moment of accelerated growth and opportunity", says the WTA.

This is the moment for women's sport. Revenue generated across women's sport in the past year reached record levels and business analysts forecast reaching $2.5bn (£1.8bn) within six years.

Her primary objective will be to ensure the organization and athletes - including Coco Gauff, Aryna Sabalenka and Iga Swiatek - obtain meaningful share of the expanding market.

"The tour features top competitors internationally and we are in an enviable position across female athletics," Camillo told.

"In women's competitions, funding, viewership and coverage grow rapidly.

"Typically the challenge for women's sports is building awareness, drawing supporters and viewership," stated the chair.

"Our challenge is a little different - having established legacy, possessing remarkable tradition, massive worldwide audience, and among the most recognized, best-rewarded players in the world."