Former NAB marketing strategist, Emma Moore has been named the AFLW’s new general manager, a role that will see her become an instrumental figure in ensuring the future success of the women’s game.
Moore, who has led the Enterprise Growth Projects at NAB for the past four years, will be tasked with growing the women’s competition and continuing the efforts of the inaugural GM, Nicole Livingstone, who stepped down last November after seven years in the role.
“It is humbling to have the opportunity to contribute to this great game of football and grow something that matters so much to millions of people, including me and my family,” Moore said in a statement.
“[AFLW] has already made incredible progress in the short time it has been around but our goal is to drive further growth, open it up to new audiences, increase crowds and fan engagement, get bigger TV audiences, whilst also ensuring our current audience remain passionate and engaged.”
“Key to this will be working across lots of different groups that are pivotal to the success of the competition.”
Moore has spent her career specialising in business strategy development and execution, brand building and marketing communications, and steering stakeholder wide engagement across numerous projects in the Australian market.
AFL Executive General Manager of Football Laura Kane, hope Moore’s appointment will lead to increased crowds, television audiences and wider fan engagement.
“We have built the base and are now in a phase where growth is required,” Kane said in a statement.
“We wanted someone with the expertise, experience and a strategic approach to growing the game as strongly and as quickly as possible and Emma fits that role.”
“Emma’s strong skill set and experience are transferable into the role and, paired with her ability to work collaboratively but independently, means Emma is in a strong position to build on the solid foundations we already have with our internal and external stakeholders at all levels of the game.”
Moore said she is happy the sport had changed a lot since she was a child.
“I wasn’t allowed to play football but my daughters are and I could not be prouder of how far the women’s game has come and cannot wait to be a part of its future and taking it to the next level,” she said.
In 2022, Moore was interviewed by NAB, a major sponsor of the AFLW and the AFL, where she revealed the sexism she faced as a young student who wanted to play the sport.
“In Year 12 our school refused to let us play footy because it was regarded as unladylike,” she said. “Some friends snuck in a footy and kicked it around the oval, we were all quickly given detention, ball confiscated and petition to play rejected!”
Moore will commence her role at the AFLW role in July as the ninth season kicks off. She will report to Kane.