Sonia Bijelic replaces Julian Dunne as Cricket Australia's head of marketing

Former director of direct-to-consumer channels at Treasury Wine Estates replaces Julian Dunne, who has taken a brand leadership role at the AFL

Cricket Australia will have a new head of marketing later this month following the appointment of experienced marketer, Sonia Bijelic, to replace Julian Dunne.

Bijelic will report to executive general manager of media, communications and marketing, Ben Amarfio, and is responsible for building consumer interest around the game’s various formats and brands, overseeing data and customer strategy, growing match attendance, supporting Cricket Australia’s participation programs.

Although the head of marketing title is a new one, Bijelic is replacing former senior manager of marketing, Julian Dunne, who joined the AFL as head of brand and market insights in May.

Bijelic was most recently the director of direct-to-consumer channels at Treasury Wine Estates for just under a year, and has 20 years’ marketing experience across a variety of organisations in Australia. The list includes senior marketing roles with The Walt Disney Company, ANZ, GE Money and Telstra.

“Sonia brings with her a great amount of marketing experience having worked with some of Australia’s most well-known organisations,” Amarfio said in a statement.

“We are very excited to have Sonia joining the Cricket Australia team and I am confident that she will make a significant impact on Australian cricket.”

Bijelic starts at Cricket Australia on 21 July. She told CMO she was attracted to the opportunity of working in one of the most popular sports in Australia and the world.

"The head of marketing role at Cricket Australia gives me the privilege of working in this exciting sport and being surrounded by this passion and energy each and every day – who wouldn’t want to be a part of that," she said.

"Cricket Australia’s vision is clear – for cricket to be Australia’s favourite sport. My job is to help deliver on that vision by driving viewership, participation, game attendance and fan passion."

Key to this is diversifying cricket's fan base, Bijelic said. "This means growing interest in cricket among new audiences, including young people, females and Australians with a non-cricketing background, while continuing to foster cricket's traditional audience.

"To that end, I hope to bring a perspective on cricket to the role that will help us at Cricket Australia diversify into these audiences."

Bijelic plans to tap into her wide-ranging career experiences, which have given her exposure to a variety of marketing initiatives, techniques and learnings, as well as her personal insights, to fulfil the role.

"In addition to my professional experiences, I can also leverage personal insights of my own in the role - I’m a female, I’m a mum, I’m ethnic by background, and I didn’t grow up in a family that followed cricket. My little sample of me, myself and I represents a few of the new audiences I’ll be trying to tap into," she added.

"All of this will help me as I work with my team and colleagues at Cricket Australia on how we can attract new audiences and diversify our cricket fan base - and deliver on our vision of making cricket Australia’s favourite sport."

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Signup to CMO’s email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Cannes 2018: The Big Not Easy

This year’s Cannes Lions program is packed full of data, robots, algorithms, voice technology, blockchain, virtual reality, artificial intelligence and machine creativity. But I’m just as interested in more subtle trends and insights.

Richard Brett

CEO, opr

CMOs are talking the CX talk, but not yet walking the walk

Customer experience is eclipsing product as a competitive differentiator. CMOs are recognising this shift and talking the talk. But are they also walking the walk?

Will our manners go the same way as texting when robotic servants take over?

Much of the talk in the industry is focused on the limited amount of time that screens have left in our lives.

Katja Forbes

Founder and chief, sfyte

Whom It May Concern!We pray for God's blessings and happiness in all our lives & business. Welcome To Kenneth Abrighten Financial Hom...

Anita K.Gold

Live webinar from CMO: Creating memorable customer experiences: The who, what and how

Read more

You're suggesting that Taylor Swift is a non-brand because we don't know who she votes for, and then you suggest developing brand stories...

Brian 't Hart

Why Gartner thinks brands are too uptight about strategy

Read more

Indeed this is the great article but i will love to recommend you to read the case study of Walamrt for get the more and more customers. ...

Eva Buttler

5 steps to customer intelligence success

Read more

here is the good news now you can find the all adobe products at walmart .. read this news here at https://creditcardsfair.com/

Yasir Abbas

Adobe: Tech architecture, talent stopping companies making the experience shift

Read more

Google is more like a utility. Does a road have a brand? No. Do we use it daily? Of course! And the idea of Taylor Swift as an unbrand be...

Davy Adams

Why Gartner thinks brands are too uptight about strategy

Read more

Latest Podcast

More podcasts

Sign in