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

3 skills you need to drive better collaboration

A study published in The Harvard Business Review found the time spent in collaborative activities at work has increased by over 50 per cent in the past two decades. Larger projects; complicated problems; tighter timeframes: These require bigger teams with specialised skillsets and diverse backgrounds, often dispersed globally.

Jen Jackson

CEO, Everyday Massive

Better the bank you know?

In 2018, only 21 per cent of customers believed that banks in general had their customers best interests at heart and behave ethically. Only 26 per cent believed that banks will keep their promises; views cemented further following the Hayne Financial Services Royal Commission.

Carolyn Pitt

Head of account management, Hulsbosch

What 15 years of emotional intelligence told us about youth media audiences

Taking people on an emotional journey through content is the most critical part of being a publisher. Which is why emotion lies at the heart of VICE Media.

Stephanie Winkler

Head of insights, VICE Asia-Pacific

That's an interesting use for biometrics, to actually assist in predictive analysis of campaign success.

Simon Smith

Facial recognition technology being used in a new out-of-home campaign

Read more

This journey would identify all your future life aspects!

Maryann Humphrey

Open Colleges: one-to-one journeys is the goal

Read more

It's a pretty good idea. I think this integration is useful. Don't you agree?

Misty Stoll

Officeworks hops on voice interface bandwagon with Google Assistant integration

Read more

ok. so no RCS support? by the way, RCS is a lot bigger than 5G in terms of marketing and monetisation so y'all should be covering it.

DragoCubed

Optus goes for education with 5G network campaign

Read more

Many companies and individual merchants have shifted their major part of marketing to web marketing services Portland as it weighs fewer ...

Radiata Solutions

6 Ways to ramp up Social Media to Your Web Design

Read more

Latest Podcast

More podcasts

Sign in