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!

Error: Please check your email address.
Show Comments

Blog Posts

To DMP or not to DMP?

There are plenty of brands that can benefit from plugging into a data management platform. But should you engage an agency to run one or bring it in-house?

Ben Willee and Richard Taylor

Spinach Advertising

Innovations in retail will bring creative and technology closer than ever

While approaching a customer in a shop and asking what you can help them with is Retail 101, how many of us actually enjoy being approached? Generally, you have to give the forced, fake smile and say, “Just browsing, thanks,” while screaming on the inside, “just leave me alone!” Maybe it’s just me?

Jason Dooris

CEO and founder, Atomic 212

There’s a brand in my digital soup

Not a day passes by in the life of business executives where digital innovation or the prospect of disruption is not front of mind. This in turn, drives an unrelenting flow of questioning, discussion and strategy papers.

Jean-Luc Ambrosi

Author, marketer

I need to be reborn before i can grow up & become a contestent.

Kaye Peterkin

Channel Nine's content now streamed digitally on 9Now

Read more

I hope The Block, will continue for many many more seasons.When i die, & grow up, I want yo come back as a contestent.

Kaye Peterkin

Channel Nine's content now streamed digitally on 9Now

Read more

Sounds a bit confusing, but also like there're quite a few benefits. So, it's a good idea to link it with crm and marketing automation? D...

Kirsten

To DMP or not to DMP? - Marketing automation - CMO Australia

Read more

cc

Marjorie Campbell

Talk to me, Facebook! Social net buys speech recognition company

Read more

This would have the be the worst company to ever use. They never get back to you, they over promise and under deliver and when you questi...

Samantha Colbert

Aussie entrepreneur Nick Bell sells WME Group to Melbourne IT

Read more

Latest Podcast

More podcasts

Sign in