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 marketing mistakes to overcome when courting prospective customers

Marketing that urges respondents to ‘buy now’ is a little like asking someone to marry you on your first date. At any time, only 3 per cent of the market is looking for what you’re selling, so the chances of your date randomly being ‘The One’ is pretty slim.

Sabri Suby

Founder, King Kong

Why are we dubious about deep learning?

The prospect of deep learning gives those of us in the industry something to get really excited about, and something to be nervous about, at the same time.

Katja Forbes

Founder and chief, sfyte

Why you can’t afford to fail at CX in 2019

In 1976 Apple launched. The business would go on to change the game, setting the bar for customer experience (CX). Seamless customer experience and intuitive designs gave customers exactly what they wanted, making other service experiences pale in comparison.

Damian Kernahan

Founder and CEO, Proto Partners

Red Agency YouGov Galaxy Report, February 2019 Predictors Study. https://redagency.com.au/re...

Vanessa Skye Mitchell

DNA-based marketing: The next big thing?

Read more

RIP holden

Max Polding

Marketing professor: For Holden, brand nostalgia ain’t what it used to be

Read more

Where does the claim that 2 million Australians have tested come from ? Anecdotal information suggests that this is way off the mark.

David Andersen

DNA-based marketing: The next big thing?

Read more

Thank you for the info , being part of a digital marketing agency in kerala , this proved handy and get to know with upcoming trends. htt...

Dotz Web Technologies

Predictions: 9 digital marketing trends for 2019

Read more

So who then is correct? The Research or The skilled Digital people.

Anene

Report reveals Australia faces digital skills shortage

Read more

Latest Podcast

More podcasts

Sign in