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

Is artificial intelligence riddled with bias?

The purpose of Artificial Intelligence (AI) has always been to replace the menial and repetitive tasks we do each day in every sector, so that we can concentrate on doing what we do best. Saving time and money has certainly been a decent outcome as AI infiltrates the business landscape, however, now we are starting to see problems that cause major issues in practice.

Katja Forbes

Founder and chief, sfyte

5 things every business can do to drive brand loyalty

If you’re in any customer-centric role, you’ll likely be familiar with the Net Promoter Score (NPS) – one of the most popular tools for brands to measure their customer sentiment.

Catherine Anderson

Chief customer officer, Powershop Australia

What the modern gig economy is doing to customer experience

Most marketing theory was established in the context of stable employment relationships. From front-line staff to marketing strategists and brand managers, employees generally enjoyed job security with classic benefits such as superannuation plans, stable income streams, employment rights, training, sabbaticals and long-service leave.

Dr Chris Baumann

Associate professor, Macquarie University

Thank you! That was useful to know.

Belia Adam

Why your best social marketing brand tool could be hiding in plain sight

Read more

Because you are missing the point of the term "disruption"

Sean

Uber for the truckies: How one Aussie startup is disrupting the freight industry

Read more

Absolutely agree with this ... Facebook doesn't care what adds they show. You report an add for fake news/scam and it just remains "open...

Quasi Carbon

Unilever CMO threatens Facebook, Google with digital advertising boycott

Read more

How to create Pinball game in 4 minshttps://youtu.be/S1bsp7del3M

Alex Atmavan

Rethinking gamification in marketing

Read more

True Local - one of the least credible review sites on the entire internet.

MyNameIsStomp

Former Virgin Mobile CMO and CEO joins oOh! as first customer chief

Read more

Latest Podcast

More podcasts

Sign in