Louise Eyres takes up first CMO post at Australian Sports Commission

ANZ’s former group general manager, Louise Eyres, has become one of two general management recruits at the Australian Sports Commission (ACS) as part of plans to enhance its strategic leadership of the country’s sports sector.

Eyres joins to head up the organisation’s new marketing, customer insights and analytics division, the first CMO-level role introduced. She reports directly to CEO, Kate Palmer.

Alongside Eyres, the ASC has officially appointed Carolyn Brassil as general manager of corporate, a role she’s been acting in for most of this year. The new-look executive team also includes Peter Conde, who commences later this month as a director.

Eyres told CMO the new role and decision to unite marketing, customer experience and insight recognises the important contribution marketing plays in leading industry wide change across sport and physical activity in Australia “as we seek to both influence and inspire nationally”. The new division will be focused on developing stronger community connections with sport.

“To achieve that, we intend to be collaborative, empowering sport through key strategic partnerships and a coordinated approach across government, the sector and industry,” she said. “The ASC will be Australian sport’s biggest advocate because sport and physical activity has so many benefits physically, mentally and socially. This is especially the case for young Australians, creating health habits for life.”

“We realise the importance of the ASC evolving its operations to take a stronger leadership role,” Palmer said in a statement. “I am confident the appointments of Carolyn and Louise, two experienced leaders, will benefit the ASC and the Australian sport sector. The ASC is committed to working together with key stakeholders to enable sport to deliver on its potential, now and into the future.”

Eyres left ANZ in March after more than six years as group GM of marketing, and 15 years overall with the banking giant. Prior to this, she was global head of brand for BHP Billiton.

Brassil, meanwhile, previously worked with the Australian Sports Drug Agency and boasts of a 20-year career in sports and public sectors.

“This is an exciting time to be involved in Australian sport as the ASC develops our strategic direction, in alignment with the development of a National Sport Plan,” she commented.

The ASC said it’s still on the hunt for a general manager of sport business and strategic partnerships to round out its executive team.

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