Louise Eyres takes up first CMO post at Australian Sports Commission

Former ANZ marketer to head up a newly combined marketing, customer insights and analytics division

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.

Louise Eyres
Louise Eyres


“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.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu

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