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

Latest Videos

More Videos

yes AI should be a course so many People Use AI https://g-techsolutions.com...

M Abdullah Khan

Is AI on course to take over human creativity? - Modern creative - CMO Australia

Read more

Extremely informative. One should definitely go through the blog in order to know different aspects of the top retail technology.

Pooja Gupta

Donut King takes in-store marketing to the next digital level

Read more

this is very benefit for us we can through all the thing in this and its very benefit for city personhttps://g-techsolutions.com...

M Abdullah Khan

What does the Oculus Rift launch mean for marketers?

Read more

as we all known AI is very spread and alot of companies used ai and we take alot of work from AI https://g-techsolutions.com...

M Abdullah Khan

Making sense artificial intelligence - Food for thought - CMO Australia

Read more

virtual marketing have as much benefits as also disadvantageshttps://g-techsolutions.com...

M Abdullah Khan

The ethical debate facing marketers around virtual reality - Data-driven marketing - CMO Australia

Read more

Blog Posts

Brand storytelling lessons from Singapore’s iconic Fullerton hotel

In early 2020, I had the pleasure of staying at the newly opened Fullerton Hotel in Sydney. It was on this trip I first became aware of the Fullerton’s commitment to brand storytelling.

Gabrielle Dolan

Business storytelling leader

You’re doing it wrong: Emotion doesn’t mean emotional

If you’ve been around advertising long enough, you’ve probably seen (or written) a slide which says: “They won’t remember what you say, they’ll remember how you made them feel.” But it’s wrong. Our understanding of how emotion is used in advertising has been ill informed and poorly applied.

Zac Martin

Senior planner, Ogilvy Melbourne

Why does brand execution often kill creativity?

The launch of a new brand, or indeed a rebrand, is a transformation to be greeted with fanfare. So why is it that once the brand has launched, the brand execution phase can also be the moment at which you kill its creativity?

Rich Curtis

CEO, FutureBrand A/NZ

Sign in