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Football Federation Australia (FFA) has announced changes to align senior management, staff and resources with key objectives of its Strategic Plan 2016-19.

Announced last month, the Strategy announced places a sharp focus on audience growth for the A-League in order to drive commercial revenues.

FFA Chief Executive David Gallop said that changes in senior management roles and responsibilities were a first step to bringing the strategic objectives into the daily operational activities, explained “the four-year strategic plan represents a significant shift in emphasis towards our showcase competition.”

“The changes announced today will line up our people and assets to deliver the strategic objectives.”

With the FFA expected to begin their next round of media rights negotiations this month, the importance of the next broadcasting agreement is recognised in the commercial portfolio with Luke Bould taking on the role of Head of Commercial and Media Rights, leading a team to prepare for the forthcoming negotiations.

Initiatives to drive audience growth are consolidated in the new Digital, Marketing and Fan Engagement department under the leadership of Robert Squillacioti.

An executive search is underway to replace the outgoing Head of Hyundai A-League, Damien de Bohun. A key criteria for the new appointment is strong commercial acumen to lead improvements in club financial performance across membership, retail sales and sponsorship.

Gallop added “football needs to lift commercial revenues to fund investment in all areas of the game, particularly at the grassroots.

“The changes we’ve made will vastly improve our focus on broadcast rights, audience growth and revenue streams.”

In relation to the Strategic Plan’s objective of improving the participant experience, the changes will also see Emma Highwood leading an expanded Community, Football Development and Women’s Football department.

The new department will include coaching education and technical development alongside broader game and club development programs.

Gallop concluded “the 2 million strong community participation base of Australian football is where so much of our technical development and coach education happens.

“By aligning these key programs with the game and club development initiatives, we have a new department that will set policies for participants from five year olds in MiniRoos to budding Socceroos and Matildas in elite member federation competitions, and all the coaches along the way.

“Women’s football will remain a dedicated stream in this department to ensure this fast growing part of the game has priority.”

The changes announced today include a broadened portfolio for Mark Falvo, who adds Corporate Strategy to his role in International Affairs and Government Relations.

David Cohen is confirmed as Chief Financial Officer and Ros Reeves joins the senior executive as Head of People and Culture.

Images (from top): Brisbane Roar fans (courtesy of Damian Briggs Photography), a viewer watches the A-League on TV and action from the Football NSW 2015 State Futsal Championships (courtesy of PhotosbyLoopii).

17th March 2016 - FFA AGREE LONG TERM DEAL TO PLAY 11 INTERNATIONAL GAMES IN NSW

8th March 2016 - FFA LAUNCHES FEMALE FOOTBALL WEEK, LOOKS FOR AUDIENCE AND REVENUE GROWTH

1st February 2016 - SEVEN NETWORK TO BROADCAST MATILDAS OLYMPIC QUALIFIERS

30th October 2015 - FFA ANNOUNCES MAJOR CHANGES IN DIGITAL AND FAN ENGAGEMENT

6th May 2015 - FFA SETS OUT 20 YEAR PLAN FOR DEVELOPMENT OF FOOTBALL

18th July 2014 - FFA APPOINTS HEAD OF WOMEN’S FOOTBALL

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