Emma Moore named new AFLW general manager

The AFLW’s new boss has been tasked with taking women’s football to the next level, with the league declaring the time has arrived for more growth.

A marketing and product-growth executive has been tasked with taking AFLW to the next level after being appointed as Nicole Livingstone’s successor.

Emma Moore, the director of enterprise growth projects at NAB, will become the women’s competition’s general manager in July.

“My previous roles and expertise have been focused on developing strategies to grow, engage and retain customers in highly competitive markets through impactful communication and collaboration and those skills are transferable into this role,” Moore said.

“Key to this will be working across lots of different groups that are pivotal to the success of the competition.

New AFLW boss Emma Moore. Picture: NAB

“So much has changed since I was young. I wasn’t allowed to play football but my daughters are and I could not be prouder of how far the women’s game has come and cannot wait to be a part of its future and taking it to the next level.”

Moore replaces Nicole Livingstone in the role. Picture: Dylan Burns/AFL Photos via Getty Images

Moore will report to the AFL’s football boss Laura Kane as part of a restructure for the role.

They are both set to act as the league’s faces of AFLW.

“AFLW is one of the best things to happen to our game,” Kane said.

“We are incredibly proud of what we have achieved in eight years — whilst the competition is still very young, we have all 18 clubs represented and are the largest employer of female athletes in the country.

“We have built the base and are now in a phase where growth is required. We wanted someone with the expertise, experience and a strategic approach to growing the game as strongly and as quickly as possible and Emma fits that role.

“Emma’s strong skill set and experience are transferable into the role and, paired with her ability to work collaboratively but independently, means Emma is in a strong position to build on the solid foundations we already have with our internal and external stakeholders at all levels of the game.”

Brisbane Lions celebrate their Grand Final win last year. Picture: Michael Willson/AFL Photos via Getty Images

Moore’s appointment comes as the women’s competition tries to boost its attendances and TV viewership figures after a decline in recent years.

She will start in the role in July.

The AFLW’s 2024 season starts in late August and will run for 11 games.

Originally published as Emma Moore named new AFLW general manager