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

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

FFA CEO David Gallop said today that changes in senior management roles and responsibilities were a first step to bringing the strategic objectives into the daily operational activities.

“The four-year strategic plan represents a significant shift in emphasis towards our showcase competition, the Hyundai A-League,” said Gallop.

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

The importance of the next broadcasting arrangements is recognised in the commercial portfolio. Luke Bould is now 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.

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

“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.

“The 2-million strong community participation base of Australian football is where so much of our technical development and coach education happens,” said Gallop.

“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.