AFLW General Manager Emma Moore and AFL EGM of Football Laura Kane. Photo: Simon Schluter, The Age

THE AFL has confirmed the appointment of marketing and strategy expert Emma Moore as the new general manager of AFLW on Wednesday. 

Moore will join the AFL in July from a senior executive career at NAB, where she has most recently led stakeholder engagement and business strategy development execution. 

Her four daughters have all played football, including one who has represented Oakleigh Chargers in the Coates Talent League Girls competition. 

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Moore will take up the role after the inaugural GM of women's football, Nicole Livingstone, departed after the 2023 NAB AFL Women's Grand Final following seven years in the role.

The 2024 AFLW season will expand to 11 regular-season games, which could be played across a 10-week span that includes a 'Festival of Footy' to ensure the competition, including the Grand Final, Trade Period and AFLW Draft are all completed before Christmas. 

AFL executive general manager of football, Laura Kane, said Moore was the right person to help lead the next phase of the AFLW's development.

AFLW General Manager Emma Moore. Photo: Simon Schluter, The Age

“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," Kane said. 

“Emma’s strong skill set and experience are transferrable 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.

“Our football department has an abundance of football knowledge and background, both from clubland and former players.

“What the AFL wanted in this role was someone who loves and understands our game but was an expert in connecting to our fans and growing the competition and Emma has this through her extensive customer growth experience, coupled with her passion for the game and strong connection to community footy through her four daughters all playing the game."

Moore said she was humbled to be given the opportunity to lead the AFLW's growth. 


“The NAB AFLW has already made incredible progress in the short time it has been around but our goal is to drive further growth, open it up to new audiences, increase crowds and fan engagement, get bigger TV audiences, whilst also ensuring our current audience remain passionate and engaged," she said. 

“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 transferrable into this role.

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

“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.”