FORMER Fremantle goal-kicking ace turned Sydney CEO Matthew Pavlich has laid down a challenge to the Swans' star signing, Taylor Smith.

The pair share a warm relationship built on mutual respect, support and honest advice, with Pavlich drawing on his wealth of football experience to mentor Smith in both forward play and off-field media pursuits.

At the heart of their dynamic is a simple challenge from Pavlich: for Smith to always "finish her work".

Pavlich, a six-time All-Australian, took over from Tom Harley as Swans CEO at the end of 2025. Around the same time, Smith requested a trade from the Lions where she had  won two Premierships, led the League's goalkicking in 2024, and earned All-Australian selection in the same season.

The 26-year-old made the move south to pursue opportunities outside of football, including her dream of becoming a commentator.

Speaking to AFL.com.au, Smith praised Pavlich's approachable nature and the unique perspective he offers as CEO, noting his broad support across both the men's and women's programs at Sydney.

"It's been great having 'Pav' to lean on," Smith said.

"He came to the club around the same time I was looking at a trade, and I got to talk with him about my game on the field and commentary off it.

"When you move clubs, you face a whole new set of challenges, and that helps you grow as a person. It's special having someone of his calibre to get advice from.

"I asked him to pop down to training and help me one-on-one, so I'm excited to pick his brain a bit more."

Often seen standing along the boundary line at Tramway Oval, Pavlich keeps a close eye on training sessions to ensure no rep is wasted.

By treating every marking opportunity or loose ball as a live scenario, Smith is working to sharpen her reactions and goal sense under pressure.

"We've actually got a little challenge going at the moment to help me become a better forward," Smith said of Pavlich offering guidance at training.

"He's encouraging me to finish my work — even if a drill ends or you drop a mark, you've got to pick up the footy and kick a goal.

"It's about quick reactions and thinking a step ahead — they are just little things you can do to raise your standards.

"He checked in on me recently and asked, 'You didn't do this?' and I said, 'I'm so sorry, I'll be better'. It's exactly what I need."

For Pavlich, enforcing those habits is second nature.

"This is probably the bit where I can't help myself," he told AFL.com.au.

"If I'm at training and don't see her finish with intensity, I'll just go and remind her. Hopefully now she does it more often than not.

"There are some things you can't let go of when you've been in footy for a long time, especially those one-percenters. At training, a forward can be starved of the ball, so my message is simple: don't miss an opportunity to get better."

Managing one of the largest AFL membership bases outside Victoria keeps Pavlich busy, which Smith understands when he can't always make it to training.

Though Pavlich aims to attend at least one session and team meeting per week across both programs, his executive schedule can sometimes get in the way.

"It's about priorities," Pavlich said.

"We're a football club, so our athletes, coaches, and elite programs are crucial. First and foremost, we focus on being available for our football programs — it's important. It's the core of our business.

"I also want to be present to understand what the players and coaches are working on and aiming towards. If people ask my opinion or I think it helps, I will jump in."

When he is around the teams, Pavlich focuses on the big picture rather than over-controlling, giving coaches the space to lead.

"I'm trying to have as much input as I can, but first and foremost we employ the coaches and staff, and I want to let them do their job," he said.

"We employ great people. My role is not to get in their way, but where I can lend experience or perspective, I will."

As Smith puts it: "There are not many clubs with a CEO who was once an eight-time leading goalkicker".

It is a rare setup, giving the Swans an executive with a 353-game playing career who can coach forwards directly.

"It's such a unique position, and he offers so much," Smith said.

"He'll pop into meetings, and I'm sure he talks to the other players about ways to improve on the field and grow in other areas. He's going to have a bigger influence than he even realises. His impact on me alone has been huge."

Beyond football, Pavlich built a successful media career across TV, radio, and print after retiring — aligning perfectly with Smith’s own goal to break into the industry.

Smith has shadowed Fox Footy's Cam Mooney on the boundary during men's games this year, confirming that is the path she wants to take. She could even feature on the boundary during AFLW matches this season.

"(Pavlich) followed that pathway too, going from playing to commentating," Smith said.

"We share similar interests. Obviously, he was an exceptional forward for a long time, and then he was a great commentator too. He's been fantastic to bounce ideas off.

"It's been great to have his support and the connections he's shared with me. I'm very lucky to be surrounded by people who are so willing to help."

Eight months into the top job at the old Showbag Pavilion, Pavlich has noticed a clear difference in how players in each program approach his counsel.

In the men's program, interactions are usually informal or focused on leadership.

Marquee recruit Charlie Curnow prefers casual chats, while senior leaders Callum Mills and Isaac Heeney ask for advice on leadership and sustaining long careers.

By contrast, the AFLW team is naturally more proactive and energetic, with players like captain Lucy McEvoy always eager to learn.

With a smile, Pavlich noted that while the women never hesitate to seek out his advice, he often has to reach out to the men first, describing those connections as a "work in progress".

Still, Pavlich remains eager to share lessons from one of football's most accomplished careers.