GEELONG'S chief commercial officer Justin Reeves is Tracey Gaudry's replacement as Hawthorn's chief executive.
Reeves has filled his role at the Cats since March 2015, overseeing the club's corporate and consumer businesses, including sponsorship, sales, marketing, events and branding.
He worked in various roles at Collingwood for the previous seven years, most recently as the Magpies' director of commercial operations.
Collingwood's membership spiked from 38,587 to 80,000-plus in Reeves' time at the club, and other commercial revenues enjoyed increases.
Reeves has more than 20 years' experience in leadership and operational roles in professional sports and media organisations, including in senior roles at Foxtel.
He was also awarded the Graeme Samuel Scholarship by the AFL in 2011, which resulted in him studying at Harvard Business School.
The AFL’s new general manager of football operations, Steve Hocking, who worked with Reeves at Geelong in the same position, hailed his appointment at the Hawks.
"It’s a great opportunity for Justin … he’s developing well and is a good pick up for Hawthorn."
Geelong chief executive Brian Cook offer the club’s congratulations to Reeves on his appointment.
"Justin has enjoyed a long career in the football industry and … made a significant impact as (the Cats’) chief commercial officer," Cook said.
"The club's membership has grown to record levels, exceeding 50,000 for the first time. Key long-term sponsorships have been secured and he played a key role in the redevelopment of the Charles Brownlow Stand that opened in May of this year.
"Justin has been an integral member of our club’s executive leadership team and central to the growth of our club over his time here. We wish Justin well in his new role."
One of the criticisms of Gaudry was her lack of football background and that her appointment blindsided the AFL, neither of which will be the case with Reeves.
A Hawthorn statement did not specify when Reeves would begin his new position, only saying he would start once he completed his Geelong commitments.
Dual Olympic cyclist Gaudry parted ways with Hawthorn at the start of October, only five months after she became the first female to be a permanent AFL CEO.
Then-president Richard Garvey, who has since been replaced by Jeff Kennett, said at the time that personal reasons were behind Gaudry's exit.