Marketing and strategy specialist Emma Moore has been appointed the AFLW's new general manager with a brief to grow the women's competition after a period of stagnation.
Moore has had an extensive senior-level career at National Australia Bank -- a major AFL sponsor -- and will start her AFLW role in July.
AFL football boss Laura Kane hopes Moore's appointment will lead to increased crowds, fan engagement and television audiences in coming years as AFLW prepares to enter its ninth season.
"We have built the base and are now in a phase where growth is required," Kane said in a statement.
"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."
Moore's connections to football are founded in her four daughters, who play or have played the game at junior level.
"It is humbling to have the opportunity to contribute to this great game of football and grow something that matters so much to millions of people, including me and my family," Moore said.
"(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.
"Key to this will be working across lots of different groups that are pivotal to the success of the competition."
Moore will report to Kane, who remains in charge of football and game-related issues for the men's and women's competitions.