Geelong has strengthened its off field team by welcoming Justin Reeves as chief commercial officer.

Reeves will oversee the club’s corporate and consumer businesses, including sponsorship, sales, new business, membership, ticketing, marketing, events and branding.

“The club cast a wide net to find the most outstanding candidate for this role, and in Justin in we have the belief that he will bring a unique outlook to his role,” Geelong CEO Brian Cook said.

“We see our commercial operations area as one that has enormous growth potential, and Justin has a proven track record of growing revenues and membership during his time with Collingwood.

“During our discussions it is obvious that he has a passion for the game and the role, and we look forward to Justin joining our club and bringing his capabilities to a talented management team.”

Reeves is looking forward to joining the Cats after a successful period at Collingwood.

“The opportunity that has been presented at Geelong, a club that I have the upmost respect for provides a great opportunity for the next phase of my career, and to help steer the club into continued strength and success,” Reeves said.
 
“I have felt so privileged to have been a part of such a great club as Collingwood for the past seven years and thank them for the opportunities provided during that time.
 
“The move will also see me return with my family to the region that I call home.”

Reeves has over 20 years of experience in leadership and delivering innovation and operational efficiencies within professional sports and media organisations. He has spent the past seven years at Collingwood, the last four as director of commercial operations. Reeves was previously general manager supporter services, and director of membership and IT with the Magpies.

Prior to joining Collingwood, Reeves served in senior roles with Foxtel.

During his time at Collingwood, membership grew from 38,587 to more than 80,000 and commercial revenues enjoyed huge increases.

Reeves talents were recognised in 2011 when he was awarded the Graeme Samuel scholarship by the AFL. He utilised that award by studying at the Harvard Business School, adding to his time at the University of Melbourne Business School.
 
Reeves will begin his role later this month.