Chief Executive Officer - Simon Garlick
A former CEO of the Western Bulldogs (2010-2015), Simon was appointed CEO of Fremantle effective November 18, 2019 after serving as CEO of Bastion EBA (2015-2019), a division of Bastion Collective, Australia’s leading independent marketing, communications and commercial agency. Simon, who played a combined 181 games for Sydney and the Western Bulldogs (1994-2004), also has extensive experience as a director, with previous governance responsibility on the AFL Players’ Association board and as a Western Bulldogs board member. He has expertise in complex stakeholder management and engagement experience across governing bodies, local, state and federal governments, media and the negotiation of major commercial/sponsorship contracts with multinational corporations. Educated at St Kevin’s College in Melbourne, Simon has a BA Business Administration from the University of Western Sydney and an MBA from Victoria University.
Executive General Manager of Football - Joseph Brierty
Joe Brierty has more than 12 years’ experience in the AFL industry as a leader and administrator. He joined the Fremantle Football Club in 2010 and in that time, has managed a number of key areas across the Club’s football programs and administration including leadership and culture, strategy projects, governance and risk and integrity. Joe joined Fremantle’s Executive team in 2020 as Chief Operating Officer overseeing Culture, HR, Integrity, Facilities, IT, Strategic Projects and ESG portfolios, before moving into the role of EGM of Football in November 2023. Joe completed his secondary education at Trinity College and has a Bachelor of Science (Health, Safety & Environment) from Curtin University.
Executive General Manager of Football Talent, Strategy and Special Projects - Peter Bell
Peter is a former Fremantle captain and dual premiership player with North Melbourne, past president of AFL Players’ Association, inaugural chairman of the AFL Players’ Trust and Australian Football Hall of Fame inductee. Peter started his 286-game AFL career for Fremantle in 1995 and completed his secondary education at Aquinas College and has a Bachelor of Laws from Melbourne University. He has carved out a highly successful career as a businessman, radio broadcaster and sports commentator in the decade since he played his last game for Fremantle in 2008.
Chief Commercial Officer – Denis Bicer
Denis joined the Fremantle Football Club in January 2022, making the move from Victoria. He leads a large portfolio across Commercial and Consumer and is responsible for the Club’s membership, partnerships, premium sales, events, merchandise and data and insights verticals. Denis has extensive experience in commercial strategy, partnership development, marketing and communications having worked at global brands such as The Walt Disney Company and Nike. Denis also has knowledge of the AFL landscape, having spent six years at the Western Bulldogs between 2011-2017. Denis has a Bachelor of Communications degree from Griffith University.
Executive General Manager Communications, Marketing and Community - Kasey (Ball) Passmore
Kasey joined Fremantle’s corporate sales division in 2007, following a PR and events role with West Perth in the WAFL. In 2008, she moved into Fremantle’s media production team before being appointed to the role of Communications Manager in 2010. After taking some time off to start and grow her family in 2014 and 2017, Kasey’s role broadened to include brand and marketing. Kasey joined Fremantle’s executive team in 2020 and added Community to her portfolio at the start of the 2022 season. Kasey is responsible for the Club’s digital production, communications, brand campaigns, fans and community activity, Next Generation Academy programs and the Club’s Purple Hands Foundation. Kasey has a Bachelor of Arts Degree from Murdoch University and currently sits on the WAFC’s Women in Football Advisory Committee.
Chief Financial Officer - Cameron Tuohy
Cameron was appointed Chief Financial Officer in March 2017, after previously holding the position of Financial Controller at the Club since November 2008. Prior to joining Fremantle, he was the Finance Manager at the AFL, and has also spent time at BHP, Schlumberger and JP Morgan in various accounting roles. Cameron is a Graduate of AICD, a Fellow of CPA Australia and holds a Bachelor of Business degree.