Hawthorn Football Club Appoints Keegan Brooksby as General Manager

Hawthorn Football Club has moved to re-organise its AFLW operational structure, appointing Keegan Brooksby to the newly created role of General Manager of AFLW.

The internal promotion will see Brooksby spearhead the Hawthorn AFL Women’s programme, assuming responsibility for all operations and list management duties.

Brooksby is a familiar figure at the club, having been a former Hawthorn AFL player before transitioning into administrative and coaching roles. His appointment follows a rapid ascent within the AFLW department since its inaugural season, having served as AFLW Strategy and Opposition Coach in 2022, and later as the Head of Development in 2023.

Congratulating Brooksby on securing the senior position, executive general manager of Football, Rob McCartney, said: “In a very strong field of candidates, Keegan was the clear standout,”

“Keegan set out a clear vision for the future of our programme and has the skill set to drive an elite, high-performing environment,” McCartney said. 

Since the 2024 season, he has been functioning as both the AFLW Line Coach, guiding the midfield unit, and the AFLW List Manager.

The appointment triggers a restructure in the wider football department. Max Bailey, formerly the general manager of Football Operations, will now assume a fully dedicated AFL operational role. This change is intended to create clearer and more defined responsibilities across both the men’s and women’s programmes.

The move is designed to build on the club’s recent competitive success in the women’s competition. McCartney noted the timing of the new dedicated executive role.

“After consecutive top four finishes in the last two years, this dedicated role will allow greater focus and support for our AFLW programme while we continue our pursuit of premiership success.”

McCartney also acknowledged the contribution of the departing head of the programme. He commended Max Bailey for his commitment and leadership, which has placed the Hawthorn AFLW organisation in a strong position for future development.

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