Hawthorn has announced Justin Reeves as the club's new chief executive officer.
Reeves has been Geelong's chief commercial officer 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."
