In December, the Bulldogs announced the appointment of former player Simon Garlick as the new CEO, replacing the recently departed Campbell Rose. Garlick studied and worked during his 181 game career. After his retirement, he held a number of management roles with LeasePlan Australia, gaining commercial experience. He was also a member of the AFLPA Executive Board and appointed to the Bulldogs' Board of Directors in 2007. In 2009, he was appointed the club's Chief Commercial Officer, overseeing key areas of the business, membership, sponsorship, events, marketing, communications and fan development.