James Ellender

James Ellender is a strategic thinking, data driven marketer with 15 years experience working across multiple industries to understand customer and business problems to build winning strategies. James has held senior executive roles across sales, marketing, and communications in state and national roles, and has overseen the establishment of some of Australia’s most significant local sport and recreation assets.

Most recently James was the CEO of ActiveXchange, pioneering a data driven, evidence-based approach underpinned by predictive modelling to enable better decision making at all levels of government in collaboration with planners, investors and the sport and leisure sector to better understand the current and future needs of local communities. Today, James is the Head of Fandom NSW QLD at the AFL and is tasked with building out a bespoke marketing, sales and data team that works hand in glove with all facets of the AFL, fostering awareness and interest of the great Australian game and building the next generation of AFL fans in priority markets.