Former Bastion head Alexandra O’Neil reveals new gig
Alexandra O'Neil
Bastion ANZ’s former head of brand marketing Alexandra O’Neil has announced her next move, taking on a new role as the brand marketing manager for the 2026 AFC Women’s Asian Cup.
Returning brand side as part of the tournament’s local organising committee (LOC), O’Neil will be responsible for developing and executing marketing campaign activity that promotes the event and supports Football Australia’s legacy.
More specifically, she will create integrated marketing and advertising campaigns to grow tournament awareness, contribute to ticket sales, and grow audience across all channels.
O’Neil told Mumbrella she was passionate about women’s sports.
“What drew me to this role was the chance to be part of something bigger than just a tournament,” she said. “It’s about creating visibility, driving change, and building a lasting legacy for the women’s game.”
Alexandra O’Neil
She said sport has the power to “unite and inspire” people, and helping to elevate women’s football on home soil is “incredibly special”. In fact, it’s one of the things she most looks forward to over the next 12 months, seeing “fans from all backgrounds coming together” to celebrate women’s football.
“It’s meaningful work that aligns with both my purpose and passion,” she said. “It’s exciting to witness the energy and pride, not just for Australia, but for every Asian nation. That unity and excitement is what makes these moments so special.”
The Asian Football Confederation (AFC) awarded Football Australia the hosting rights late last year to the upcoming Women’s Asian Cup, following the success of the 2023 FIFA Women’s World Cup.
Across the Gold Coast, Perth, and Sydney, the tournament will bring together teams from 12 nations including Australia, China, Thailand, and South Korea. It is the second time Australia has hosted, having previously staged the tournament in 2006.
The new role marks O’Neil’s return to a brand side gig, following a year stint at Bastion ANZ as its head of brand marketing. Prior to Bastion, she held senior marketing roles at Solotel and Crown Resorts.
“My time at Bastion was such a valuable chapter. I loved the energy of agency life, the variety of brands, and the opportunity to collaborate with such a diverse range of clients and challenges,” she told Mumbrella. “But at the heart of it, my true passion lies in building and nurturing a brand from the inside out.
“There’s something so fulfilling about being fully immersed in one brand living and breathing its values, shaping its voice, and thinking long-term,” she said.
“It gives me the space to go deeper, think bigger, and really bring a more strategic, purpose-driven lens to everything I do.”
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