Louise Rathbone joins Football Australia

Louise Rathbone has taken up a consultancy role with Football Australia as the general manager of marketing for the AFC Women’s Asian Cup 2026.

She was previously regional head of marketing at Cathay Pacific for five-and-a-half years, and is currently senior industry advisor to the Australian Centre for AI in Marketing (ACAM), a recently formed thinktank designed to steer the industry through the pending AI challenges.

In her role at Football Australia, Rathbone will “lead the tournament’s marketing strategy — spanning brand, fan engagement, and conversion-focused ticketing campaigns — as we prepare to deliver one of the world’s biggest women’s sporting events on Australian soil in March 2026,” she wrote on Linkedin.