After a sombre trade period that concluded a dour 2023 season for the club, Fremantle has unveiled a minor reorganisation of their football department, ushering in new roles for the club's leadership following a thorough review of their AFL and AFLW programs conducted throughout August and September.

The club announced on Monday, October 30 that the current Executive General Manager (EGM) of Football, Peter Bell, is set to assume a new role as the EGM of Football Talent, Strategy, and Special Projects. Meanwhile, Joe Brierty, the current Chief Operating Officer and former GM of Football Operations & Performance, will step into the role of EGM of Football.

The tweaks come after the review identified the need for a change in roles to enhance performance and focus on talent development, both on and off the field, as well as broader club projects.

Peter Bell, who has led the club's football department since 2018, including navigating the challenging years of 2020 and 2021 during the COVID-19 pandemic, says he is excited about the new role and the opportunity to broaden his expertise beyond football.

“What we have been able to achieve over the past five years has been significant from a football structure, personnel and development perspective, and now there is an opportunity to find our next level of growth for both AFL and AFLW from a talent and overall strategic point of view,” Bell said.

“While the majority of my time will remain dedicated towards football talent and personnel identification and acquisition, the opportunity to have responsibilities outside my core football remit excites me.”

While continuing to oversee talent and list management for both the AFL and AFLW, Bell's new role will extend his responsibilities to include key stakeholder relations and club projects, reflecting the club's commitment to strategic growth.

Joe Brierty, who has been with the club since 2010 and has played various roles in football administration, including Chief Operating Officer since 2021, will now assume responsibility for all facets of the football department.

This encompasses coaching, high performance, talent and list management, medical, wellbeing, innovation, leadership, and culture.

Fremantle CEO Simon Garlick emphasised that these changes were part of the club's ongoing efforts to evolve and grow, believing these role changes are crucial steps in achieving the club's long-term goals.

Joe Brierty, who has overseen various strategic projects, leadership, culture, and other aspects of the club, is also passionate about the new direction they are taking.

“I've enjoyed being able to extend myself outside of football these past few years across strategic operations at the Club and feel I can bring a new perspective to our vision to be a brave, strong and successful football Club," Brierty said in the clubs' press release.

“I'm looking forward to working with Justin, Peter and the football management group to ensure we keep building an environment that enables our players and staff to deliver on their potential and achieve the long-term success that our Club deserves.”