Melbourne have appointed Stan executive Dan Taylor to replace sacked boss Paul Guerra, with the incoming chief executive set to take over from interim CEO Brian Cook in the coming months.
Taylor already sits on the club's board as a non-executive director and will assume the role of chief executive officer following Guerra's sensational dismissal. The announcement was made on Wednesday, just a day after Guerra was sacked by the Demons.
Guerra has flagged legal action against the club, having been dismissed only seven months after officially starting the role. During his short tenure, the Demons flourished under first-year coach Steven King, boasting a 5-2 record to sit fourth on the AFL ladder. Guerra was instrumental in Melbourne's decision to appoint King as a replacement for 2021 premiership coach Simon Goodwin, who was sacked last August.
However, in a statement to the Seven Network, club president Steven Smith said the board had lost confidence in Guerra's ability to lead the club. Smith highlighted Taylor's experience, noting that he oversees Stan Entertainment and Stan Sport as executive director at the streaming service. Taylor's career also includes senior roles at Macquarie Capital and REA Group.
"Dan has built his career making complex businesses work in competitive environments, and he brings to us the strategic and commercial thinking we need," Smith said. "His leadership experience and understanding of what it takes to grow a high-performance organisation will be a great asset for the club. Dan has already made a significant contribution to the club as a non-executive director, and we look forward to continuing to work with him as CEO to achieve sustained success."
Taylor will become the latest in a series of CEOs since Gary Pert quit in October 2024. Pert was succeeded by interim boss David Chippindall, before Guerra—then boss of the Victorian Chamber of Commerce and Industry—was appointed last April. Meanwhile, Smith is the club's fourth president in the past six years.
Taylor will be tasked with handling the club's proposed relocation from Casey Fields to Caulfield racecourse, having also faced competition from Richmond in a battle to secure Waverley Park as an interim base.
