Updated ,first published
Melbourne have admitted they identified Paul Guerra’s successor as CEO weeks before sacking him on Tuesday – but would not reveal the reason for the decision.
President Steven Smith fronted the media on Wednesday, confirming the club had approached incoming CEO, Stan executive Dan Taylor, up to two weeks before dumping Guerra.
But Smith declined to comment on questions surrounding the specific reasons for Guerra’s sacking.
“That is something I will not be providing any specific details on,” he said.
Guerra was formally dismissed on Tuesday after just seven months in the role, with Smith citing a “loss of confidence” and a “breakdown of relationships” with the board – explanations he repeatedly declined to expand upon.
“Basically, there was no one particular thing,” Smith said of Guerra’s departure.
“It was just a general lack of confidence in his ability to lead the club, and a breakdown of relationship with the board.”
Pressed on what that meant in real terms, Smith shut down further probing.
“I’m not able to break down the relationships,” he said.
Smith acknowledged Guerra himself was “puzzled” by the decision, despite saying he had raised “dissatisfaction on certain things” before his dismissal.
The president also rejected suggestions the decision was tied to football matters, including the handling of Steven May, or Guerra’s lack of football background.
Instead, Melbourne’s official position was blunt.
“Sometimes you get one wrong,” Smith said.
“We think we just got this one wrong, and it’s time to move on.”
The pre-emptive move for Taylor, Stan’s executive director and current Demons non-executive director, suggests the club had already lost faith in Guerra well before acting publicly.
“We approached him probably a week or two ago, to see whether we needed to have a plan B in place,” Smith said.
Despite the weeks of planning, Melbourne were tight-lipped about the decision on Tuesday and did not confirm Guerra’s departure until releasing a statement in the evening, hours after the news broke that Guerra had been sacked.
Smith conceded the club’s communication had fallen short.
“We could have been clearer on the messaging, and we’ll learn from that,” he said.
Asked about the state of the club, including the Demons’ ongoing quest to secure a new home base at Caulfield, a long-standing issue that pre-dates Guerra’s appointment, Smith said, “We’re getting very close on Caulfield; we’re confident on Caulfield”.
The Demons sit in the top five and have been widely praised for their rejuvenated game style this season, making Guerra’s departure all the more jarring.
Smith insisted the board had no choice but to act immediately.
“When you get to a point where you’re clear that you don’t have confidence in your CEO to lead the club, you need to make strong, hard decisions,” he said.
Veteran administrator Brian Cook, who steps in as interim CEO, described the upheaval as part of a club striving for improvement.
“It’s a good club, and it’s trying to get itself to great,” Cook said.
“Sometimes you’ve got to make hard decisions for that to happen.”
Earlier on Wednesday morning, this masthead reported Taylor’s appointment before the Demons confirmed it in a club statement.
“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 in the statement.
“His leadership experience and understanding of what it takes to grow a high-performance organisation will be a great asset for the club.”
Taylor, who was not present at the press conference, said in the statement: “I am honoured to be appointed as the CEO of the Melbourne Football Club.
“The club has a proud history and clear ambition, and I look forward to working with the board, Executive team, staff and players to ensure its ongoing success.
“This is a special opportunity. I can’t wait to get started.”
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Sam McClure is an award-winning AFL journalist and broadcaster.Connect via X or email.
Michael Gleeson is an award-winning senior sports writer specialising in AFL and athletics.Connect via X or email.