"He understands what it takes to create a success culture," Western Bulldogs chief executive Campbell Rose said. "James will provide us with a new insight into how we take our on-field football operations and performance to new levels."

Fantasia said that his new role would involve working closely with the club and with coach Rodney Eade, in particular, to achieve its goals.

"It's about trying to impart my own football experiences. I want to try to bring some additional levels of professionalism," Fantasia said.

"Just from my brief discussions with 'Rocket', he has a vision with the group and where it can go, and that is exciting.

"I need to sit down with him and find out what he has planned, and then look at some additional strategic planning and find ways we can implement it."