Prior to becoming Chief Executive Officer, Mr Demetriou served as AFL General  Manager – Football Operations for three years, overseeing all aspects of the AFL competition. This followed a stint as head of the AFL Players Association when he was instrumental in establishing programs to look after players both during and after their playing careers.  Following an AFL playing career of 106 games, Mr Demetriou was the Managing Director of the Ruthinium Group, a business importing acrylic teeth, growing the business significantly by expanding manufacturing and exports to 70 countries worldwide and he currently remains a Board member. 

Mr Demetriou is a Director of the Melbourne Sports Marketing firm, Bastion Group, Co-Chair of the National Basketball  League (NBL) Advisory Board, Chairman and Non-Executive Director of Capitol Health Limited and Chairman of Board of  Management, Cox Architecture. 

Mr Demetriou also served as Non-executive Chairman of the Baxter Group, a waste management group listed on ASX in  2003 with a market capitalisation of $40 million – the company was later sold to Transpacific for $260 million – and is a  former Chairman of the Australian Multicultural Advisory Council. He recently completed a two year term on the  Australian Referendum Council for Indigenous recognition in the Constitution.