Auld, currently Chief Operating Officer of Essendon Football Club, will guide the Gold Coast Football Club during its formation as it builds towards its inaugural AFL season in 2011. 
GCFC Chairman John Witheriff said he was delighted Auld had accepted the position in which he would be responsible for driving the establishment of the Gold Coast club by building the club and its support structure from the ground up. “This is one of the most challenging and exciting roles in AFL football,” he said. “Travis has a unique opportunity to take us on our journey to create the most exciting sporting club in Australia. With his vast experience and success gained from working with Essendon for the past ten years, he is well credentialed and ideally suited to be the first CEO of the Gold Coast Football Club.  “We are building something quite special here on the Gold Coast and Travis brings a set of skills and values that will be another vital ingredient in the recipe we have for success. “He will join and lead a small group of talented people at the football club who have already created an exciting culture and spirit which is reflective of the Gold Coast and the way we intend to approach AFL football.”   

"We are building something quite special here on the Gold Coast and Travis brings a set of skills and values that will be another vital ingredient in the recipe we have for success."Witheriff said Auld’s role will be to lead the organisation, build a commercial business, build and shape the identity and supporter base, establish the Club’s infrastructure and community engagement program and oversee key football decision making. He said the new CEO who will start with the Club on June 22 will also need to establish community support by building strategic partnerships with Governments, Regional and Local Football bodies, Community Football Associations, the AFL and AFL Clubs. “With about a year and a half to go before we join the AFL competition we realise the enormous task we have ahead of us which includes building not only an administration and a football team but also a revenue and support base and a new stadium. “In Travis we are confident we have the right man to lead that building process and bring with him to the Gold Coast vital experience, passion, knowledge and leadership that will make us a successful football club.”

Auld said he was excited about the opportunity to be working with the new Club and the people of the Gold Coast.  “An enormous amount of work has already been done to get to this stage and the people that have laid those foundations have given the Gold Coast Football Club a great chance of establishing itself in the AFL competition,” he said. “ The support of the AFL, Government at all levels and the broader community gives me great confidence this Club can quickly become a competitive participant in the AFL  and an important part of the Gold Coast community. “I can’t wait to get started. I am not underestimating the challenges ahead but from what I have already seen I believe the Gold Coast Football Club can build the strong foundations for on and off field success.”