Boasting 33 years of experience in professional football, Rob Sherman was recently appointed to the role of Technical Director for Football Federation Australia (FFA).

The former Head of Coaching Education at the FFA previously had stints as Technical Director and High-Performance Manager of the Welsh and New Zealand Federations and most recently was serving as the Melbourne Victory General Manager, Technical and Coaching.

The experienced technical director has worked for over 20 years as a Coach Educator and Developer and written, developed and delivered courses from the grassroots to Pro Diploma in UEFA, AFC and OFC.

Sherman has supported the performance of International teams attending the FIFA Women’s World Cup, U20 Men’s World Cup and the Senior Men during the qualifying stages for the 2008 Beijing Olympics & the 2010 FIFA World Cup.

As National Coach of the Wales men’s U16 team for eight years, Sherman worked with and mentored many of the current national team players including Gareth Bale, Aaron Ramsey, Joe Allen and Joe Ledley in a period that is recognised as the foundation of Wales’ recent European Championship success.

Sherman will deliver a keynote presentation at IFCCA and also feature on the panel ‘Australian Football Academies’, sharing his experiences from Melbourne Victory's Academy.

Rob Sherman

General Manager - Melbourne Victory FC
Incoming National Technical Director - FFA


Technical Director – Football Federation of Australia

General Manager, Technical and Coaching – Melbourne Victory FC

Head of Coach Education – Football Federation of Australia

Academy Director – Asia Pacific Football Academy

High Performance Manager – New Zealand Football

Player Development Manager – Football Association of Wales

Technical Director – Football Association of Wales



​2018 - 2019 | Assistant Coach – Canadian Men’s Team

2014 - 2016 | Assistant Coach – New Zealand Women’s Team

2011 - 2012 | Assistant Coach – Canadian’s Women’s Team (Bronze at London Olympics)

1999 - 2006 | Head Coach – Wales U16

1985- 1991 | Head Coach - Non-League Football

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