Travis Auld has quit as Gold Coast chief executive to join the AFL in a newly-created executive role.

Auld has been appointed as the AFL’s general manager, clubs and AFL operations.

He will start at AFL House at the end of Gold Coast’s season, with main responsibilities to support funding, strategy and competitive balance across the AFL.

Gold Coast chairman John Witheriff said Auld had played a crucial role in establishing the Suns.

“He has been a great leader of our club and is well liked by his colleagues, our board, sponsors, and supporters,” Witheriff said in a statement.

“From a personal perspective, I have found Travis to be a man of great character. I’m proud to call him a friend and he goes with my very best wishes.”

Witheriff said the Suns had started the hunt for a new CEO, with Auld’s deputy at the club Andrew Travis and the Suns’ football manager Marcus Ashcroft touted as possible replacements.