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Arsenal has appointed Mark Gonnella as its new communications director.

Gonnella joins from Barclaycard, where he was corporate affairs director responsible for managing the brand’s reputation across Europe and the US.

He replaces head of communications Amanda Docherty, who left Arsenal in September.

Gonnella spent almost 10 years at Barclaycard and was a member of its executive committee. His remit included public relations, internal communications, public affairs and corporate responsibility, and he also led Barclaycard’s PR activities during its sponsorship of the Premier League.

Prior to joining Barclaycard, Gonnella worked as a communications adviser to blue-chip companies and sports stars. He started his career as a news and sport journalist.

Gonnella will be tasked with creating communications programmes to extend Arsenal’s brand and reputation around the world. He will lead the club’s corporate, commercial and football communications activities.

“This is an absolute dream job for me,” he said. “The opportunity to bring two great passions of my life – football and communications – together in my day-to-day work is irresistible. Arsenal has a compelling business plan for the future and effective communications will be a key part of making those plans come to fruition.”

Arsenal chief executive Ivan Gazidis added: “We’re absolutely delighted that Mark has decided to join Arsenal. He is a vastly experienced communications professional who will bring a huge amount of knowledge and expertise, not only to our communications team, but to the organisation as a whole.

“Mark loves football and has a proven track record of delivering high-quality PR, communications and corporate responsibility initiatives to a worldwide audience. He therefore has the perfect credentials to shape our communications strategy, which will support our ambitious vision for the club.”

Gonnella starts his new role with Arsenal on January 1, 2011.

Meanwhile, Gazidis believes Arsenal’s self-sustaining business plan will become the model for all football clubs to follow.

Last month, Arsenal's parent holding company announced record pre-tax profits of £56m and increased group turnover of £379.9m, while also seeing all the debt on its Highbury Square development paid off.

And addressing Thursday’s (October 21) annual general meeting of shareholders at the Emirates Stadium, Gazidis pledged any profit from further property sales would be ploughed back into the squad – with the only outstanding debt now tied into the long-term mortgage on the club’s 60,000-seat ground, which opened in July 2006.

"'The game is increasingly looking towards Arsenal as a model of what a football club should be," said Gazidis.

"This is a challenging path to tread, but we have earned our independence. We do not have to rely on anybody but ourselves for future success. However, we have to keep moving forwards – standing still is never an option."