The subject coordinator role has changed with the implementation of new management practices in universities. Discussions from in-depth interviews with subject coordinators in an Australian university are analysed with a focus on insights into the changing role with reference to Value, Rarity, Imitability and Organisation (VRIO) and institutional theories. Based on the interviews we argue that sustainable subject coordinator roles need: guidelines on the role and responsibilities of the coordinator; collegiality through mentoring and collaboration; training for successful handover of leadership positions; and professional development opportunities. Universities will also need to provide adequate resources and ensure workloads do not inhibit academic performance and work-life balance.