Having served a long stint working under football manager Neil Balme, with his most recent title being general manager of team performance, Hocking has taken on the role as general manager of commercial operations.
The 48-year-old replaces David Lever, who departed Geelong some months ago after his contract was not renewed.
"We have a great club and we all think we have upside in the way we present to our commercial, corporate and membership partners," Hocking said.
"Our supporters and members will continue to be the key focus for our club.
"Ensuring excellent returns for our corporate partners through their association with the club will be critical to success of those partnerships and those we will build.
"It's an exciting time at the club and we are all looking forward to 2014 and beyond."
Hocking played 199 games for the Cats between 1984 and '94.
The club's CEO, Brian Cook, said Hocking's "outstanding management and leadership skills" were the reasons he won the job.
"Steve is always looking to be challenged, and we have no doubt he will bring the same energy and drive to this role as has done over the past eight years in our football department," Cook said.
"Our commercial department is central to the success of the club, driving all of our revenues that in turn fund our various departments, the biggest of which is football."
Hocking's key aims will be to grow the Geelong's membership, merchandise sales and sponsorship deals.
He will also be tasked with improving the performance of the club's gaming venue The Brook, which is based in the suburb of Point Cook.
"Gaming's well and truly down for us, especially out at The Brook," Cook said in the lead-up to the clash with Fremantle on June 29.
"And that's a bit of a pity I've got to worry about … but that's the reality of life these days."
Twitter: @AFL_AdamMcNicol
