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Work Background
Classic SportswearGroup General Manager
Feb. 2021Sydney, New South Wales, AustraliaDriving the strategic vision and growth objectives of these leading Australian apparel brands. Innovators in textile technology our high-quality apparel outperforms the competition across all sectors. With our own factory and complete control of the supply chain, we have the singular capacity to design, develop and deliver total uniform solutions in-house for major clients. Classic Sportswear has been dressing professional athletes, students and fans alike since 1934. We work with some of the most prestigious names in Australian sport, including the NRL, South Sydney Rabbitohs, St George Illawarra Dragons, Dolphins, Canterbury Bankstown Bulldogs, Cronulla Sharks and Newcastle Knights. Dina Uniform Group seamlessly delivers complex corporate uniform and workwear solutions for premium clients such as Transport for NSW, Jetstar, Westfield, NRMA, Bupa, Royal Flying Doctor Services and Coal Services Australia. Carney Sports Marketing (CSM) produces exceptional teamwear for future stars, enjoying partnerships with grassroots associations, teams, officials and semi-professional clubs including NRL Referees, NRL Masters, Shimano and Sutherland Shire Football Association through a strategic network of brand partners. Primus Industries specialises in providing Personal Protective Equipment (PPE) for
a diverse range of businesses and health professionals including NSW Government, Slade
Health and Terry White Chemists
Carney Sports MarketingGroup General Manager
Feb. 2021Sydney, New South Wales, Australia
Dina Uniform GroupGroup General Manager
Feb. 2021Sydney, New South Wales, Australia
Various CompaniesBusiness Consultant
Feb. 2019 - Feb. 2021Sydney, New South Wales, AustraliaDelivering commercial, marketing, operational and strategic consultancy projects for a number of clients both inside and outside of the sports sector. Clients include: New South Wales Rugby League (NSWRL)
A merger with the Country Rugby League to create a single entity to govern the sport in NSW. Contracted to work with the CEO and his Executive team on this successful integration; allowing business units to be brought together, people to be aligned behind desired outcomes and integration synergies to be delivered. Classic Sportswear, Dina Uniform Group, CSM & Primus Industries
Contracted by the Managing Director to develop and implement an overarching integrated marketing and brand strategy across the four businesses and brands, creating a range of upgraded assets and unique content. Continued to assist the MD across key marketing and business development projects. St George District RLFC
Contracted by the Chairman to develop and deliver business plans for a number of specific projects including the successful integration of male and female representative teams, the development of a ‘southern’ region strategy to drive increased participation and the development of an overarching fundraising and donor program strategy.
St George Illawarra DragonsChief Operating Officer
Oct. 2010 - Nov. 2018Sydney, AustraliaReporting to the Executive Director/CEO and the Board of Directors as the CEO alternate and part of the Senior Club Executive, overseeing the strategic direction of the business and directly participating in all Board discussions and considerations. Responsible for the direct leadership and management of all business units including direct senior reports across Sponsorship, Corporate Sales, Membership & Ticketing, Licensing, Communications, Digital & Data, Marketing, Events and Community. Represented the Club on a range of NRL and industry forums. - Delivered an increase of 17% in overall commercial revenues in 2018, excluding NRL and Shareholder grants
- Strategically developed the Sponsorship and Corporate Sales programs to drive 18% growth in net return, with all major Sponsorship properties under contract moving forward
- Drove 27% growth in net return within Membership and 30% growth in Gate Receipt revenue, by leading the implementation of a data driven and consumer focused fan engagement strategy
- Negotiated the development and implementation of a complex four-year multi-venue strategy that delivered a significant net P&L improvement in support of business growth priorities. Worked to alter this strategy to include gate share agreements and regional guarantees to meet financial objectives.
- Worked with the NRL Executive to develop and manage projects linked to specific areas of business priority
- Led the development and implementation of the Dragons licence to compete in the NRL Women’s Premiership in 2018, one of four Clubs to receive an inaugural licence from the ARL Commission
- Established an overarching community strategy to support brand and CSR objectives, collaborating with Social Ventures Australia to review and prioritise the program linked to financial sustainability.
Arena Sports & Entertainment Pty LtdManaging Director
Apr. 2006 - Oct. 2010SydneyArena Sports & Entertainment specialised in organisational strategy, project management and implementation, commercial growth initiatives and event delivery across the sporting industry. Clients included:
o National Rugby League
o NSW Institute of Sport
o NSW Sports Federation
o Rugby League International Federation Australian Rugby League Centenary program
March 2006 to December 2008 Arena Sports & Entertainment were contracted by the NRL to develop and implement a comprehensive national program of events and activities to commemorate and celebrate Rugby League’s Centenary in Australia in 2008. This project was managed through the Australian Rugby League (ARL) Centenary Committee, established to oversee this significant milestone for the game. This Committee included representation from all areas of the sport including the NRL, ARL, NSWRL, QRL & CRL, along with grassroots and historian involvement. The development of the program required extensive consultation and collaboration with Rugby League stakeholders at all levels of the game and across all states, metropolitan and regional markets. Through this commitment to stakeholder communication across the game we were able to develop and deliver more than seventy unique Centenary events and activities across metropolitan and regional markets in Australia in 2018, within an agreed budget. Rugby League International Federation - International Player Awards
2008 to 2010 Worked with historian Geoff Armstrong on the introduction and management of an International Player of the Year Awards program for the RLIF to advance the profile of the federation, establishing a profile international voting panel and developing a voting criteria and an independent nomination and voting process.
St George Illawarra DragonsGeneral Manager Marketing
Jan. 2001 - Mar. 2006Sydney, AustraliaReporting to the Executive Director/CEO, led the strategic development of the Dragons brand and commercial business structures. Oversaw all marketing and commercial functions and implemented an effective high performing organisational structure to support growth strategies. - Developed and enhanced the robust commercial programs that exist today, delivering year on year double digit percentage growth in all revenue segments over the period
- Created and launched the Red V Membership program in 2002 as part of an enhanced fan engagement strategy, the first stand-alone membership program in the NRL and the first to reach 10,000 members in 2004.
- Established and nurtured effective working relationships with all internal and external stakeholders including the Board of Directors, NRL Executive, Venue operators, corporate partners and service providers
Castleford Tigers RLFCMarketing and Media Manager
Jan. 1998 - Dec. 2000Yorkshire UKReporting to the CEO, led the developiment and delivery of all marketing, commercial and communications objectives for the business. Over a three-year period the Club achieved significant growth and was recognised as a benchmark within the Super League competition for off field development - Awarded 'Club of the Year' at the Super League Marketing Awards in the UK in 1999
- Increased attendances by over 60% over a three-year period via an integrated marketing and community strategy and the development of the best family match day experience in Super League
- Increased commercial revenues by more than 50% over the three-year period, delivering significant increases in revenue and margin within Sponsorship, Hospitality, Gate Receipts and Merchandise.
- Negotiated the first e-commerce brand sponsorship in Super League with jungle.com in 1999, a record investment for the Club which was fully integrated into naming rights of the playing venue
Cronulla-Sutherland Sharks (National Rugby League)Corporate Development Manager
Jan. 1993 - Nov. 1997Sydney, Australia
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