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Work Background
Football AustraliaGeneral Manager, Services - AFC Women’s Asian Cup 2026
Dec. 2024Sydney, New South Wales, Australia
Football AustraliaSenior Partnerships Manager
May. 2023 - Dec. 2024Sydney, New South Wales, Australia* Lead the delivery of partnerships for the CommBank Matildas and their blue-chip partners, including the Commonwealth Bank, Cadbury (Mondalez) and LEGO.
* Provide strategic insight into best practice activations of sponsorship including in-stadium assets, broadcast integration and fan engagement pieces.
* Responsible for brand protection for the CommBank Matildas, Australia's most valuable national sports team, and its respective partners in order to maintain brand value as well as contractual obligations.
Qatar FoundationProgram Manager (Activations and Events) - FIFA World Cup
May. 2021 - May. 2023Doha, Qatar* Project managing QF's activations and events within Education City in the lead up to and during the FIFA World Cup Qatar 2022 tournament. * Ideated, planned and implemented last mile activations around Education City Stadium for the FIFA World Cup and FIFA Arab Cup
* Successfully delivered the largest Street Child World Cup event to date, in partnership with Street Child United
* Planned and implemented GOALS - a program delivered over 12 months with more than 40 storytellers from 20 nationalities, with skill development in the areas of analogue and digital photography, videography, public presentation and the written word. Delivered in partnership with Goal Click, The Sports Creative and Generation Amazing Foundation
* Developed and executed the Wanda Flagbearer program, identifying young people through a range of objective-led activities.
Katara Beach ClubGeneral Manager
Jul. 2018 - Jan. 2019Doha, QatarOversee the strategic direction, operations and management of the club. Implemented new member, marketing, revenue-generating and administrative initiatives. Managed stakeholder relationships, corporate partnerships, sub-contractors and team of around 60 full-time staff. Developed guest experience, customer loyalty programmes and activities for members and day guests. Manage media (online and offline) buying, design and collateral requirements as well as social media marketing.
taf3eelGeneral Manager
Sep. 2015 - Dec. 2019Doha, QatarPlan, manage and deliver experiential marketing, social media and event projects for corporate and government clients. Develop and control organisational and project budgets, engage with new clients and comply with all statutory requirements for Qatari companies. Provided strategic marketing and communications direction for Heya Arabian Fashion Exhibition, Menchies and Which Wich, in-store and on-site activations for Ikea and St Regis Doha. Develop new brandmark and branding guidelines for non-government entity as well as digital media buying for local and international companies.
Great Big EventsOperations Manager - Qatar
Mar. 2015 - Aug. 2015Doha, QatarProject manage the planning and delivery of the 2015 Qatar Cup Football Final event and the Schools Olympic Program Finals. Embedded within the GBE team delivering sports presentation services for the European Games in Azerbaijan. Provide in-country support and advice for setting up local branch of Australian company within Qatar.
Agency 222Head of Sponsorship and Activation
Nov. 2013 - Jun. 2014Doha, QatarUnder Brooke's leadership the Sponsorship & Activation department saw an increase in clients of 600% and the successful delivery of 13 new projects. She provided the idea development, proof of concept and implementation of brand engagement on-ground activations for the Supreme Council of Health, Vodafone, Qatar Museums Authority and the Action on Diabetes Initiative.
Agency 222Business Development Director (Aug-Oct 2013); New Business Project Manager (Apr 2012-Jul 2013)
Apr. 2012 - Oct. 2013Brooke led the New Business department to exceed its targets and sign some of Qatar's most prestigious companies and government entities. During her time in New Business Brooke was responsible for managing pitch activities which saw Agency 222 win work with the Al Jazeera Media Network, the Supreme Council of Health, Qatar Football Association, Qatar Museums Authority and Qatar Airways.
qmediaMarketing Program Manager
Jul. 2011 - Apr. 2012QatarPlanned and delivered communications activities for new and existing q.media events. Developed RFP documents and prospective investment reports on behalf of the department
Independent ConsultantEvent and High Performance Sports Consultant
Mar. 2011WMP - COVID-19 Isolation Centre Operations Manager, Client - Hamad Medical Corporation (March 2020 - March 2021) Fischer Appelt - Senior Project Manager (February to May 2019, December 2019 to March 2020) WMP - Project Manager (September to November 2019) MV Global - Transport Project Manager (September 2014 and December 2014 - February 2015) QSports - Chief Operations Officer and Consultant (September - December 2014) QMDI - Project Manager (August - September 2014)
AFC Asian Cup Qatar 2011Head of Transport
Aug. 2009 - Mar. 2011Managed all venue-based transport, fleet and bus systems for the Asian Cup tournament as well as test events including the Asian Cup Final Draw, Team Workshop and international friendly matches involving Brazil, England and Argentina. Responsible for transport management team of around 50 and overall responsibility for driver and supervisor pool of over 450 individuals.
ASPETAR - Qatar Sports Medicine and Orthopedic HospitalAdministrative Manager
Nov. 2008 - Aug. 2009Provided high performance sport-strategic advice to assist in meeting the needs of ASPETAR athlete patients. Implemented and refined resource acquisition process to adhere to organisational requirements while meeting Department needs. Consulted on the review of Out Patient Department services at ASPETAR and provided strategic solutions to existing challenges. Successfully coordinated a 6-week Weight Management Program for six identified Qatar National Football team players. Effectively managed a schedule with 29 physiotherapists, 6 physical coaches, 4 hydrotherapists and 5 administrative staff across 4 different Rehabilitation areas.
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