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Work Background
Carinya SocietyPeople and Culture Manager
Mar. 2024
Carinya SocietyHuman Resources Coordinator
Jul. 2023 - Mar. 2024
Eastern Melbourne PHNHuman Resources Administrator
Aug. 2021 - Jul. 2023
FreelanceMarketing Consultant (Ad Hoc)
Jan. 2020 - Jan. 2020
St Kilda Football ClubAttendance & Engagement Manager
Feb. 2018 - Oct. 2018Melbourne, Australia• Development and implementation of holistic match attendance strategy, achieving a member show rate of 30%, sampling show rates of 20% and an overall average home attendance of 25,498 during a relatively unsuccessful on-field season. • Working with key stakeholders to provide offers in line with attendance strategy, including commercial and community partners offers that saw an additional $14,000 in sales. • Development and implementation of dynamic ticketing strategy, working closely with Qcue, Ticketmaster, AFL, MSS and internal departments to achieve over $57k in incremental revenue. • Development and implementation of ‘level 2 goal’ ticket sales strategy to dress key areas of the stadium, resulting in an increase of sales by 86%, 38% YoY. • Development of ticketing strategy and market engagement strategy to promote through Experience plug-in via Club app achieving over $25k in additional sales and working closely with our Digital team to implement week to week. • Development of daily ticket sales strategy with an increase on all ticketing categories of 85% YoY. • Working closely with Marketing to implement holistic strategy around Club crowd build and game day experience/activations. • Development, delivery & management of Monash University engagement strategy via a dedicated ticketing program through club app for Monash University students achieving and average show rate of 38% in its first year.
St Kilda Football ClubMembership Strategy Manager
Mar. 2017 - Feb. 2018Melbourne, Australia• Development of membership acquisition strategy, significantly increasing new and returning members year on year. • Development of membership retention strategy, achieving industry high of 88.5% in 2016 (AFL standardised). • Strategic player in achieving Club record breaking 42,000+ members and subsequent $0.83m revenue increase. • Implementation of all membership strategies, working closely with marketing and creative design departments to ensure consistent key themes and messages. • Working closely with key stakeholders at AFL to discuss and develop creative concepts and products. • Heavy focus on development, implementation and management of flexible retail ticketing strategy, including dynamic pricing and alternative public offers, achieving substantial additional revenue and game attendance. • Consistent analysis and reporting of forecasted financial positioning whilst maintaining understanding of public perceptions of dynamic pricing. • Ownership of relevant budget sub-sections. • Development and implementation of member events. • Ground work for member involvement and interactions during and after redevelopment of Moorabbin/RSEA Park.
St Kilda Football ClubConsumer Sales Coordinator
Jan. 2016 - Mar. 2017
Melbourne StarsPartnerships Manager
Aug. 2014 - Dec. 2014Melbourne, Victoria, AustraliaAs Partnerships Manager, it was my responsibility to: • manage existing partners contractual obligations; • develop new Stars aligned marketing programs for partners; • work with partners to implement match activations; • pursue new partner opportunities.
Essendon Football ClubAccount Coordinator, Commercial Partners
Nov. 2012 - Sep. 2014• Account management for extensive portfolio including clients such as adidas, True Value Solar, TeleChoice, Australian Institute of Fitness plus more. • Support for extended portfolio including, but not limited to Kia, Fujitsu, Red Energy and Coca Cola (Powerade). • Successful event management for various corporate events including match day and non-match day events. • Complete ownership of partner match day activation including big screen and concourse activations. • Extensive commercial media integration, including Essendon’s own ‘The Hanger’. • Management of commercial player ASA allocation and reporting. • Mid-year and post season reporting including valuable Repucom data. • Commercial digital management (website advertising etc). • Inventory management.
Port Adelaide Football ClubCorporate Partnership Coordinator
Oct. 2011 - Jun. 2012Adelaide, Australia• Developed process and tracking management system for $10 million+ in clientele, including inventory and finance. • 94% client retention for investment level between $2,000 & $10,000 (identified as “Power Brokers”). • Assistance in the acquisition of 35% increase in new business. • Consistently successful product upsell for non-packaged benefits. • Successful event management for 9 annual corporate events. • Complete ownership of corporate administration functions, including game-day activation. • Development and management of Online Business Directory on Club website. • Development and marketing of 2012 Power Broker packages, including budgeting and cost analysis.
Port Adelaide Football ClubRelationship Executive
Dec. 2010 - Oct. 2011Adelaide, Australia• Developed effective reporting templates in anticipation of 116 individual Power Broker end of year reports. • Assistance to generate $300,000+ in donations from existing corporate partners, prospects and cold calls for annual Gala Auction. • Growth of Power Broker involvement through actively engaging in account management, benefit delivery and event coordination. • Active promotion of inter-business relations between Power Brokers and higher level sponsors. • Achieving set target of 36,000+ members new and renewed for 2011, an increase of 16.68%. • Key market and product research for the integration of Port Adelaide Magpies SANFL membership under the Port Adelaide Football Club banner.
Port Adelaide Football ClubCustomer Relations
Feb. 2010 - Dec. 2010Adelaide, Australia• Developed and managed game day set up procedure. • Achieved above set targets - $51,000 at the Royal Adelaide Show 2010. • Achieved above set targets - $150,000 from all home games 2010. • Developed procedure for in excess of 500 pre-orders of new season 2010 guernsey, including the procedure developed and executed to contact each customer individually to explain major issues and assist in rectifying them in order with customer demands. • Developed procedure for in excess of 300 pre-orders of memorabilia for a milestone event. • Identified and implemented key administration functions and procedures to increase efficiency.
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