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Work Background
Local Organising Committee AFC Women’s Asian Cup 2026 Pty LtdGeneral Manager, Media & Communications - AFC Women’s Asian Cup 2026 LOC
Sep. 2024 - Feb. 2025Sydney, New South Wales, Australia
Scoop CommunicationsFounder & Managing Director
Sep. 2023Dubai, United Arab EmiratesAt Scoop Communications, I combine 15+ years of international experience across sport, entertainment, events, and media to deliver communications strategies that cut through. Since launching Scoop in late 2023, I’ve partnered with world-class organisations—from global football governing bodies and broadcasters to cultural institutions and creative entrepreneurs—to lead high-impact PR, media and content campaigns across Australia, Asia, Europe and the Middle East. Scoop is intentionally small, highly experienced, and fiercely collaborative. I work closely with every client to uncover their unique story, shape strategy, and bring it to life through compelling narrative, bold positioning, and earned media results. Whether it’s a major tournament, a touring event, a brand launch or a content production brief, Scoop is built to deliver smart, senior-led communications with global standards and local insight. Recent collaborators include: • FIFA • Optus Sport • Studio Craig Black • Fleurs de Villes • The Joga Bonito Tour: Ronaldinho’s XI v Cahill’s XI
FIFASenior Communications Consultant
Jun. 2022Dubai, United Arab EmiratesSupporting in the conceptualisation, creation and delivery of FIFA's Corporate Campaigns for FIFA World Cup Qatar 2022, Content Production lead for FIFA U17 World Cup Indonesia 2023, Content Production lead for annual FIFA Congresses and ongoing ad hoc support for various communications projects, tournaments & events.
FIFA Women's World Cup Australia & New Zealand 2023™Senior Communications Manager
May. 2022 - Sep. 2023Sydney, New South Wales, Australia• Lead the response to media enquiries from AUS media, including management of potential media issues, while maintaining strong relationships with members of the media • Lead planning of proactive media opportunities and other promotional events to help raise awareness of the tournament • Created and implemented okey messages and talking points • Key driver in implementing an engaging and compelling communications strategy focused on pro-active storytelling across multiple media channels. • Day-to-day management of stakeholder relationships including with Football Australia, Host Cities and central Government bodies • Provided advice to colleagues and senior executive leadership team across the organisation, ensuring all were supported to deliver engaging communication with a wide range of stakeholders • Developed all public relations materials, delivering publication-standard written content as part of a complete suite of communications services • Acted as Head of Communications when this person was absent • Supported other FIFA needs, such as the Media Operations, Marketing, Content and Broadcast teams, when required
FIFACampaign Manager
Jan. 2021 - Jun. 2022Zurich, SwitzerlandWithin the Communications Division, I am focused on the ownership of FIFA's corporate campaigns, acting as the direct point of contact between internal departments, while leading and managing the relationship with external production/digital agencies as well as external stakeholders, NGOs/partners. I also lead the outwards-facing communications message of FIFA in official events and tournaments (e.g. Draws, The Best FIFA Football Awards, Congress etc), providing input and feedback in relation to video production, including VTs; development of TV and show scripts; briefing of talent including presenters and FIFA Legends. Recently delivered campaigns: #ACTogether at FIFA Club World Cup UAE 2022 #ACTogether at FIFA Arab Cup Qatar 2021 #SafeHome in 2021
FIFACorporate Communications Manager (Content)
Sep. 2016 - Jan. 2021Zürich Area, SwitzerlandCommunications lead for; - Corporate Campaigns - FIFA Foundation - FIFA Women's World Cup 2019 Trophy Tour - TV spots for FWC 2018 (“Play Right. Live Right”) - FIFA Team Reporter for Australia, 2018 FIFA World Cup Russia - 2018 FIFA World Cup Trophy Tour by Coca-Cola - The Best FIFA Football Awards Other projects and responsibilities; - FIFA Activity Report (annual report) - Writing of forewords for President and Secretary General for various media, event and course guides - Strategy consideration and implementation - Speech and official letter writing for President and Secretary General - Social Media integration - Project team member for Communications at various FIFA Events; namely, The Best FIFA Football Awards, FIFA Congress and various FIFA Tournaments - Tender brief writing, procurement, compliance and contract negotiation - Direct ongoing work with creative agencies based locally and abroad
FIFACorporate Communications Manager (Internal Communications)
Aug. 2015 - Sep. 2016Zürich Area, SwitzerlandWorking in the Internal Communications team within the Communications and Public Affairs division of FIFA. Ongoing responsibilities included but were not limited to; - Coordination and creation of the 2015 FIFA Activity Report (see link below) - Writing of Forewords for various media, event and course guides (on behalf of the FIFA President and/or FIFA Secretary General) - Speech writing and research - Ballon d'Or - TV show: script-writing/editing, liaising with hosts/talent, briefing players/award recipients, stage direction - Communications support for various in-house publications - Communications campaigns for various internal FIFA departments - Image sourcing and commissioning of photography projects abroad - Writing news content for FIFA Intranet - Assisting in upkeep of FIFA Intranet - Coordination of internal team-building activities
FIFAFIFA Films Manager, TV Division
Feb. 2015 - Jul. 2015Zürich Area, SwitzerlandSupported the FIFA Films team in various projects including; the 65th FIFA Congress 2015, Preliminary Draw for the FIFA World Cup Russia 2018 and projects for the FIFA Museum. My responsibilities included, but were not limited to: - Preparation of Tender brief documents for filming/production requests - Liaising with third-party production company's and internal FIFA departments on various video projects - Experience in preparing contracts, work statements and procurement forms in line with FIFA policy. - Quality control and feedback on various video/production projects - Assisting colleagues on the upkeep and maintenance of the FIFA TV YouTube channel - Involvement in major FIFA events, from a TV perspective - most notably with scripting (FIFA Congress, Preliminary Draw for FIFA World Cup Russia 2018)
FIFACorporate Events Manager
Aug. 2014 - Jan. 2015Spent six months working on and towards the FIFA Ballon d'Or 2014. My responsibilities included, but were not limited to: - Administrative coordination/assistance - Ordering and approval of all FIFA Ballon d'Or trophies - IT: Intranet/Extranet and Event Channel coordination and maintenance - Staffing of event; including online registration process through IMATO - Welcome desk coordination; hotels and airport - Fans and Fan Zone coordination, including giveaways - Input and involvement in FIFA Ballon d'Or TV show, from concept right through until end product - Organising of interpreters/translation for TV Show - Assisiting in all media activities; including pre-show press conference and post-show mixed-zone - Liaison/Contact person for various talent and VIP guests - Travel and transport coordination with FIFA Travel department
CIES - Centre International d'Etude du SportFIFA Master - 14th Edition. International Master in Humanities, Management and Law of Sport.
Sep. 2013 - Aug. 2014Neuchâtel, SwitzerlandSelected from over 220 applicants, I was in a class of 28 postgraduates from all over the world as a student of the FIFA Master program in its 14th edition. The program was voted best postgraduate Sports Management Masters program (worldwide) by SportsBusiness International in May 2014. It offered a unique opportunity to meet top executives from high-level international sports federations, clubs, agencies and organising committees, enabling us to build up our own network of contacts. I studied Humanities (history of sport) at De Montfort University in Leicester (UK), Sports Marketing, Strategy, Events and Management at Bocconi School of Management in Milan (Italy), rounding out the course with the Sports Law module at Universite de Neuchâtel in Switzerland.
FOX SPORTS AustraliaTV Reporter/Journalist
Apr. 2011 - Aug. 2013Sydney, Australia> Reporting (both on the road and in the newsroom) - Live cross experience - Cut, write and voice packages - Cut, write and voice live match packages on-the-run - Script writing - Edit trained (Quantel) - Responsible for generating content for Fox Sports News breaking news 'Ticker' - Update and maintain content for Fox Sports Wing (on-air stats and promos) - Submit content for Fox Sports News 'Active' service - breaking text stories (red button) - Update and maintain content for Fox Sports News’ iPad application - Update and maintain Fox Sports News Twitter account - Responsible for training new employees in the Active role.
FOX SPORTS AustraliaJournalist (www.foxsports.com.au)
Sep. 2009 - Apr. 2011Sydney, Australia- Monitoring sports news wire services for breaking stories - Using Fatwire CMS to edit and update website - Using Photoshop to edit pictures for web - Updating and attaching video items to stories - Creating and refreshing web modules. - Writing/generating original content - Interviewing various talent - Conducting live event blogs - Recording live audio interviews for web podcasts
Adelaide United FCMedia Liaison
Sep. 2008 - Jan. 2009Adelaide Area, Australia- Coordinating/assisting in match-day media operations - Writing media releases and articles for web - Interviewing and liaising with players - Press conference coordination
KUSI TelevisionSports Internship
Feb. 2008 - May. 2008San Diego, California- Working directly with the sports director and camera men - Collating sports results - Attending live games - Writing scripts and stories - Editing highlights and cutting 'teasers' - Logging tapes
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