WORK MATES
Have you met…?
CONTENT PRODUCTION
Engaged by the Australian Football League to scale the AFL’s in-house social media team, creating and publishing daily content across AFL and AFL.com.au’s social platforms including Facebook, Instagram, Twitter and YouTube.
As Social Media Manager for Tennis Australia, helped lead digital planning and execution across multiple editions of the Australian Open - including campaign creation, talent management, and team leadership across Facebook, Twitter, Instagram and Snapchat.
Delivered FIFA’s first digital-only campaign as part of the 2019 Women’s World Cup while at Seven League, producing celebrity-led content and athlete interviews for a global audience.
Worked with ITF at Davis Cup, Fed Cup, and Grand Slam events to create live content across social and digital.
Also served as digital correspondent at the 2018 World Beach Tennis Championships in Moscow.
A founding member of the Laver Cup digital team, creating and publishing engaging content across Facebook, Twitter, Instagram and TikTok since its inaugural event.
Created and executed the full digital marketing plan for Rematch’s debut event, including content strategy, archival asset sourcing, and social channel growth.
Engaged by Seven West Media as Social Media Lead Producer for the Tokyo 2020 Olympics and Paralympics, leading the daytime social team and helping deliver Channel 7’s most successful Olympic coverage across Facebook, Twitter, Instagram and TikTok.
Supported the WTA’s social media operations during multiple tournaments, producing content and managing community engagement for a global fanbase.
Led content production across pre-event, live and post-event stages, while delivering social media reporting and strategic recommendations for ongoing improvement.
Part of Channel 4’s digital team via LiveWire Sports, producing real-time web and social media content during the Championships.
Contributed to the live blog and digital coverage of the 2018 Cape Town leg of the World Rugby Sevens Series as part of LiveWire Sports.
STRATEGY AND OPTIMISATION
Developed and delivered the brand’s original social media strategy, setting the foundation for its voice, visual identity, and digital presence.
Worked with Fulham’s digital team during the 2018/19 Premier League season to optimise content across web and social platforms including YouTube, Twitter, Facebook and Instagram.
Optimised Gfinity Esports’ YouTube channels through content metadata enhancements, including titles, descriptions, cards, end screens and playlists.
Contributed to the LIV Golf global launch strategy as part of the SIFT team, helping define the brand’s digital voice and social media structure pre-launch.
ANALYSIS AND INSIGHTS
Supported LiveWire Sports in providing ongoing social media analysis and insights for Formula 1, helping shape performance reporting and digital recommendations.
Conducted an organisational digital audit for Juventus while at Seven League, including competitive benchmarking and trend reporting.
A part of the Seven League team, successfully contributed to the NBA’s global marketing strategy for 2020, conducting trend and competitor analysis.
Performed a digital performance audit and provided actionable recommendations to optimise PSG’s online presence and engagement strategy.
Delivered a social media audit for key Threshold properties such as Dulux London Revolution and Ride Across Britain, identifying areas for growth and optimisation.
Conducted a full digital and social media audit of the Royal Spanish Football Federation (RFEF) on behalf of UEFA while at Seven League, providing strategic recommendations for long-term digital growth.
WEB DEVELOPMENT
As part of LiveWire Sports, managed the successful migration of Chelsea FC’s digital content archive to a new platform using Adobe Experience Manager.
Assisted with the migration of the MRC website to the new Sitecore CMS, supporting an improved content structure and user experience.
Assisted with the migration of the Racing Victoria website to the new Sitecore CMS, supporting an improved content structure and user experience.
SOCIAL ADVERTISING
Partnered with RedTorch to support the International Equestrian Federation’s Olympic Games Paris 2024 coverage by running daily Meta and X engagement campaigns to amplify organic content and reach new audiences in real time.
Led a series of Meta campaigns to launch Flashback Vodka into new markets around Australia and drive in-store retail demand, delivering standout results including a 35x uplift in sales during the first week of a key campaign.
Stepped in as interim Paid Channels Manager to lead multi-platform campaigns across Meta, TikTok and Google, driving increases in campaign sales and loyalty activations for Grill’d in a highly competitive quick service restaurant market.
WORKSHOPS & GUEST SPEAKING
Presented at the Thriving Tennis Tour conference, delivering sessions on best practice for websites and social media — empowering club representatives with practical insights to improve their digital presence and community reach.
NB: While I do seem to have a niche in sport and reference it a lot, I strongly believe if you know what you are doing, you can apply your trade to any industry. Try me.
One example is this Melbourne restaurant, where I completely transformed their digital platforms (website, EDMs, Google, Facebook and Instagram).
La Cabra 👇
