MunichGermany
TokyoJapan
LondonUnited Kingdom
MelbourneAustraliaLed DHL's activation of Rugby World Cup 2019 across 50 countries, managing an eight-figure GBP budget. Ran a 360-degree programme spanning fanzones at all 48 matches, the ambassador programme, digital, hospitality, merchandise and the retail platform.
DHL case studyExpanded Engage APAC from sport into the broader entertainment sector, closing seven figures in revenue from new clients across ANZ and growing pipeline 800% year on year. Launched productised services and data-led tools to diversify agency revenue.
Growth Director roleBuilt a sponsor valuation tool that measures exposure and engagement using AI logo detection. Mapped 1,300 brands across ANZ sports and entertainment properties to find opportunities and gaps for rights holders and sponsors.
How it worksGrew and nurtured fan bases for some of the world's largest rights holders, including the All Blacks, AFL, the International Cricket Council and Real Madrid, with strategies that build fandom at micro and macro level.
Fan growth workI led growth & strategy for global sports & entertainment agency Engage across Australia, New Zealand and APAC: new clients, new sectors and new revenue lines. I built data-led tools to inform rights holders how much their audiences were worth to commercial partners.
Closed $1.6m in new revenue and built an $8m+ pipeline across ANZ and APAC within 12 months, growing the client base 60% year on year. The key contact for most of Engage's client relationships and new prospects in the region.
Took Engage into the broader entertainment sector, setting the positioning, credentials and marketing plan, and building partnerships with agencies and C-Suite brand leads.
Launched productised services, revenue share models and data-led sponsorship tools that diversified agency revenue beyond project and retainer work.
Owned the industry white paper that became the group's most downloaded publication, lifting MQLs and SQLs by over 800% year on year.
A sponsor intelligence model covering 1,300+ brands across 214 ANZ properties, joined to cross-platform digital performance. A tier-calibrated value model sits on top, weighting each asset by placement, visibility and engagement.
A computer-vision pipeline that detects sponsor logos across broadcast and social video, then values each appearance by size, legibility, share of voice and platform engagement. Trained per property and run across NRL, AFL, cricket, rugby and football.
The Loyal Fans Index ranks 85 clubs across 7 codes on how loyal their fans are, giving partners a better read on a property than reach alone. Published as a public benchmark and used to open new conversations, earning coverage from rights holders and creators.
Presented digital monetisation strategy to the boards of several rights holders and teams across Australia & New Zealand: what their audience is worth, how to package it for partners and how to price it.
Any figures shown are illustrative.
I moved from London to Melbourne to establish the growth & strategy team for Engage, building a team of social media managers, strategists and producers. I packaged our content capability into products for rights holders and built the team to deliver them.
Developed digital strategies for New Zealand Rugby (All Blacks & Black Ferns), Super Rugby Pacific, Real Madrid, ICC & more, working with each client team to workshop implementable actions that drive fan & commercial growth.
Fan acquisition campaigns drove ticket sales, app downloads and first-party data at a return above ten times spend. Branded series for partners ran from stakeholder buy-in through production to performance reporting, so every partner could see what their investment returned.
Built content-led campaigns and long-form series that laddered up to clients' marketing strategies, developing content formats for MLB and World Rugby. Led and won the pitch process for four new clients worth about $2.5m, including Guinness Six Nations, Premiership Rugby and the United Rugby Championship.
Real Madrid · All Blacks · AFL · World Rugby · ICC · AO · INEOS · SAP · Kraken · bet365 · Guide Dogs Australia · New Zealand Football · Super Rugby Pacific · Fijian Drua · Victoria Racing Club · Wallabies · TEG Sport · FIFA
I ran sponsor activation for a global tournament partnership, from the pre-tournament roll-out two years out to the final whistle in Japan.
I coordinated pre-tournament activations across 50 countries with local activation and production teams across individual DHL markets, all laddering up to DHL's overarching global brand campaign for the tournament. This included competitions, trophy tour activations and local campaigns that rewarded fans with matchday experiences in Japan.
Led DHL's stadium and fanzone activation at each of the 48 matches, including overseeing the concept & build of VR & physical activations and shipping them from London to Tokyo. Worked with Japanese partners to manage on-ground operations and staffing across all matches at 12 venues, including distribution of over 500,000 clapper banners, ambassador integration and surprise & delight prizes.
Led DHL's digital content marketing, including the ambassador programme in English and Japanese, identifying and contracting a mix of Japanese and global creators. Oversaw the UGC campaign and its prize of tickets & travel to Japan.
I built and launched an online store where DHL's staff worldwide could order tournament merchandise. I owned the merchandise design, approvals, website build and warehouse contract for fulfilment and distribution, with tournament-branded merchandise distributed to over 100 countries.
I joined DAZN in Tokyo ahead of launch in one of its first markets worldwide, before the service expanded globally. I led data editorial through its first 18 months in Japan as it took on J.League rights and built an audience from nothing.
I built the data editorial plan and the content strategy across DAZN's Japanese social channels before the service went live, working with Perform Group's Opta data team.
I launched OptaJiro, a data-led Japanese football account. It became the fastest-growing social account in the company and had the highest follower engagement of any DAZN account worldwide.
I introduced data-led graphics, editorial and content to J.League broadcasts for the first time in Japanese football.
I ran data workshops with Japanese clubs, showing how match data could sharpen their analysis and their own storytelling.
Launched social channels for the Italian Football Association and the DFB ahead of the 2014 World Cup, reaching 100,000 followers in a week. Ran channels for Bayern Munich, the Bundesliga and the Germany national team to a combined 40 million followers.
