As Senior Product Lead I facilitate digital transformation for some of Australia’s most well known organisations in the sporting arena & beyond.I am driven to create valuable digital products for our clients & exceptional digital experiences for their users.Core to my role includes; • Developing multi-horizon strategic programs of work to unlock both short term improvements & long term goals • Distilling ideas, wishes, desires & pipe-dreams into phased, actionable transformation projects • Uncovering strategic imperatives with client stakeholders • Creating a shared sense of ownership within the team • Evangelising projects with clients & stakeholders to create motivated business sponsors • Leading the delivery of on-time, on-budget projects within an agile delivery frameworkRecent clients (alphabetically) • Australian Football League • Australian Turf Club • Bendigo & Adelaide Bank • Disney/ESPN Australia • James Halliday Wine Companion • MYER • National Rugby League • Netball Australia • New Zealand Thoroughbred Racing • Sydney Cricket Ground TrustRecent client achievements: • Delivering a digital strategy to provide a web presence for community sporting organisations for Australia’s biggest sporting bodies • Program managing the delivery of a new digital network providing websites for dozens of individual sporting organisations on a singular cloud hosted platform • Managing an 18 month client engagement to deliver an integrated CRM, IDP, web & e-Commerce solution allowing an in-house single view of customer alongside self-service of membership, • Developing & managing the delivery of a personalised communications strategy for one of Australia’s most prominent brands that resulted in mid-seven figure sales uplift. • Program managing the delivery of iOS & Android native apps, with the iOS app feature by Apple & a #1 App Store ranking, • The re-platforming of a multi-tenant website network utilising onto a new enterprise CMS

Responsibilities• Digital Marketing strategy and management with international reach, focused on Australia, USA, UK, South East Asia and China.• Develop and introduce global social media strategy.• Work collaboratively with internal and external providers to deliver a modernized penfolds.com with mobile and tablet friendly user experience.• Develop and deliver the digital tone-of-voice for the Penfolds brand that maintained the luxury positioning of the brand.Key Achievements• Traffic increase on penfolds.com of more than 300% in peak periods compared to previous high watermark activity. Traffic increases also mirrored by decreased bounce rates and higher time-on-site.• Social follower growth of more than 700% in the first 12 months with an acquisition budget of less than $30,000.• Received the Australian Drinks Awards ‘Best Presence In Social Media’ award in 2014 in the Red Wine, Wine and Overall categories – beating out the contenders from the beer and spirit categories with significantly larger budgets.• Developed a collaborative model to content management for online and social, including team members from multiple regions and business arms.• Managed the content creation, management and review for more than 200 pages to launch penfolds.com in both English and Mandarin (Simplified Chinese).• Developed and launched social listening and responding tools to monitor brand mentions and manage ‘always on’ social strategy.• Became the second wine most followed wine brand on Instagram globally, off the back of $0 budget.

Responsibilities• Stakeholder management to deliver an online experience that delivered exceptional user experiences while managing objectives and expectations of both internal and external parties.• Lead the prioritization and implementation of digital experiences on the afl.com.au website• Develop new online experiences building on concepts created in collaboration with internal business units and external partners• Optimize and improve the online experience to deliver continuous improvement in success measurements.• Delivering digital product development against fixed deadlines both for time and resources.Key Achievements• Developed an on-line Brownlow Medal portal with live coverage, social media integration and red-carpet voting that delivered a 50% increase in online activity.• Managed internal and external stakeholders to deliver a designed AFL Finals experience on afl.com.au that resulted in creating more than $300k of additional advertising collateral without creating the perception of increased display advertising on the site.• Developed and launched the first new digital product on AFL.com.au in the past 5 years, AFL Player Ratings, using complex data analysis. AFL Player Ratings is now one of the four most visited sections of afl.com.au and delivers six-figure naming rights revenue. • Built the agile development processes for the management of development priorities, delivering a measurable increase in development pace.

Responsibilities• Developing a platform to provide user-facing websites for both national sporting organisations and local sporting clubs according to their needs and budget.• Consult to sporting bodies to improve their social media to improve end-user engagement and drive membership and e-commerce. • Deliver e-commerce platform improvements to continuously increase conversion rates and provide enhanced revenue to clients.• Develop and present tailored digital strategy concepts to prospective clients as part of the executive team seeking to acquire major clientsKey Achievements• Launched an entirely new website solution to enable IMG STG’s thousands of clients to build their own website with virtually no coding experience.• Instrumental in IMG signing both Cycling Australia and Hockey Australia as clients, assisted in the successful tending to several other major national sporting organisations.• Fine tuned the IMG e-commerce checkout, reducing complexity and delivering an increase of almost 20% in conversion rate – estimated to have delivered more than $1M in increased revenue to clients in the first 18 months.• Consulted to major clients on e-commerce strategies, enabling them to deliver step-change online revenue improvements of up to 400%.• Developed and launched the first Australian e-commerce platform to allow for full transaction within Facebook, creating new revenue opportunities and database acquisition for clients.

Co-host of WineWeek, Australia's first weekly wine podcast video. With more than 2 million video views WineWeek was Australia's most popular wine blog during the time it ran on YouTube and iTunes.

Lecturing and presenting tutorials for students studying Dynamic Web Development at both Footscray Park and St. Albans campuses.

Offering expert advice to consumers in selecting wines from a selection of boutique wines and serving both wines and food via the store's wine bar.

Blue Pebble Design was a sports-centric digital agency with an elite list of clients including the Essendon Football Club, ANZ Championship Netball, Cricket Australia, Melbourne Victory and more. Initially starting with a work placement through university, I was co-partner of Blue Pebble Design at the time it was acquired in 2010.Responsibilities• Consulting to clients to facilitate improvements in their e-commerce strategies.• Consulting to clients to launch and build social communities to extend their fan engagement • Maintaining Blue Pebble Design’s cutting edge knowledge in digital trends and presenting to our clients on the potential risks and rewards of emerging trends.• Building custom online experiences to respond to unique business opportunities, collaborating with client stakeholders to ensure exceptional outcomes.• Leading mobile application developmentKey Achievements• Developed and maintained the most trafficked sporting club website in Australia, essendonfc.com.au• Developing the design, and co-managing the development of a new e-commerce platform for Cricket Australia that delivered more than a 1000% increase in online revenue in the first year.• Leading the development of the first iOS application for a sporting club in Australia.• Laying the foundations for the social media strategies still used by Essendon Football Club and ANZ Championship Netball. • Guiding Essendon to build the largest social following of any AFL club within 2 years of joining its first social platform.

Sales and support for Yamaha Australia's professional audio clients and audio industry key accounts.During my time with Yamaha I launched the first full-scale digital FOH console within Australia (PM1D), including training and seminars on the PM1D to TV stations, tour-reinforcement companies and TV & Film production houses. I was also heavily involved with the lead-up to the Melbourne Commonwealth games via Yamaha's association with Audio-Technica - the official microphone supplier to both the Commonwealth and Olympic Games. This association included working with both Audio-Technica's specialists and the host broadcaster team to trial new microphones prior to the Games, at events including the 1999 AFL Finals Series.