Dylan Roberts Email & Phone Number

Australia

Melbourne, Victoria, Australia

Melbourne, Victoria, Australia

Melbourne, Victoria, Australia

As Premium Systems Lead at the AFL, I lead a team of ticketing and systems professionals who aim to enable the use of technology and data within the AFL's Premium Sales and Membership Team and their customer base.My key accountabilities include: - Developing strategic business process improvements and identifying opportunities to improve our teams' use of data, capture of data and use of technology - Leading the implementation of Salesforce CRM and Marketing Cloud for the AFL's Premium Membership and Sales Team. Focusing on the development of business requirements, designing and documenting efficient business processes and the system enablement of key sales, marketing and operations staff- The analysis of data and the development of business intelligence reporting (KPI, Customer Behaviour, Demographics and Sales) for senior management via Salesforce, PowerBI and Tableau- Leading the set up of ticketing and hospitality on-sales via key customer platforms for the 2022 AFL Premiership Season, AFL Finals Series and Toyota AFL Grand Final (Archtics, AccountManager, Ticketek) - Leading the development of customer ticketing and technology platformsMy key achievements as Premium Systems Lead include:- Formed part of a working group to integrate CRM (Salesforce) and ERP (D365) systems into order to enable transaction in CRM. $3.5M revenue generated from this integration in FY2022.- Developed 30 refreshing customer data segments in Salesforce Marketing Cloud to enable the easy use of data for our marketing and communications stream- Led de-duplication of contacts in CRM for the Premium Membership and Sales teams, merging ~6,600 contacts post data migration from legacy systems- Collaborated with key technical stakeholders to automate lead generation into CRM (Salesforce) via 3rd party lead capture forms- Led the inaugural implementation of e-ticketing for the 2022 Toyota AFL Grand Final for key corporate membership products, including the Medallion Club

Melbourne, Victoria, Australia

As Premium Systems Executive, I filled a key systems and operational role in AFL's Premium Sales and Membership team - focusing on enabling the use of technology and data within a high performing sales and operations team.My key accountabilities included: - Participating as a subject matter expert for the AFL's Premium Sales and Membership team for the implementation of Salesforce CRM. Focusing on the development of team requirements / use cases, criteria for the migration of data from legacy systems and the enablement of our sales team in the use of this platform - The analysis of data and the development of varied business intelligence reporting (KPI, Customer Behaviour, Demographics and Sales) for senior management via Salesforce and PowerBI - Coordinating ticketing and hospitality on-sales via key customer platforms for the 2021 AFL Premiership Season, AFL Finals Series and Toyota AFL Grand Final (Archtics, Ticketmaster AccountManager, Ticketek, AFL Event Office) - The design, documentation and improvement of business processesMy key achievements included: - Partnering with internal stakeholders lead a data enrichment project for the AFL's Premium Member database via Equifax - gaining enriched business demographic data (industry, company size and revenue) for 95% of our customer base - Development of requirements for key business processes (lead capture, opportunity management, communications) and collaborated with key technical stakeholders to migrate contact, account and opportunity data into CRM (Salesforce) from legacy databases - Coordinating the delivery of e-ticketing across all corporate hospitality products for the 2021 Toyota AFL Grand Final in Perth, amid COVID-19 impacts - Developing a scenario modelling tool for our sales team and managers, focusing on key client renewal campaigns ahead of the 2022 AFL Season - Developing a Python script to semi-automate the processing of customer contracts, cutting processing time by 75%

Melbourne, Australia

As Corporate Sales Analyst, I filled a key systems, ticketing and operational role in AFL's Corporate Sales team - focusing on enabling the use of technology and data within a high performing sales and operations team.My key accountabilities included: - The analysis of data and the development of varied business intelligence reporting (KPI, Customer Behaviour, Demographics and Sales) for senior management via PowerBI and Microsoft Excel - Coordinating ticketing and hospitality on-sales via key customer platforms for the 2019 and 2020 AFL Premiership Season, AFL Finals Series and Toyota AFL Grand Final (Archtics, Ticketmaster AccountManager, Ticketek, AFL Event Office) - The design, documentation and improvement of business processes for a high performing sales teamMy key achievements as a Corporate Sales Analyst included: - Managing ticketing inventory and coordinating the fulfilment of corporate hospitality products during the COVID-19 affected 2020 Toyota AFL Grand Final and Finals Series - Participated in the AFL Industry Women's Lunch Working Group on behalf of the AFL's Corporate Sales team (2019) - Participated in the AFL's Disability Action Plan Working Group, with a focus on promoting inclusivity for disabled players and fans (2020) - Collaborated with 3rd party marketing agency and internal technology stakeholders to integrate lead generation into CRM- Nominated for the AFL Values ('Speccy') Awards for 'Play as One Team' and 'Play to Win' categories (2019)

Melbourne, Australia

Melbourne, Australia

Footscray

Parkville

Parkville

Parkville

Parkville

Melbourne, Victoria

Masters, Business Analytics

Commenced a Masters of Business Analytics, in conjunction with full-time work, in order to develop a professional skill set in data.

Bachelor Of Business (Sports Management), Sport And Fitness Administration/Management

Studied Business and Commerce disciplines with a Sports Management focus. Subjects covered include Sports Leadership & Governance, Sports.

Victorian Certificate Of Education

Activities and Societies: 1st XI Cricket VCE Level Education - subjects studied included History: Revolutions, Legal Studies.