Jo Gilbert Email and Phone Number
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Jo Gilbert personal email
As a commercially savvy Strategic Partnerships executive, I bring a proven track record of conceptualising, negotiating, and managing innovative, mutually beneficial partnership and sponsorship strategies that build brand equity for all parties. During the past 3+ years as Head of Commercial Partnership & Experiences for the AFL, I have delivered transformational improvements in the partnerships offering, maximising revenue opportunities to achieve double digit growth (year on year) in the $100M+ portfolio. This was achieved despite the challenges and restrictions arising from the COVID pandemic and I have collaborated with partners and cross-functional colleagues to rapidly pivot the customer experience strategy in response to changing market conditions. My previous experience includes sponsorship management for blue-chip organisations including General Motors (Holden) and National Australia Bank (NAB), as well as extensive agency-side marketing experience including events and sponsorship strategy, consumer research and shopper marketing engagements. A background in consumer research allows me to leverage insights and analytics from multiple sources to build data-driven propositions aligned with brand vision. With a strong focus on culture, coaching and capability building, I’ve developed high-performing teams of brand marketing, sponsorship and partnership professionals capable of leading cross-functional teams on the journey of building a unique and innovative partnership and customer experience proposition that ensures brand values are evident across all customer touchpoints. Strategic Partnerships ｜Sponsorship Management ❘ Corporate Partnerships ❘ Brand Collaboration ｜ Brand Management ｜ Strategic Marketing ｜ Marketing Communications ｜ Corporate Sponsorships ｜ Insights and Analytics ｜ Customer Experience (CX) ｜ Experiential Marketing ｜ Corporate Hospitality ｜ Events Strategy ｜ Revenue Optimisation ｜ P&L Management ｜ Contract Management ｜ Negotiation ｜ Brand Development ｜ Consumer Research ｜ Market Analysis ｜ Customer Journey Mapping ｜ Project Management ｜ Performance Turnaround ｜ Business Transformation ｜ CRM Systems ｜ Cross-Functional Team Leadership ｜ Coaching and Mentoring ｜ Capability Building ｜ Talent Management ｜ Relationship Management
Hawthorn Football Club
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Chief Commercial OfficerHawthorn Football Club Jul 2024 - PresentMulgrave, Vic, Au
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Head Of SustainabilityAfl - Australian Football League Jan 2023 - Jul 2024Docklands, Vic , AuCollaborating across the AFL Industry to implement our Sustainability position and committment to responsible and sustainable consumption to protect the future of the game at all levels. -
Head Of Commercial Partnerships & ExperiencesAfl - Australian Football League May 2018 - Jan 2023Docklands, Vic , Au Managed and developed the $100M+ Commercial Partnership & Experience portfolio (52 partnerships), proactively identifying new revenue opportunities to achieve double-digit growth year-on-year: Led a rationalisation of the AFL, AFLW, Marvel and Community portfolios, with a focus on renewal and acquisition of partnerships with enterprise organisations – growing the overall revenue portfolio whilst reducing the total number of partnerships to enable greater focus on higher-value partners and improved operating efficiency Renewed NAB as Naming Rights partner, renegotiating the contract to establish the largest investment in Women’s sport across Australia − Led a team of Partnership & Event Experience Managers during a period of momentous change and disruption, maintaining high levels of engagement and actively building team capability to consistently provide innovation solutions to meet and exceed targets and partner and guest expectations: Achieved team scores of 100% “engaged” and “supported” in 2021 VIBE culture survey Nurtured strategic partnerships with major corporate sponsors including Toyota; Google, Telstra; McDonald's; Virgin Australia; Bunnings; NAB; and Coles, identifying and implementing initiatives and experiences aligned with each partners’ strategic objectives Rapidly pivoted Commercial Partnerships and Experience strategy in response to the COVID pandemic implementing proactive communications to partners and developing creative strategies to deliver maximum value to corporate partners despite reduction of games and fan attendance:− Mobilised virtual events capabilities, oversaw content development and virtual events programming, and worked with cross-functional colleagues to optimise the quality of the broadcast proposition Nurtured exemplary relationships with cross-functional colleagues at all levels of the AFL, navigating the traditionally competitive internal culture to foster cross-functional cohesion and collaboration
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Sponsorship Senior ManagerGeneral Motors May 2017 - May 2018Detroit, Michigan, UsIn 2017 Holden ceased manufacturing in Australia, as part of a major business transformation program. The redevelopment of the sponsorship portfolio was critical in repositioning the brand for future growth. Led a program of transformation within Holden’s partnership portfolio aligning sponsorships and partnerships with the strategic aims of the organisation to shift market perception and reposition the brand to attract a new demographic of customers, “Today’s Australians”:− Harnessed consumer research and customer insights to develop partnership strategies that would build the profile of the brand amongst female consumers, without alienating Holden’s core customer base− Established new Women in Sports partnerships, which measurably enhanced brand affiliation amongst females (evidenced by increased car sales to female customers as well as brand momentum score) Nurtured mutually beneficial strategic partnerships with the National Rugby League (NRL), Surf Life Saving, Supercars, PGA Australia, and Collingwood Football Club, renegotiating contractual agreements and embedding transparent performance measures to track the benefits for Holden and its partners Provided leadership, development, and direction to a team of direct reports and stakeholders across the Brand and Marketing function and Dealer Network, to build organisational capability with regards to the management of successful strategic partnership and sponsorships− Embedded best practice partnership and sponsorship management systems and processes, optimising functionality and utilisation of the SponsServ sponsorship management system -
Sponsorship Manager, PortfolioNational Australia Bank Mar 2014 - May 2017Melbourne, Victoria, Au Led a program of change and improvement across the Enterprise Sponsorships portfolio, scrutinising the effectiveness and strategic alignment of the disparate organisations within the portfolio, leveraging internal and external insights and analytics to develop a clear strategy aligned with NAB brand objectives:− Rationalised the enterprise sponsorships portfolio, nurturing strategic partnerships with the AFL, Football Federation Australia, Live Nation, The Alannah & Madeleine Foundation, and developing a Local Sponsorship Fund− Embedded robust governance frameworks for the management of local Business Unit sponsorships, ensuring alignment business objectives, avoiding conflicts of interest, and enabling effective measurement of benefits − Influenced behavioural change and Board and Executive level, ending the long-standing practice of “hand-shake” sponsorship deals that did not add value to the NAB brand Managed and developed NAB’s Sponsorship Portfolio team, working collaboratively with Sponsorship Communications and Events teams to drive an integrated approach to delivering sponsorship objectives -
Head Of Events & SponsorshipInnocean Worldwide Australia Pty Ltd Jan 2011 - Feb 2014Darlinghurst, New South Wales, AuInnocean Worldwide is a full-service marketing agency with a creative-led approach to delivering solutions underpinned by insights and data. Created and led the Events & Sponsorship function of Innocean Worldwide’s newly created Australian agency, driving exponential year on year growth in revenue and cementing long-term partnerships with key clients Kia and Hyundai:− Acted as a trusted strategic advisor in shaping clients’ sponsorship strategies harnessing insights and analytics to present data-driven proposals for new sponsorships: Negotiated innovative sponsorship agreements across a portfolio including Tennis Australia, Federation Football Australia, Essendon Football Club, Carlton Football Club, West Tigers, The Hopman Cup, ICC, FIFA, Google, and Sydney Opera House − Embedded robust performance metrics to track and evidence the benefits of each sponsorship, aligned with strategic brand objectives, and enable targeted continuous improvement in results -
Business DirectorTribe Marketing Jul 2008 - Dec 2010Sydney, Nsw, AuBusiness lead across service pillars of Brand Activation, Reward Programs, Shopper Marketing and Sales Promotion.Clients include Mitsubishi Motors, Fosters, Schweppes, Nestle Movenpick, American Express, British American Tobacco -
Group Account Director - OgilvyactionOgilvy May 2007 - Dec 2010New York, Ny, UsTeam head integrating within Ogilvy to provide wide range of creative and strategic project management across a broad range of clients including Nestle Purina, Blackmores, Telstra, Commonwealth Bank, Qantas, Rosemount Wine, Carlton United Breweries -
Account DirectorFudge Nov 2003 - Mar 2007A challenging role which lead to a transfer to head up the Sydney office. Supervise team of 4 - SAM, AM & AE in teamWorked with ABL and Digital partners to present integrated concepts to clients to include activation and SP Strategic research analysis of the promotion industry for key clients to ensure promotional marketing products are leading edge including techniques, trend capitalisation and leveraging opportunitiesQuarterly budget forecasting and new business identification, and accountability for personal and team KPI’sActively involved in pitch process including proposal concepts, budgeting and management with full responsibility of campaign execution -
Event ManagerHannebery Carroll Marketing Group Sep 2001 - Jun 2002Client manager on Philip Morris AccountSponsorship and management of brand activation at Grand Prix, Bathurst 500, Clipsal, Club launches, Roadshows
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Events And Sales ManagerVirgin Limited Edition Jun 1998 - Feb 2000London, England, GbQuickly promoted from Receptionist to Sales Exec then ManagerVenue liaison and event manager for Private and Corporate Events, Weddings, Bar Mitzvahs, VIP events, Product Launches -
TraineeSpotless Group Jan 1996 - Apr 1997Melbourne, Victoria, AuConducted my University Traineeship with SSL working across HR, Retail, Corporate and Special Events divisions. Primary role was assisting in the management of the Retail Division for the inaugural Australian Grand Prix in Melbourne
Jo Gilbert Skills
Jo Gilbert Education Details
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Rmit UniversityMajoring In Hospitality And Business Stategy
Frequently Asked Questions about Jo Gilbert
What company does Jo Gilbert work for?
Jo Gilbert works for Hawthorn Football Club
What is Jo Gilbert's role at the current company?
Jo Gilbert's current role is Chief Commercial Officer | Strategic Partnerships ｜ Integrated Marketing Strategy ❘ Brand Management ❘ Sponsorship Management ｜ Corporate Partnerships ｜ Customer Experience ｜ Experiential Marketing.
What is Jo Gilbert's email address?
Jo Gilbert's email address is jo****@****.com.au
What schools did Jo Gilbert attend?
Jo Gilbert attended Rmit University.
What skills is Jo Gilbert known for?
Jo Gilbert has skills like Integrated Marketing, Relationship Marketing, Sponsorship, Event Management, Marketing, Fmcg, Management, Digital Marketing, Shopper Marketing, Marketing Communications, Experiential Events, Sponsorship Activation.
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