• P&L responsibility for IP partnership & merchandise revenues & growth (exceeded FY 23 & FY24 budgets)• Established in house centralised L&M business unit to maximize revenue & fan engagement• Led RFP & secured A-Leagues x Mitre Official Match Ball sponsorship to increase revenues, leading retail strategy, sell in, range development, digital & social activation to deliver most valuable partnership in category to date• Secured A-Leagues All Stars football kit & technical apparel partnership with Kappa Australia, leading design & retail range, digital & social marketing campaign to drive retail sales & engagement• Developed strategy & process for APL content archive & match vision licensing, delivering yoy growth • Developed Approved Kit Supplier Framework to ensure a supplier base of competent, desirable companies• Identify, lead & grow commercial consumer facing partnerships & strategy to maximise fan engagement & revenues• Lead licensing of APL content & archive to local & global broadcasters, production companies & third parties• Lead League wide sporting apparel/kit category strategy & range development to drive retail demand & sales• Lead & manage 30+ merchandise suppliers across categories overseeing contract & financial management • Lead marketing & promotional activity across digital & social platforms & retail channels to drive retail sales• Lead merchandise range product range & development to match consumer trends, accessibility & engagement• Nurture strategic retail & ecommerce partnerships to drive sell in, sell through, awareness & engagement

• Structure & execute strategic content partnerships with premium publishers to maximize engagement & advertising revenues • Drive Microsoft News distribution, integration & monetization opportunities with OEMs & clients across devices, negotiating & securing partnerships• Manage portfolio of 50+ content partnerships with leading publishers across ANZ & India• Manage content landscape needs aligned to engagement & revenue objectives • Identify revenue generating partnerships across sponsored content and monetization businesses

• Drove FMCG brand collaboration, promotion & product licensing opportunities across Haven brands including Pokémon, Baby Shark, St & Tasty • Led, develop & manage product & promotional strategy for BuzzFeed’s Tasty across food & non food in close collaboration with BuzzFeed US • Led, develop & deliver promotional plans to maintain successful sell through of Tasty kitchenware range at Big W & to support wider retail distribution strategy working closely with licensee, retailers & BuzzFeed

Headed up Seven Studios IP Licensing Division to extend, strengthen & commercialise Seven Studios IP in the off-air environment to drive maximum revenue through multi-platform sponsorships, brand partnerships, retail promotions, merchandise, brand extensions, digital content, live events & home entertainment. * P&L management for commercial use of Seven IP, collaborating with Seven Sales & Production to maximize sponsorship revenue and leverage brand partnership opportunities * Structured & pitched bespoke sponsorship packages for integrated advertising campaigns for all TV brands working with Sales, EPs, media agencies & clients* Pitched & engaged all relevant third parties to maximise brand extension opportunities including merchandise, live events and promotions for all current and catalogue Seven brandsKEY ACHIEVEMENTS:* Established dedicated Licensing Division of Seven Studios to deliver revenue growth * Successful Coles ‘Inspired by MKR’ campaign allowing Coles’ key suppliers to align to the power of MKR increasing revenue 130%, driving incremental revenue whilst protecting MKR sponsor fees * Developed & executed Coles MKR food products, driving product development & promotion working with Coles buyers, development & marketing teams leading to record sell through each year. * Pitched & secured manufacturing & retail partner, driving range development & TV, digital and social campaign to launch Home and Away merchandise range including apparel & hard lines via ecommerce & wholesale* Identified, pitched, developed & launched SUMMER BAY, an apparel fashion brand inspired by the iconic Aussie beach for online retail & wholesale working with supplier on product design, development and promotion. Now available on THE ICONIC & Amazon Fashion* Licensed & developed first Official Home and Away Tour taking over 10k paying fans to Summer Bay in 3 years

Responsible for driving commercial success of AFL brand across all retail channels to maximise impact and sales of new & existing AFL product ranges in line with AFL Consumer Products strategy & the AFL’s Retail Distribution Policy.

Responsible for commercial success, strategic development and operational management of the AFL consumer products business with the primary focus to maximize & grow revenue return to the AFL.