Dorsal Media is a boutique sales, marketing, media and communications company.As lead generation specialists we connect targeted groups of people to organisations and companies through boutique sales events(Expos), on-line and print. The company was established in 1996 and its motto is “Informed People Make the Right Choices”.It operates events in most major cities around Australia including Sydney, Brisbane, Canberra, Melbourne and Adelaide.It is a leading player in the Retirement Living and Independent Schools sectors.

Tab Limited acquired Tattersall’s Gaming Systems in 1999 with a view to incorporating its expertise and technology into the design of the new Statewide Monitoring and Jackpot System it was developing on behalf of the NSW Government. Continued in my Sales & Marketing role until we started a family business in 2000.

Tattersalls acquired Computa Game in 1997 and I was asked to build a sales team from scratch to complement the product. By the end of 1998 Tattersall’s Gaming Systems were the leading provider of Gaming Systems in Australia winning 4 out of every 5 new sales in a 6 player market, where we were the 2nd most expensive product.• Established an effective Sales & Marketing Team• Established, managed and achieved sales targets• Managed the Sales & Marketing portion of the companies budget• Introduced a process driven sales strategy • Introduced a customised CRM system incorporating laptops for sales staff• Conducted research to assess and quantify the total market• Investigated and assisted in opening up new markets• Conducted comprehensive Competitive Analysis• Provided meaningful reporting data to Senior Management• Strategic marketing planning including branding and lead generation activities• Comprehensive analysis strategies of promotional events such as Exhibitions and Trade Fairs • Creation of various sales tools such as an excel driven R.O.I. analysis tool for potential clients • Provided a conduit between the customer and our development team to ensure that the future direction of product development was in line with market needs.• Was a key member of the team which put together the Tattersall’s tender for the provision of a Statewide Monitoring and Jackpot system for the NSW Government. • Public Speaking at Industry Conferences

Took over as Development Manager in 1994 reporting to the Directors to successfully migrate the product from an Apple based to PC based platform incorporating scalability. The new PC based product was so successful that in 1997 the company was acquired by Tattersalls, to use the technology to tender for provision of a State Wide Monitoring and Jackpot system for the NSW Government. By 1998, the system was installed in more venues across Australia than any other system.Was responsible for:• Scoping the project including the creation of an up to date and comprehensive requirements document• Managing the overall design of the product incorporating improvements in scalability, security, G.U.I., deployment ability, maintenance and speed of user application development and reporting.• Design of a new Gaming Machine Analysis “backend” of the system • Assessment and selection of the platform, operating system, database engine and development tools for the product. • Creation and design of an effective development strategy to include a “Proof of Concept” phase and the ability to create user based applications quickly once the system was deployed. • Creation of an effective development environment and infrastructure• Employment and management of a development team• Integration into the existing proprietary network • Migration of the system’s proprietary hardware and firmware from a PCB based build to surface mount technology• Coordination of multiple development resources• Creation of an effective testing strategy and environment • Testing & deployment of the new product • Testing and obtaining government approvals for the product in various jurisdictions• Reporting to the Directors