I wrote my first book, titled, "Get Your Tits Out For The Lads" which is a memoir. The book outlines my journey into the masculine and rather enigmatic world of football and focuses on gender equality. If you want to laugh out loud, cry and say 'wow' more than once, this story will give you that and more!It was shortlisted for the SUNDAY TIMES best football book of the year in June 2024. It's the perfect book for those who would like a real insight into what it's like to be an intelligent, young woman working in a male dominated world.The book was published by FairPlay Publishing in June 2023. More information is available here: https://www.fairplaypublishing.com.au/products/get-your-tits-out-for-the-ladsAbout me: https://www.fairplaypublishing.com.au/collections/sally-freedman

Responsible for writing an array of content including website stories, media releases, first-person blogs, magazine features, social media posts and speeches with innovative storylines, while maintaining editorial standards across all communication products.Key responsibilities:- Initiating, managing and writing different content types: web articles (long- and short-form) for uefa.com, photo essays, multimedia products, corporate speeches, magazine features for UEFA Direct and official tournament programmes.-Working with other UEFA units to find innovative ways to tell their stories; and-Researching and implementing new content opportunities by attending UEFA events and competitions, conducting interviews and liaising with other divisions and with national football associations.

Responsible for the management of the worldwide promotion of tickets for UEFA EURO 2020, UEFA Champions League, UEFA Europa League, UEFA Super Cup and UEFA Nations League with the objective to increase reach, engagement and revenue on a global level.Key responsibilities: • Establishing a strategy aimed at promoting ticket sales across multiple international markets and segments;• Ensuring research and insights are incorporated to form the strategic direction of campaigns and are leveraged to maximise results; • Planning, implementing and reporting of online marketing campaigns through AdWords and Facebook and other social media platforms;• Planning, implementing and reporting of offline marketing campaigns; • End-to-end email campaign management (including strategy, creative management, copy writing, deployment and tracking) for all e-commerce-related emails, (account messaging, transaction emails and marketing promotions to fans); and• Liaison with internal and external stakeholders (including national European Football Associations, National Tourism Agencies and Local Organising Structures) to develop and advise on marketing campaigns in order to multiply the impact of marketing activity.

Responsible for shaping, writing, publishing and reporting on content for UEFA.com, uefafoundation.org, UEFA Foundation social channels (Facebook, Instagram, Twitter and LinkedIn) and official publications.

Project management of a brand new initiative called ThanksCoach. Worked with key stakeholders at Football Federation Australia, Football Queensland and Brisbane Roar Football Club to deliver a program that provided a wide range of benefits to Brisbane community coaches and Brisbane Roar Football Club.Responsibilities included stakeholder management, concept design, design and implementation of marketing and communication strategy, budget management and event management.

Responsible for the development and implementation of the membership product offering, the design and execution of the marketing and communications strategy and the design, implementation and management of innovative fan engagement strategies. In summary:• Development and implementation of annual membership marketing strategy• Design and implementation of innovative membership acquisition and retention strategies• Competitor analysis in pricing, data management and marketing; to identify trends and develop plans for growth, retention, revenue and profit across all membership categories• Supervision of the design and implementation of the ticketing strategy to increase match day attendance• Management of social media strategy, e-newsletter content strategy and copy writing for membership and fan engagement• Management of game day membership operations, event management of fan related events and chair of Fan Representative Group meetings• Management of membership sales team, Fan Engagement Coordinator and Membership ExecutiveKey achievement: • Improved membership satisfaction by two places in one season; Melbourne City finished in second place in the Hyundai A-league for membership satisfaction in the 2015/16 season compared to fourth place in the 2014/15 season

UQ Sport Ltd is a not for profit organisation wholly owned by The University of Queensland.UQ Sport:- offer in excess of 380 physical activity courses at some of the best venues in Queensland including a state of the art fitness centre, a 50m, 9 lane outdoor Olympic heated pool, modern tennis centre (21 courts), athletic centre, netball courts, basketball court, 8 ovals and beach volleyball courts;- attracts over 20,000 participants in social sport, recreation and college sport each year; and- are involved with some of the largest sporting competitions and events in Australia.As Business Development Manager, I was part of the Executive team and reported directly to the CEO. I was responsible for the identification and coordination of a range of sales activities, promotions and new business opportunities congruent with the UQ Sport strategic plan. I managed relationships that would maximise UQ Sport partnerships. This included competitor analysis, project management, development of new sales initiatives, advice on the financial viability of projects, identification and management of strategic partnerships and relationship building to develop and enhance new business opportunities.

Responsible for overseeing the delivery of protocol services for all designated visits, meetings and events to be delivered for the successful staging of the AFC Asian Cup Australia 2015 in Brisbane. Key responsibilities:- V/VIP management across hotel, airport and stadium and co-ordination of executives of AFC Asian Cup Australia 2015;- Liaison with Commonwealth and State/Territory authorities on Guest Government Programs;-Development and delivery of training programs required for Protocol volunteers and management of volunteer scheduling;-Ensuring all protocol requirements are met for Guests of Government and Government Dignitaries attending games; -Liaison with other key functional areas of the LOC, including but not limited to workforce, ticketing, security, AFC protocol, and venue management; and-Responsible for ceremony protocol, flags, invitations, guest lists, running orders, V/VIP seating, look and feel of venues and hospitality.

Curves is one of the largest and most successful fitness franchises in the world; according to the Guinness Book of Records it is the fastest growing franchise formula of all time. Curves has approximately 9,000 locations in over 90 countries on 6 continents. I was responsible for providing tailored strategic business support to 100 franchise owners within Australia with the objective of improving profitability.

Corporate Health Management (CHM) is Australia's leading corporate health provider, delivering national health and wellness solutions to some of Australia's most respected organisations. CHM is part of the Belgravia Health and Leisure Group which also includes Genesis and Healthstream Health Clubs. Responsible for the design and implementation of a marketing plan for a brand new state of the art leisure complex (50m Olympic indoor pool, 1300 sqm gym and cycle centre) in Brisbane’s CBD. (Healthstream QUT, Gardens Point) to students, staff, public and corporate communities. Solely responsible for marketing Corporate Health Management to corporates including health checks, massages and nutrition consults. Responsible for the design, implementation and management of all marketing for Healthstream QUT Kelvin Grove (25m pool, gym and sports stadium). In summary, responsible for maximising the uptake of a range of health, fitness and medical services delivered within the facilities and at the premises of the broader business community.

•Corporate Development; ensuring the business success of the ice rinks across areas including public admissions, skate shop, coffee shop, ice sports and skate school•Team Management; nurturing a high performing and customer focused team (4 direct reports and 60 staff in total)•Marketing; development and implementation of all online and offline marketing strategies to promote the growth of Iceworld•Financial Management; management of budgetary and financial strategies•Human Resources; all elements of HR including training, performance and recruitment•Responsible for two Olympic size ice rinks (Acacia Ridge and Boondall)•Main objective: to increase the profitability of IceworldKey achievements:•Designed and implemented new formal performance review system for all employees•Designed and implemented a customer satisfaction survey; presented comprehensive report of findings to senior management;•Developed and implemented fully integrated annual marketing plan (including online marketing and social media strategy) •Project managed the development of a new company website; wrote all content, integrated new brand design and managed budget•Developed comprehensive HR policies to comply with current legislation •Completed detailed analysis of existing company structure; presented new company structure proposal to the board •Completed several media interviews with Channel 10, Courier Mail, ABC Radio and Briz31•Implemented corporate hospitality, private hire and Christmas parties to the business (generated $30,000 additional revenue within two months)•Managed high level events including the International Junior Grand Prix of Figure Skating (governed by Ice Skating Australia), State Championships and Nationals. •Increased public admissions revenue by 20% over one year; in July 2012 Iceworld recorded their highest ever net profit of $150,000 which represented a 300% increase compared to July 2011.

Responsible for enhancing the company’s systems and processes. Report directly to the CEOMain responsibilities: Human Resources, Marketing, Quality Assurance, Internal Communication and Information Technology.Key achievements: - Project managed the attainment of third party accreditation to the ISO 20252 Market Research standard-Designed and implemented a new formal staff performance review system company wide, including a detailed competency based framework and individual staff reward summaries. -Implemented and delivered Project Management workshops to senior staff -Worked with Business Development Manager to design and implement an annual partnership marketing strategy

- Responsible for running undergraduate tutorials for a Sport Facility Planning course.Topics include: Risk Management, Event Management, Marketing, Programming, Finance and Facility Planning.- Qualitative and quantitative research,including data management, data interpretation. Regular use of SPSS (Statistical Package for the Social Sciences).- Survey design and administration.- Continual research into sport industry issues using a wide range of sources.- Formal report writing.- Communication with Senior Management on a daily basis.- Relationship management with coaches.- Project Management.

- Creating and auditing website content.- Developing email systems and campaigns to increase the conversion rate, frequency and value of customer spend.- Developing new relationships with media partners and strategic online partnerships.- Managing online promotions involving third parties, such as competitions, offers and membership drives.- Managing relationship with PR agency.Proof reading Press Releases.- Planning and evaluating the effectiveness of marketing initiatives.- Working with Commercial Manager to profile new brands effectively.- Formulating annual marketing plan (withHead of Marketing); promotions, web content and email campaigns.- Through in-depth web analytics; developing and implementing CRM based marketing activity to gain a better understanding of customers.

Various placements including: Human Resources (Recruitment, Change Management and Manager Advice). Intermediary Business (Events, Broker Development, Marketing and Business Relations).- Supported the integration of NU with the RAC. Project Management on business critical topics,leading and supporting restructures.- Organised and hosted a 4 day ski trip to St Moritz, Switzerland for our top 20 Account Managers and their partners.- Organised and hosted a golf day at Wentworth for 35 Corporate Partners (including Chief Executives of Blue Chip Building Societies).- Presented a formal presentation to the Senior Leadership Team (8 Directors) and obtained sign off for an underwriter incentive scheme.On completion of the graduate scheme I worked as a Sales & Marketing Consultant09/05 - 08/06Responsible for maximising sales conversion rates,through the successful management of an integrated incentive scheme.Responsibilities included: Tracking a £2m budget, regular reporting on the performance of the incentive scheme, delivery and communication of the scheme across 5 UK Customer Centres. Acted as the central pivotal point between the Customer Centres and the business (Marketing, Product and Pricing).