A highly experienced professional sports consumer strategist with a demonstrated record of driving tangible outcomes across the various portfolios held at the Australian Football League (AFL). These portfolios include research and insights, customer strategy/management and fan development and ticketing. I am passionate in understanding what make fans/consumers tick – and unearthing those gold ‘nuggets’ to deliver perspectives to drive real change and experiences for fans/consumers aligned to business growth strategies. I have strong people management skills and thrive on getting the best out of my team.Key achievements include contributing to the successful integration into the national competition of the AFL’s new Clubs via the provision of hands-on strategic support in building their fan bases from the ground-up. The development and introduction of an Industry Segmentation framework to build attendances, retain Members, etc. was also one of my team’s key achievements.SKILL SUMMARY: - Strategic thinker with high problem solving capabilities - Enjoy collaborating with stakeholders and designing research approaches to deliver solutions for complex business problems - Ability to establish/manage/leverage online research communities - Delivery of qualitative Issues Management research/recommendations to senior management- Extensive experience with choice modelling - Thrive in fast-moving organisations that require insights at short notice. - Proficient in developing and rolling-out customer segmentation frameworks- Extensive Membership management/DM experience to ensure Member retention and drive growth- Proven experience in developing fan bases from the ground-up- Strong commercial acumen