Experience

Sydney Sports Management Group

• Australia
• Recreational Facilities
• 1 - 100 Employee

• General Manager - Marketing and Human Resources

  • Feb 2022 - Present



Rec Alley

• Australia
• Recreational Facilities
• 1 - 100 Employee

• General Manager

  • Oct 2018 - Feb 2022

  Rec Alley Gymnastics is a recreation start-up in south-west Sydney that is experiencing large growth and aiming to attract 8,000 members across NSW by 2025. I am responsible for strategies across sales and marketing, people and culture, technology, partnerships and the overall business growth of Rec Alley. Some of my achievements include: 👉🏻 2 x Winner of Gymnastics NSW Large Club of the Year 2018 and 2019 👉🏻 Overall membership growth of 130% from 2018 to 2021 👉🏻 Acquired a second site in the Macarthur region with double the capacity achieving close to 800 members and achieving break-even point in less than six months 👉🏻 Employee growth from 13 to 45 coaches, member services and brand ambassadors 👉🏻 Developed and implemented a sales and marketing strategy incorporating both digital and traditional tactics that grew Rec Alley’s memberships 130% over 3 years and year-on-year enquiry growth of 89% (Jan-Feb 20 vs Jan-Feb 21). The sales and marketing strategy also involved the development of a Brand Ambassador team tasked with engaging the local community through various partnerships and handling inbound enquiries and follow ups 👉🏻 Developed a people and culture strategy implementing resource and talent management to ensure the organization is growth ready, improved internal communication through the launch of an organizational intranet, initiated a learning and development program for senior coaches, improved the onboarding and training of new coaches, launched wellbeing programs like Uprise (resilience coaching), increased the profile of Rec Alley’s employer brand through recruitment campaigns, implemented digital rostering and payroll and much more 👉🏻 Ensured the viability of the business during the Covid pandemic through effective expense control and employee and member engagement. Since reopening Rec Alley in June 2020, the organization has grown from 650 to 1,700 active members (March 2021) with the launch of a second site during the pandemic



Transport for NSW

• Australia
• Truck Transportation
• 700 & Above Employee

• Manager, Mobility and Retention

  • Oct 2018 - Apr 2019

  Roads and Maritime implement initiatives to improve the movement of people by various transport modes, including public transport (bus and ferry), cycling and walking, as well as motor vehicles. My role, within the Workforce Strategy and Engagement team, oversaw the resource planning (current and future) and the mobility and retention programming responsible for retaining and engaging talent at RMS. I managed three direct reports. The following is a list of initiatives and tasks I led whilst at RMS: 👉🏻 Redeveloped the resource planning, mobility and retention program at RMS targeting over 7,000 staff to ensure all RMS projects are resourced, employees retained and engaged to continue their careers at RMS and Transport for NSW where many were on short term (2-3 years) employment 👉🏻 Relaunched the program with a strong emphasis on: - The capture and visibility of current and future project resource requirements down to each employee - The proactive account management of each employee through a new Salesforce CRM system - Closely case managing each employee whose employment ends in six months or less or who is making a transition to a new role (including relocation support) - Internal marketing, promotions and communications to over 7,000 staff - Business development initiative to win internal accounts, like the Motorways division - Executive level awareness, support and advocacy - The redevelopment and relaunch were a success with the program now active across Transport for NSW



West HQ

• Australia
• Hospitality
• 1 - 100 Employee

• Marketing Manager

  • Aug 2017 - Oct 2018

  Reporting to the General Manager of Marketing, Membership Services & Recreation, I managed the strategic marketing and brand management for the newly launched West HQ precinct that incorporates businesses like Rooty Hill RSL, Zone Bowling, Novotel West HQ, Made by the Hill and more. I directly oversee the marketing management of the precinct’s food and beverage offerings, ONE55 Health and Fitness Club and Sydney Gymnastic and Aquatic Centre (SGAC). Here is a list of some of my achievements: 👉🏻 Year-on-year recreational business revenue growth of 16.8% for aquatics and 19.5% for gymnastics, growing additional revenue to the recreation business at West HQ 👉🏻 Developed and launched ‘West HQ’, a new destination brand in Western Sydney. West HQ was developed to change perception of the precinct being largely associated with the Rooty Hill RSL and highlight the many lifestyle brands within the precinct including the new Sydney Coliseum theatre 👉🏻 A major back-to-school campaign in January and February resulted in both Gymnastics and Aquatics achieving their largest ever enrolment numbers (opened in 2013) 👉🏻 Introduced a new sales culture, processes and a learning and development training program leading to a large increase in sales for Q1 2018. January also achieved the highest recorded number of sales for one month 👉🏻 Introduced automated communications to measure the customer experience quality during the enquiry to sign up stages – also providing process improvements for customer service along the way 👉🏻 Developed, implemented and monitored the $300K+ branding campaign for West HQ



Department of Justice NSW

• Public Relations and Communications Services
• 100 - 200 Employee

• Marketing Manager (Employer Branding and Recruitment)

  • Aug 2016 - Aug 2017

  Reporting to the Head of Recruitment, I developed and implemented an employer branding and recruitment marketing strategy for Corrective Services NSW (CSNSW), a division of the Department of Justice NSW. In mid-2016, CSNSW commenced a $3.8 billion expansion of its prison system to cater for an increased inmate population across the state. In addition, the scope of the project extended to a $237 million Re-offending Strategy. In total, CSNSW requires 2,745 new employees over the next four years. In addition, I supported other agencies that include Liquor and Gaming NSW and Juvenile Justice. As part of my role I also managed 12 recruiters servicing CSNSW. Please find the following achievements: 👉🏻 Winner of the Driving Business Improvement and Innovation at Justice NSW Award 👉🏻 A regional marketing campaign for Correctional Officers across the Central West NSW region achieved 131.7% against target in a hard-to-recruit region with low unemployment. In addition, the Aboriginal recruitment objectives were met with 20% of applicants indicating they were an Aboriginal or Torres Strait Islander 👉🏻 A state-wide marketing campaign for Community Corrections Officers achieved 214.7% against target and delivered better quality candidates driven by improvements in marketing and communications activities



YMCA NSW

• Australia
• Non-profit Organizations
• 100 - 200 Employee

• Sales and Marketing Manager

  • Jun 2014 - Aug 2016

  YMCA NSW manages more than 40 recreational and camping facilities across NSW and the ACT. Programs include swimming lessons, gymnastics, indoor sports, group fitness, recreational swimming, community programs and school physical education. As the Sales and Marketing Manager, I planned, executed and reported on the yearly recreational and fundraising sales and marketing plans. In addition, I managed a Sales Operations Specialist, Event Specialist and a Regional Marketing Advisor. A list of some of my achievements: 👉🏻 A state-wide ‘$30 for 30 days’ health and fitness campaign experienced over 3,300 sign ups, with 50% of those taking up a membership with the YMCA NSW. This resulted in a projected revenue of over $600K on a small marketing spend of $25K 👉🏻 A major two week acquisition drive, for a university fitness and aquatics centre, experienced a 17% increase against target and a 28% increase on the previous year through a combination of traditional and online marketing. The campaign achieved a record result for the organization with 1,405 new members across a two week period 👉🏻 Through intensive sales and marketing support, a centre on the Central Coast experienced a total membership growth of 72%. The growth was attributed to sales training, mentoring, the activation of a key local partnership and some clever digital and local marketing activities 👉🏻 A gymnastics campaign recorded an enrolment growth of 192% through a combination of traditional and online marketing 👉🏻 The YMCA NSW’s annual Swimathon fundraising event, held across all aquatics facilities, achieved close to $200K in donations



Enactus

• United States
• Non-profit Organizations
• 700 & Above Employee

• Business Advisory Board Member

  • Jun 2013 - Dec 2014



Audited Media Association of Australia

• Australia
• Book and Periodical Publishing
• 1 - 100 Employee

• Marketing Manager

  • Oct 2011 - Jun 2014

  Reporting to the Chief Executive Officer, my role involved planning, managing and implementing the organisation’s sales, marketing and communications plan. In addition to the marketing activities, I worked on business development and service management. Some of my achievements: 👉🏻 Doubled revenue for the event audit service on a minimal budget through service improvements, public relations, client engagement and industry leadership initiatives. Service delivery times improved from an average of 14 business days to 4 business days 👉🏻 Developed and launched a new website as part of a large rebrand 👉🏻 Developed and implemented a new product and service development process 👉🏻 Managed and improved usage of a mobile site and an online audit certificate generator



Motospecs, a division of GPC Asia Pacific

• Australia
• Motor Vehicle Manufacturing
• 1 - 100 Employee

• Marketing Assistant

  • Jan 2009 - Oct 2011

  Working with nine brands and reporting to the National Merchandise and Marketing Manager I solely coordinated and prepared events, advertising and editorial plans, marketing collateral, internal communications and promotional items. Initiatives I championed include: 👉🏻 Re-designed the company’s website and managed content 👉🏻 Initiated and designed the company’s first ever New Product Development Process 👉🏻 Developed and managed Standard Operating Procedures and training for all aspects of warehousing 👉🏻 Assisted National Account Executives with product training plans and customer visits