Alberton, South Australia, Australia
I lead data and insights at an AFL club, setting the strategy for how the organisation uses data to make better decisions. My focus is on building data into a genuine strategic capability; establishing it as a distinct function, investing in the right systems and people, and giving leadership the evidence to make confident, commercially grounded calls. Increasingly that means less time in the numbers and more time on the things that make data matter: strategy, infrastructure, capability, and the people who deliver it. What drives me is the intersection of data, strategy, and people, turning fragmented, ad hoc reporting into something the whole organisation can rely on, and using it to strengthen every part of the club. Let's connect.
Leading the Clubs data-driven decision making processes and driving evidence-based strategy, my work in this role looks to build on my previous role to continue driving record breaking results.
Operating in a strategic function, I provide business recommendations in the form of business cases from this data to the business leaders to continue the growth agenda of the Club. Highlights - Developed and executed record-breaking pricing strategies for Membership and Ticketing in 2023 and 2024, and enhancing fan accessibility and engagement. - Generated $100k in incremental revenue through designing and implementing a Ticket Return Program, which also enhanced the Consumer experience and fostered fan loyalty. - Built and deployed KPI dashboards across departments and business units, enabling data-driven decision-making for the Executive Team and fostering a performance-focused culture. - Created and delivered strategic business cases to improve key fan-facing departments, including Membership, Ticketing, Premium Sales, and Retail, resulting in streamlined operations and increased revenue opportunities. - Served as the business lead for consumer analytics and insights, leveraging data storytelling to provide actionable recommendations to Executive, Consumer, and Marketing teams. - Utilized Tableau to extract, analyse, and visualize consumer and financial data, delivering insights to the leadership team, C-suite, and Board to inform strategic planning and enhance fan engagement initiatives. - Conducted a retail e-commerce feasibility study, including financial modelling, logistics planning, and resource analysis, culminating in strategic recommendations presented to the C-suite.
Working within the Commercial team, providing support to Club Partners and internal stakeholders through administrative tasks, reporting to senior leadership, ticketing and data analysis, insights and business intelligence through data visualisation and PowerBI platform. Applied execution of key commercial assets as well as transitioning and the ongoing management of the Salesforce CRM is key to this role, and working across each Club department to support whole club vision.
Working with the Board of the Port Adelaide Netball Association to drive participation, revenue, and set the strategic agenda moving forward. Highlights - Installation of new light towers for better visibility for participants and reduced light pollution for nearby residents - Enhancing social media and digital presence for larger audience reach and engagement - Grant writing to secure additional funding to support operations