CV

Head of Business Development, Asia-Pacific

at Global Institute of Sport

Sydney, Australia

​September 2021 - Present

 

•    Transferred from University Campus of Football Business to a new independent role with its international and postgraduate brand, Global Institute of Sport, in September 2021 after seven years with the organisation in the UK;

•    Worked independently with support from the UK as the first employee in Australia;
•    Responsible for the business' growth within the Asia-Pacific region;

•    Led on the creation and execution of the organisation's strategy, spanning marketing and recruitment, partnerships, product development, events and operations, and legislation and governance;

•    Spearheaded the preparation to register as an Australian institute of higher education and accredit degree programs with the Tertiary Education Quality and Standards Agency (TEQSA), register on the Commonwealth Register of Institutions and Courses for Overseas Students (CRICOS) and ensure FEE-HELP eligibility with Study Assist;

•    Directed all marketing and recruitment activity in the region to establish a new market where the organisation had not previously recruited students, successfully launching and recruiting to a new online master's degree and in-person short course;

•    Negotiated facilities contracts to enable blended coaching degrees to be delivered with teaching within Australia for the first time and coordinated the site approval by the validating university;

•    Planned and delivered GIS' first events in Australia, including student recruitment events, industry partner events, guest speaker Q&As and networking sessions;

•    Established new partnerships and relationships from scratch with a range of organisations including TEQSA, Global Victoria, Invest Victoria, Football Coaches Australia, Women Sport Australia, Queensland Rugby League, Carlton FC, Sydney FC and Australian Institute of Sport;

•    Nurtured and developed existing partnerships with Tennis Australia, Cricket Victoria, Football Victoria, Venues NSW and Melbourne Cricket Club.

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Head of Global Marketing & Communications

at University Campus of Football Business

London and Manchester, UK

​October 2014 - September 2021

 

•    Promoted from Content Manager to Digital & Marketing Communications Manager in March 2016, to Assistant Head of Global Marketing & Communications in January 2018 and to Head of Global Marketing & Communications in August 2020;
•    Consistently hit KPIs to increase student numbers and reduce cost per student acquisition every year at the organisation, leading UCFB from a start-up higher education institution to the second largest cohort of sports students in the UK and consistently one of the fastest growing organisations in the sector – a total student enrolment growth of 256% over the seven year period;
•    Areas of responsibility span across the production and distribution of all content through paid and organic channels, including advertising, website management, PR and communications, social media marketing, audio/video and written content, branding and design, and partnership activation;
•    Responsible for the strategic planning, budgeting and execution of £1million annual multimedia marketing campaigns to drive applications throughout the cycle for on-campus and online UK, EU and international undergraduate, postgraduate, executive education and professional qualification recruitment, including out of home, RTB, PPC, social media, mobile, TV and print;
•    Responsible for leading all marketing in the launch of UCFB’s global partnership-led stadium study hubs at Melbourne Cricket Ground, Toronto FC, New York’s Red Bull Arena and the Mercedes-Benz Stadium in Atlanta, as well as the degree partnership with Real Madrid Graduate School, the launch of UCFB’s online degree programmes, and the unveiling of the new UCFB Etihad Campus in Manchester, including website, print and digital media, video campaigns and internally-produced TV adverts;
•    Led on the marketing launch of UCFB’s Global Institute of Sport, a new global master’s and executive education brand;

•    ​Spearheaded the marketing launch of UCFB and GIS' first non-UK campus at Inter Miami CF Stadium in Miami, USA – a launch which gained prominent international press coverage including The Daily Mail, USA Today, NBS and The Washington Post;

•    Proven marketing performance with student enrolments, degree applications, expressions of interest, website traffic, social media engagement and video views all growing each year since joining the organisation in 2014;
•    Led the launch of two brand new websites and acted as the marketing lead on the development and execution of a new CRM;
•    Produced weekly KPI reports for the Chairman and Executive Board, using Google Analytics and social media analytics;
•    Regularly liaised and communicated with senior executives and sits on various senior management committees;
•    Hosted live Q&A sessions with guest speakers including former England manager Sam Allardyce, former Northern Ireland manager Michael O’Neill, former Republic of Ireland manager Mick McCarthy and former Manchester United manager David Moyes;
•    Managed the relationship with key partners including City Football Group, The Football Association, the League Managers Association, Melbourne Cricket Ground, the Rugby Football League and the English Schools Football Association, as well as agency relationships with a media buying agency, SEO agency and website agency;
•    Managed a team of 13 marketing managers, marketing executives, creative media producers, copywriters and designers.

 

 

Digital Marketing Officer

at London School of Commerce

London, UK

November 2013 - October 2014

 

•    Led and guided the group-wide digital brand strategy and handled the end-to-end management of all digital marketing activities for the campuses in London, Belgrade, Colombo, Kuala Lumpur, Bangalore, Valletta, Yerevan and Dhaka;
•    Responsible for centralising digital marketing strategy and delegating tasks to the international teams in 40 global offices;
•    Led the web development for six campus websites, briefing and managing the development teams throughout;
•    Handled a large annual budget for global online advertising for the recruitment of students from over 130 countries;
•    Wrote all online marketing content targeting a number of different stakeholders, including a blog, email marketing, social media and PR. All content was written with a focus on SEO and customer acquisition, and in line with strict professional guidelines;
•    Entrusted with the proofing of all promotional print material, meeting QAA standards and compliance regulations;
•    Exercised strong analytical and numerical skills to analyse data and build company-wide marketing reports;
•    Regularly liaised with senior management including the CEO and Marketing Director in order to maximise efficiency and transparency, and to ensure the continuous improvement of digital campaigns;
•    Successfully developed and launched various new online products, including the LSC Alumni Portal, and involved in the launch of new campuses, including LSC Malta and BSB Armenia, and departments such as SBL English Academy;
•    Managed a Digital Marketing Assistant, two telemarketers and two developers within four months of holding the position.

 

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Sales Consultant

at Peakbound

Sydney, Australia

April 2013 - July 2013

 

•    Consistently hit KPI targets of 10 sales per week, over $750 per sale, and became campaign’s top seller;
•    Entrusted with the training and coaching of new employees within six weeks at the company. 

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Regional Sales Manager

at Fatsoma

Sydney, Australia

January 2013 - April 2013

 

•    Worked independently to launch Fatsoma in Australia, demonstrating resolute self-motivation and drive;
•    Involved in emailing, calling, and converting clients from small venues to large festival organisers across the country;
•    Conducted in-depth market research and competitor analysis for lead generation and launch strategy. 

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Marketing Manager

at Fatsoma

Manchester, UK

October 2009 - August 2012

 

•    Handled the end-to-end strategy and management of all digital marketing campaigns to drive online traffic for lead generation, and customer and client acquisition and retention, including website optimisation, email marketing (segmentation and targeting, ESP management, design and content, ROI measurement), online marketing (SEO and PPC), and social media management;
•    Worked as an integral member of a small cohesive team, heading all marketing activity on-time with a strong focus on digital channels to enhance brand recognition and customer engagement, and increase ticket sales;
•    Responsible for budgeting, forecasting and ROI reporting for marketing campaigns, including digital;
•    Attained a mean annual ticket revenue growth of 52%, active clients grew from 111 in 2009 to over 600 in 2012, client revenue increased from £1.1m to £4.3m and website traffic grew by over 2,000%;
•    Grew social media engagement by over 1,500% through interactive, engaging, and exclusive content;
•    Exercised written skills through copywriting, community management, CRM and media relationship management;
•    Entrusted with sourcing and briefing design work for a complete company rebrand;
•    Responsible for articles resulting from effective PR, including publications in the BBC, MEN, Live UK, Audience and IQ;
•    Strived to improve the customer journey throughout the ticket buying process with a firm involvement in product development ideas, including social sharing for viral ticketing;
•    Involved in the strategic planning for marketing and sales campaigns, and implementation of new core company operating processes including support and CMS systems as the company expanded;
•    Integral involvement in the hiring, training, and management of a sales and marketing team.