Download PDF

An innovative and trusted marketing and commercial leader, combining executive level experience on both the corporate and agency side with a deep understanding of the sports & entertainment marketing landscape. Bringing to the table a unique package of skills and experience including strategy, commercial negotiation, sponsorship, experiential, brand marketing, digital, media, relationship management, major events, ticketing & hospitality, as well as, a leadership style proven to drive positive sustainable change in performance and culture.

Work History

Nov 2016PRESENT

Connections Director

Carlton & United Breweries (Anheuser-Busch InBev)

Since 2013 I have held three titles for essentially the same role. Heading up consumer connections for Carlton United Breweries. Leading a diverse team of senior marketers, sponsorship managers, subject matter experts and agency partners. Responsible for strategy, planning and execution of all media, digital marketing, sponsorship and experiential, for a portfolio of leading brands including: VB; Carlton Draught; Peroni; Crown Lager; Fat Yak; and Strongbow. 

Primary Responsibilities: 

  • Oversee $70m marketing budget including P&L accountability for $5m Brewhouse business unit.
  • Full financial and operational accountability for CUB's investments in media, sponsorship, experiential, digital, agencies and capability, accounting for circa 60% of total marketing budget. 
  • Member of APAC South Zone Senior Leadership Team responsible for leading a multi- disciplinary organisation comprised of 16 full time and 19 part time employees, as well as more than 30 agency personnel.
  • Provide thought leadership, strategy and capability building across marketing, communications, commercial partnerships, negotiations, digital marketing, experiential, media, communications and relationship management.
  • Accountable for key negotiations, consumer connection strategy, annual planning, operational rhythms and processes, agency model and marketing capability.

Key Achievements:

  • Renegotiated media agency agreement delivering $4m savings and incremental value in C17. 
  • Secured early release from Cricket Australia sponsorship agreement delivering $9m savings in C17. 
  • Executed connections team restructure post ABI acquisition.
May 2016Nov 2016

Head of Marketing Services & Integrated Communications

Carlton & United Breweries (SAB Miller)

Key achievements:

  • Led development of portfolio media strategy, principles and process resulting in improved advertising recognition scores and reduced CPM across the portfolio.
  • Launched CUB's first branded content series on FTA TV, Carlton Friday Front Bar, leveraging AFL and media partnerships and delivering record audiences.
  • Renegotiated 10 year agreement with AFL retaining key rights while delivering $35m savings. 
  • Led agency model execution and procurement processes delivering $9m p.a. in efficiencies and incremental value.
  • Executed CUB's most comprehensive sports leverage campaign Carlton Footy Finals. 
  • Nominated for team of the year in 2015 & 2016, team members won marketer of the year in 2015 & 2016.
Aug 2013May 2016

General Manager: Partnerships, Experiential, Digital & Media

Carlton & United Breweries (SAB Miller)

Key achievements:

  • Won competitive tenders and secured more than $300m in commercial partnerships across sponsorship, media, events and supply agreements including: MCG; SCG; ICC Cricket World Cup and Rugby League World Cup.
  • Developed and led organisational change program to evolve CUB's capability as a digitally enabled organisation including the development of digital marketing vision, strategy, structure and building a team of subject matter experts and agency partners.
  • Developed CUB Agency Model kicking off a series of panel reviews.
  • Negotiated major media deals with Free To Air TV networks including VB & Carlton Draught Friday Night Football naming rights sponsorships.
  • Delivered 'My Footy Rewards' CUB's first consumer relationship marketing program, exceeding brand budgets and growing consumer database by 52% in the first year. 
  • Established partnerships with Google & Facebook leading to a series of test & learn projects.  

Jun 2011Aug 2013

General Manager: Partnerships & Experiences

Carlton & United Breweries (SAB Miller)

Led the team responsible for overseeing one of the largest sports, entertainment and community partnership portfolios in Australia. Manage the development of a group of four hospitality & entertainment venues attached to CUB's breweries. 

Primary responsibilities:

  • Oversee commercial partnerships with some of Australia's largest sports & entertainment organisations including the NRL, AFL, Cricket Australia , NSWRL, Big Day Out and Stereosonic music festivals.
  • Manage $29m marketing budget including sponsorship contracts, leverage and corporate social responsibility initiatives.
  • Lead strategist and negotiator for CUB's most significant commercial contracts. 

Key achievements:

  • Planned and executed major integrated marketing campaigns for leading brands such as VB Ashes Scoreboard, VB Name in the Game, Carlton Draught Pick and Peroni Polo delivering growth in short term ROI and long term brand equity.
  • Built CUB experiential marketing team to bring together Brewhouses, Clydesdales, Mobile Marketing and Ticketing & Hospitality into one cohesive business unit. Led a cultural and performance turnaround taking the group from a $1.8m loss to a $300K profit in 18 months.
  • Developed sponsorship strategy framework and commercial asset evaluation tools that are still in use today.
  • Instituted passion point and sponsorship tracking in the brand tracker giving visibility on impact of sponsorship on brand. 
Aug 2010Jul 2011

Marketing Manager: International Brands

Carlton & United Breweries

Directed CUB's premium international brand portfolio, including: Stella Artois; Carlsberg; Asahi; Kronenbourg and Hoegaarden.

Primary responsibilities:

  • Full accountability for $130m business, P&L ownership, brand strategy, positioning, planning and execution.
  • Manage commercial relationships with international brand principals, licensees and suppliers including ABI, Asahi & Carlsberg.
  • Led a team of brand managers and brand activation personnel.

Key achievements:

  • Grew premium international brands portfolio by 30% top line delivering an incremental $7m EBIT.
  • Awarded international distributor of the year by Carlsberg globally.
  • Discovered, investigated and terminated an employee who was stealing from the company. 

Feb 2009Aug 2010

National Sponsorship Manager

Carlton & United Breweries (Foster's Group)

Headed up one of Australia's largest sports & entertainment sponsorship portfolios. 

Managed Foster's Group brand licensing and merchandise program for major brands including Penfolds and VB, renegotiating with licensees to deliver improved returns.

Apr 2007Feb 2009

Sponsorship Manager

Carlton & United Breweries (Foster's Group)

Managed day-to-day relationships with major sports and music partners.

Managed ambassador program overseeing contract and relationship management for athletes including: Shane Warne; Mark Webber and Matthew Hayden. 

Oct 2006Mar 2007

Managing Director

Team Enterprises Australia

Opened Team Enterprises' first international office in Sydney, Australia. Secured initial opportunity with CUB, resulting in employment at CUB.

Jan 2005Oct 2006

Program Director: SAB Miller

Team Enterprises USA

Built three national experiential marketing and field sales programs from the ground up, managed a national organisation of 28 employees in major US cities including New York,  Los Angeles, Miami, Boston and Chicago. 

Mar 2004Jan 2005

Regional Manager: Miller Lite

Team Enterprises USA

Managed Miller Lite experiential and sampling in the North Eastern US region including event marketing, guerilla marketing, merchandising and sampling programs. 

Feb 2002Feb 2004

Tour Manager: Experiential & Mobile Marketing 

Playstation 2 Touring Attraction - National Tour USA                                                   Built Ford Tough Professional Bull Riders - National Tour USA                         Coca Cola Harry Potter Tour - Texas & Oklahoma USA                                             P&G Charmin Tour - National Tour USA 

Executed experiential marketing and sponsorship at major events across the USA including: Super Bowl XXXVII; Super Bowl XXXVIII; X-Games Nine; Coachella; Ozzfest; NBA; MLB; New York Fashion Week; F1 Grand Prix and the US Open Tennis.

Other Experience

OCT 2012Present

Co-Founder and Non-Executive Director

TEAM Elwood

Co-founded and launched a Personal Training studio in Melbourne. Successfully rebranded and drove 300% revenue growth in the first year. Involvement is limited to a monthly directors meeting.

Education & Professional Development

19981999

Tourism Management

University of Newcastle
19961997

Industrial Chemsitry

University of NSW

Professional Development

Google Squared Plus - Digital Marketing Certificate (In progress)

Scotwork Advanced Negotiation Skills Certification

University of Stellenbosch Digital Marketing Certification

SAB Miller Global Digital Thinking Acceleration Program

Kansas City Barbecue Society BBQ Competition Judging Certification

GAP International Leadership Program

Foster's Group Manager Essentials

CUB Resilient Leadership Program