Chris Maxwell


  • Sandringham VIC

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 Australian sports & entertainment landscape. Bringing to the table a unique package of skills and experience including commercial strategy, commercial negotiation, sponsorship, brand marketing, digital, media, relationship management, major events, licensing, ticketing & hospitality, as well as, a leadership style proven to drive positive sustainable change in performance and culture.

Work History
Work History
Aug 2013 - Present
General Manager: Partnerships, Experiential, Digital & Media
Carlton & United Breweries (SAB Miller)

Lead a diverse team of senior marketers, commercial partnership managers and agency partners responsible for strategy, planning and execution of all media, digital marketing, sponsorship and events, for a portfolio of leading brands including: VB; Carlton Draught; Peroni; Crown Lager; Fat Yak; and Strongbow.

Primary responsibilities:

  • Oversee $70m marketing budget across partnerships, media, digital and agencies including P&L accountability for $5m Brewhouse business unit.
  • Member of CUB's Senior Leadership Team responsible for leading a multi- disciplinary organisation comprised of 23 full time and 19 part time employees, as well as more than 30 agency personnel.
  • Provide thought leadership, strategy and capability building across commercial partnerships, negotiations, digital marketing, consumer and customer engagement, paid, earned & owned media, and relationship management.

Key achievements:

  • 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.
  • Led development of portfolio media strategy, principles and process resulting in improved advertising recognition scores and reduced cost per TARP across the portfolio.
  • Negotiated major media deals with FTA 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.
  • Led agency procurement processes delivering $9m p.a. in efficiencies and incremental value.
Jun 2011 - Aug 2013
General Manager: Partnerships, Experiences & Community
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.
  • Manage $29m marketing budget including sponsorship contracts, leverage and corporate social responsibility initiatives donations.
  • Lead strategist and negotiator for CUB's most significant commercial contracts. 

Key achievements:

  • Won competitive tenders and secured more than $250m in commercial partnerships across sponsorship, media, events and supply agreements including: MCG; SCG; ICC Cricket World Cup and Rugby League World Cup.
  • 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.
Aug 2010 - Jul 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.
  • 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.
Feb 2009 - Aug 2010
National Sponsorship Manager
Foster's Group (CUB)

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 2007 - Feb 2009
Sponsorship Manager
Foster's Group (CUB)

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 2006 - Mar 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 2005 - Oct 2006
Program Director: SAB Miller
Team Enterprises USA

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

Mar 2004 - Jan 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 2002 - Feb 2004
Tour Manager: Major Events & Mobile Marketing
Playstation, Ford, Coca Cola and P&G

Executed event marketing at major events across the USA including: Two Superbowls; X-Games; Coachella; NBA; MLB; New York Fashion Week; F1 Grand Prix and the US Open.

Oct 2012 - Present
Co-Founder and Non-Executive Director
TEAM ELwood and TEAM Hampton

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

Education & Professional Development
1998 - 1999
Tourism Management
University of Newcastle
1996 - 1997
Industrial Chemsitry
University of NSW
Professional Development

Scotwork Advanced Negotiation Skills

Foster's Group Manager Essentials

GAP International Leadership Program

Quirk Education Digital Marketing Certification

CUB Resilient Leadership Program

Anthony Robbins Business Mastery

SAB Miller Global Digital Thinking Acceleration Program