CRICKET AUSTRALIA

Taking the helm as the manager of Cricket Australia's online presence and corporate brand production was an amazing opportunity and experience.

I formulated a robust Digital Channel Strategy that served as the foundation for developing our corporate digital brand. My collaborative efforts with the marketing, editorial, and PR teams proved to be instrumental in our success - building our corporate audiences to over 3+ million.

The growth of Cricket Australia’s corporate brand channels surpassed all expectations, with an extraordinary increase in engagement predominantly driven by an organic strategy.

CA’s channels took a fresh approach to match day coverage, providing a unique perspective that captured the vibrancy of off-field activations, charity events, and fan-related marketing activities, as well as giving a personal look into player;s lives.

One of my personal significant achievements was also managing the launch of lifestyle-focused campaigns, most notably ‘The ‘Boundary Social’, and ‘Boundary Beach Club", which was a new content and events category for Cricket Australia. This campaign achieved remarkable success, primarily attributed to a targeted creative approach that strategically highlighted cricket's glamorous and captivating aspects off the field.

Through innovation, dedication, and a passion for the sport, I forged a strong connection with cricket fans, created a sense of community, and presented cricket as more than just a game but a lifestyle embraced by enthusiasts worldwide.

HIGHLIGHTS

• Over 150+ million digital impressions for the Cricket Australia Brand

• Took corporate brand audience from 200+k, to over 3+ million

• Sell-out matches, sell-out activations (Boundary Social) and increased engagement across all channels

• Amplification of digital content into broadcast

• Increase in revenue from digital sponsorship content partnerships

• Increase in positive sentiment towards Cricket Australia brand and players