Project Management
Project Management
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Successfully launching the Betfair podcast
Successfully launching the Betfair podcast
Project managed the launch of Betfair's series of podcasts in 2019, from a standing start, bringing in talent, producing weekly shows and promoting across channels.
Initially just a football show - with the first episode getting around 500 downloads - we quickly grew to a multi-sport operation with six-figure weekly downloads, with no external agency support or artificial growth via social spend.
The podcasts remain a central part of Betfair's marketing strategy, across the sporting calendar.
Audience growth
Audience growth
Industry recognition for women's football coverage at LiveScore
Industry recognition for women's football coverage at LiveScore
Drove a heavy focus on women's football coverage while at LiveScore, looking beyond the big clubs and internationals.
From exclusive interviews to bespoke graphics and pitch-side coverage of Champions League matches in association with DAZN, my team covered the full breadth of women's football.
This culminated in two successive nominations for best organisation at the prestigious Women's Football Awards.
Defining and executing strategy
Defining and executing strategy
Creating insight-led content strategy for Betfair
Creating insight-led content strategy for Betfair
When Betfair and Paddy Power merged, the content approach for both operators needed to become more complementary while still striving for top slot.
Working with Insight, Product and Commercial teams, I defined and delivered a clear content strategy for Betfair, based around attracting and retaining high-quality customers.
This was multi-faceted, focused on editorial, design, distribution and measurement, with equal importance placed on quality metrics such as time on page and return rates as standard page views. It culminated in Betting.Betfair being the no1 ranked site for both football and horse racing tips.
Effectively activating sponsorships
Effectively activating sponsorships
Delivering brand value through ambassadors and partnerships
Delivering brand value through ambassadors and partnerships
Worked with a series of high-profile sporting ambassadors, including Cristiano Ronaldo, Dimitar Berbatov, Michael Vaughan and Will Greenwood, as well as spearheading digital PR campaigns based on one-off exclusive interviews with top football talent.
Key focus for all initiatives was delivering value across multiple touchpoints, from editorial traffic to social & video engagement and PR pick-up in national media (see pic, Sky Sports News running comments from my ghostwritten Berbatov column).
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