Sponsorships, Partnerships, and Influencer Strategy
I approach sponsorships, partnerships, and influencer collaborations as strategic brand growth levers, not transactional marketing activity. Every initiative is assessed through the lens of brand alignment, audience relevance, and mutual value creation, ensuring outcomes are commercially effective and brand enhancing for all parties involved
Influencers and KOL strategy
My influencer approach prioritises credibility, authenticity, and long-term alignment over reach alone. I have worked with high-profile individuals such as Jono Castano, Steve Cordony, and Sally Fitzgibbons, alongside a broader network of elite athletes, coaches, creatives, and industry leaders selected for their relevance, authority, and genuine connection to the brand.
Influencer collaborations were designed to support both brand storytelling and commercial outcomes, integrating product education, real-world usage, and aspirational content across social, PR, and live experiences. Where possible, influencers were embedded into broader campaigns, partnerships, and events to maximise impact, consistency, and longevity. This included working with sporting ambassadors such as Mitch Docker and Olympic-level athletes like Grae Morris, ensuring credibility across both performance and lifestyle segments.
Strategic Partnerships
I have built and led high value partnerships across sport, wellness, luxury, and performance ecosystems, including organisations such as AusActive, Australian Institute of Sport, and Queensland Academy of Sport, as well as premium lifestyle brands including Panerai and Ferrari.
Each partnership was built on shared values, complementary audiences, and clear objectives. I ensured all collaborations were structured as win win relationships, delivering tangible value for both brands through co created content, events, and experiences that extended reach, credibility, and engagement across combined networks.
Storytelling sat at the centre of these partnerships. I developed and directed best practice video and content assets that captured the narrative of collaboration, craftsmanship, performance, and innovation, ensuring partnerships translated into compelling brand stories rather than simple association.
Sponsorships
At CMC Markets, I managed key sponsorship activity including St Kilda Football Club, leveraging the partnership to build brand credibility, awareness, lead generation and engagement within aligned audience segments.
Rather than relying on logo placement, I focused on activating sponsorships through experiences that connected the brand meaningfully.
