2023-2024 compared with 2021-2022
AFL Men's Instagram
From when I started at St Kilda compared with two years prior.-32%
4,215Content pieces
+42%
24KFollower growth
+11%
8.34MInteractions
+54%
117.1MImpressions
Social
I specialise in optimising social media channels and growing engaged audiences.
01 / Audience growth
Growing channels
2024 compared with 2023
AFL Women's Instagram
From day one of pre-season to the final game.+42%
768Content pieces
+32%
4.41MImpressions
Best performing content
02 / Channel management
Channel overhaul
I led a YouTube overhaul that redefined how the club engaged with its fans. I redesigned thumbnails, sharpened titles and curated content for YouTube, driving the channel's best month ever: 96,000 views, 3,400 watch hours and 891,000 impressions in my first month.
+35%views year-on-year
+60%watch time year-on-year
+40%subscriber growth year-on-year
5.9Mimpressions, with 60% from YouTube recommendations
03 / Content strategy
Shifting the narrative
A significant part of my role is content ideation and planning. I developed and executed the rollout for Max King's eight-year contract extension announcement. The campaign addressed initial negativity by shifting the narrative to emphasise his value, ultimately securing supporter buy-in for the club's decision.
Max King contract announcement
Max King campaign follow-up
Max King contract extension social video
04 / Short-form video
Up-to-date content
I create engaging short-form vertical video for Instagram Reels, TikTok and YouTube Shorts. Staying close to platform behaviour and industry trends lets me produce versatile content that earns attention and drives results.
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