MELBOURNE VICTORY
In this Marketing Lead role, my primary focus was managing our email marketing strategy, social media channels and website, while leading end-to-end campaigns that supported all departments across the business.
SOCIAL MEDIA
Taking concepts from ideation through to execution, I produce a wide range of social content, including matchday coverage, community programs, our 25/26 kit shoot, and membership and ticketing campaigns.
eDM REDESIGN
During the off-season, the Senior Brand Manager led a complete redesign of our branding to reflect our audiences and the club’s identity. Following this, I redesigned our regular eDMs along with our eDM footer to align with the new brand, addressing workflow inefficiencies and platform optimization issues from the previous designs.
I also introduced a third regular eDM, Weekend Recap, designed to round out the week and direct attention to the next home game. By leveraging our football-focused content, it naturally encourages ticket purchases while providing a seamless experience for our audience.
Match Day eDM
Our Match Day eDM is sent every Tuesday ahead of weekend matches. The redesign focused on making the eDM’s purpose immediately clear through both layout and copy.
I removed any content unrelated to Match Day and added extra buttons linking to a detailed article outlining all match-day happenings, as well as another button for general stadium information. I also implemented banners in specific dimensions optimized for both desktop and mobile. In the previous design, the four-square layout would stack on mobile and font sizes would shift, disrupting hierarchy and making the eDM longer and harder to read. The new design maintains consistent layout and readability across devices while improving clarity and user experience.
Additionally, the header now uses a templated design, eliminating the need for weekly assets from our graphic designer. The template is straightforward and easy to use, streamlining production without sacrificing visual appeal.
Old design
New design
The footer was redesigned across all eDMs to promote our social channels rather than merchandise or memberships, as these are already linked elsewhere in relevant campaigns.
Footer Redesign
Our Newsletter eDM is sent every Thursday, packaging ticketing, match previews, and general club news into a digestible directory. Previously, we had separate articles for the team list and match preview, even though the team list was already included within the preview. This season, we streamlined the eDM by consolidating everything into a single article.
I also removed unnecessary information from the tiles to improve workflow, reducing the dependency on articles being completed before building the eDM. Additionally, I adjusted the tile aspect ratios to match the website article header images, cutting down on asset variations and further streamlining production. Finally, the eDM was renamed from Box to Box to Victory News, making its purpose immediately clear to the audience.
Newsletter eDM
Old design
New design
The Weekend Recap eDM, send every Monday morning, was introduced this season to round out the week and provide our members and fans with a reliable source of information summarizing everything from the weekend. It includes match reports, highlights, post-match press conferences, and player-of-the-match stats from both our Isuzu UTE A-League and Ninja A-League teams.
The header features a moving GIF of six images, showcasing match highlights, goal celebrations, or home game activations. It immediately gives users a sense of the weekend’s events.
The eDM is built as a Photoshop template, where only the images, player stats, and imagery need to be updated each week. This allows for a quick turnaround on Monday mornings and minimizes the risk of errors, as the images simply need to be linked to the relevant articles or videos.
I intentionally designed the eDM with no commercial or promotional material, aside from a banner for the next home game, which feels like a natural extension of the football content.
Weekend Recap eDM
U23 MATILDAS
MEMBERSHIP PUSH
After several of our players were selected to represent Australia in the U23 Matildas for the MSIG Serentry Cup, we covered their matches as they progressed through the tournament. Following their tournament win, we launched a promotion to boost women’s memberships by leveraging the Matildas brand.
Since the U23 team wears the same jersey as the senior team, we ran a giveaway. Anyone who purchased an ALW membership during the promotion was in the running to win one of three signed jerseys, one for each of our players on the team. The promotion ran for four days and successfully increased our membership sales by 143%.
The eDM, created by the Senior Brand Manager and executed by me, promoted the campaign. Rolled out alongside social media stories and SMS messages targeted to segmented audiences, such as ALW ticket purchasers and lapsed contacts.
Live social coverage from our biggest Match Day of the 25/26 season where three social posts gained over 3 million views combined.
BIG BLUE MATCHDAY COVERAGE