Head of Marketing

Varsity is an American college themed sports bar hospitality group. With 7 venues, Varsity is one of the largest privately-owned hospitality groups in Perth.

I came on board in 2018 to launch an in-house marketing department. Which was run by a director and a team of contractors.

In my first six months, I worked with each venue to improve their internal marketing operations, identify each of their unique selling points, and develop a long-term marketing strategy. This saw an immediate improvement in organisation agility and increased efficiency across all 5 venues.

With that foundation set, over the next two years, I led our growing team and see up to a 5% increase in profits yearly during an industry downturn.

Over two years, I successfully;

• Opened 4 venues, including the award-winning 800 capacity venue in Joondalup, WA.

• Establish a full-service in-house marketing team that planned, designed and produced all key marketing material and activities, including digital, print and video.

• Ran a ton of events, promotions and competitions with a wide range of local and international brands, including Vans, Coca Cola, Uber, Budweiser, Coors, Feral Brewing, StreetX and Beyond skate

• Adjusted brand direction to better leverage our strengths, taking ownership of our market segment.

• Increased the brand offering to engage with our audience in a more authentic way, increase customer loyalty and improve the company's profitability.

• Ate food that coolio cooked at Varsity Morley
  
  Links
  Instagram
  Youtube
  Facebook (Joondalup location only)
  International Burger Day - media release
  Burg-a-palooza