Charles Shelton-Agar

• Delivered a specialized masterclass on audience growth, engagement strategies, and monetization in sports media
• Shared best practices and innovative strategies with industry professionals to enhance content experiences and brand amplification.

• Lead the development and execution of comprehensive audience growth strategies, resulting in significant increases in user engagement and monetization across Racenet, Punters, Odds, Greyhound Recorder and Sports Today brands.
• Developed unified Audience Growth division including UX design, market research, marketing, SEO, social, content and production.
• Drove year-over-year business growth while leading operations, strategic vision, and long-range planning.
• Led market research and competitive analysis to identify emerging trends and opportunities, informing strategic decision-making.
• Collaborated cross-functionally with executive and leadership teams to align Racing initiatives with overall business goals and leverage power of NCA network.
• Implemented data-driven strategies using Google Analytics, Adobe Analytics, SEMrush and Chartbeat to monitor KPIs, optimize audience funnels, and improve engagement.
• Managed budget implementations, employee reviews, training, schedules, and contract negotiations.
• Developed and executed audience marketing campaigns across Meta Ads, Google Ads, and programmatic platforms, driving acquisition, retention, and conversion.
• Monitored financial performance, set budgets and controlled expenses to provide financial stability and long-term organizational growth.

Key Achievements:

• Grew audience engagement and monetization across Racenet, Punters, Odds, Greyhound Recorder, and Sports Today through data-driven growth strategies.
• Cultivated strong relationships with clients, vendors, and partners to ensure long-term success and loyalty. Including Australian wagerers and the Racing industry.
• Led a multi-platform audience acquisition and retention strategy, increasing user sessions and improving conversion rates.
• Optimized SEO and content distribution through AI-driven insights, improving search rankings and organic traffic.
• Launched and scaled audience personalization initiatives, leveraging first-party data to improve user experience and revenue per user.
• Integrated new ad tech and audience analytics tools to enhance monetization, aligning with commercial objectives and deliver new P&L revenue line for commercial content.
• Developed targeted marketing campaigns that resulted in 33% growth in key audience segments and higher engagement.

• Directed and launched product, commercial and partnership strategy for News Sport Network, ensuring alignment with commercial and audience growth targets
• Managed cross-functional teams to deliver innovative sports media products and services that enhance user experience and engagement including SuperCoach, Tips.com, Metro Mastheads and news.com.au
• Collaborated with MD Sport to develop and implement sporting body brand strategy, publishing, content, commercial and audience strategy for News Corp
• Led the strategy and commercialisation of major sport publishing agreements, aligned to broadcast agreements of Fox Sports and Kayo
• Launched the News Sport Network, establishing audience strategy, brand strategy, KPIs and performance metrics to track progress against strategic objectives and commercial targets
• Provided strategic oversight to commercial GTM development across all sporting brands, ensuring seamless integration of commercial and user experience goals.

Key Achievements:

• Delivered 3 years of commercial growth within sport portfolio across bookmakers, sport codes and media clients.
• Negotiated and led strategic partnerships with AFL, NRL, Australian Olympics, Football Australia, Cricket Australia, Racing NSW, Racing Victoria, NBL and others.
• Delivered 3 years of commercial and audience growth across fantasy products, including SuperCoach major partner rights and platform development.
• Launched audience video and social strategy, including show partnership with Fox Sports and wagerers.
• Led audience, marketing and commercial strategies for launch of NCA partnered bookmaker Betr.

• Developed and implemented commercial growth strategies, achieving substantial revenue increases and market expansion of sport product.
• Strengthened and led partnerships with key sport stakeholders, enhancing the sports network's market position and brand visibility.
• Provided strategic oversight to the commercial team, ensuring the development and execution of effective sport sales plans and customer responses.
• Led market engagement to drive new business and partnerships into the sales team.
• Co-created tailored strategies with each commercial partner to achieve mutual KPIs and budgeted revenue targets
• Managed the fulfillment of contractual deliverables and commitments, continuously reviewing yield/margin of commercial inventory and growth opportunity.

Key Achievements:

• Unified all sports assets in News Corp Australia under one commercial P&L. Delivering double digit growth each year.
• Launched unified sport GTM strategy and national product response to market.
• Led upfront and client presentation strategy for sport as industry specialist for national and local sales team

• Oversaw all commercial operations, securing high-value sponsorships and partnerships of News Corp sporting products.
• Developed and led sports clients strategy, brief response and industry specialisation for national sales team.
• Managed a team of sales professionals, consistently achieving and exceeding revenue targets.
• Demonstrated strong commercial judgment and decision-making capabilities, contributing to the organization's financial and strategic objectives.
• Identified strategic acquisition targets, contributing to company expansion efforts.
• Collaborated with product development, editorial and sales teams to ensure alignment between sport customer needs and product offerings.
• Collaborated with product development teams to ensure alignment between customer needs and product offerings.