JOEL KAY
Normanville,Australia
Summary
Results-oriented sports administration expert driving community engagement and high-performance initiatives. Successfully managed relationships with over 200 sporting clubs, increasing member participation and enhancing club sustainability. Demonstrates strategic advising capabilities while fostering high-value partnerships and navigating complex stakeholder landscapes.
Overview
22
22
years of professional experience
Work History
SA/NT Account Manager
Under Armour/ISC Sport Teamwear
10.2019 - Current
- Strategic Advising: Acted as a key strategic partner and advisor to over 200 clients, identifying operational gaps and recommending solutions to improve club sustainability, member engagement, and community sports participation.
- Stakeholder Engagement: Cultivated and managed high-value partnerships across a multilayered portfolio of sporting clubs, peak bodies, corporates and regional organisations, establishing a trusted network built on transparent communication.
- Objective Judgment: Navigated complex stakeholder environments with competing club priorities, utilising objective professional judgment to resolve multi-layered delivery disputes and timeline conflicts diplomatically.
- Community Visibility: Maintained a highly visible presence within the sporting community, conducting on-site alignment meetings and seasonal reviews to listen directly to stakeholder needs and deepen club engagement.
- Trend Analysis: Analysed changing regional participation trends and apparel demands across diverse sports codes to align product development pipelines with modern community expectations.
- Cross-Functional Collaboration: Collaborated cross-functionally with internal supply chain, design, and logistics departments to influence operational priorities and secure seamless project delivery under strict seasonal constraints.
- Process Improvement: Led the onboarding, launch, and optimisation of digital ordering portals (Online Club Shops) for dozens of sporting groups, empowering committees to streamline member administrative burdens.
- Leadership & Innovation: Demonstrated strong leadership capabilities by mentoring internal coordinators and junior team members, fostering a collaborative, agile culture that adapted quickly to operational changes.
Senior Coach / Partnerships & Merchandise Coordinator / Committee Member
Yankalilla Football Club
01.2015 - Current
- Partnerships Coordinator: Doubled sponsorship revenue within a 12-month window via targeted local marketing and community outreach.
- Merchandise Coordinator: Built a dedicated Shopify e-commerce platform from the ground up to streamline team apparel distribution.
- Senior Coach: Managed senior player cohorts, coaching staff, and committees while recruiting and establishing peer welfare and buddy systems to enhance player support.
- Home Match Emcee: Hosted post-game presentations, fostering a welcoming environment and presenting match reports, player accolades, and new initiatives like Senior and Junior Volunteer of the Week award.
- Accolade: Awarded the 2025 Yankalilla FC Volunteer of the Year for exceptional service.
Sales & Operations Manager
Rick Macgowan Agencies (RMA Packaging)
03.2015 - 09.2019
- Managed diverse portfolio of 100+ commercial clients across SA, delivering customised operational and budget-saving solutions.
- Coordinated with 50+ local, interstate, and overseas suppliers, negotiating high-volume pricing structures and tracking industry trends to enhance value.
- Utilized MYOB, Dear accounting platforms, and advanced Excel frameworks for precise database tracking and project timeline management.
Talent & Coaching Programs Coordinator
South Australian National Football League (SANFL)
01.2012 - 10.2015
- Coordinated and implemented High-Performance Programs for elite underage footballers across South Australia, including the U18 Academy, State U16/18/20s, and Intrastate Championships.
- Managed complex logistics, flights, accommodation, transport, and strict nutritional parameters for touring squads of up to 42 personnel.
- Liaised with AFL national staff, club recruiters, clothing suppliers, media outlets, and key corporate sponsors to achieve program objectives.
- Ensured brand compliance, facilitated anti-doping/vilification education sessions, and managed dedicated program budgets.
Community Development Officer
Adelaide Crows Football Club
01.2007 - 12.2011
- Coordinated and promoted large-scale community events, clinics, and regional supershows across South Australia, enhancing community engagement.
- Implemented 'Crows In Schools' framework, delivering healthy eating and active lifestyle sessions to audiences of up to 600, fostering health awareness.
- Supervised university and TAFE work-placement students during events and community programs, cultivating leadership skills and practical experience.
Development Officer / Player
Sturt Football Club
01.2005 - 12.2006
- Organised and implemented grassroots participation programs (Auskick, SEPEP, 9a-side carnivals) to increase student engagement in primary and secondary schools.
- Coordinated corporate fundraising events and managed club volunteers to ensure successful execution and meet profitability targets.
- Developed community engagement programs to enhance club visibility and participation.
- Coordinated fundraising events to support club initiatives and enhance financial resources.
- Established partnerships with local businesses to promote mutual support and visibility.
Education
Diploma -
Business Management
Certificate IV -
Sport & Recreation
Certificate IV -
Coaching and Development
Certificate III -
Fitness
SACE Certificate -
Lock Area School & Westminster College
Skills
- Client relationship management
- Stakeholder engagement
- Strategic partnership
- Market trend analysis
- Process improvement
- Cross-functional collaboration
- Client acquisition
Community Leadership And Volunteer Experience
- 01/01/15 - Present, Yankalilla Football Club
- Senior Coach - Manage senior player cohorts, coaching staff, committees, and active volunteers, recruitment & establishing modern peer welfare and buddy systems.
- Partnerships Coordinator - Doubled sponsorship revenue within a 12-month window via targeted local marketing and community outreach.
- Merchandise Coordinator - Built a dedicated Shopify e-commerce platform from the ground up to streamline team apparel distribution.
- Hosting post-game presentations in a welcoming, community-minded environment while presenting match reports, player accolades, and new club initiatives like the Senior and Junior Volunteer of the Week award.
- Awarded the 2025 Yankalilla FC Volunteer of the Year for exceptional service.
- Program Coordinator, Spearheaded the coordination of the Eyre Peninsula Shark Warrior Football Team during the historic Mortlock Shield tournament.
- Event Management, Organized and managed logistics for the Sturt Football Club Junior Members Day, engaging hundreds of young fans and families.
- Carnival & Event Official, Supported regional talent pipelines and inclusive sports participation by serving as an official for the State SAPSASA Football Team, SAPSASA Athletics Carnivals, 9-a-side school football tournaments, and the AUSSI Masters Swimming Games.
- Community Fundraising, Volunteered for the Red Cross Door Knock Appeal across a four-year period to support community welfare.
Sporting Achievements And Community Initiatives - Football Achievements
- Competed at the senior SANFL League, Reserves, and Under-19 levels for the Sturt Football Club over a six-year tenure, securing multiple runner-up Best & Fairest accolades.
- Selected to represent the South Australian State Country Football team across four consecutive years.
- Won premierships and multiple individual Best & Fairest awards playing for regional communities including Yankalilla, Murray Bridge Ramblers, and the United Yeelanna Football Club.
Licence
Full South Australian Drivers Licence ("C" Class)
Personal Information
Date of Birth: 04/07/86
Professional Development And Certifications
- Developing Leaders within the Community Certificate - SANFL
- Future Regional Club Landscape Meetings - SANFL
- Mental Health First Aid Certificate & Senior First Aid Certificate
- Level 1 & 2 Coaching Accreditation
- National Police Certificate & DHS Cleared Working with Children Check (WWCC)
Education And Qualifications
- Diploma in Business Management
- Certificate IV in Sport & Recreation
- Certificate IV in Coaching and Development
- Certificate III in Fitness
- SACE Certificate | Lock Area School & Westminster College
Timeline
SA/NT Account Manager
Under Armour/ISC Sport Teamwear
10.2019 - Current
Sales & Operations Manager
Rick Macgowan Agencies (RMA Packaging)
03.2015 - 09.2019
Senior Coach / Partnerships & Merchandise Coordinator / Committee Member
Yankalilla Football Club
01.2015 - Current
Talent & Coaching Programs Coordinator
South Australian National Football League (SANFL)
01.2012 - 10.2015
Community Development Officer
Adelaide Crows Football Club
01.2007 - 12.2011
Development Officer / Player
Sturt Football Club
01.2005 - 12.2006
Diploma -
Business Management
Certificate IV -
Sport & Recreation
Certificate IV -
Coaching and Development
Certificate III -
Fitness
SACE Certificate -
Lock Area School & Westminster College