Rachel Mitrione
Pascoe Vale,VIC
Summary
Customer-oriented General Manager with 17 years of experience focused on increasing revenues and expanding margin. Adaptive and deadline-oriented, consistently executes and completes multiple projects in high-stress environments. Meticulous leader and strategic planner with comprehensive managerial acumen, offering vision and motivational acumen.
Overview
11
11
years of professional experience
1
1
Certification
Work History
GM, CONSUMER & MARKETING
MELBOURNE REBELS RUGBY UNION
09.2021 - Current
- Appointed as club lead during and after voluntary administration, providing strategic leadership for financial restructuring.
- Collaborated with stakeholders to secure team's future in professional rugby.
- Implemented efficiencies, optimizing resources during 50% workforce reduction.
- Led operations with resilience and adaptability to ensure 2024 season's success.
- Increased member engagement by 14% on average through targeted objectives and relationship building.
- Utilised data to drive digital growth, achieving year-over-year increases of 17% in membership, 12% in ticket sales, 14% in attendance, and 11% in social engagement.
- Created digital assets for partners, increasing commercial revenue by 10%.
- Spearheaded initiatives boosting consumer engagement and community involvement by 18%.
- Developed campaigns leading to 34% growth in match ticket sales.
- Established strategic partnerships with community clubs and schools, enhancing brand presence.
- Orchestrated community projects and grassroots programs, increasing participation by 16%.
- Implemented outreach initiatives, including school partnerships and community events.
- Led community-focused initiatives like charity matches and clinics, earning recognition for Melbourne Rebels' social responsibility and engagement.
SENIOR MANAGER, CUSTOMER
AUSTRALIAN GRAND PRIX CORPORATION
11.2020 - 02.2021
- Managed team and sourced and led all aspects of entertainment partnerships around F1 track for short-term contract in preparation for March 2021 Grand Prix.
- Served as primary point of contact for AGPC customers when highly-anticipated event was cancelled due to COVID-19 pandemic for second time, providing timely and empathetic communication, addressing concerns, and facilitating refunds and rescheduling options to ensure customer satisfaction and maintain strong customer relationships during challenging circumstances.
HEAD OF MERCHANDISE & CUSTOMER MARKETING
ESSENDON FOOTBALL CLUB
06.2018 - 10.2019
- Led club first joint venture agreement with third party to increase operational efficiencies and reduced costs by 34%.
- Collaborated with apparel partners including Adidas, ISC, Under Armour, and Cotton On on design, marketing, and product mix to ensure commercial viability.
- Developed and executed marketing campaigns, ensuring compelling brand storytelling that led to increased customer engagement and lead generation.
HEAD OF CONSUMER
ESSENDON FOOTBALL CLUB
02.2013 - 06.2018
- Researched and identified new growth areas, revamped product mix, set pricing strategy, and used data-driven insights to achieve record membership of 80K and $14M in revenue.
- Increased customer satisfaction ratings from 5.8 to 7.4 out of 10 by enhancing customer service across multiple touchpoints.
- Developed and executed marketing campaigns with compelling brand storytelling, leading to increased customer engagement and lead generation.
- Collaborated with apparel partners (Adidas, ISC, Under Armour, Cotton On) on design, marketing, and product mix to ensure commercial viability.
- Delivered record membership growth and retention, doubling revenue from $7M to $14M through targeted marketing initiatives.
- Increased member base by 23K over five seasons by identifying new products to meet market demands.
- Increased net profit by $500K annually by recategorising products and offering customer incentives, resulting in 73% uptake.
- Managed day-to-day membership operations, CRM, and marketing, building high-performing teams, improving operational efficiencies, and delivering unique customer experiences.
Education
MMBA - Marketing
Mark Ritson
Online12.2023
Bachelor of Business Admin. - Business Marketing, Sport Administration
Victoria University
Melbourne, VIC2005
Skills
- CRM – Salesforce
- MS Office Suite
- Mondaycom
- Ticketmaster Archtics
- Executive leadership
- Multi-disciplinary team leadership
- Large scale event management
- Communication and Marketing
Certification
Dare to Lead Certified
Brene Brown, 2023
NZ Institute of Directors
Governance Program, 2023
Timeline
GM, CONSUMER & MARKETING
MELBOURNE REBELS RUGBY UNION
09.2021 - Current
SENIOR MANAGER, CUSTOMER
AUSTRALIAN GRAND PRIX CORPORATION
11.2020 - 02.2021
HEAD OF MERCHANDISE & CUSTOMER MARKETING
ESSENDON FOOTBALL CLUB
06.2018 - 10.2019
HEAD OF CONSUMER
ESSENDON FOOTBALL CLUB
02.2013 - 06.2018
MMBA - Marketing
Mark Ritson
Bachelor of Business Admin. - Business Marketing, Sport Administration
Victoria University
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