What can Alex do?
Give a quick overview of your work experience (jobs, internships, volunteering)?
I currently work as Content Lead at InForm, overseeing content across Punters and Racenet. I lead the planning, production and delivery of digital content across video, social media and editorial, while also hosting many of our shows and working closely with commercial partners.
Over the past 10 years, I've built a career in sports media across content creation, hosting, production and leadership. I've delivered campaigns for partners including the Hong Kong Jockey Club, Racing Victoria and Racing Queensland. With experience spanning strategy, production, distribution and performance analysis.
Outside of work, I also host and produce AFLW content for the True Bloods podcast.
Do you have a track record of delivering measurable outcomes or KPIs?
During the 2026 Autumn Carnival, Punters recorded 13.1 million social views and 20.4 million platform views, while Racenet generated 8.9 million social views and 44.8 million platform views.
I also created and produced form guides in the Herald Sun and Daily Telegraph for Hong Kong International Races and Champions Day for the Hong Kong Jockey Club. 2026 Champions Day content generated more than 100,000 views across our platforms.
What technical or industry-specific skills do you bring?
My strengths are digital content strategy, video production, on-camera hosting, editorial planning and social media ideation. I'm experienced in leading content from concept through to production, distribution and performance analysis, while managing teams and working with commercial partners. I have strong knowledge across horse racing, AFL, AFLW, football (soccer) and cricket, with experience producing content for major events and campaigns. I'm comfortable presenting both live and pre-recorded content and thrive in fast-paced, deadline-driven environments.
What tools/platforms/software are they proficient in?
I'm comfortable using the core tools needed to create and manage digital content, including Canva, CapCut, Google Workspace, Microsoft Office and a range of content management systems and social media platforms. While I'm not a technical specialist, I'm quick to learn new tools and my strengths lie in content strategy, editorial planning, on camera hosting and leading teams.
What qualifications, certifications, or degrees do you hold?
Bachelor of Business Management
I'm always looking to improve and I'm not afraid to put my hand up for opportunities outside my job description.
Given I work at Punters, I'd like to think I'm worth taking a punt on.
What separates me is that I can see the bigger picture while still getting my hands dirty. I'm just as comfortable developing a content strategy and leading a team as I am hosting a show, interviewing guests and creating content that delivers results. I genuinely love sport, I'm always looking to improve and I'm not afraid to put my hand up for opportunities outside my job description. I work hard, build strong relationships and care about leaving every project, team and organisation better than I found it.
What steps has Alex taken to break into the sports industry?
I've always looked for opportunities to grow beyond my day job. Outside of work, I host and produce AFLW content for True Bloods to build my presenting experience.
I've also developed a strong relationship with the Hong Kong Jockey Club through content collaborations and regularly attend major racing events to build genuine relationships with industry stakeholders.
Along the way, I've connected with respected broadcasters such as Lizzie Jelfs and Nick Luck, whose advice and insights have helped shape my career.
I believe consistently producing quality work, building relationships and putting myself in the right environments are the best ways to grow in the sports industry.
Alex's interest in sport all started because of its power in bringing people together
I've always had a real affinity for working in sport because I know just how much of an impact it can have on people's lives. My father is a horse trainer so I was always surrounded by the world of racing. My passion for the industry has only brought us closer together.
Sport, like nothing else, can bring people together. You can sit next to a complete stranger in the Brewongle Stand at the SCG who you'd probably never have spoken to in a million years, but for a few hours you're all connected by that same team and that's a pretty special thing. It's also a great excuse to catch up with mates, spend quality time with family and make memories that will last a lifetime.
Early in 2026 I took the opportunity to travel to Europe to watch Arsenal for the first time and it was honestly one of the highlights of my life going to the Emirates and the San Siro. Four months later I got the news that I had bowel cancer, but thankfully I'm now surgically cured. That whole experience hit home just how important those moments are and how sport can give people a real sense of hope, joy and something to get excited about. If I can play a small part in creating some of those moments through my work then that's a career that's worth having every day.
Since then, Alex has gone on to work in sports media and content leadership, achieving things like
Achievement 1 | Achievement 2 | Achievement 3 |
|---|---|---|
Generating 13.1 million social views and 20.4 million platform views for Punters, and 8.9 million social views and 44.8 million platform views for Racenet, during the 2026 Autumn Carnival | Producing Hong Kong International Races and Champions Day form guides for the Hong Kong Jockey Club, published in the Herald Sun and Daily Telegraph, with 2026 Champions Day content generating more than 100,000 views across platforms | Delivering content campaigns for major racing partners including the Hong Kong Jockey Club, Racing Victoria and Racing Queensland, spanning strategy, production, distribution and performance analysis |
Where does Alex want to go?
Next 6 - 12 months | Next 5 - 10 years |
|---|---|
I want to continue growing as a sports content leader while expanding my profile as a broadcaster and presenter. I want to produce content that reaches larger audiences, build stronger relationships across the sporting industry and continue delivering campaigns that make a measurable impact. I'd also like to broaden my experience across AFL, AFLW, horse racing, cricket and football. While working across TV, radio, podcasts and hosting live events and functions. Long term, my goal is to become one of Australia's leading sports broadcasters and content leaders, combining great storytelling, strong editorial judgement and audience-first content across every platform. | I want to be recognised as a leading sports broadcaster and content leader in Australia, Hong Kong and internationally. I see myself hosting major sporting events, TV and radio programs, podcasts, live functions and corporate events, while continuing to lead high performing content teams and shape digital strategy. I'd like to work across AFL, AFLW, horse racing, football and cricket, partnering with rights holders, clubs and media organisations to tell great stories and connect with fans. Ultimately, I want to build a career that combines broadcasting, interviewing, live hosting, content leadership and storytelling across multiple platforms, creating work that has a genuine impact on audiences around the world. |
What sporting problem keeps Alex up at night, and how would you solve it?
Two things come to mind.
For AFLW, I'd ensure clubs and the AFL prioritise access to premium venues. The competition has earned the right to play on the biggest stages, yet too often those venues are reserved for other events. Seeing games at Marvel Stadium and the SCG this season is a great step, but it should become the norm, not the exception.
For horse racing, I'd love to see a more nationally aligned racing calendar. Too often states compete against each other for attention, participants and wagering. A more coordinated approach would strengthen the sport nationally and create a better experience for participants, broadcasters and fans
What is Alex like?
What kind of environment do you thrive in?
I thrive in fast paced environments where everyone is pulling in the same direction. I enjoy working with passionate people, bouncing ideas around and finding creative ways to tell stories. I like being trusted to make decisions, take ownership and be judged on the quality of my work. No two days are ever the same in sport, and that's exactly what I enjoy.
When have you had to show resilience in your life or career?
In December 2025, my soon to be mother in law was diagnosed with blood cancer. Five months later I was diagnosed with bowel cancer. I underwent major surgery and was fortunate to be classified as surgically cured.
The experience taught me resilience, perspective and gratitude. I focused on what I could control, stayed positive throughout my recovery and came back with an even greater appreciation for every opportunity. It reinforced the importance of adapting to challenges, staying calm under pressure and making the most of every day, both personally and professionally.
What about Alex’s interests outside of work?
What are your interests outside of work?
Outside of work, you'll usually find me watching sport. I'm a passionate Arsenal supporter and will happily plan a holiday around a football match. I also love following AFL, AFLW, cricket and horse racing, whether that's at the ground, pub, the races or on the couch with family and friends. I enjoy running, going to the gym and travelling, especially when I can experience different sporting cultures. I'm also always on the hunt for a great burger or bakery, so if there's good food involved, I'm usually there. For me, sport has always been more than just a game. It's how I relax, connect with people and create some of my favourite memories.
What is your favourite sporting moment?
In person, when the Sydney Swans staged a dramatic comeback to win the 2024 Qualifying Final against GWS. Shout out to Isaac Heeney.
On the couch Steve Waugh's last ball four to reach 100 at the SCG against England.
What’s your ideal holiday?
With my soon-to-be wife, somewhere in Europe with a quiet morning that involves a coffee and a walk. Ideally for me a football game or race meeting is involved. But eating some of the best food in the world and just simply slowing down and enjoying the local culture is perfect.
If you had 30 minutes to pick the brain of anyone, who would it be and why?
Mikel Arteta. Not just because I'm an Arsenal supporter, but because of the culture and identity he's rebuilt. In six years, he's transformed the club from one that had lost its identity into one of the best clubs in Europe, with the team improving year after year both domestically and in European competitions.
I'd want to understand how he created that change, how he built a shared vision, hired the right people, managed egos, made difficult decisions and created a culture where everyone was pulling in the same direction. I'd also love to hear how he deals with adversity, the pressure that comes with leading one of the world's biggest clubs and how he stays committed to his philosophy despite constant scrutiny.
Those leadership lessons would be just as valuable in business and media as they are in sport.
What’s one book or podcast that’s helped your career you recommend?
Atomic Habits by James Clear. It reinforced that long term success comes from consistently doing the small things well, rather than chasing quick wins. That's something I've applied throughout my career, whether it's improving my hosting, building relationships across the industry or leading. It's also a mindset that helped me through my recovery this year, focusing on what I could do each day rather than the bigger picture.
Additional details
Where in the world are you located, and where are you open to work?
Based in Melbourne, open to work in Melbourne and overseas.
What is the most important consideration for you in your next role?
Professional development and growth opportunities, competitive salary and a strong team and management culture
What others say about Alex
Lizzie Jelfs: "Alex is someone you can trust. He's professional, approachable and genuinely cares about the people he works with. Whether it's getting the job done or being there when someone needs support, he's someone you know will always show up."
Charlie Shelton-Agar: "Dedicated, passionate and hard-working. Understands the work that has to be done when no one is watching, that allows him to shine when the audience is watching. Is limited only by his own default to push back on an opportunity before it reveals itself for its potential."
What questions does Alex have for employers?
How would you describe the culture of your organisation, and what qualities do people who succeed here have in common?
What opportunities are there for professional growth, whether that's developing new skills, taking on greater responsibility or moving into different areas of the business?
If I'm successful in this role, what would success look like after 12 months, and what impact would you hope I'd have made by then?
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