What can Hayley do?
Give a quick overview of your work experience (jobs, internships, volunteering)?
I'm in the final stages of completing my Bachelor of Communication (Digital & Social Media) at Deakin University while gaining hands on experience through internships and freelance work in the sports industry. I've worked with organisations including the Good Friday Appeal, Sandringham Zebras, Melbourne University Blacks, Richmond Football Club's Bachar Houli Foundation and Deakin University's sporting club, the Deakin Dragons, creating digital content, managing social media, writing articles, filming, editing and photography. I've also worked at major events including the Formula 1 Australian Grand Prix and AFL events at the MCG and Marvel, giving me experience working in fast-paced environments and telling engaging stories across digital platforms.
Do you have a track record of delivering measurable outcomes or KPIs?
I have experience delivering measurable outcomes through my social media. My content has reached significant audiences across platforms, including generating more than five million views during two Formula 1 races and achieving strong engagement through sports-focused storytelling. I've also helped clubs and organisations grow their digital presence by creating consistent content across Instagram, TikTok, Facebook and LinkedIn, while using Meta Business Suite's insights and analytics to understand what resonates with audiences and improve future content.
Through my internships and freelance work, I've focused on creating content that not only performs well but also supports broader goals such as increasing community engagement, showcasing athletes and building stronger connections with fans.
What technical or industry-specific skills do you bring?
I bring a strong mix of digital content creation, social media management and sports media skills. I have experience filming, editing and producing content for platforms including Instagram, TikTok, Facebook and YouTube, using tools such as Adobe Premiere Pro, CapCut, Canva and Meta Business Suite.
Through my experience across AFL, VFL, community sport and major events, I have developed skills in match-day content, photography, video production, feature writing, storytelling and creating content that connects with audiences. I also have experience using social media insights and analytics to understand performance and improve content strategies.
What tools/platforms/software are they proficient in?
CapCut, Canva, Adobe Premiere Pro, Meta Business Suite
What qualifications, certifications, or degrees do you hold?
Bachelor of Communications (Majoring in Digital and Social Media) & Diploma of Sport and Diploma of Leadership at the Richmond Football club
I’m someone who will always look for the story, take initiative and make the most of every opportunity I’m given.
Someone should take a punt on me because I’ve already shown that I’m willing to put in the work before having the opportunity.
For over 12 years, I’ve been creating content independently because I genuinely love storytelling and sport. Before I had internships or industry experience, I was teaching myself how to film, edit, understand audiences and create content that people wanted to watch. I’ve had plenty of setbacks and rejections along the way, but I kept creating and improving because I knew this was the career I wanted.
What separates me is that I don’t just see sport as a game. I’m interested in the moments, people and emotions that make it special. That’s something I realised at the 2022 AFL Grand Final, when I found myself filming the reactions of supporters around me instead of just celebrating the win. I wanted to capture the stories of the people who were experiencing that moment.
This year, I decided to back myself and put myself into the industry through internships with sporting organisations, gaining experience in content creation, social media and storytelling. I may still be early in my career, but I bring a level of curiosity, determination and willingness to learn that I think is hard to teach.
I’m someone who will always look for the story, take initiative and make the most of every opportunity I’m given.
What steps has Hayley taken to break into the sports industry?
Over the past few years, I’ve taken a lot of steps to create opportunities for myself in the sports industry. I started by creating my own sports content and building my skills in filming, editing, photography and social media, which helped me develop a better understanding of what content works and how fans engage with sport online.
For a long time, I was hesitant to put myself forward for opportunities and would often doubt whether I was ready for roles in the industry. This year, I decided to change that by putting myself out there, applying for internships and gaining real experience within sporting organisations.
Through internships with the Good Friday Appeal, Sandringham Zebras, Melbourne University Blacks, Deakin Dragons and major sporting events, I’ve been able to learn from industry professionals and gain experience creating content in fast-paced sporting environments.
I’ve also continued building my own portfolio outside of these roles by creating sports content, testing different ideas and learning from the results. Each opportunity has helped me grow my confidence, improve my skills and get closer to the career I want in sports media.
Hayley's interest in sport began at the 2022 AFL Grand Final, while celebrating Geelong’s win among supporters
My passion for sports media started at the 2022 AFL Grand Final. As a passionate Geelong supporter, I went to the game expecting to experience the excitement of a Grand Final. However, what stood out to me most was the people around me and the stories they had.
Throughout the day, I met an older couple who had supported the Cats for 80 years and were attending their first ever Grand Final, as well as a supporter who had travelled from Perth for his fourth. Everyone around me had a different connection to the game and a story worth sharing.
When the final siren sounded and Geelong won, I found myself filming the crowd rather than just celebrating. I captured the emotions around me, the joy and tears from Geelong supporters and the heartbreak from Sydney fans.
That experience changed the way I viewed sport. I realised the role of digital content wasn’t just to show the game, but to capture the stories, emotions and connections that make sport so special. Since then, I’ve been passionate about creating content that brings fans closer to those moments, especially for people who can’t be there in person, and sharing the experiences of supporters, athletes and communities.
Since then, Hayley has gone on to work in sports digital content and media, achieving things like
Achievement 1 | Achievement 2 | Achievement 3 |
|---|---|---|
Generated more than 5 million views across two Formula 1 Australian Grand Prix race weekends | Delivered content across five sporting organisations in a single year, including the Good Friday Appeal, Sandringham Zebras, Melbourne University Blacks, the Bachar Houli Foundation and the Deakin Dragons | Produced matchday content at major events including AFL games at the MCG and Marvel Stadium |
Where does Hayley want to go?
Next 6 - 12 months | Next 5 - 10 years |
|---|---|
Over the next 6–12 months, my goal is to transition from university into a full-time role in sports media, digital content or social media. I want to continue developing my skills in storytelling, content strategy and audience engagement while working within a team that shares my passion for sport. I’m looking to build on the experience I’ve gained through internships, volunteering and freelancing by taking on more responsibility, contributing creative ideas and creating content. Ultimately, I want to continue growing as a sports content creator and potentially intern at an AFL club or even get a paid role. | My long-term goal is to build a career working in digital media for a sporting organisation, particularly within football or Formula 1. I’d love to be part of a creative team producing content around major moments, athletes, events and the experiences that make sport so special. Over the next 5–10 years, I want to continue developing as a content creator, take on more responsibility within in the sports sector and become someone who can create high-quality content across different platforms. Ultimately, I want to work in an industry I’m genuinely passionate about and continue building a career around sport. |
What sporting problem keeps Hayley up at night, and how would you solve it?
One problem in sport I’d love to help solve is making the industry more accessible for people who are passionate about working in it, especially women trying to build careers behind the scenes.
While sport has continued to grow opportunities, I think there is still more work to be done in creating pathways for women in areas like media, content, marketing and leadership. I also think breaking into the sports industry can be challenging, with many people struggling to get their first opportunity or gain experience without already having connections.
What is Hayley like?
What kind of environment do you thrive in?
I thrive in environments where people are passionate about what they do and are willing to collaborate, share ideas and support each other. I enjoy being around creative teams where everyone brings different perspectives and where there is always an opportunity to learn and improve.
I particularly enjoy fast-moving environments like sport, where no two days are the same and you have to be adaptable, think quickly and create content around moments as they happen. Through my internships and experience in sports media, I’ve found I work best when I’m surrounded by people who are passionate, driven and excited to create something meaningful.
When have you had to show resilience in your life or career?
One of the biggest examples of resilience in my career has been continuing to pursue sports media despite facing rejection and self-doubt along the way.
For around 12 years, I created content independently across social media, but I was often hesitant to put myself forward for professional opportunities because I questioned whether I was good enough. I applied for social media roles over the years and faced many rejections, which was difficult at times, but I continued improving my skills and creating content because I knew this was the career path I wanted.
This year, I made the decision to push myself outside of my comfort zone and actively seek opportunities within the sports industry. I started gaining experience through internships and volunteering with sporting organisations, putting myself in environments I had previously only hoped to be part of.
Those experiences have helped me build confidence, trust my abilities and understand that growth often comes from being willing to take chances. The biggest lesson I’ve learned is that setbacks don’t define your career, continuing to learn, improve and put yourself out there does.
What about Hayley interests outside of work?
What are your interests outside of work?
I am the biggest Geelong Cats supporter you'll ever meet. I love watching and attending footy games and creating social media content out of it. I also love Formula 1, and I'm a huge McLaren fan!
What is your favourite sporting moment?
Watching Geelong win the 2022 Grand Final
What’s your ideal holiday?
I'd love to go to America and do the Miami GP or the Vegas GP. Aside from sports, I love Disneyland and would love to see it!
If you had 30 minutes to pick the brain of anyone, who would it be and why?
If I had 30 minutes to pick the brain of anyone, it would be Dan Gorringe.
This answer might be a little unexpected, but I’ve followed Dan’s journey for years, originally from watching him on Big Brother and then seeing him transition into sports content before it became what it is today. I’ve also been lucky enough to meet him a few times, so it would be pretty cool to sit down and actually hear the story behind how he built his career.
I’d love to ask him how he went from being an AFL player to creating content, building an audience and finding his place in the sports media space. I’d also want to know what advice he’d give someone trying to break into the industry, especially around putting yourself out there and creating opportunities when the pathway isn’t always clear.
Plus, I think it would be funny to tell him that I've been watching him since Big Brother, and now I watch his sports content. So I’d probably have to ask which career move he enjoyed more.
What’s one book or podcast that’s helped your career you recommend?
A podcast that has helped me grow as a sports content creator is Dan Does Footy by Dan Gorringe.
I’ve followed Dan’s journey from his time at Big Brother to creating his own space in sports media, and I really enjoy the way he approaches content. He focuses on the personalities, stories and moments behind the game, which is something I’ve always been drawn to. It’s helped me realise that great sports content isn’t just about the result; it’s about capturing the moments that make people care. I’ve taken that mindset into my own content by focusing more on the people, emotions and experiences around sport, rather than just what happens on the field.
Additional details
Where in the world are you located, and where are you open to work?
Melbourne, but open to work anywhere in Victoria
What is the most important consideration for you in your next role?
I'm looking for a role where I can create engaging digital content, continue developing my skills, and be part of a collaborative team. I'm passionate about sports and storytelling, so I'd love the opportunity to help build a brand and connect with audiences through creative content.
What others say about Hayley
"You're one of the most determined people I've ever met" - My Deakin lecturer.
"Shoutout to Hayley for collaborating on the Leon Alao article; we received a lot of positive feedback, and people loved the tone of the article" - Courtney Banks at Sandringham VFL.
"We love these rapid fires you're doing at the club, they are a fan favourite" - Rob Ryan at Melbourne University Blacks
What questions does Hayley have for employers?
What skills or qualities do you think make someone successful within your team
What are some of the biggest content opportunities or challenges you see for the organisation moving forward?
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