Danielle Warby

Content Strategist | Advocate for Women in Sport

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To support my application for  the Assistant Director, Digital Content Marketing role, I’ve included links to my work below.

Cover letter

I’m an experienced digital content strategist with proven track record in a variety of industries including health and wellness, the arts, sport and education.

I would like to direct you to some samples of my work:

Zela – SBS’ website dedicated to women in sport

I was managing editor of Zela and responsible for setting the editorial direction inline with the SBS charter, building and managing a team of content creators and using insights and analytics to make strategic decisions about content.

This report to management outlines some of my findings on what content worked, what didn’t work and overall challenges and wins.

The Women’s Game

I wrote, directed, filmed and edited the pilot episode of a women’s football web series presented by Ex-Matildas’ striker, Sarah Walsh. The video has over 7,000 views on YouTube.

Rebel Sport

Before they became champions of women’s sport, Rebel were in a bit of trouble. I worked with them to profile athletes and produce content for their website, email newsletter, video and social media channels. Here’s a sample profile.

Application for employment

Why am I suitable for this position?

I will slam dunk this role harder than Liz Cambage at the London Olympics. And surprise you like Chloe Esposito in Rio while consistently performing like Kurt Fearnley.

But knowing elite Aussie athletes isn’t the reason I’m suitable for this role. It’s my experience in developing, implementing and maintaining strategic communications strategies to support business objectives.

In 2015 I was approached by SBS to setup and manage Zela, their website devoted to women in sport. As Managing Editor, I assembled a team of content creators, set the editorial direction and tone guidelines for how to report on women in sport – all inline with the values of the SBS’ charter and strategic agenda.

I have over 2 years experience as a Content Strategist and User Experience (UX) Researcher for state government in NSW. This means I’m a stickler for setting up frameworks, systems and workflows to make sure everyone can sustainably and consistently produce content that delivers on business outcomes. In this time, I implemented the content strategy for two major website redevelopment projects. I have run workshops with staff on developing tone of voice, writing for the web, and how to use personas and style guides.

I do have an eye, ear and the gut feeling for a good story like a journalist. Both these pieces were the top news story on the Guardian when published:

I’ve served on 3 sports boards: Women Sport Australia, Womensport NSW and The Flying Bats Women’s Football Club, the last for 7 years including 2 years as President. I’m particularly proud of our Sex and Gender Diversity Policy which I have presented at conferences. After using the Bats as my branding project in my marketing degree, they are now one of the most recognised brands in LGBTIQ+ sport.

I bring with me an unwavering passion for equality in sport, extensive public sector experience, an engaged network of other advocates, and the goodwill that comes from 10+ years working to promote women in sport.

How my personal attributes will contribute

I am a naturally a strategic thinker who thrives on working towards big-picture goals. Never one to do something without good reason, or just because everyone else is, I need to develop a strategy and corresponding workflows, guidelines, processes and content calendars to keep myself and my team on track.

Networking is a skill I pride myself on and I love to bring people together to work on common issues or to provide others with opportunities. Over the past 10+ years, I’ve created the largest women’s sport network in the country, recently organising networking meetups in Sydney and Brisbane and curating a list of the most powerful women in Australian sport.

I take an agile approach to both my work and problem solving, preferring to explore different ideas and solutions, finding the one that fits best with the resources, people and constraints of the situation. Once the strategy and processes are in place for the day-to-day, I’m not afraid to try something that hasn’t been done before the solve the more wicked problems. In fact, I rather enjoy the uncertainty and challenge.

Writing in plain language, you could call it a passion. A big part of my work as a content strategist is writing style guides, guidelines and running workshops on how to write in plain English. You will regularly find me talking about how using plain language isn’t ‘dumbing down’.

Change is my middle name. I’ve worked as a contractor for the majority of my professional life and I’m used to quickly adapting to changing circumstances and modifying my style to suit.

I bring a different perspective. I haven’t followed a linear career path and I’m proud of the the work I’ve done in sport over the last 10+ years. This is my journey.

Key achievements