Experience
CONTENT & MARKETING SPECALIST
March 2025 - Present
PlayStation (Sony Interactive Entertainment)
Helped lead content and marketing for Repeat.gg - a subsidiary of Sony Interactive Entertainment (Playstation) for their global esports platform hosting 20,000+ tournaments and a userbase of over 2 million players worldwide — crafting the brand voice, community messaging, and campaign content that helped position Repeat.gg as the go-to bridge between gaming audiences and the brands that want to reach them.
Developed and executed content strategy for a leading esports tournament platform with 15M+ games played and partnerships with major gaming brands and influencers.
Produced campaign copy, community content, and brand messaging to drive player acquisition, tournament participation, and sponsor engagement.
Supported B2B marketing efforts targeting brands seeking authentic access to hard-to-reach gaming audiences, optimised for SEO, SEM and AI search visibility.
Contributed to influencer and partnership campaigns, including large-scale tournament activations generating tens of millions of impressions.
DIGITAL CONTENT CREATOR & CONTENT LEAD (FREELANCE)
November 2024 - Present
TFH Racing & Legend Cars Australia
Working in the motorsports industry as Digital Content Creator and Content Lead at TFH Racing, James owned the full creative pipeline — from brand strategy sessions with the executive team to lens-in-hand at the track. He developed commercial content strategy, managed partner deliverables, and told the stories that make motorsport brands worth following.
Working for the Legend Cars Australia brand, he helped scope and establish the their ecommerce arm which included the establishment of an online parts store and digitisation of their event registration processes.
Leading the development and execution of digital strategy for the motorsports and corporate side of multiple businesses (TFH Racing, TFH Hire Services, Legend Cars Australia).
Collaborate with CEO and COO on brand strategy and digital output across the group’s various social and internal channels.
Communicating effectively within a large scale national business.
Develop commercial strategy for TFH Customer Racing.
Motorsports and brand photography, videography & storytelling. End to end conceptualisation and delivery.
Delivering timely creative for external partners, working with creative briefs, brand guidelines and managing deadlines.
Building an managing the Legend Cars Australia online store through the Square ecommerce platform, and maintenance of their Wordpress & Webflow sites.
PARTNERTSHIPS & TECHNICAL DIRECTOR
December 2018 - March 2025
EMH Collective (Esports Media House)
As Co-founder of Esports Media House, James built and managed the partnership infrastructure that brought events to life — from identifying collaboration opportunities and negotiating contracts, to leading post-event reviews with key clients. On the ground, he owned the full technical operation: sourcing and managing venues, suppliers, and local talent across Australia, while ensuring every broadcast, stage, and live event met professional production standards.
Identifying, developing and managing strategic event partnerships by identifying collaboration opportunities, key account management, negotiating contracts and agreement terms, managing events and leading post-event client meetings.
Sourcing and liaising with venues, suppliers, local talent and contractors for client events across Australia.
Secured and developed partnerships with V8 Supercars, Porsche Motorsport Australia, Twitch, Amazon, BP Fuels , Michelin Tyres & Seiko.
Ensuring company technical equipment meet live event, stage and TV broadcast standards by sourcing, upgrading, testing and troubleshooting equipment as needed.
Leading event staff on technical requirements and run-of-show for each event.
FRANCHISE MANAGER & BROADCAST TALENT
December 2017 - November 2018 | Gfinity Esports Australia (HT&E)
Relocating from Brisbane to Sydney for a full time role in one of Australia’s most exciting esports developments was a big step forward in James’ career. Performing a wide range of duties in his 2 year tenure, as is often the case in start ups. Hitting the ground running in Sydney, James was responsible for the development of tournament operations departments, product development teams, franchise and stakeholder communications and educating and training traditional TV broadcast teams on the nuances of esports (competitive video gaming).
Development of tournament operation departments including product development teams.
Integrating brands in to a new entertainment ecosystem and space (video-game media) through high volume of content creation, live and online events, whilst adhering to client brand guidelines authentically.
Executing broadcast and creative production.
Writing, shooting and editing content for social channels.
Communicating and liaising with franchises and their stakeholders, talent & players including contract negotiation.
Produced a high volume of content across broadcast, blog and social channels for brands that were integrated into the Gfinity ecosystem, ensuring they adhered to brand guidelines whilst achieving authentic connection with audiences.
DIRECTOR OF EVENTS & BROADCAST
March 2016 - November 2017 | Australian Esports Media Group, PGTV Events & Broadcasting
AEMG was founded in 2016 as the driving force behind Athletico, WPGI and PGTV — an amalgamation of three brands united by ambition. James played a central role in the conception of the events that helped establish each brand under the AEMG umbrella. Working closely with community outlets, he helped produce memorable and ground-breaking events that shaped the early esports landscape in Australia.
James was responsible for content creation across the group, from broadcast to social, developing and crafting the stories that brought Australian esports to life.
The foundation and execution of WPGI (Women’s Esport League) Season 1, with Season 3 hosted at UWA Perth November 2017 and championing women’s opportunities in esports.
Established major partnerships with ASUS, BLK Sport, Roccat, Herman Miller and other key non-endemic brands.
Expansion of Athletico Esports to establish itself as a major player in Oceania across several major game titles.
Sent the first ever Australian all-women’s esports contingency overseas (Copenhagen Games 2017).
Planning and execution of the QUT Esports Showcase which was a catalyst for the creation and funding of the QUT Esports program.
BUSINESS DEVELOPMENT MANAGER - CLUBS & SCHOOLS
March 2004 - March 2016 | Amart Sports, Super Retail Group
Serving Amart Sports (now Rebel Sport) for 14 loyal years, James developed and maintained a burning passion for the Amart brand. In his years at the company he tackled an extensive range of tasks and performed in numerous secondments roles progressing from casual Sales assistant to the New Store Setups & Merchandising Team, and finally through to the Sponsorship and Events Team.
In 2012, James was tasked with heading up the company Clubs and Schools business development program, which saw a nationwide drive for Clubs and Schools business, utilising the customer loyalty program ‘Community Kickbacks’ to help establish the Amart brand in new markets as part of their national expansion.
This program was key in establishing and strengthening ties between retail stores and their local communities, and often a major contributing factor to the success of a store. Working with Clubs and Schools was a chance to combine James’s interest of sport, with his desire for the betterment of education systems within Australia.
Through this program, he supported 55 retail stores engage their local communities through local marketing events and activations.
Achieved and sustained a 30% YOY growth in the program across my tenure.
Growing club and school sales from $21M to $30M in 3 year tenure as BDM.
Streamlining processes to support store and regional teams.
Successful planning and execution of community events.
Established himself as a brand leader.
Regular reporting and presenting to other brand leaders.
Trained store members in best practice for engaging their local communities.