Will Byrne

Experience

• 

  Paddy Power

  Feb 2003 - Jul 2010

  Head of Novelty Betting

  Enhanced PP position as market leader in Novelty Betting.

• 

  Sportsbet

  May 2012 - Oct 2019

  Responsibilities: • Ideating on major stunts for publicity• Reacting to breaking news • Project Management for event life cycle including reporting• Building strategy for events to target• Managing Budget Spend• Composing creative brief for external agencies • Briefing designers for assets• Relationship building and management with agencies• Pitching ideas to senior managementAchievements: • Producing Sportsbet’s first ever publicity stunt on foreign soil• Managing, ideating, developing, executing a large-scale PR stunt• Obtaining mass press coverage for April Fools stunts annually• Contributing to driving top of mind brand awareness Show less Responsibilities:• 2IC to Head of Communications• Financial budgeting and forecasting• Corporate Affairs and Government Relations collaboration• Innovating new product and concepts• Identifying PR opportunities• Compiling press releases • Building relationships with media• Conducting press interviews• Event planning• Generating mischief• Composing press releases• Contributing to Sportsbet blog• Creating content for Twitter/Facebook• Envisioning and execution of newsjacking events• Sole responsibility for the management of the Novelty product that Sportsbet offers• Compiling novelty odds on a vast range of topics from Current Affairs, Politics to Reality TV Achievements: • Dominating press coverage SOV for editorial mentions• Innovating the Communications department by introducing reactive and proactive PR stunts and increasing output from two to several press releases daily• Developing the Novelty product into a key business driver• Producing stunts that gained global headlines Show less

  • Mischief Manager (Senior Marketing Manager)

    Jan 2019 - Oct 2019

  • Communications Manager

    May 2014 - Dec 2018

  • Head of Novelty Trading and Publicity

    May 2012 - May 2014