MARK WORWOOD

Media Communications Officer

WorkSafe

WorkSafe is the Western Australian government agency responsible for enforcing workplace safety regulations and promoting safe practices.

• Manage its mining- and petroleum-specific media enquiries, provide its spokespeople—the industrial relations minister, the director general and the commissioner—with strategic advice and produce its internal and external communications, including news alerts, press releases and public addresses.

Communication, Marketing and Media Consultant

Mark Worwood

Mark Worwood was a communication, marketing and media consultancy that specialised in servicing editorial, entertainment and sports companies.

• Ghostwrote corporate content, including executive blogs, opinion pieces and marketing newsletters, composed media communications such as alerts, releases and statements, and set up simple-to-use business websites for non-technical administrators to update easily without expert skills.

Senior Production Editor (Racing)

South China Morning Post

The English-language South China Morning Post is Hong Kong’s unofficial newspaper of record and its most trusted mass media organisation.

• Produced—wrote, sub-edited and laid out using Adobe InDesign—its racing editorial, including daily news stories, semi-weekly form guides and weekly feature articles, as one member of its two-person desk covering Hong Kong’s most popular sport and the city’s largest taxpayer, the Jockey Club.
• Authored its top 2022-2023 racing story—Zac Purton slams chief steward’s ‘new standard’: ‘It isn’t going to be sustainable’—which engaged its online readers 25 per cent longer than any other item, and penned its Friday interviews with Hong Kong personalities associated with the sport.

External Media Communications Manager

WA Police Union

The WA Police Union provides industrial, legal and welfare services to more than 7,000 police officers, auxiliary officers, liaison officers, recruits and cadets.

• Executed its Switch Off Duty strategy, which formed the centrepiece of its successful industrial relations campaign for better conditions, organised its highest-rated annual conference—the theme of which was mental health—and protected the reputation of its member acquitted of an on-duty murder.

Communication, Marketing and Media Consultant

Mark Worwood

Mark Worwood was a communication, marketing and media consultancy that specialised in servicing editorial, entertainment and sports companies.

• Conducted online and in-person content strategy sessions and media training workshops, including brainstorming high-quality coverage opportunities, teaching basic journalism techniques and coaching designated spokespeople through mock interviews.

Racing, Wagering and Marketing Manager

Western Australian Turf Club

The Western Australian Turf Club is WA’s metropolitan home of thoroughbred racing, and it operates two Perth venues—Ascot Racecourse and Belmont Parkn.

• Invented its game-changing Equine All Stars Incentive Scheme, which alleviated the substantial expenses associated with interstate- and overseas-based horses competing in The Masters and resulted in four consecutive years of record-breaking nominations, visitors, runners and profits.
• Increased its TABtouch affiliate wagering income by more than 1,400 per cent by proposing, negotiating and executing a landmark agreement between Racing and Wagering Western Australia and all the state’s clubs, benefitting the latter by seven figures annually.
• Presented its in-house multimedia previews, reviews and podcasts—The Box Seat, The Run of the Race and Tongue Tie Off, respectively—administered its social media presences on Facebook, Instagram, Twitter and YouTube and anchored live Sky Racing television coverage of its meetings.
• Devised its Perth Racing at Home streaming service, which enabled its locked-out members and, subsequently, registered owners via a commercial contract with Racing and Wagering Western Australia, to watch preliminaries, races and replays during COVID-19 lockdowns.
• Steered its racing, wagering and marketing divisions—three teams, 80 workers and $50 million budgets—pioneered its Australia-first Good Friday fixture in collaboration with Racing and Wagering Western Australia and developed its horseplay campaign while its interim marketing boss.

Chief Intelligence Officer

Last Minute Mail (closed)

Last Minute Mail was Australia’s leading racing and sports betting advisory service, covering domestic racing weekly and international sports daily.

• Assessed its selected Australian races—performance ratings, speed maps and intelligence reports—and used extensive personal network of global contacts developed over three decades to identify the world’s most optimal sports wagers, irrespective of tournament, time or location.

Communication, Marketing and Media Consultant

Mark Worwood

Mark Worwood was a communication, marketing and media consultancy that specialised in servicing editorial, entertainment and sports companies.

• Coordinated Digisec Media’s introduction to the Australian market—researched, hired and briefed a niche advertising firm—elevated its profile by publicising the newsworthy results of commissioned surveys and enhanced its reputation as an authorised spokesperson.

Product Evangelist

Macquarie University

Informatics is a computer science department that creates an information technology edge for Macquarie University.

• Promoted its proprietary applications—BoardPad, DataSwitch, iLab, iLearn, iTeach, OneForge, OneVision, Tracker and Units—and moderated its monthly events—Federation Forums, Tech Talks and Town Halls—which evangelised its new initiatives to its students, faculty and staff.

Head of Communications

Tom Waterhouse

Tom Waterhouse was not born to be a footballer, win a major or wear the baggy green. Tom was born to bet because he was born a Waterhouse.

• Orchestrated its launch as Australia’s most-talked-about online bookmaker—A-list parties, media familiarisations and publicity tours—established its communication channels—blogs, newsletters and videos—and conceptualised its first television commercial, In The Blood.

Account Manager

Anne Wild & Associates

Anne Wild & Associates is a boutique full-service public relations agency that specialises in two streams—lifestyle/travel and business/innovation.

• Advised its clients, particularly Australia’s biggest provider of industry-specific research, IBISWorld, Lion City statutory body, the Singapore Tourism Board, and international energy firm focused on catalysing clean, safe and affordable heat with zero emissions, Star Scientific.

Media Manager

Sydney 2009 World Masters Games (IMGA)

The Sydney 2009 World Masters Games was the seventh edition of the world’s largest multi-sport event and its motto was fit, fun and forever young.

• Created its “local news juggernaut”—New South Wales minister Jodi McKay’s metaphor—which attracted its event-best 28,676 competitors from 95 countries, delivered its economic benefit of $60.2 million and satisfied its state government, federal government and other stakeholders.
• Negotiated its media partnerships—ABC Radio, Channel Nine and News Limited—recruited its ambassadors, including seven Olympic champions, and persuaded best-selling author Peter FitzSimons to write a Games oath—Let’s Play—as its legacy item to the global sports movement.
• Penned its keynote speeches, including ceremonial addresses for Prince Frederik of Denmark—who sailed a boat with his longtime friend, Australian yachtsman Chris Meehan—New South Wales premier Nathan Rees and International Masters Games Association president Kai Holm.

Media Manager

Sydney FC

Sydney FC is Australia’s highest-profile men’s domestic soccer side, with its honours including two Australia Cups and five A-League Championships.

• Defused its public relations crises—executives sacking coaches, players seeking transfers and fans assaulting referees—handled its media operations at matches and composed its marketing communications to grow its average A-League attendance by 9.2 per cent despite adversity.

Media Manager

Centrebet (closed)

Centrebet was the first Southern Hemisphere organisation to accept a sports wager online and the first non-TAB betting agency to employ a media manager.

• Developed its media master plan, replaced its inefficient contractors with efficient employees and surmounted its regulatory obstacles to be the premier non-government betting agency in six countries—Australia, Denmark, Finland, New Zealand, Norway and Sweden.
• Lobbied its Northern Territory Government regulator to approve wagering markets on the outcomes of television shows, political elections and similar events, which introduced novelty betting to Australia and contributed to its 2006 public floating with a market capitalisation of $174 million.

Traveller

Not Applicable

Chief Sports Writer

Racing Post

The Racing Post is the world’s premier wagering publication, with Dubai ruler Sheikh Mohammed bin Rashid Al Maktoum founding it in 1986.

• Headed its comprehensive coverage of marquee tournaments, including FIFA World Cups, Rugby World Cups and Olympic Games, deputised for its sports editor once a week on average and represented its interests as a resident pundit on radio and television shows.

Postgraduate Diploma Broadcast Journalism

University of Central Lancashire

Bachelor of Arts (Honours) Psychology with Public Media

Trinity and All Saints College, University of Leeds (Leeds Trinity University)

Graduate Development Program

British Horseracing Board (British Horseracing Authority)

Swim Buddy

Swim for Refugees

Webmaster

Waylen Bay Sea Scout Group

Secretary and Webmaster

Manly Warringah Football Referees Association