Mitchell is the Head of Brand & Campaign at GVC, leading the brand, promotional & media functions for the group. Having recently moved to Brisbane, he’s enjoying stretching his mind in an incredibly dynamic organisation challenging convention.
It’s away from work that his leadership is truely developing having recently become a father of William Albie Lue Parkins.
Mitchell has some lofty aspirations to change Australia forever, with indigenous food. This is my ikigai. I owe it to my son and generations to come.
Prior to joining GVC Mitchell, spent 7 years with Sportsbet in a range of roles. Mitchell’s intuitive marketing nous, betting knowledge and daring attitude brought with it some incredible career opportunities with a business dedicated to customer orientation and analytical rigour. Utilising both traditional marketing strategy and highly specialised skills, Mitchell led a talented team of marketers and broadcast talent integrating Australia’s most entertaining brand into live sporting broadcasts.
Mitchell also led the sponsorship team to deliver brand energy & commercial outcomes through innovative executions such as, The Hotham. No Sponsorships opportunity was looked at through a ‘traditional approach’ because delivering game changing excitement is anything but traditional. Mitchell’s been an integral player in scaling Sportsbet’s operation from being Melbourne centric, to truly national. Initially tasked with cementing our brand footprint in the Northern markets, Mitchell spearheaded our rise in awareness to market leader.
During his tenure, he helped build a pivotal relationship with the NRL to the largest and most important partnership; a proven cornerstone to the Eastern seaboard push and his leadership within this area delivered a significant increase in market share.
Prior to this, Mitchell was ‘thrown the keys’ early in his career, appointed the Australian Country Manager at Centrebet.
New client growth exceeded 100% YoY during a significant period of personal growth whilst also managing the brand, media, sponsorship & creative strategies, leading an incredibly lean team.
As a CRM Manager, Mitchell developed a personalised EDM strategy generating thousands of permutations of content to customer across multiple products, value tiers and languages, well before ‘personalisation’ was the customer expectation.