From Marketing to Content: A Career Journey

Nicole Chesher's career in sports has been a winding road, but one that has ultimately led her to her dream job. Starting out in the not-for-profit sector, Chesher's big break came in 2009 when she joined the NRL marketing and events team. Over the next 11 years, she held various marketing roles at NRL Headquarters, working her way up to become the Senior Marketing Manager responsible for major campaigns.

The COVID-19 pandemic presented a significant challenge, as Chesher was one of many NRL employees stood down indefinitely. However, she was able to leverage her industry connections to land some freelance opportunities, including with the LADbible Australia team. Chesher's heart remained in rugby league, and she jumped at the chance to join the Parramatta Eels as Head of Content and Creative in 2021.

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Navigating the Shift from League to Club

Chesher's transition from the NRL to the Parramatta Eels was a significant one, but one she has embraced wholeheartedly. While she loved her time at the league level, Chesher has found that working for a club provides a deeper sense of connection and investment.

"When you're at a club, you really ride the highs and the lows with the team," Chesher explains. "It's not just about the on-field performance affecting your KPIs - you're genuinely invested in the club's vision and success, both on and off the field." This passion and investment has been a driving force behind Chesher's work at the Eels.

Another key difference Chesher has noticed is the agility and flexibility of working at a club compared to the league level. "At the league, every idea had to go through layers of approval and bureaucracy," she says. "Here at the Eels, we have a 'let's try it' mentality - if I have a great idea, I can just pitch it to the business and they're open to giving it a go."

Building a Content Powerhouse

When Chesher joined the Eels, she was tasked with transforming the club's digital and content presence. She quickly assembled a talented team of seven, including social producers, graphic designers, and videographers. This investment in resources has been crucial to the Eels' content success.

"We have a really large content team for an NRL club, but it's been essential to unlock the opportunities we see," Chesher explains. "Our 900,000 fans deserve engaging content 24/7, not just during the 80 minutes of the game."

Chesher's team has been able to create award-winning content that has resonated strongly with the Eels' passionate fanbase. From innovative social media posts to behind-the-scenes video content, the Eels' digital presence has become the envy of their competitors.

Navigating the Highs and Lows

Of course, working in sports content is not without its challenges. Chesher and her team must constantly monitor and manage fan sentiment, particularly during tough on-field results. They have developed a detailed weekly strategy to ensure the right tone and messaging is used across their channels.

"We're really rigorous in how we manage sentiment," Chesher explains. "I create a sentiment strategy each week that looks at what's happening on and off the field, and provides guidance on which players to feature, what tone to use in captions, and how to protect our players from negative commentary."

This proactive approach has allowed the Eels to navigate the ups and downs of the season, maintaining a strong connection with their passionate fanbase.

Championing Women's Sport

One of Chesher's proudest achievements at the Eels has been the club's commitment to their women's program. When the Eels were granted an NRLW team, Chesher ensured they had dedicated resources and a separate social media presence to showcase the women's team.

"It was really important to us to have a robust women's program, with dedicated staff and channels to build the profiles of our NRLW players and grow that audience," Chesher says. "We've seen great success, with the NRLW channels now boasting over 25,000 followers."

Chesher believes this investment in the women's team has not only been beneficial commercially, but has also fostered a strong sense of inclusivity and camaraderie within the club.

The Rewards of Working in Sport

Despite the long hours and constant demands of working in sports content, Chesher remains deeply passionate about her work. She finds immense reward in the small moments - like seeing a young fan in tears of joy after a player interaction - that remind her of the profound impact sport can have.

"There's a feeling of camaraderie and shared vision that you just don't get in other industries," Chesher reflects. "We're all working hard towards the same goal, and it's incredibly rewarding to be a part of that."

Chesher's journey is a testament to the power of perseverance, adaptability, and a genuine love for the game. As the Eels continue to push the boundaries of sports content, Chesher and her team are poised to deliver even more engaging and innovative experiences for their passionate fanbase.

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