Carlo Kasparian
Chief Marketing Officer
Senior Marketing & Growth Leader | Brand Strategy, Digital Marketing, Customer Acquisition & Commercial Growth
About Carlo
I'm a senior marketing and growth leader with 20+ years' experience helping businesses build stronger brands, attract customers and drive measurable commercial growth.
My experience spans retail, FMCG, sport and entertainment, including almost a decade as GM of Digital Marketing & Content at Football Australia. I've also worked with major consumer brands including Rebel, Supercheap Auto, Bonds, Sheridan, Harris Farm Markets and Sainsbury's.
At Football Australia, I helped grow the owned consumer ecosystem from 650K+ to 4.8M+, improved marketing ROAS from 3:1 to 9:1 and developed a $2M+ eCommerce business.
How I help businesses:
- Marketing strategy, planning and audits
- Brand positioning and integrated campaigns
- Digital marketing, paid media and customer acquisition
- CRM, lifecycle marketing and customer retention
- Content strategy and social media
- Agency, partnership and stakeholder management
- Marketing performance, conversion and ROI optimisation
I work with businesses to understand their challenges, identify growth opportunities and develop practical, commercially focused solutions.
Whether you need strategic direction, an experienced marketing leader or hands-on support, my focus is on turning marketing investment into measurable business results.
Experience
Football Australia
General Manager – Digital Marketing & Content (2018 – 2026)
Led digital marketing, customer acquisition, CRM, and commercial growth initiatives. Managed multidisciplinary teams and significant marketing budgets, aligning strategies with revenue outcomes. Developed an eCommerce business and supported subscription revenue growth.
Football Australia
General Manager Digital Marketing & Content (2018 – 2026)
Led Football Australia's digital marketing, content and customer growth strategy across the Socceroos, CommBank Matildas and broader football ecosystem.
Managed multidisciplinary teams across brand, digital marketing, social media, CRM, content production and performance marketing. Oversaw marketing budgets, agency relationships, national campaigns and digital transformation initiatives.
Focused on strengthening brand engagement, improving customer acquisition and retention, developing new revenue streams and connecting marketing investment to commercial outcomes.
Key achievements included transforming the organisation's digital customer ecosystem, delivering award-winning FIFA World Cup campaigns, launching a successful eCommerce business and significantly improving marketing performance and return on investment.
Football Australia
Digital Marketing Manager (2017 – 2018)
Led digital marketing and customer acquisition efforts, improving ROI and reducing campaign costs. Increased NPS and connected media strategies to commercial success.
NMPi
Senior Account Manager (2016 – 2017)
Managed a substantial marketing portfolio across retail and eCommerce businesses, delivering revenue growth and optimizing digital investments for clients.
Key Skills
Qualifications
Bachelor of Business Marketing (2006)
Western Sydney University
Key Industries
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