Digital Alchemy and Twilio Segment hosted an exclusive DA Martech Breakfast Series – Australia 2025, diving into how unifying data can revolutionize fan engagement, boost lifetime value, and drive commercial success in sports.
We were honoured to be joined by Hannah Lidster (Head of Club Services, A-Leagues), Scott Falkner (Regional Director ANZ, Twilio Segment), and Jaypee Pulmano (Head of Data Practice, Digital Alchemy)—who shared expert insights on overcoming business and technology challenges to unlock the full potential of data.
Missed the event? Watch the full session and gain actionable strategies from top industry leaders!
Hannah has held senior roles in sport for over 14 years. Having worked in the AFL, NRL and A-League she is an experienced management professional who has extensive knowledge and experience in delivering strategic growth initiatives across all commercial areas of sports business.
She is currently engaged as the Director - Club & Operations at the A-League, and is responsible for club services, league operations, as well as overseeing the league's data & marketing, content and brand for future brand growth and fan engagement.
Scott has over 12 years of experience in customer data, spanning roles at Segment, Twilio, and Salesforce. His expertise includes data-driven strategies across industries such as sports leagues, SaaS, retail, media, entertainment, fintech, and crypto.
Currently, Scott leads the regional Segment team, now part of Twilio, where he focuses on helping organizations leverage Segment’s Customer Data Platform. This neutral technology empowers sports leagues and other sectors to collect, govern, unify, and activate fan and membership data, now enhanced with predictive and generative AI and Twilio's communication channels.
Jaypee’s 12 years of experience are rooted in multiple industry verticals from: retail, finance, insurance and telecommunications to sports and entertainment, leisure and hospitality. Our Head of Data has been weaving end to end MarTech solutions for over 20 businesses, with a laser sharp focus on making data, digital channels, marketing automation, reporting and omnichannel integrations work together seamlessly across paid and owned platforms.
With industry leaders from National Rugby League, NSW Waratahs Rugby, and the Australian Olympic Committee in attendance, this session proved that data-driven decision-making is a game-changer for sports organizations.
If you’re ready to hit bigger goals with unified data, don’t miss out—watch the full session now!
