Hello, welcome to SportsGrad! 👋 

Here you’ll find interviews with (almost) every job in the sports industry.
We ask people living the dream:
“How did you get your job?” and “What does it actually involve?”
So that you can land a dream job in sports too.

Enjoy!

"Working on the Formula 1 Grand Prix was a pinch-me moment—I’ll never forget it." - Jessica Robinson

Meet Jessica Robinson, Digital Production Specialist at Code Sports.

With a knack for storytelling, Jess blends digital media, journalism, and creative production to craft engaging sports content. From managing social media strategies to enhancing audience engagement, she’s driving Code Sports’ growth in the competitive sports media industry.

Previously, Jess honed her skills in roles with Basketball Australia, the Australian Grand Prix Corporation, and the Australian Open, bringing expertise in journalism, public relations, and digital production.

If you’re looking for insights into breaking into the sports industry, networking effectively, and mastering the digital skills demanded in today’s market, Jess’s journey offers a roadmap. Learn how she turned challenges into opportunities and leveraged her skills to make her mark in the sports world.

🔥 Quickfire Questions

1. What inspired you to work in sport?
I loved storytelling and grew up immersed in sports conversations with my family.

2. What was your first-ever sports-related role?
I worked on the Fast Five Netball Series in 2018 as a media writer.

3. After high school, what extra study did you do?
I pursued a Bachelor of Communications, majoring in journalism at Deakin University.

4. What’s one interview question you were asked for your current role?
I was asked about my niche storytelling style and what stories I love to tell.

5. A book or podcast recommendation that’s helped your career?
The SportsGrad Podcast.

6. If you could try another job in sport for a day, what would it be?
I’d love to try talent or sports management.

🔥 Quickfire Journey

1. Passion for Storytelling and Sports – Grew up immersed in sports conversations with family and developed a love for storytelling.

2. University and Journalism – Studied a Bachelor of Communications at Deakin University, specialising in journalism with a focus on sports.

3. Fast Five Netball Series – Broke into sports journalism as a media writer, gaining experience in quick-turnaround match reporting.

4. Basketball Australia – Transitioned into a media and communications coordinator role during the pandemic, learning remote collaboration and new sports.

5. Formula 1 Grand Prix – Expanded her digital and PR skills, managing media for one of the most prestigious motorsport events.

6. Code Sports – Joined as a Digital Production Specialist, blending journalism and digital media to create compelling sports content.

💬 Quotes from Jess

"I love the challenge of storytelling, whether it’s through words, videos, or graphics—it’s what makes every day exciting."

"Persistence is key; my journey has been full of rejections, but every 'no' led me to the right 'yes'."

"Finding my way into the sports industry was tough, but now it feels like I’m where I belong."

"Working on the Formula 1 Grand Prix was a pinch-me moment—I’ll never forget it."

"Networking was daunting at first, but each coffee chat opened new doors."

"You never know what one opportunity will lead to; saying 'yes' has shaped my career."

"I thought my journey was set, but the twists and turns brought me skills I never imagined."

"Combining my love for sport and storytelling has been the career dream I didn’t know I had."

"My career highlights aren’t just about big events but the connections I’ve built along the way."

"Every piece of work I put out is a part of my passion for sport—it’s not just a job."

Career Journey: How did Jess get here?

Early Passion for Storytelling and Sports

Jess grew up surrounded by sports, watching AFL and cricket with her family. Although she didn’t play much sport herself, the storylines, the underdog wins and comebacks in sport combined with her love for storytelling inspired Jess to pursue journalism.

Breaking into the Industry

Jess’s first sports role came as a media writer for the Fast Five Netball Series. This role saw her write match reports for every game in a single weekend and gave her exposure to the fast-paced and high pressure nature of the industry.

Learning to Adapt

The pandemic brought challenges, but Jess found an opportunity at Basketball Australia where she served as a Media and Communications Coordinator. She knew very little about basketball before this role, but realised that stepping out of your comfort zone leads to growth and amazing opportunities. She worked retail while freelancing and honing her skills, determined to keep moving forward. Networking was a key focus, and her persistence paid off as she connected with mentors and professionals who helped her find her footing.

Formula 1 Grand Prix

Jess worked with the Australian Grand Prix Corporation, managing PR and digital media for the global event. She got to interview drivers, manage social media, and be part of the iconic Melbourne Walk. It was high-pressure but incredibly rewarding. This taught her how to balance the demands of PR, social media, and live event coverage.

Joining Code Sports

Jess’s role at Code Sports as a Digital Production Specialist is a blend of her love for storytelling and her digital media skills. She gets to create stories that resonate with sports fans while learning new skills in digital media.

Lessons from the Journey

Jess emphasises the importance of staying persistent. She highlights how setbacks and rejections become stepping stones toward success. Another valuable lesson Jess shares is the importance of adaptability in an ever-evolving industry. She stresses the need to continuously upskill oneself to navigate the changes in the field.

Her advice is simple - “Be a ‘yes’ person.” Say yes to opportunities, even if they’re not exactly what you imagined. Each experience adds to your skills and builds your network. That’s how Jess managed to carve out a career that combines everything she loves..

Role Overview: What does a Digital Producer actually involve?

Jess’s role as a Digital Producer at Code Sports combines her passion for storytelling with technical expertise in digital media. Her responsibilities include:

Content Creation and Writing: Jess develops engaging articles and features for Code Sports, focusing on sports narratives that captivate audiences. She highlights underdog stories, key player performances, and unique angles that stand out in a crowded media landscape.

Social Media Strategy and Execution: By understanding platform trends, Jess designs social media posts that spark engagement. She carefully selects quotes and visuals, optimising them for platforms like TikTok and Instagram to attract diverse audiences.

Digital Production and Design: As part of her dual role, Jess ensures stories are visually appealing by incorporating interactive graphics, photos, and videos. She works closely with designers to bring data-heavy stories to life with impactful visuals like charts and animations.

Audience Engagement and Metrics Analysis: Jess analyses performance metrics, such as page views, time spent on articles, and subscription growth, to refine her approach. She tailors content to match reader preferences while maintaining the authenticity of her stories.

Collaboration Across Teams: Working with journalists and video production teams, Jess bridges content creation and digital presentation. She ensures stories are published seamlessly across platforms and align with Code Sports' branding and goals.

Adapting to Digital Evolution: In a constantly shifting media environment, Jess stays ahead by mastering new tools and strategies. Whether it’s testing innovative social formats or learning advanced production software, she evolves alongside industry trends.

Questions asked by Members

1. How did you first break into the sports industry?

2. What’s your advice for shy individuals trying to network in sport?

3. What software do you recommend for content creation?

4. How do you balance creativity with performance metrics?

5. What are your tips for transitioning into journalism from other fields?

6. How do you approach crafting a compelling digital story?

7. What’s your favourite project at Code Sports so far?

8. How do you adapt to the fast-evolving digital landscape?

9. What’s the biggest challenge in your role?

10. How has working in PR helped your career in journalism?

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