Simon KeefeDriving digital transformation through strategic product leadership.

As Head of Consumer Technology at Rugby Australia, I led the strategic development of all consumer-facing digital products across the Rugby ecosystem—from grassroots community programs to elite national teams. I grew Rugby Xplorer to 1 million+ users while overseeing web platforms reaching several million users across Australia and international markets including the USA and New Zealand.

I defined product roadmaps and prioritized features based on user needs, business objectives, and market opportunities. I drove product strategy while overseeing resource allocation, development timelines, and maintaining strategic partnerships across Rugby Australia departments and external suppliers.

I drove continuous product improvement by monitoring key performance indicators and user feedback to inform product evolution and feature prioritization. This approach enabled sustained user growth and enhanced engagement across our digital product portfolio.

Starting as a Senior Front-End Developer at Rugby Australia in 2015, I transitioned into product leadership, progressively taking ownership of product strategy, user growth, and digital transformation initiatives across Digital Technology Manager, Product Manager, and Head of Consumer Technology roles.

Core Skillset

Strategic & Leadership Skills:

Digital Product Strategy
Cross-functional Team Leadership
Stakeholder Management
Product Roadmap Development
Technology Leadership

Business & Operations:

Budget Management & Resource Allocation
Vendor Management & Partnerships
Risk Management & Compliance

Product Management:

User Experience (UX) Strategy
Information Architecture
Agile/Scrum Methodologies
Product Analytics & Optimization
Requirements Gathering & Analysis
Project Scoping and Quoting

Technical & Development:

Mobile App Development Oversight
Web Development Technologies
Data Analytics & Insights

Recent Experience

Head of Consumer Technology - Rugby Australia

March 2024 - Nov 2025

I directed Rugby Australia's comprehensive digital ecosystem, managing technology solutions that served every level of Rugby, from grassroots to elite international competition. My primary objective was building robust, scalable systems that maximized user engagement while streamlining operational processes across all Rugby operations.

I led several major initiatives that delivered strong results for the organization. Rugby Xplorer expanded internationally, bringing on New Zealand Rugby in 2024 after successfully onboarding USA Rugby in 2022. I drove the rollout of a new Learning Management System and launched Rugby Australia's "Video First" content approach, which significantly boosted video engagement across the Rugby community.

I partnered with Tixserve to roll out a new corporate ticketing platform that streamlined partnership processes for the Lions Series and positioned Rugby Australia for the 2027 Rugby World Cup. These projects involved coordinating with stakeholders across different regions and required careful technical planning to ensure smooth implementation.

My approach centered on evidence-based decision making and ongoing stakeholder input. I ensured digital solutions tackled genuine challenges while preparing for emerging needs. This forward-thinking strategy established Rugby Xplorer as an industry leader in the Rugby World, creating tangible benefits across all participation levels.

Product Manager, Rugby Xplorer - Rugby Australia

February 2022 - March 2024

In 2022, I transitioned into the Product Management role, leading Rugby Australia's flagship platform, Rugby Xplorer. My development background has proved invaluable in this strategic role.

Rugby Xplorer is a comprehensive digital platform serving fans, players, coaches, officials and administrators across all levels of Rugby Union. The platform enables competition management, club registrations, and powers thousands of websites from community clubs to national teams.

A key achievement was successfully onboarding USA Rugby in 2022, navigating complex compliance requirements and implementing significant platform changes to accommodate their unique governance structure. The platform launched on schedule for club registrations.

I also managed the High Performance Analytics Team, collaborating with coaches and support staff to deliver dashboards and reports for team selection, injury prevention, and match-day analysis—an exciting challenge that combined data insights with sport performance.

Digital Technology Manager - Rugby Australia

April 2019 - February 2022

To enhance the Rugby Network, I collaborated with internal and external stakeholders and development teams. I led a passionate team focused on leveraging technology to benefit fans and participants.

I was responsible for the strategic migration from Sitecore to KeystoneJS, a headless CMS built on NextJS, managing the development team. I worked closely with ThinkMill to ensure best practice implementation throughout the transition.

Despite COVID-19 disruptions, I led our team through the successful launch of all club and state websites during the tight window between the 2021 season wrap-up and the start of 2022 membership and registration campaigns. This was a major team win that showcased our ability to deliver under pressure while maintaining strong project coordination and technical standards.

Senior Front-End Web Developer - Rugby Australia

June 2015 - April 2019

As Rugby Australia's lead Front-End Developer, I collaborated with Accenture to deliver www.rugby.com.au in Sitecore, managing stakeholder requirements and ensuring on-time, on-budget delivery before the 2015 Rugby World Cup.

Post-launch, I took full ownership of the site, facilitating weekly sprint meetings with business owners and stakeholders to prioritize and execute enhancement requests. I implemented improvements to both the public-facing site and back-end systems, optimizing workflow efficiency for our journalism team.

Between 2018-2019, I expanded the platform into the "Rugby Network", developing 22 additional sites including those for the Wallabies, Wallaroos, AU7s, Super Rugby Clubs, and Member Unions. This role required close collaboration with stakeholders across Rugby Australia and state/club organizations to ensure all requirements were met.

This work significantly transformed Rugby's digital presence across Australia, creating a cohesive network of professional websites that enhanced fan-engagement and organizational efficiency.

Early Experience

Senior Front-End Web Developer - Cornerstone Digital: 2010-2015
Digital Resource Manager - Rosshaven Design: 2009
Freelance Web Developer - Skeefe Systems: 2008-2009
Web Developer - Simply Marketing Group: 2007-2008

Certifications

Certified Associate in Project Management
Project Management Institute (PMI)
November 2020 - November 2026

Recent Projects

Recommendations

Kevin Stafford

Chief Technology Officer @ Rugby AustraliaManaged Simon for 10+ years at Rugby Australia

Simon is an exceptional product manager who I had the pleasure of managing for over a decade at Rugby Australia.

In the fast-paced and high-stakes environment of a national sporting body, Simon's ability to consistently deliver outstanding results, particularly in navigating complex challenges, truly sets him apart.

Over his ten years with us, Simon demonstrated an ability to manage the most difficult situations with grace and foresight.

The sporting sector brings a unique set of demanding stakeholders, each with distinct and often competing needs. Simon expertly balanced these dynamics, building consensus and trust while always driving the product vision forward.

He is a great communicator and a natural leader in stakeholder management, turning potential conflicts into successes.

Furthermore, his expertise in managing complex technology products is extraordinary. Simon led the execution for multiple national-level platforms that required integrating bespoke technology with the specific, rigorous demands of the sport. His technical depth allowed him to engage effectively with engineering teams, while his acumen ensured that every product delivered maximum value to the organisation, the game and its Participants and Supporters. He navigated technical debt, evolving requirements, and tight deadlines with remarkable composure and effectiveness.

Simon is not just a great product manager; he is a resilient, and highly effective leader. Any organisation looking for a top-tier product manager who thrives under pressure and excels in complex, stakeholder-rich environments would be incredibly lucky to have him. I wholeheartedly recommend him without reservatio

November 2026

Mike Hester

Participation Development Manager at New Zealand Rugby @ New Zealand RugbyMike was Simon's client

Simon was our Product Manager for NZ Rugby's shift to Rugby Xplorer in 2024. This was a significant digital transformation for rugby in NZ and Simon provided considerable support for us around both product configuration and also our change management approach. Simon delivered sage advice, a calm demeanour, and expert problem solving throughout our transition and it simply would not have been possible without his contribution. Myself and others at NZ Rugby have truly valued his contribution to our project. His real strengths shone through when we struck a few challenges, and he really came through for us in a timely and responsive way.

November 2026

Lahiru Ranasinghe

Software Engineer previously @ Rugby AustraliaLahiru reported directly to Simon

I had the privilege of working with Simon for over 5 years, including 3 years reporting directly to him. He managed the Rugby network across 30+ sites (rugby.com.au, wallabies.rugby) and RugbyXplorer with both internal and external clients, always delivering projects and features on time.

The real reason I stayed so long at Rugby Australia was because I reported to Simon. His leadership, people skills, and ability to manage tough situations created a team environment that was both supportive and motivating. He combines technical expertise with genuine leadership.

I can confidently recommend Simon for any Project Manager or Technical Manager role.

October 2026

Contact

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