Spectator Sports
Alana Clarianes
Digital Marketing Analyst
Fun Facts
I can solve a Rubik’s Cube in under a minute.
Before transitioning into marketing, I spent 10 years working as a video editor.
I can name the episode of The Office just by watching the cold open.
Alana’s Bio
Alana Clarianes is a Digital Marketing Analyst at Melbourne Football Club, where she harnesses data-driven insights to enhance fan engagement, optimize digital marketing strategies, and contribute to the Club’s overall growth.
With a passion for blending sports, analytics, and digital innovation, Alana collaborates closely with cross-functional teams to deliver impactful results across multiple channels, including social media, email, and website performance.
Focused on understanding fan behaviors, trends, and preferences, she develops actionable insights that inform content strategies, improve the fan experience, and maximize ROI.
Featured Quote
As a club, we need to ensure that all of our communications are fan-centric—focused on what matters to them—while staying true to our core club values. Iterable plays a pivotal role in this by enabling us to send the right message, to the right fan, at the right time.
Interview
What brings you joy in your role?
What brings me joy in my role is the opportunity to stay innovative and constantly find new ways to approach challenges. I love trying new ideas, experimenting with different strategies, and ultimately seeing them succeed. There’s something incredibly satisfying about pushing the boundaries and doing things differently to improve processes or outcomes.
How do you stay inspired or motivated in your work?
I stay inspired and motivated in my work because the technology landscape is shifting so quickly, and there’s always something new to learn. The constant evolution keeps me engaged, as I’m always discovering new tools and ways to approach problems. Being able to provide insights and leverage data to guide decisions is incredibly rewarding, especially when it helps teams overcome obstacles and achieve their goals.
What challenges was your team experiencing before Iterable? How has Iterable helped address these challenges?
Before Iterable, we were held back by outdated technology that required manual processes, limiting our ability to deliver personalized and timely communications. Iterable has effectively addressed these challenges with its advanced segmentation, reporting tools, and journey-building capabilities, empowering us to create tailored experiences and deliver content that truly resonates with our fans.
What does customer experience mean to you, and how does Iterable play a role?
Customer experience, to me, is all about creating a seamless and meaningful connection with fans at every touchpoint. It’s about engaging them in a way that feels personal, authentic, and valuable. As a club, we need to ensure that all of our communications are fan-centric—focused on what matters to them—while staying true to our core club values. Iterable plays a pivotal role in this by enabling us to send the right message, to the right fan, at the right time.
As a consumer, what brings you joy from a brand’s outreach/communication?
We couldn’t live without our incredible team of creatives, designers, and content specialists. They are always dreaming up fresh, innovative campaigns for us to implement and execute, and their collaboration is essential to our success. From a tech stack perspective, Tradable Bits is another crucial tool. It allows us to enhance these campaigns with lead generation and fan engagement elements, serving as a powerful source of data capture that strengthens our marketing efforts.
What’s the best advice you’ve ever been given?
Not necessarily advice, but an iconic quote “You miss 100% of the shots you don’t take. -Wayne Gretsky – Michael Scott” IYKYK