Product Manager focused on delivering impactful, user‑centred digital experiences.

Blending product thinking, delivery experience, and a technical foundation to help teams ship meaningful features, improve user journeys, and support organisational goals.

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Experience

Head of Consumer Technology – Rugby Australia

March 2024 – Nov 2025

Led Rugby Australia's digital ecosystem, supporting grassroots to elite rugby. Expanded Rugby Xplorer internationally, launching in USA and New Zealand. Drove Rugby Australia’s “Video First” content strategy and launched a corporate ticketing platform. Managed cross-functional teams to ensure smooth platform rollouts.

Expanded Rugby Xplorer internationally (NZ)
Launched “Video First” content strategy, boosting engagement
Led Rugby Australia’s technical involvement in the corporate ticketing platform for the 2025 British and Irish Lions series

Product Manager, Rugby Xplorer – Rugby Australia

February 2022 – March 2024

Led Rugby Xplorer, enhancing user flows and platform stability. Also stepped in to manage the High Performance Analytics team following a key resignation, providing steady leadership and continuity.

Onboarded USA Rugby, adapting platform to unique governance
Improved platform stability and user experience across key features
Managed High Performance Analytics, providing actionable insights

Digital Technology Manager – Rugby Australia

April 2019 – February 2022

Led Rugby Australia’s technical delivery of the migration to a headless CMS (KeystoneJS), working closely with ThinkMill during the initial phases. Oversaw the launch of club and state websites under tight deadlines, improving scalability and overall user experience.

Partnered with ThinkMill to guide Rugby Australia’s technical needs during the KeystoneJS migration
Led the delivery of club and state websites under tight deadlines, coordinating requirements, stakeholders, and rollout
Improved platform performance and user experience across key sites

Senior Front-End Web Developer – Rugby Australia

June 2015 – April 2019

Drove the technical and UX direction on the Accenture-led rebuild of rugby.com.au for the 2015 Rugby World Cup, and developed the Rugby Network — a suite of 30+ Sitecore-powered community and fan-engagement sites that improved operational efficiency and audience experience.

Led technical and UX direction on the Accenture-built rugby.com.au rebuild for the 2015 World Cup
Developed the Sitecore-powered Rugby Network (30+ fan/community sites)
Improved operational efficiency across digital platforms

Early Experience

2007 – 2015

Early career in web development and digital product delivery — including Front-End Developer roles and client-facing work that built a strong technical foundation.

Core Skillset

Strategy

Digital Product Strategy
Roadmap Leadership
Cross-functional Alignment
Competitive Analysis

Product

Analytics & Experimentation
Requirements & UX
Agile Delivery
Jira, Confluence, Figma

Leadership

Team Leadership
Stakeholder Management
Vendor Partnerships
Cross-functional Collaboration

Technical

Frontend Engineering Background
Web & App Oversight
HTML, CSS, JavaScript, ReactJS, NextJS, TypeScript, SQL, CMS

Certification

Certified Associate in Project Management (CAPM)

Project Management Institute (PMI)

2020 – 2026

About Me

’m a product manager who loves building digital experiences that genuinely make life easier for users. Over more than a decade at Rugby Australia, I helped shape products used by millions—especially Rugby Xplorer—spanning strategy, delivery, and ongoing improvement to ensure every decision put fans first.

I love digging into user behaviour, simplifying complex problems, and working closely with designers and engineers to build features that actually get used. Whether it’s refining a user journey, coordinating cross-functional delivery, or mapping out the next phase of a product roadmap, I focus on clarity, momentum, and outcomes.

My career started in Front-End Development before evolving into product roles spanning Product Manager, Digital Technology Manager, and eventually Head of Consumer Technology. That path gives me a unique perspective: I understand how things get built, what teams need to succeed, and how to translate user and business needs into practical product decisions.

I’m energised by teams tackling real problems — I bring a blend of product mindset, collaborative leadership, and curiosity to every challenge.

Selected Projects

Rugby Xplorer – Multi‑Union Expansion into USA & NZ

Led the expansion of Rugby Xplorer across USA Rugby and New Zealand Rugby, aligning the rollout with each union’s priorities, workflows, and regulatory requirements.

Product Expansion · Multi-Organisation Rollout · Regional Strategy

Rugby Xplorer App Rebuild

Led the design and prototyping phase of the Rugby Xplorer mobile app rebuild, collaborating on user journeys, feature prioritization, and ensuring alignment with business goals before entering the development phase.

App Redesign · UX/UI · Prototyping

LMS Migration from Canopi to EtrainU

Led the migration of a Learning Management System from Canopi to EtrainU, overseeing seamless integration with SSO and data migration, ensuring a smooth transition for end users.

System Migration · SSO Integration · Data Migration

Video First Project Launch

Spearheaded the Video First Project, managing complete project planning, cost estimation, revenue modelling, and engaging stakeholders from community to exec level. Rolled out a national platform that enabled community organisers to stream live video and enhance event engagement.

Project Launch · Video Streaming · Community Engagement

British & Irish Lions Digital + Ticketing Oversight

Led the digital tech strategy for the British & Irish Lions Series website, ensuring a reliable, fan-focused experience. Also oversaw the implementation of the Tixserve corporate ticketing platform, ensuring smooth integration for event stakeholders.

Website Launch · Fan Experience · Event Promotion

Major Migration: 30 Sites from Sitecore to Keystone

Led the migration of 30+ websites from Sitecore to a headless CMS (Keystone), managing a team to execute a fast, efficient rollout while maintaining site stability and performance.

Website Migration · Headless CMS · Team Leadership

Recommendations

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 ...
Kevin Stafford, Chief Technology Officer @ Rugby AustraliaNovember 2025

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 f...
Mike Hester, Participation Development Manager @ NZ RugbyNovember 2025

Simon spearheaded the management of our major systems implementation and kept the project on track and on task, and he did it all with a collaborative and patient demeanor. Thank ...
Jamie McGregor, Sr. Director, Training & Education @ USA RugbyNovember 2025

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.rug...
Lahiru Ranasinghe, Software Engineer @ Rugby AustraliaOctober 2025

I had the pleasure of working with Simon during his time at Rugby Australia, where we collaborated to launch a new elearning platform. During this time, Simon stepped up to be lea...
Melinda Jenkins, Customer Success Lead @ EtrainUOctober 2025

Simon, I don’t think I can do you justice in a few paragraphs. What can I say? You are employee gold and an asset to any team. You are the full package of excellent technical skil...
Megan Kerr, Product Manager @ IdentityApril 2015

Contact

I’d love to hear from you — whether it’s about a role, a project, or just to connect. The fastest way to reach me is via email or LinkedIn.

simon@skeefe.net linkedin.com/in/simon-keefe

Based in Sydney, Australia — usually respond within 24 hours.