Alex Edgar

With more than 10 years’ experience across ticketing, membership and consumer roles, Alex has built her career at the intersection of customer experience, commercial growth and professional sport, including roles with Ticketmaster, the AFL and leading Australian sporting clubs.

Alex helped shape one of Australia’s most successful and loved expansion clubs, the Tasmania JackJumpers. A foundational staff member ahead of its inaugural NBL season, Alex built the club’s membership and ticketing programs from the ground up before progressing into executive leadership of the consumer and commercial portfolios.

Alex led the JackJumpers’ fan growth and engagement strategy, selling out memberships in just 26 minutes, achieving league record sell-outs of home games, establishing a membership waitlist, and supporting the club through three finals campaigns, including an historic Grand Final appearance in its inaugural season and an NBL Championship just its third.

Alex is now a key member of the Tasmania Devils, leading the consumer portfolio across membership, ticketing and retail as the club captures the passion and services the fandom of a unique football heartland, building a strong and sustainable supporter base and fan engagement program in preparation for entry to the AFL in 2028.

Passionate about creating best-in-class, customer-first programs, Alex brings a strong commercial mindset to fan engagement, focused on building meaningful relationships with supporters while driving revenue, participation and long-term growth.