The AFL is Australia’s premier sporting organisation supporting two constantly evolving national competitions, AFL and AFLW. Our purpose is to progress the game, so everyone can share in its heritage and possibilities.
We have a strong workforce presence in most States and Territories of Australia including Northern Territory, QLD, NSW / ACT, Victoria and Tasmania.
As the AFL/ AFLW competitions continue to grow and evolve at both the elite and community levels, we are focused on ensuring we attract and retain great people in both permanent and casual roles at all levels and within all areas of our industry.
Importantly, we aim to reflect the communities where our game is played by recruiting locally where possible to strengthen our connection to the ‘grassroots’ of our game. We are also fortunate to have hundreds of passionate volunteers within our industry, offering their time and expertise to help grow our game.
The AFL's purchase of Marvel Stadium in Docklands, Melbourne, further diversifies our workforce with more than 1000 casual employees to make every moment matter for our fans and customers.
ABOUT US
As an organisation, the AFL works tirelessly in all states and at all levels to enhance and grow the game – from grassroots to elite. Together, we put on the game, deliver important events, communicate with our fans, run community programs, develop coaches and umpires, collaborate with partners, delight members, support clubs and so much more. While our roles may vary, we are all united by a common goal, to progress the game so that everyone can share in its heritage and possibilities.
The AFL is committed to promoting and protecting the safety and wellbeing of children and young people in our care. Please note, we undertake several screening processes to ensure this commitment is upheld, this includes ensuring the successful candidate to this position holds a valid employee Working with Children/ Vulnerable People check and a satisfactory criminal history record check.
We are an Equal Opportunity employer and firmly believe that diversity and inclusion is an important part of both the AFL and the communities in which we operate. Our game is for everyone, and we strive to be a workplace for everyone.
Aboriginal and Torres Strait Islander peoples are encouraged to apply.
ABOUT THE ROLE
Reporting to the GM AFL Digital, the Head of AFL Marketing & Fan Growth leads a team responsible for brand and retail marketing and fan growth for the AFL competition, while cross-functionally supporting customer growth initiatives across AFLW, AFL Play, as well as the wider fan growth strategy for the organisation.
As part of the AFL Digital Leadership team, the Head of AFL Marketing & Fan Growth oversees the AFL’s customer acquisition and retention channels - paid advertising, partnerships, retail, digital, SEO, SEM, CRM, affiliate marketing and influencer marketing. Owning and overseeing the brand work for the AFL competition, the AFL Marketing & Fan Growth department simultaneously supports the teams responsible for AFLW, PLAY and new fan growth, with a particular focus on NSW & Queensland, as well as culturally and linguistically diverse audiences. With a strong background in data and insights, the role will work closely with the Digital Products, CX and Insights team to develop a new audience framework and clear customer acquisition journeys, guiding new and existing customers through the journey to fandom.
A DAY IN THE LIFE OF
Key Accountabilities:
- Develop the annual marketing schedule for the AFL Competition across the season, including a combination of specific brand and retail campaigns supporting key organisational metrics, such as attendance, membership, digital engagement, awareness and interest amongst key growth audiences.
- Strategy; build and communicate comprehensive growth marketing plans matched to the commercial and audience targets for the organisation.
- Identification and evaluation of audience growth opportunities across priority segments, markets and products, and respond via effective and relevant strategies to engage, grow and retain audience.
- Work closely with Digital Product, Insights and Customer Experience teams to develop and improve end-to-end customer journeys, improving how we convert our prospects into customers and ultimately fans with clearly targeted insight-based content and marketing plans.
- Develop and implement the Brand Strategy for the AFL Competition and lead the deployment company-wide, including both the overall brand position and narrative of the AFL competition along with the Brand proposition for specific target segments, markets and customers.
- Oversee the digital and media buying teams, who also support Head of AFLW, Head of Expansion Hub, and Head of Participation Brand & Engagement, to deliver efficiently and effectively against paid media plans and growth targets.
- Support AFL Marketing Manager to oversee planning and development of National campaigns.
- Customer Retention; alongside product and customer experience team, ensure a customer acquisition campaigns are matched to a robust retention strategy.
- Research; analyse our current acquisition and retention strategies, research competitors and talk to our customers to help inform your strategy.
- Analysis; Work with Product and Insights teams to ensure clear measurement of effectiveness and efficiency of marketing spend, with particular focus on metrics for CAC and LTV.
- Stakeholder Management; work with a variety of stakeholders across sales, finance, marketing, development, operations and customer success to make sure plans and projects are communicated accordingly.
- Develop channel strategies across broadcast partners, digital and online, direct marketing for each campaign to maximise audience and relevance along with integration and leverage opportunities with corporate, broadcast and community partners.
- Create a culture of people development and engagement and drive strong development plans for each team member
- Lead a large team across a variety of complex functions and drive innovative ways-of-working and collaboration across the organisation.
- Ensure budgets are delivered and policies are adhered to.
OUR IDEAL TEAM MEMBER
Core Competencies:
- Demonstrated expertise in successfully executing National marketing strategies
- Strong understanding of digital, data, media, precision marketing, and the loyalty landscape
- Senior Marketer with strong customer focus and ability to deliver CX solutions
- Extensive background in managing brands and executing impactful & commercial campaigns
- Experience with CRM, particularly Salesforce
- Authentic leadership & influencing style
OUR CULTURE
Please visit www.afl.com.au/careers/our-organisation
We are proudly a WORK180 endorsed employer for women, to see the great benefits that the AFL offers, please visit https://work180.com/en-au/for-women/employer/afl
THE PERKS
- Play The Day Your Way – a flexible approach to your working life
- My Development – lean into the AFL’s My Development program consisting of on-the-job training, coaching and mentoring, and formal learning
- Play Well – access to our extensive Health and Wellbeing program centered around our belief in a healthy body, healthy mind, and healthy workplace
- My Benefits – with thanks to our AFL Corporate Partners, access great benefits and discounts
- AFL Silver Memberships – permanent team members can access AFL matches at Marvel Stadium and the MCG, enjoy and share the experience of our game with your family and friends!
Applications Close: 30 September 2023
