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Head of AFL Marketing and Fan Growth


The Australian Football League is the pre-eminent and only fully professional competition of Australian rules football.

8 Sep 2023
Full Time
Closing date
30 Sep 2023

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

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!

How to Apply

Please click “Apply Now” to begin your application.

Additional Information

Full Time
Job Type
Marketing & Communications
Pay Information

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