Head of AFL Victoria Header Image.

Head of AFL Victoria


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

18 Sep 2023
Full Time
Closing date
30 Sep 2023

About the Role

The AFL is seeking a dynamic, experienced, and influential leader to head up AFL Victoria and lead the Vic Game Development team to meet strategic Game Development outcomes, including the vision of ‘Footy in Every Home’.

The successful candidate will need to build strong partnerships with key stakeholders across Government, Regional and Local Football bodies, Community Football Leagues and AFL Clubs to ensure that the game continues to grow and thrive in Victoria.

The position will be filled by a strategically minded and results driven leader with a broad understanding of community football. A strong background in General Management positions is critical, including competency in financial management and corporate governance.

We are looking for an inspirational people leader, who is experienced in managing large and geographically dispersed teams and who is committed to fostering an inclusive and diverse workforce, reflective of the community that we operate in.

A day in the life is

Key Accountabilities:

  • Lead the implementation of the National Game Development Strategy within Victoria, driving increased participation, engagement, retention and transition of players, umpires, coaches and volunteers across all segments.
  • Identify strategic local opportunities to target specific demographic or participation opportunities through schools, community groups and innovative recruitment models.
  • Through participation networks in communities and schools, as well as public promotional activities; develop increased awareness, acquisition, conversion and retention of customers.
  • Promote long-term sustainability for leagues and clubs with effective affiliation and governance structures.
  • Lead and influence all areas of the business including development programs, customer & market development, media & communications, diversity & inclusion, community football, umpiring, coaching and facilities.
  • Oversee the consolidated revenue/investment in the development of the game in Victoria including allocation of this investment according to region, market, segment and program priorities.
  • Build and maintain relationships with key community football stakeholders, all levels of government and the various corporate and community partners.
  • Advocate for, and negotiate new and inclusive football facilities in conjunction with local councils and state government.
  • Identify, negotiate, and secure sponsorship from corporate partners.
  • Represent the AFL at key functions, events and media engagements.

Our ideal team member


  • At least 10 years’ experience managing a business unit across complex and challenging distribution channels.
  • Knowledge of and experience in the management of sports participation or community programs, and an understanding of current trends and strategies.
  • Proven ability to increase existing and new customer growth.
  • Graduate education in sports business, marketing or related discipline or equivalent experience.
  • Demonstrated strategic planning and implementation and change management capabilities.
  • Proven commercial business development skills.
  • Knowledge and understanding of inclusion and diversity principles.
  • Strong leadership and relationship management across a geographically diverse team.
  • Highly developed communication and interpersonal skills, especially negotiation.
  • Proven financial management and accountability.
  • Experience in corporate governance management and accountability.

Core Competencies:

  • Strategic thinking & planning
  • Emotional intelligence
  • Results and performance drive
  • Customer/Fan centric
  • Personal effectiveness
  • Building organisational talent
  • Collaboration & influencing

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
Team Operations & Logistics
Pay Information

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