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Social Media Lead


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

1 Sep 2023
Full Time
Closing date
25 Sep 2023

About the Role

This exciting, new AFL Expansion Hub encompasses marketing, data and sales teams, working together to drive growth of the game in non-traditional football markets. The Expansion Hub’s initial priority will be to expand on the work of the GWS Giants, Sydney Swans and AFL in Greater Sydney, with the intent to scale services and capability to other markets and Clubs over time.

The Social Media Lead will be responsible for leading and executing the greater Sydney social strategy. This role will have a particular focus on planning and generating best-practice content to build awareness and growth of the AFL Code, the GWS Giants and the Sydney Swans as well as supporting growth in participation. In this role, you'll be a driving force in amplifying the AFL, AFLW, and AFL PLAY channels' content reach. Your creativity, strategic thinking, and deep understanding of social media will be key assets in connecting fans, players, and audiences in engaging and meaningful ways.

Reporting to the Marketing Manager - Expansion Hub, the Social Media Lead will work closely with stakeholders across the broader AFL Expansion Hub, the Giants, the Swans, and AFL to deliver on the strategy.

A day in the life of

Key Accountabilities:

  • Social content creation & distribution, managing paid social campaigns including community management, creating & executing social growth & engagement strategies, managing tone of Brands on social posts
  • Analysing & leveraging audience trends, insights & data to inform key content, engagement & growth strategies with the Club and AFL Audiences
  • Collaborating with broader Hub team, design & video production teams to generate engaging content for the channels and audience
  • Working closely with Club teams to ensure alignment with Club Brand and tone, as well as aligning with commercial, membership and attendance KPI’s to integrate into social content & projects

Our ideal team member

Core Competencies


  • Technical proficiency with all leading social media platforms
  • Experience producing creative social content such as graphics or video
  • Experience working with creators, influencers, athletes or similar
  • Knowledge of Australian Football, and in particular the AFLW competition, its players, key figures and storylines
  • An ability to demonstrate experience delivering innovative social media campaigns
  • Deep understanding of social content trends
  • Experience developing social media content strategies
  • An ability to engage with passionate fans across various platforms and channels
  • Experience working in a fast-paced environment and the ability to deal with changing circumstances


  • Experience working in the social space for a high-profile organisation
  • Experience creating influencer strategies
  • Experience developing digital audience growth strategies
  • Demonstrated videography skills on mobile devices
  • Demonstrated video editing skills

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
Media & Digital
Pay Information

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