General Manager - Marketing - AFC Women's Asian Cup 2026 LOC Office

About the role

The Asian Football Confederation (AFC) has awarded Football Australia hosting rights for the 2026 edition of the AFC Women's Asian Cup™. Having co-hosted the best-ever edition of the FIFA Women’s World Cup™ in 2026, Australia will host the Continent’s premier women’s national team for a second time in history having also staged the 2006 edition of the AFC Women’s Asian Cup™.

This prestigious event will bring together 12 nations in a tournament structured into three groups of four. Following the resounding success of last year's FIFA Women’s World Cup™, Football Australia, its stakeholders and partners are eager to create another tournament that celebrates women's football, delivers legacy outcomes for football and Australian society more broadly.

A Local Organising Committee (LOC) will be established for the sole purpose of delivering the 2026 edition of the AFC Women's Asian Cup™ in Australia.

With the LOC soon to be established, the General Manager - Marketing, AFC Women's Asian Cup 2026 LOC Office, will initially be contracted to Football Australia, transitioning to the LOC Office once established.

This role is crucial in developing and executing a marketing strategy that promotes the tournament and supports the legacy of football in Australia. The role will be responsible for the development of a clear positioning strategy and the creation of integrated marketing campaigns to grow brand awareness and positive sentiment towards the tournament that generates audience growth both on-site and through our content globally.

This role will be the brand custodian for the AFC Women’s Asian Cup 2026 brand and will manage the image, equity and consistency across the applicable brands and all the ways the event is presented locally and around the world.

Please note that this role is fixed term until post-tournament in 2026.

Duties & Responsibilities:

• Support the Executive General Manager - Event Growth and Experience with the development of clear positioning strategy for the AFC Women’s Asian Cup 2026 to build brand awareness, generate revenue and grow attendance and audience across all relevant platforms and channels
• Lead the implementation and execution of the marketing strategy and all strategic event and brand marketing plans
• Design, develop and oversee all marketing activities and creative campaigns with relevant agencies / partners and suppliers
• Define AFC Women’s Asian Cup 2026 brand image in a way that informs consistent brand experiences across all stakeholders
• Lead in fan engagement ideation and execution – ensuring the fan and their experience is considered across all touchpoints
• Model and deliver effective pricing and yield strategies maximising revenue and profitability opportunities
• Monitor and evaluate the performance of staff, the efficiency of procedures and establish measurable performance objectives within the team

About you

Experience, Skills and Qualifications:

• 10 years plus experience in Branding, PR, Advertising, Communications, Broadcast, Market Research, Web and Online communications
• Proven experience in designing and implementing Brand strategies and campaigns that have delivered the desired outcomes within defined budgets
• Detailed understanding of related digital / internet technologies
• Strong multi-channel Brand experience with a track record in direct/digital activity
• Relevant product and industry knowledge (exposure to the sports or event industry preferred)
• Strong attention to detail, high standards of integrity, ability to represent AFC Women's Asian Cup 2026 interests
• A full list of experience, skills and qualifications can be found in the above position description

Additional Requirements:

• Full working rights in Australia
• Working with children check (paid/employee) or state-based equivalent
• International Criminal History Record for each country (other than Australia) in which you have resided for 12 months or more in the last 10 years (if applicable)
• Out of hours and weekend work as required

How to Apply

Please click “Apply Now” to begin your application.