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 AFLNSW/ACT in Greater Sydney, with the intent to scale services and capability to other markets and Clubs over time.
 

Role

The Marketing Manager will play a critical role within the AFL’s Expansion Hub to achieve the following objectives for our code

• Increase awareness of AFL in Greater Sydney
• Grow AFL fans in Greater Sydney
• Increase AFL participation in Greater Sydney
• Increase Giants and Swans consumer revenues
• Convert non-fans of our game into first-time participants, attendees, fans and members

The Marketing Manager will have a relentless focus on driving awareness, knowledge, interest, consideration, and engagement with the AFL, GWS Giants and Sydney Swans in the Greater Sydney region, which will ultimately lead to greater consumption of the game – participation, attendances, and membership.

 

A DAY IN THE LIFE OF

Key Accountabilities

• Oversee and execute the consumer marketing function within the Expansion Hub to broaden awareness and drive growth in consumption of the game initially in the Greater Sydney region.
• Work closely with the Giants, Swans, AFL NSW and AFL Marketing teams to deliver on growth objectives, including: awareness, knowledge, consideration, engagement, club support, attendance, membership and participation.
• Lead the strategy to deliver pathways for converting participants to fans, supporting the Sales team in execution, with clear metrics to track performance at every point in the funnel (i.e., awareness, consideration, digital engagement, etc.)
• Ensure fan expansion marketing activities align with the Giants and Swans Match Day experiences and activation strategy to drive grassroots attendance.
• In conjunction with the Expansion Hub Data Team, ensure robust research and reporting to support development of acquisition and awareness metrics, and track success of activities in delivering to that strategy.
• Build relationships with local community leaders, opinion leaders, influential Club members and key cohort stakeholders to deliver efficient and effective LAM campaigns.
• Build and execute through the line marketing strategies which encompass all AFL, Giants and Swans touchpoints including match day, venues, broadcast, PR, owned and operated digital channels and commercial partner channels.
• Build and share local market research and insights and use data to drive knowledge and inform performance metrics, and AFL and Club brand and consumer strategy.
• Execute plans to target influential AFL/Giants/Swans fans to garner support and assistance in recruiting new fans and members.
• Work closely with the GWS Giants and Sydney Swans to drive membership and attendance outcomes and support development of commercial partner marketing activity and products.
• Work closely with Game Development and AFL NSW to drive participation marketing activity across community football, NAB AFL Auskick and schools’ programs.
• Work closely with key AFL, Giants and Swans stakeholders to ensure plans are well-integrated into National and local marketing plans
• Efficiently and effectively manage the allocated marketing budget and utilization of team resources
• Lead and mentor an engaged and enthusiastic team to ensure they are set up for success and future professional growth
• Think outside the square to drive innovation and growth opportunities across the region

 

OUR IDEAL TEAM MEMBER

 

Core Competencies

• Experience leading marketing teams to generate strong growth outcomes
• Experience in brand strategy
• Strong familiarity with Greater Sydney, with an established network of local contacts
• Strong empathy for sports, sports content, PR and journalism
• Strong knowledge of digital marketing strategy and social media
• A strong strategic and creative mindset

 

Mandatory

• 7+ years with marketing or agency experience
• Strong local knowledge and understanding of the Western Sydney region
• Strong knowledge and experience across all facets of consumer research, data and insights
• Experience in leading teams and agencies on the creation of ATL and BTL consumer campaigns
• Strong commercial acumen

 

Desirable

• Specific experience working within Western Sydney
• Specific experience working in sport in a marketing role

 

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!

Apply online through linkedin here