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 Data & Leads 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 Data & Leads Manager will have a relentless focus on building an addressable database with ‘one customer view’ of all AFL participants, fans and prospects in Greater Sydney and generating leads for conversion to attendance, membership and participation, in collaboration with the broader Expansion Hub team.

A DAY IN THE LIFE OF

Data Management and Compliance

• Document and maintain an Expansion Hub data strategy, including the development of a roadmap for the improvement of systems and data processes
• Develop and maintain a Greater Sydney data warehouse and Salesforce CRM, which consolidates consumer, participant, schools and other relevant data across the Giants, Swans and AFLNSW/PlayHQ
• Consult with key stakeholders across the Expansion Hub, Giants, Swans and AFLNSW to understand their data challenges and opportunities and help design data solutions to meet their needs.
• Develop and maintain relationships across the industry (AFL, Clubs, Telstra, suppliers) to improve the way the Expansion Hub utilises data.
• Ensure the Expansion Hub is compliant and up to date with best practice privacy processes.

Data Acquisition and Lead Generation

• Lead and execute the Greater Sydney data acquisition and segmentation strategy to provide sales leads for attendance, membership and participation products.
• Strategically map schools in Greater Sydney and develop automated customer journeys to enable the Participation Manager or their designated delegated staff member/s to be supported with ongoing and structured school communications.
• Establish a process to acquire more individual personalised data from school visits, events and programs.

Analytical Support and Leadership

• Understand Marketing and Sales strategies, challenges and opportunities and establish a suite of reports for the team, measuring the performance of these strategies.
• Support the Expansion Hub Marketing Team to develop and execute a Salesforce marketing automation program – creating segmented and triggered campaigns to drive acquisition and retention.
• Support the Expansion Hub Marketing Team with data and insights to support market research, code engagement strategy development, local area marketing and content plans and other marketing functions as required.
• Support the Expansion Hub Sales Team with data and insights to support membership / ticketing product, pricing, sales, retention/conversion and servicing strategies and other sales functions as required.
• Oversee the provision and accuracy of data (both automated and manual processes) such that sales and marketing teams can make informed decisions and customise marketing journeys based on real data.
• Utilise consumer data to support the Giants and Swans with their brand strategy, member engagement, commercial sales and other related Club consumer and commercial functions as required.
• Advise key stakeholders on the structuring of campaigns, including the establishment of experiments, so that outcomes can be measured, and improvements made on future campaigns.
• Development of a suite of reports and visualizations (Tableau) to report on the performance of key initiatives.
• Support and develop the Expansion Hub Data Analyst

OUR IDEAL TEAM MEMBER

Core competencies

• Ability to lead and drive a data and insights team
• Results and performance drive, personal effectiveness
• Customer and fan centric
• Resilient – ability to stay focused and positive in the face of changing and challenging situations
• Ability to think laterally and initiate positive changes in the workplace
• Demonstrated experience using Tableau for business intelligence reporting
• Previous experience leading Salesforce marketing automation campaigns
• Demonstrated ability and experience in meaningful data analysis and reporting with logical and insightful data flow
• Strong interpersonal skills, with the ability to develop positive relationships across a broad range of stakeholder groups
• Ability to work independently and with a diverse range of stakeholders

Mandatory

• At least four years working in a related role
• Strong local knowledge and understanding of the Western Sydney region
• Proven leadership qualities and experience supporting high performing consumer teams

Desirable

• Specific experience working within Western Sydney
• Specific experience working in sport in a data and insights 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 (applications close 1 June 2023)