Marketing Manager, Afl And Clubs

 

ABOUT US

As an organisation, the AFL works tirelessly in all states and at all levels to enhance and grow the game – from grassroots to elite. Together, we put on the game, deliver important events, communicate with our fans, run community programs, develop coaches and umpires, collaborate with partners, delight members, support clubs and so much more. While our roles may vary, we are all united by a common goal, to progress the game so that everyone can share in its heritage and possibilities.

The AFL is committed to promoting and protecting the safety and wellbeing of children and young people in our care. Please note, we undertake several screening processes to ensure this commitment is upheld, this includes ensuring the successful candidate to this position holds a valid employee Working with Children/ Vulnerable People check and a satisfactory criminal history record check.

We are an Equal Opportunity employer and firmly believe that diversity and inclusion is an important part of both the AFL and the communities in which we operate. Our game is for everyone, and we strive to be a workplace for everyone.

Aboriginal and Torres Strait Islander peoples are encouraged to apply.

ABOUT THE ROLE (Maximum Term 12 Month Contract)

The Marketing Manager – AFL & Clubs is tasked with developing and delivering the AFL Marketing plans and its aligned programs of work for key retail campaigns. This includes providing leadership across key AFL marketing and content projects and driving creative delivery, campaign strategy and media mix planning as well as integration of key partners (including corporate and broadcast partners) and collaboration with all AFL Clubs.

From setting the tone for all things AFL marketing and driving the integrated marketing activity, to generating growth across our audiences and inspiring new audiences to participate in, watch and attend matches, this role will test the best and offer significant opportunity to innovate and impact growth across one the largest sports in the country.

Reporting into the Senior Manager – Retail Marketing, the Marketing Manager – AFL & Clubs acts as a champion of the sport on behalf of all types of fans from avid, through casual and new audiences, and seeks to progress the game both internally and externally – via clubs, players, corporate partners, agencies and broadcast partners. In addition to robust marketing capabilities, the ideal candidate for this role will possess a solid understanding of the broader communications landscape including PR, corporate affairs, sponsorship, content development and broadcast integration.

A DAY IN THE LIFE OF

Key Accountabilities:

• Develop the marketing plans and execute those for AFL, lead implementation of aligned programs of work, including all retail marketing campaigns
• Develop strong retail programs and tactics to reach and exceed attendance targets whilst promoting the season and driving positive sentiment towards the AFL brand
• Engage broader AFL network to ensure marketing strategy is integrated and support key stakeholder requirements
• Provide strong leadership across the business to continuously identify growth opportunities and drive an innovation culture in line with the AFL brand & objectives
• Work closely with all 18 clubs to support them in their retail and audience growth objectives
• Lead communication of the AFL brand across all relevant touch points – internal, clubs, AFL players, broadcast and corporate partners
• Collaborate with the marketing team and other AFL departments to drive engagement across all AFL campaigns and key moments in the AFL calendar eg. Season Launch, Themed Rounds, Finals, Draft
• Work closely with the content team (social, editorial, digital) to drive and execute content plans, in line with the broader marketing strategy
• Work closely with the Media Planner & Buyer to develop most efficient media & partnership mix and plans according to season’s objectives
• Efficiently manage relevant components of the marketing budget
• Manage direct report marketing coordinator, act as a leader within AFL digital and through the marketing team
• Support on cross functional business priorities where consultative marketing engagement required (eg events, licensing, AFL digital, AFL studios)
• Leverage POE (paid, owned, earned) channels and think 4Ps

OUR IDEAL TEAM MEMBER

Core Competencies:

• Strong experience developing marketing plans and leading cross functional marketing programs from planning through to execution of campaigns.
• Excellent communication, leadership and stakeholder consultation
• A creative mind and experience leading brand, campaign and content plans through to execution
• Significant experience in audience segmentation and targeting, brand and campaign management .
• Strong knowledge of media planning, digital marketing and social media
• Ability to innovate and think outside the box, showcase their creativity
• Experience in leading teams and agencies on the creation of creative campaigns (ATL/BTL) with excellent stakeholder skills.
• Experience managing marketing and media budgets
• Outstanding Power Point presentation skills
• A relentless and curious nature as well as a collaborative mindset
• Strong commercial acumen

OUR CULTURE

Please visit www.afl.com.au/careers/our-organisation

We are proudly a WORK180 endorsed employer for women, to see the great benefits that the AFL offers, please visit https://work180.com/en-au/for-women/employer/afl

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!

COVID-19

We care deeply for our people at the AFL with our primary focus being to provide a safe and healthy workplace for all. We strongly encourage and support all AFL team members to be vaccinated (including by receiving booster doses as recommended by the Relevant Authority and/or ATAGI). In addition, we’re committed to utilising other preventative health and safety measures as appropriate and/or as directed by Relevant Authorities to reduce the risk of contracting and transmitting COVID-19 in our workplaces.

Applications Close:  4 April 2023