Fan Hub Communications Lead

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

The Communications and Campaign Lead in the Fan Hub will guide potential fans through their early journey with the AFL, from first interactions to long-term participation. The role focuses on developing and executing campaigns and content strategies that build excitement and encourage ongoing engagement with the AFL, GWS Giants, Sydney Swans, and local community footy clubs.

Key Responsibilities

• Design and manage campaign funnels to guide individuals from their first interaction with the AFL to participation or membership.
• Create campaigns that introduce newcomers to the AFL, crafting first-touch messaging that builds excitement and encourages engagement with the game.
• Collaborate with the Sales team to capture leads from initial interactions (e.g., event sign-ups, website visits, digital games, microsite and major events).
• Create targeted communication plans to generate awareness and drive interest in key programs like AFL PLAY programs, Paul Kelly Cup, community footy, AFL Finals, Footy Festival and AFLW.
• Write marketing copy and creative to support advertising, events, web pages, EDMs and other campaign collateral.
• Monitor campaign performance, use data insights to optimise strategies, and improve participant engagement.
• Use data insights to develop and execute nurturing strategies to move new fans and participants from awareness to active involvement, including writing tailored copy for EDMs, SMS, and phone scripts
• Collaborate the effectiveness of each touchpoint across the funnel with the data team and adjust based on participant behaviour and engagement.

Key Competencies And Skills

• Proven experience in campaign strategy, execution, and fan engagement.
• Strong content creation and copywriting skills across multiple platforms.
• Experience with CRM systems (Microsoft Dynamics, Salesforce Marketing Cloud, etc.).
• Attention to detail and a passion for creating impactful experiences.
• Experience with lead nurturing, engagement funnels, and conversion strategies.
• Ability to collaborate across teams to align campaigns with growth objectives.
• Strong analytical skills to assess and optimise campaign performance.
• Passion for sport and a strong understanding of Australian Football.

Desirable

• Experience running A/B tests, or familiarity with A/B Testing principles
• Experience in Sports or Sales environment

OUR CULTURE

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

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!

Applications Close: 17 March 2025