Marketing Manager - AFL & Clubs

Job Description

Requisition ID 11861 - Posted - Victoria 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 Marketing Manager - AFL & Clubs is tasked with developing and delivering the AFL Marketing go-to-market plans and its aligned programs of work for key retail campaigns. This includes providing leadership across key AFL fan, marketing and digital/content projects and driving creative delivery, campaign execution 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 of the largest sports in the country. Reporting into the Senior Manager – AFL 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. Please note this is a 12-month max term position. A DAY IN THE LIFE OF Key Accountabilities: Develop 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 innovative 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. Opening Round, Gather Round, Kids Go Free, AFL Finals Work closely with the digital/content team (social, editorial, digital product) to drive and execute content plans, in line with the broader marketing strategy Work closely with the Media Planner & Buyer to develop the 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 Fan team and AFL digital as well as 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 A relentless and curious nature as well as a collaborative mindset #J-18808-Ljbffr