Senior Manager - Strategy and Growth Marketing

Location: melbourne
Salary: $160000 - $170000 per annum
Job Type: permanent
Contact: Michelle Young
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.

ABOUT THE ROLE (12 Month Maximum Term Opportunity)
The Senior Manager – Strategy & Growth Marketing is responsible for the marketing strategy of AFL brands and products; over-arching brand strategy; and growing and diversifying the AFL’s audience to generate uplift in key consumption metrics with a focus on attendance and digital growth. This involves collaboration across the broader industry to define brand and key growth strategies and working closely with the content, product, commercial and retail marketing teams responsible for developing and executing growth strategies.
The role will focus on developing and overseeing execution of specific strategies to drive new audience acquisition and growth. This includes new product development (both physical and virtual), pricing, distribution, experiential and promotional strategies designed to conquest new audiences, driving avidity and deliver on growth metrics.

A DAY IN THE LIFE OF
  • Deliver the growth marketing strategy, reviewing opportunities, barriers and drivers across new audiences, casual and avid fan segments; developing cross functional solutions across the business and strategies across all 4P’s to drive growth
  • In conjunction with the Senior Manager – Retail Marketing, lead and develop the annual marketing strategy for the AFL (including AFLW and Marvel), the role of our media/content brands and products, Marvel stadium, audience segmentation priorities, review of marketing and media strategies, short and long-term plan for growth.
  • Lead and develop marketing strategy for AFL Products, developing a broader product roadmap and key strategies to develop new products and drive growth
  • Oversee AFL brand, lead brand planning for key AFL and AFLW campaigns/products/projects, working with Brand Planner, Retail Marketing lead and Creative Director and collaborating with broader industry to across all consumer touch points
  • Lead review of all touchpoints experience with CX Manager and key stakeholders across the industry
  • Work with digital media team & CX/Growth Manager to translate audience framework into digital segments of opportunities
  • Collaborate with the retail marketing team and other AFL departments, including strategy and content to ensure a new audience acquisition lens is applied across key products and campaigns
  • Engage the broader industry including broadcast, clubs, game developments, state associations content, commercial, content & product teams to ensure the growth marketing strategies are integrated into plans and delivered across the industry
  • Manage a CX manager and Marvel marketing manager roles, Mentor a media team (Media and Digital Marketing Managers)
  • Oversee marketing strategy and plans for Marvel stadium

OUR IDEAL TEAM MEMBER – WHAT’S NEEDED TO BE SUCCESSFUL
  • Extensive experience in marketing and agency experience
  • Experience leading marketing strategy at scale, growth and acquisition marketing programs with demonstrated success in generating strong growth outcomes
  • Demonstrated results in driving growth and acquisition for consumer brands
  • Significant experience in audience and brand strategy
  • Experience leading media, partnerships, content/digital marketing teams
  • Knowledge and experience across all facets of consumer insights and empathy for data
  • Ability to influence, communicate and negotiate with staff and stakeholders at all levels
  • Experience in leading teams and agencies on the creation of ATL consumer campaigns
  • A relentless and curious nature
  • Experience managing marketing and media budgets

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

COVID-19
We’re committed to utilising 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.


HOW TO APPLY
Click on the APPLY button or contact Michelle Young on (03) 8613 3526 for a confidential discussion. If this role doesn’t sound quite right for you but you are open to hearing about new opportunities in Marketing or Digital feel free to get in touch or jump on to the website and sign up for our job alerts!
Apply now