Consumer Growth Lead

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About The Role

We are looking for a Consumer Growth Lead to join our Consumer & Marketing team, a pivotal role at the heart of driving industry consumer growth and enhancing customer experiences. Reporting to the Head of Consumer, this newly created senior role will be pivotal in aligning league and club consumer strategies to drive growth, innovation, and operational excellence. This role will lead initiatives that build the capability and capacity of club consumer teams, delivering tangible value for fans. Informed by data and insights, you\'ll develop and implement strategies that streamline operations, enhance engagement, and unlock new growth opportunities. You\'ll also lead 'test and learn' pilots—iterating, documenting, and scaling successful approaches for long-term industry benefit. Key outcomes include growth in attendance, membership, and retail, alongside improved customer satisfaction and experiences. The Consumer Growth Lead will be a central conduit for sharing best practice, benchmarking performance, and fostering collaboration across the AFL ecosystem. This is a permanent, full-time role based at AFL House, Melbourne.

On Any Day You May Be

Responsibilities

• Leading strategic initiatives with clubs to grow membership and attendance.
• Lead initiatives to drive venue utilization, including maximizing revenue and inventory yield.
• Designing and executing consumer engagement strategies, including customer journey mapping.
• Scaling mobile membership and ticketing in collaboration with clubs, venues, and agents.
• Piloting and iterating new membership, ticketing, and retail propositions.
• Establishing benchmarking routines and sharing performance insights across the industry.
• Facilitating best practice sharing and showcasing club and partner success stories.
• Using data and research to uncover insights and inform engagement strategies.
• Identifying and resolving customer journey gaps using tech and automation.
• Building strong relationships with senior club leaders and key stakeholders.

Role

This is a great role if you have a minimum of 5 years' experience working within a consumer business environment. A candidate who would excel in this role has:

• Proven experience in leading growth initiatives, customer engagement, and process improvement within a consumer-focused environment.
• Strong understanding of consumer business processes and systems—ideally across membership, ticketing, customer engagement, and retail.
• Experience within a professional sporting club or league is highly valued, but not essential.
• Familiarity with Australian Football and its stakeholder landscape is advantageous, with a passion for sport and fandom a plus.

A Standout Candidate May Also Have

• Demonstrated experience autonomously leading project groups, strategies or people.
• Strong communication and relationship-building skills with executive stakeholders, and senior management.
• Leadership experience with a track record of managing and developing teams, or project groups

If you thrive on collaboration, creativity, and turning insights into action and great customer experiences, we want to hear from you.

Our culture

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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: 26 September 2025

Location: Melbourne, Victoria, Australia