Consumer Growth Lead

3 weeks ago

East Melbourne, Australia Cricket Australia Full time

Permanent, Full-Time role in a leading sporting organisation
Drive consumer growth in our world-class Big Bash Leagues
Flexible location and Hybrid Working

Here’s the deal
We’re looking for a sales focussed and driven Consumer Growth Lead to join our W/BBL team. Reporting to the Head of Business Operations, you’ll be responsible for driving growth across all consumer business streams, including attendance, ticket sales and membership across the BBL and WBBL competitions.

With your sales mindset you will bring our ‘obsession for attendance’ to life by implementing best-practice business models and strategies and by supporting and collaborating with our Clubs and CA departments, including Marketing and Ticketing.

This is an amazing opportunity to join a purpose driven organisation in a role that will play a critical component in the delivery of the Big Bash Leagues. Uniting and inspiring communities through Cricket is our culture, and we’ve never been prouder of the role our people play in making Cricket a sport for all Australians.

About the role
The Consumer Growth Lead will play a critical role within the Big Bash core team, across the League, and will be tasked with developing the next phase of our consumer business objectives. We are on a significant growth journey and this role will be critical to our success.

Consumer growth, the development of the customer journey, and key customer metrics across the League will be a clear focus. You will partner with Clubs on their ticketing and membership strategies, along with retail and audiences, driving innovation and product development across all customer aspects. You will collaborate with CA Marketing to guide the marketing and brand strategy for the League and other internal CA departments to ensure plans drive awareness, interest, viewership, and attendance.

A Club focussed role, the Consumer Growth Lead will partner and support our Clubs providing expert advice and by aligning activities to ensure we meet our collective objectives across the following areas:
Accountability for our Crowd Build and attendance programs will see you coordinate the League and Clubs to implement robust operational rhythm and process to ensure attendance outcomes are met. Playing a quarterback role across the system you will build targets and strategies to drive attendance outcomes across all areas including public ticket sales, member show rates and community cricket. Through weekly meetings, a dedicated plan for each Club, and tailored reporting you will guide and monitor performance through the season.

A sales mindset will drive the creation of the League and Club ticketing sales strategy that will include dedicated sales phases across the year, with clear and measurable targets for each phase. The strategy will be granular in detail and incorporate milestones, such as a national ticket on sale and leveraging social moments (i.e., Father’s Day) to generate early ticket sales. Building measurable strategies informed by data and insights will be a priority as we look to turn ticket sales and attendance into a predictable and certain revenue stream. Priority focus areas will include engaging all functions to assist driving ticket sales (Marketing, Ticketing, Comms, High Performance, Digital and Commercial etc) and the creation of strategies to grow and connect with new audiences and junior participation.

With our priority to deepen connection and engagement with our fans our Membership growth plans are core to the Consumer Growth Lead role. Working with Clubs you will map the consumer journey to create new products and identify new operating models, to both drive acquisition and retention of Club members.

Effective Club support and business operations will set the League up for success over the next decade. Building a deep understanding of Club operations and performance will be paramount as we look to optimisation and improve standards across the competition. The Consumer Growth Lead will be the champion for Clubs internally and you will work collaboratively across CA departments to achieve the best outcomes of Clubs.

About you

We are looking for a sales hunter, someone who sweats the daily sales report, and has an insatiable appetite to partner with our Clubs to build plans to grow all areas of consumer business - attendance, membership, and ticket sales.

You’ll play a leading role in coordinating our consumer business activities across the League and Clubs, so experience in a complex stakeholder environment is preferred. If you’ve got significant contemporary experience in a professional League or Club environment - awesome

Experience in developing and leading a process and data driven business unit including benchmarking and quality reporting will be well considered. You will bring innovation and creativity into the creation of new ways of working including new business models and shared services - you won’t be afraid to present new ideas, in

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