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National Brand Manager
2 months ago
The Australian Football League (AFL) is a leading sports organization that works tirelessly to enhance and grow the game of Australian football. Our mission is to promote and protect the safety and wellbeing of children and young people in our care, while also striving to be a workplace for everyone.
About The RoleThe AFL PLAY Brand Manager is responsible for managing and amplifying the AFL PLAY brand, driving the marketing and content strategy to grow the brand to new and existing audiences. This role works closely with key internal stakeholders to deliver on the integrated strategy, educate on the purpose of the PLAY brand, and ensure the distribution delivers on brand awareness and growth.
Key Accountabilities- Establish AFL PLAY as a core brand and vertical offering alongside AFL Men's and AFLW to provide a productisation pathway for community and unlock commercial audience and growth objectives.
- Drive AFL PLAY brand integration across all its sub-brands.
- Design and implement AFL PLAY B2C brand campaigns that drive brand awareness and engagement with our brand, products, and digital destinations.
- Continue to establish AFL PLAY as the core brand alongside AFL Men's and AFLW as the master brand for all things kids and youth and as the first touch point to connect with football.
- Ensure all kids and youth products across the AFL ecosystem relating to kids and youth ladder up to PLAY.
- Explore and secure opportunities for AFL PLAY to connect with new audiences, through non-traditional avenues like gaming or collaborations with other sports and entertainment.
- Identify innovation and productisation opportunities that can unlock new commercial return for the organization. Work closely with the commercial team to identify and build out these new opportunities for partners.
- Lead the key workstreams of PLAY: Brand strategy, brand architecture, design, comms rollout.
- Execute digital + content marketing plans with the support of the Creative Producer.
- Provide clear and supportive direction to create timely and engaging content, and an effective brand marketing campaign.
- Ensure effective reporting and analysis.
- Project management of the PLAY Brand budget and determination of how this is best spent in terms of product development, content creation, content producers, advertising, freelance support, etc.
- Close management of this budget and reporting as required, as well as responsibility on campaign metrics reporting.
We are seeking a highly skilled and experienced Brand Manager to join our team. The ideal candidate will have:
- Senior marketing and brand experience, with demonstrated experience managing small teams.
- Demonstrated project and stakeholder management skills.
- Agency management – creative, media, and digital.
- ATL, BTL, and digital/content experience.
- Experience in brand management – overseeing a brand's integrity through guidelines and graphic design.
- Strong business acumen and ability to think creatively and outside the box.
- Excellent communication and reporting skills.
- Experience with brand campaigns and/or launches.
- Desirable: Marketing, business or related degree.
We offer a range of benefits and perks to our employees, including:
- Flexible working arrangements.
- Access to our extensive Health and Wellbeing program.
- Opportunities for professional development and growth.
- Competitive salary and benefits package.
