Head of Consumer Product

The AFL is Australia's premier sporting organisation supporting two constantly evolving national competitions, AFL and AFLW. Our purpose is to progress the game, so everyone can share in its heritage and possibilities.

We have a strong workforce presence in most States and Territories of Australia including Northern Territory, QLD, NSW / ACT, Victoria and Tasmania.

As the AFL/ AFLW competitions continue to grow and evolve at both the elite and community levels, we are focused on ensuring we attract and retain great people in both permanent and casual roles at all levels and within all areas of our industry.

Importantly, we aim to reflect the communities where our game is played by recruiting locally where possible to strengthen our connection to the 'grassroots' of our game. We are also fortunate to have hundreds of passionate volunteers within our industry, offering their time and expertise to help grow our game.

The AFL's purchase of Marvel Stadium in Docklands, Melbourne, further diversifies our workforce with more than 1000 casual employees to make every moment matter for our fans and customers.

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 for everyone to love and connect with Australia's game.

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 Head of Product is responsible for driving the AFL's off-field product strategy, leading the licensing team, and delivering a fan-led product vision that enhances connection, cultural relevance, and consumer revenue growth. As the product owner for all off-field AFL products, this role will develop a comprehensive strategy across apparel, memorabilia, digital products, toys, health, accessories, gaming, and more—ensuring these products engage fans and drive business impact.

In addition, this role will oversee the AFL's retail distribution strategy, working with partners to develop both physical and eCommerce retail channels. The focus will be on expanding the AFL's retail presence, creating immersive experiences, and enhancing store environments to elevate brand positioning and sales. This includes working with clubs and venues to develop their store strategies while also leading AFL's own retail innovation.

This is a high-impact leadership role requiring a strategic, growth-oriented mindset, deep expertise in consumer products and retail, and strong stakeholder influence to drive transformational change.

A DAY IN THE LIFE OF

Key Accountabilities:

Revenue Growth & Business Development

• Develop and execute strategies to grow revenue through innovative product and retail models.
• Test, scale, and optimise new commercial concepts that create long-term value.
• Build strategic partnerships with external brands and industry leaders.
• Identify new product opportunities using market trends, fan insights, and data.
• Present business cases for product and retail ventures that align with AFL strategy.
• Leverage technology, culture, and innovation to expand AFL's consumer product reach.

• Lead the consumer product strategy across all fan-facing categories (e.g. apparel, collectibles, digital, health, toys, accessories, and gaming).
• Drive product development, ensuring innovation and brand alignment.
• Manage a clear innovation roadmap with a pipeline of new products and experiences.
• Ensure AFL products reflect fan needs, cultural relevance, and commercial impact.
• Build strong partnerships with clubs to align products with their fan and brand strategies.

• Lead the retail distribution strategy across physical, online, and partner channels.
• Expand AFL's retail presence through immersive experiences and high-impact locations.
• Develop store strategies with clubs and venues to enhance the fan experience.
• Oversee the AFL Stores and ShopAFL business model to drive growth.
• Introduce best-in-class retail technology and service models from global benchmarks.
• Establish new partnerships with major retailers across traditional and emerging channels.

• Manage the AFL's industry licensing programs including supporter and on-field.
• Ensure a strong, diverse mix of licensees aligned with fan expectations and brand standards.
• Strengthen collaboration between AFL, clubs, licensees, and retailers.
• Protect AFL's commercial assets through brand integrity, IP management, and compliance.
• Maintain deep market knowledge to ensure AFL remains a leader in global sports licensing.

• Lead and develop a high-performing team across product, retail, and licensing.
• Build a culture of innovation, agility, and commercial accountability.
• Provide clear direction and mentorship to drive team growth and performance.
• Set priorities, manage resources, and deliver against strategic goals.
• Champion cross-functional collaboration between product, retail, marketing, and digital teams.

Stakeholder Engagement

• Act as the AFL's strategic lead for consumer product, licensing, and retail.
• Build strong relationships with internal and external stakeholders across clubs, partners, and executives.
• Provide strategic guidance to clubs to elevate their own product and retail performance.
• Influence senior leaders and boards through compelling business cases and product vision.
• Represent the AFL in industry forums and with commercial partners to elevate brand and product impact.

OUR IDEAL TEAM MEMBER

Core Competencies:

• Strong strategic capability, with experience developing and delivering large-scale consumer product strategies.
• Proven success in bringing new products to market — leading NPD pipelines from concept to testing, launch, and scale.
• Experience aligning product development with marketing, brand, and digital strategies to maximise impact.
• Track record of managing and growing strategic commercial partnerships.
• Demonstrated ability to lead and develop high-performing cross-functional teams.
• Confident operating within complex stakeholder environments, balancing internal priorities and external relationships.

Mandatory:

• 10 years in senior roles within consumer products, retail, or brand, preferably in sport, entertainment, or lifestyle sectors.
• Proven track record of driving revenue growth through product innovation.
• Deep expertise in retail strategy and operations.
• Strong leadership skills with experience managing and developing high-performing teams.
• Exceptional stakeholder management and influence in complex environments.
• Tertiary qualification in business, commerce, marketing, or a related field.
• Strong financial acumen, including budget management, revenue forecasting, and P&L responsibility

Desired:

• Expertise in omni-channel retail, including physical stores, eCommerce, event retail, and pop-up/shop-in-shop executions.
• Knowledge of licensing frameworks, including IP management, trademarking, and working with multi-category licensee portfolios (desirable).
• Experience applying human-centred design practices to ensure products meet real fan needs and behaviours.
• Genuine passion for sport, fans, and shaping culture through innovative consumer products.

OUR CULTURE

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Applications Close: 25 July 2025

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