Head of Brand

The West Coast Eagles is an iconic Australian sporting brand with over 100,000 members. The Club formed in August 1986, playing its first official match for premiership points in 1987. Our women's side played its first game for AFLW premiership points in February 2020. Since then, the club has enjoyed significant success, winning premierships in 1992, 1994, 2006 and 2018. The club also has wide-spanning community and regional programs and is invested in a number of charity organisations, including the Waalitj Foundation.

Perks of working at the Club

The club is situated in a brand-new training and administration building located in Lathlain. You will have access to the onsite gym, pool, café, and plenty of free parking. Additionally, the club is close to public transport, shops and restaurants.

The club provides a great team environment, with fun and exciting social events, as well as:

• Special offers and discounts through our Corporate Partners.
• Access to tickets for WCE home matches.
• Fun and exciting social events like the John Worsfold Medal Awards night.
• The opportunity to be involved in the local community and support our charity partners.
• Professional development opportunities tailored to your goals.
• Access to WCE Health and Wellbeing Program.

About the role

The role is responsible for shaping and enhancing the club's brand and marketing strategy, leading a multidisciplinary team to deliver compelling storytelling and consistent brand presence across all platforms. It oversees brand development, creative direction, campaign execution, and digital engagement to drive growth in membership, ticketing, merchandise, commercial appeal, and community connection, while supporting overall commercial objectives and fan experience.

Reporting to the General Manager – Brand, Marketing & Digital Growth, this role will be responsible for:

• Leading and mentoring the brand and marketing team, fostering a culture of innovation, data driven thinking and excellence.
• Overseeing brand marketing, media, and advertising strategies.
• Leading brand positioning, messaging, and visual identity across all touchpoints.
• Developing campaigns that amplify fan engagement and drive member retention and growth across digital channels, game day experiences, and member/fan events.
• Assisting in enhancing fan engagement and experience by contributing ideas for game day initiatives, digital platforms, and community events from a marketing perspective.
• Assisting in developing marketing strategies and campaigns that drive partner engagement, revenue growth and provide marketing insights and develop creative concepts to strengthen proposals.
• Leading the club's visual identity and creative direction, ensuring alignment with brand strategy and AFL standards.
• Managing the in-house design team and external creative partners to produce high quality visual assets for campaigns and digital platforms – feeding into merchandise strategy, commercial objectives and events activations.
• Managing departmental budgets, timelines and performance metrics.
• Influencing and engaging senior stakeholders by providing insights, data-driven recommendations, and clear communication on progress and impact.

Due to the nature of the industry and this role, there is an inherent requirement to work home match days and other club events which will include working some evenings and weekends.

Our ideal person

This role is ideal for a self starter with the ability to use initiative with a proactive, positive and enthusiastic approach with strong leadership qualities. Additionally, it would be ideal if you had:

• Proven experience in senior brand and marketing leadership roles, ideally within sport, entertainment, or consumer brands
• Expertise in digital marketing, campaign management, and brand storytelling.
• Ability to translate insights into actionable marketing strategies, with data-driven decision making and analytics interpretation.
• Exceptional communication and stakeholder management skills, with the ability to foster strong relationships internally and externally.
• Experience working with agencies, media partners, and commercial teams.
• Ability to thrive in a fast-paced, dynamic environment.
• Excellent communication (high level of written & verbal) and relationship building skills.
• Innovative mindset with a focus on continuous improvement.
• Highly organised with capability and capacity to simultaneously manage multiple tasks and projects.
• Strategic thinking and planning skills.
• Adaptable to change in fast paced environments.
• Collaborative and team-oriented mindset with a proactive and solutions-focused approach.
• Budget management and ROI analysis.
• Tertiary qualifications or significant work experience in a marketing or business-related discipline is essential.

How to apply

Click on "Apply" to complete an application form via the link, please include a resume and covering letter detailing why you are the best person for this role. Please note that only those candidates selected for interview will be contacted. Applications close at 12 noon, Wednesday 26th November 2025. We reserve the right to close this advertisement early if we receive a high volume of suitable applications.

Our Commitment to Equal Opportunities

At WCE we are committed to achieving a diverse workforce, where our employees are treated fairly and with respect. We recognise that we are strengthened by the different skills and experience that people from diverse backgrounds provide and therefore we strongly encourage applications from Aboriginal and Torres Strait Islanders, people with disability, females, those identifying as LGBTIQ+, people of all ages and culturally diverse backgrounds.

Our Commitment to Safeguarding Children & Young People

WCE is committed to promoting and protecting the safety and wellbeing of children and young people in our care who access activities, programs, services or facilities for which the club is responsible for.