Consumer Growth Lead

About UsAs 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 RoleWe 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 BeLeading 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.RoleThis 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 HaveDemonstrated 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 groupsIf you thrive on collaboration, creativity, and turning insights into action and great customer experiences, we want to hear from you.OUR CULTUREPlease visit PERKSPlay The Day Your Way – a flexible approach to your working lifeMy Development – lean into the AFL's My Development program consisting of on-the-job training, coaching and mentoring, and formal learningPlay Well – access to our extensive Health and Wellbeing program centered around our belief in a healthy body, healthy mind, and healthy workplaceMy Benefits – with thanks to our AFL Corporate Partners, access great benefits and discountsAFL 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
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