Career Opportunities: Head of Brand & Marketing (11859)Requisition ID 11859 - Posted - VictoriaAs 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 so that everyone can share in its heritage and possibilities.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 ROLEThe Head of Brand & Marketing will lead the AFLs branded house strategy, identity, and style, ensuring consistent and impactful execution across the organisation. This role is responsible for managing end-to-end campaigns and creative development, driving go-to-market strategies, and fostering growth through partnerships, influencers, and ambassadors. This includes a focus on engaging and growing priority audience segments such as Avid Fans, Women & Girls, Kids, and Multi-cultural audiences, particularly in traditional and growth markets (NSW and QLD).As a strategic leader, the Head of Brand & Marketing will empower teams to deliver measurable growth, elevate the brands presence, and embed innovative and design-thinking practices across the organisation.Key Objectives Include:Lead the strategic direction for AFLs brand to drive growth in new marketsIncrease awareness, consideration, and engagement with the AFLs brand and offeringsDeliver consistent and impactful brand experiences that resonate with diverse audiencesFoster innovation and embed design-thinking practices across the organisationEstablish measurable growth and impact through partnerships, campaigns, and creative strategiesA DAY IN THE LIFE OFKey Accountabilities:Leadership:Provide strategic leadership to the brand and marketing teams, fostering a culture of collaboration, innovation, and high performanceEmpower and mentor teams to execute strategies effectively, ensuring alignment with organisational goalsCreate a culture of people development and engagement and drive strong development plans for each team memberLead a large team across a variety of complex functions and drive innovative ways-of-working and collaboration across the organisationStakeholder Management:Build and maintain strong relationships with internal and external stakeholders, including clubs, agencies, and corporate partnersCollaborate across departments to ensure brand consistency and alignment with organisational prioritiesAct as a key advisor on brand strategy to senior leaders, providing thought leadership and guidanceCollaborate with internal teams and external partners to ensure creative excellence and innovationManage creative agencies, research and brand partner relationshipsBrand Strategy and Innovation:Develop and implement AFLs Brand Strategy, including overall brand positioning, narrative, and specific propositions for target segments, markets, and customersImmerse the AFL''s new brand positioning within internal teams and the broader AFL communityLead initiatives to embed the brand''s values across all touchpoints, ensuring consistency and alignmentCreate an innovation process that fosters new ideas to elevate and grow the AFL brandEncourage cross-functional collaboration to pilot and scale creative conceptsCollaborate with in-house and external agencies to ensure top-tier execution of creative initiativesMarketing and Campaigns:Oversee the creation and implementation of marketing campaigns and go-to-market strategies for AFLLead the AFLs marketing strategy through execution, including campaign development, creative and channel planningIdentification and evaluation of audience growth opportunities across priority segments, markets, and products, and respond via effective and relevant strategies to engage, grow, and retain audiencesDevelop relevant and powerful partnerships to maximise the impact of go-to-market activitiesDevelop channel strategies across broadcast partners, digital and online, direct marketing, and PR for each campaign to maximise audience relevance and integration opportunitiesRisk and Compliance:Ensure all marketing and brand activities comply with relevant regulations and organisational policiesIdentify and mitigate risks associated with brand and marketing activitiesMaintain the integrity and reputation of the AFLs brand through proactive risk managementPerformance and Reporting:Develop the annual marketing schedule across the season, including a combination of specific brand and seasonal campaigns alongside critical business requirements (attendance, retail, AFL Media)Develop and implement a "test and learn" framework to capture faster, closer fan feedbackBuild and leverage insights to refine strategies, ensuring fan-first approachesEstablish and track key performance indicators (KPIs) to measure the success of brand and marketing initiativesLeverage data and insights to inform strategy, optimise campaigns, and drive continuous improvementProvide regular reporting to senior leadership on performance and outcomesOUR IDEAL TEAM MEMBERCore Competencies:Tertiary qualification in Marketing or similar7-10 years of experience in brand strategy, innovation, or marketing leadership roles across audience-focused industries such as sports, consumer, or entertainmentInspiring and collaborative leadership styleDeep knowledge of marketing, communications, and PRStrong understanding of emerging technologies and their applications in fan engagementExceptional strategic thinking and ability to align brand with business objectivesStrong understanding of Australian cultural dynamics and sporting communitiesExcellent stakeholder management and collaboration skills, including with external partnersA track record of delivering innovative, impactful, and recognized brand campaignsPassion for the AFL and deep familiarity with the AFL''s role in Australian societyStrong skills in mining audience insights and building audience-first approachesProven marketer with a strong customer/consumer focus, demonstrating success in customer acquisition, conversion, and retention strategiesExtensive knowledge of digital, activation and social marketing initiatives and execution #J-18808-Ljbffr
Job Title
Solutions Architect