Head of Stadium & Premium Business

Head of Stadium & Premium Business

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 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 ROLE

Reporting to the General Manager Marvel Stadium, the Head of Stadium & Premium Business will lead key venue commercialisation streams for the Stadium and the AFL’s premium membership & hospitality portfolio.

The successful candidate will lead the collaborative development and execution of a 365-day Stadium Precinct Commercial & Activation plan including stadium-owned event program, feature attractions, precinct and our suite of 365-day events, attractions and tenancies to position Marvel Stadium as an always-on entertainment destination.

The role will lead core stadium revenue and experience delivery functions including stadium membership (including Medallion Club), annual and casual suite leases, casual hospitality packages and non-match day business events.

This role will retain key integrated AFL responsibilities including AFL Membership and the AFL’s major corporate hospitality programs across Finals, Grand Final, Major Events and Gather Round.

The candidate will work closely with General Manager Marvel Stadium to deliver new stadium content, events and experiences; along with management of key tenant club commercial relationships.

They will also collaborate closely with the AFL Commercial team to lead the creation and execution of an integrated commercial strategy that delivers revenue and experiential growth for the stadium, including the interface of commercial partners and suppliers into the wider stadium business.

Critically, the candidate will be an accomplished senior leader with demonstrated experience in successfully leading large, diverse teams in commercial environments.

A DAY IN THE LIFE OF

Key Accountabilities:

• Lead, coach and motivate a team of direct reports (3) and wider team of full-time, contract and casual staff members; aligned to AFL values and principles
• Working with key Stadium and wider AFL stakeholders, create and execute an integrated commercial strategy that captures matchday memberships & hospitality, F&B, B2B connections, 365-day non- matchday activation, precinct engagement & visitation, car park commercialization
• Work closely with the General Manager Marvel Stadium (and other key teams) to lead commercial relationships with stadium hirers (including AFL Clubs, Cricket Australia and Concert Promoters), and to develop and implement a proactive content acquisition strategy
• Work closely with AFL Partnerships team to integrate and activate stadium partners and suppliers into the within the stadium & wider department, offering a streamlined interface between to identify and leverage key opportunities to drive growth
• Management and leverage of key Stadium service providers – Delaware North (F&B), Ticketmaster (Ticketing, content) – to drive experiential, operational and commercial growth
• Identifying and surfacing new, innovative ideas to enhance commercial, experiential and operational efficiency
• Collaborate with key connected departments including Stadium Operations, Marketing & Guest Experience, Facilities & Infrastructure to deliver commercial, experiential and operational requirements
• Contribute to overarching departmental and stadium experience & visitation strategies
• Work collaboratively with key internal stakeholders across key departments and teams to deliver on key stadium priorities
• Data-led approach to revenue growth and inventory maximisation, using real time data to make commercial decisions

OUR IDEAL TEAM MEMBER

Core Competencies:

• A minimum of ten years in a senior leadership role within a commercial organisation (experience in stadiums, venues, sport, media, entertainment will be well-regarded but is not essential)
• Exceptional communication skills including written, verbal and ability to develop & deliver engaging presentation content
• Demonstrated success and expertise in leading large, diverse teams across fast-paced business environment
• Clear capability to develop and implement strategy that delivers on key business objectives
• Relevant tertiary qualification(s) relative to key role requirements
• Strong track record of delivering exceptional customer service and experiences to premium customers
• Demonstrated ability to forge strong, sustainable client and stakeholder relationships
• Exceptional interpersonal, written and verbal communication skills
• Proficient use of Microsoft Office suite, Event-based Management / CRM systems and other data-led sales tools
• Ability to work flexible hours, including nights and weekends as required

OUR CULTURE

Please visit www.afl.com.au/careers/our-organisation

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!

Applications Close: 31 January 2025