Head of Stadium Marketing & Experience

Head of Stadium Marketing & Experience

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

The Head of Stadium Marketing & Experience will be responsible for the leadership of the Stadium department’s responsibility for brand, creative, visitation, lead generation, experience and premium event delivery.

With the completion of Marvel Stadium’s $225m upgrade and the continued evolution of the premium offering, this role will lead a talented team across a broad range of customer segments and product experience portfolio.

These key customer groups include daily ticket purchasers, AFL & Club Members, Club function attendees, premium members & suite holders. This role will also focus on our range of non-matchday activities including Elevate Experiences & Events, Precinct Events, the Marvel Stadium tour and feature tenancies.

The role will also oversee the design and execution of AFL / Premium hospitality offerings across Gather Round, Finals, Grand Final and B2B programs; working closely with key departmental and AFL stakeholders.

The successful candidate will have demonstrated success and experience in championing the guest experience working across all key stadium & premium customer experience touchpoints including digital communications, online presence, ticketing, ingress & egress points, premium facilities, retail outlets and other key stadium touchpoints.

Acting as an evangelist for fans across the stadium business, the role will cross-functionally ‘own’ the fan journey working collaboratively across the stadium and wider AFL business to leverage expertise that ensures consistent fan experiences for stadium guests and premium customers in order to drive key business decisions.

Extremely data-literate the role will ensure that key data points drive business decisions and will develop metrics to analyze, measure and evaluate fan behaviors and improve sentiment.

A DAY IN THE LIFE OF

Key Accountabilities:

• Lead the development and implementation of a holistic marketing, brand and visitation strategy that elevates the positioning of Marvel Stadium as a 365 day a year entertainment destination and showcases new & existing features
• Lead the collaborative development and implementation of a holistic stadium guest experience strategy that delivers elevated customer experiences across all key stadium & department verticals on matchday & non- matchday activities
• Work collaboratively with key departmental teams to drive visitation, revenue & lead generation opportunities for key work streams and products; including ticketing, Stadium & AFL membership, AFL hospitality, non-matchday events, precinct events, stadium tour & attractions, and stadium tenancies
• Work closely with tenant clubs, hirers, ticketing agents, venues and promoters to drive attendance & revenue across all stadium & departmental events and products; including wider AFL responsibilities including premium product ranges at Gather Round, AFL Finals, and Grand Final
• Oversee the development and implementation AFL Premium & B2B Hospitality event experiences, working closely with key departmental workstreams and wider teams to create and execute first-class hospitality and premium experiences for key customer segments
• Work closely with key departmental team to design and execute premium members, suite holder and VIP customer F&B experiences across Marvel Stadium and the MCG
• Leverage key stadium and wider AFL expertise to ensure we are consistently delivering great end-to-end guest experiences and congruous fan journeys at Marvel Stadium and in AFL Premium & Hospitality products, in both digital and physical touchpoints
• Work closely with key departmental and wider business teams (including the Data & Analytics team) to create stadium-wide metrics to analyse, measure and improve stadium guest experience and sentiment
• Work closely with key departmental, AFL and external stakeholders to deliver elevated matchday experiences at Marvel Stadium, and more broadly
• Develop real-time, short, medium and long-lead feedback loops that deliver key actionable insights into guest experiences, preferences and behaviours

OUR IDEAL TEAM MEMBER

Core Competencies:

• Excellent communication, strategic leadership and stakeholder management skills
• Demonstrated experience in marketing, brand, visitation and lead generation strategies (sport, venue, media or entertainment experience will be well-regarded but not mandatory)
• Demonstrated success and capability in leading complex event and guest experience strategies & projects
• Capacity to operate with flexibility and agility in a fast-paced environment
• Ability to challenge the status quo while bringing others into and on change & growth journeys
• A relentless and curious nature as well as a collaborative mindset
• Strong commercial acumen

Experience & Qualifications:

• Change management including leading cultural change
• Managing high profile internal and external stakeholders across a range of industries and sectors
• Leading in a public and high-pressure, highly scrutinised environment
• Development and execution of a strategic plan

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