DESCRIPTION OF THE AFL
The Australian Football League (AFL) is a leading sports organisation that works tirelessly to enhance and grow the game of Australian Rules football. With a presence in all states and at all levels, the AFL delivers important events, communicates with fans, runs community programs, develops coaches and umpires, collaborates with partners, delights members, supports clubs, and more.
The AFL is committed to promoting and protecting the safety and wellbeing of children and young people in our care. We undertake several screening processes to ensure this commitment is upheld, including verifying the successful candidate holds a valid employee Working with Children/Vulnerable People check and a satisfactory criminal history record check.
We are an Equal Opportunity employer and believe that diversity and inclusion are essential components of both the AFL and the communities we operate in. Our game is for everyone, and we strive to be a workplace for everyone. Aboriginal and Torres Strait Islander peoples are encouraged to apply.
ROLE RESPONSIBILITIES
The Head of Stadium & Premium Business will lead key venue commercialisation streams for Marvel Stadium and the AFL's premium membership and hospitality portfolio. This includes developing and executing a 365-day Stadium Precinct Commercial and Activation plan, featuring stadium-owned event programs, attractions, precincts, and events to position Marvel Stadium as an always-on entertainment destination.
This role will lead core stadium revenue and experience delivery functions, including stadium membership, annual and casual suite leases, casual hospitality packages, and non-match day business events. The role also retains key integrated AFL responsibilities, including AFL Membership and major corporate hospitality programs across Finals, Grand Final, Major Events, and Gather Round.
The successful candidate will work closely with General Manager Marvel Stadium to deliver new stadium content, events, and experiences, along with managing key tenant club commercial relationships. They will collaborate 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 interfacing commercial partners and suppliers into the wider stadium business.
A DAY IN THE LIFE OF THIS ROLE
* Lead, coach, and motivate a team of direct reports (3) and a wider team of full-time, contract, and casual staff members aligned to AFL values and principles.
* Work with key Stadium and wider AFL stakeholders to create and execute an integrated commercial strategy that captures matchday memberships and hospitality, F&B, B2B connections, 365-day non-matchday activation, precinct engagement and visitation, and car park commercialization.
* Collaborate 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 develop and implement a proactive content acquisition strategy.
* 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.
* Manage and leverage key Stadium service providers – Delaware North (F&B), Ticketmaster (Ticketing, content) – to drive experiential, operational, and commercial growth.
* Identify and surface new, innovative ideas to enhance commercial, experiential, and operational efficiency.
* Collaborate with key connected departments including Stadium Operations, Marketing and Guest Experience, Facilities and Infrastructure to deliver commercial, experiential, and operational requirements.
* Contribute to overarching departmental and stadium experience and visitation strategies.
* Work collaboratively with key internal stakeholders across key departments and teams to deliver on key stadium priorities.
* Employ a data-led approach to revenue growth and inventory maximisation, using real-time data to make commercial decisions.
REQUIREMENTS FOR THE ROLE
* A minimum of ten years in a senior leadership role within a commercial organisation, with experience in stadiums, venues, sport, media, or entertainment highly regarded but not essential.
* Exceptional communication skills, including written, verbal, and the ability to develop and deliver engaging presentation content.
* Demonstrated success and expertise in leading large, diverse teams across fast-paced business environments.
* Clear capability to develop and implement strategy that delivers on key business objectives.
* Relevant tertiary qualifications 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.
CULTURE AND BENEFITS
The AFL offers a dynamic and inclusive work environment, with a culture that values diversity and promotes equal opportunities for all employees. As a valued member of the AFL team, you will have access to a range of benefits, including professional development opportunities, health and wellbeing programs, and exclusive AFL membership discounts.