Career Opportunities: Head of Brand & Marketing (11859) Requisition ID 11859 - Posted - Victoria 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 Brand & Marketing will lead the AFL’s 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 brand’s presence, and embed innovative and design-thinking practices across the organisation. Key Objectives Include: Lead the strategic direction for AFL’s brand to drive growth in new markets Increase awareness, consideration, and engagement with the AFL’s brand and offerings Deliver consistent and impactful brand experiences that resonate with diverse audiences Foster innovation and embed design-thinking practices across the organisation Establish measurable growth and impact through partnerships, campaigns, and creative strategies A DAY IN THE LIFE OF Key Accountabilities: Leadership: Provide strategic leadership to the brand and marketing teams, fostering a culture of collaboration, innovation, and high performance Empower and mentor teams to execute strategies effectively, ensuring alignment with organisational goals Create a culture of people development and engagement and drive strong development plans for each team member Lead a large team across a variety of complex functions and drive innovative ways-of-working and collaboration across the organisation Stakeholder Management: Build and maintain strong relationships with internal and external stakeholders, including clubs, agencies, and corporate partners Collaborate across departments to ensure brand consistency and alignment with organisational priorities Act as a key advisor on brand strategy to senior leaders, providing thought leadership and guidance Collaborate with internal teams and external partners to ensure creative excellence and innovation Manage creative agencies, research and brand partner relationships Brand Strategy and Innovation: Develop and implement AFL’s Brand Strategy, including overall brand positioning, narrative, and specific propositions for target segments, markets, and customers Immerse the AFL's new brand positioning within internal teams and the broader AFL community Lead initiatives to embed the brand's values across all touchpoints, ensuring consistency and alignment Create an innovation process that fosters new ideas to elevate and grow the AFL brand Encourage cross-functional collaboration to pilot and scale creative concepts Collaborate with in-house and external agencies to ensure top-tier execution of creative initiatives Marketing and Campaigns: Oversee the creation and implementation of marketing campaigns and go-to-market strategies for AFL Lead the AFL’s marketing strategy through execution, including campaign development, creative and channel planning Identification and evaluation of audience growth opportunities across priority segments, markets, and products, and respond via effective and relevant strategies to engage, grow, and retain audiences Develop relevant and powerful partnerships to maximise the impact of go-to-market activities Develop channel strategies across broadcast partners, digital and online, direct marketing, and PR for each campaign to maximise audience relevance and integration opportunities Risk and Compliance: Ensure all marketing and brand activities comply with relevant regulations and organisational policies Identify and mitigate risks associated with brand and marketing activities Maintain the integrity and reputation of the AFL’s brand through proactive risk management Performance 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 feedback Build and leverage insights to refine strategies, ensuring fan-first approaches Establish and track key performance indicators (KPIs) to measure the success of brand and marketing initiatives Leverage data and insights to inform strategy, optimise campaigns, and drive continuous improvement Provide regular reporting to senior leadership on performance and outcomes OUR IDEAL TEAM MEMBER Core Competencies: Tertiary qualification in Marketing or similar 7-10 years of experience in brand strategy, innovation, or marketing leadership roles across audience-focused industries such as sports, consumer, or entertainment Inspiring and collaborative leadership style Deep knowledge of marketing, communications, and PR Strong understanding of emerging technologies and their applications in fan engagement Exceptional strategic thinking and ability to align brand with business objectives Strong understanding of Australian cultural dynamics and sporting communities Excellent stakeholder management and collaboration skills, including with external partners A track record of delivering innovative, impactful, and recognized brand campaigns Passion for the AFL and deep familiarity with the AFL's role in Australian society Strong skills in mining audience insights and building audience-first approaches Proven marketer with a strong customer/consumer focus, demonstrating success in customer acquisition, conversion, and retention strategies Extensive knowledge of digital, activation and social marketing initiatives and execution #J-18808-Ljbffr