Communications & Campaigns Lead

Communications & Campaigns Lead

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 Game Development Brand and Engagement Team is responsible for driving national participation growth across our product suite, including Auskick, Superkick, Local Football (Juniors and Seniors), Nines, Coaching, Umpiring and Volunteering.

The Communications & Campaigns Lead plays a crucial role in supporting the drive national participation growth through marketing communications and campaigns to acquire, retain, transition and engage grassroots football participants.

As a key member of the Brand and Engagement Team, the position leads the development, implementation and reporting of integrated marketing communications campaigns across multiple paid ATL and BTL channels to support the AFL’s Game Development growth targets across Senior Local Football, Coach, Umpire and Volunteer remit and uplift our PLAY brand profile.

Reporting to the National Product Campaigns Manager, the role works closely with other Campaign and Communication Leads, as well as the Head of PLAY Brand and Engagement, Brand Manager and their design and social team.

The Communications and Campaign Lead collaborates with various internal stakeholders including National Coach, Umpire and Volunteer teams, State Participation Teams, National Product Leads, Media Buying and Digital Marketing Teams as well as external stakeholders such as creative agencies, production companies and commercial partners.

The location of this position is flexible across our AFL offices located in Victoria, New South Wales, Queensland, Tasmania and Northern Territory. This is a full-time permanent position in a hybrid working environment.

A DAY IN THE LIFE OF

Key Accountabilities:

• Assist in the planning and delivery of the National Marketing Communications Strategy.
• Lead the development, implementation and reporting of the Communications and Campaign Strategy to support Senior Local Football participation, as well as and the National Coach, Umpire and Volunteer strategy and targets; including agency, production, media buying and digital marketing briefs, budgeting and performance tracking and reporting of advertising campaigns.
• Collaborate with Brand and Engagement team members in the campaign production process ensuring assets are produced in alignment with brand strategy and guidelines.
• Utilise and embed marketing theory and practice into campaign development and execution.
• Implement key campaign messaging across multiple paid channels and collaborate across owned channels.
• Write marketing copy and creative to support advertising, events, web pages, EDMs and other campaign collateral.
• Monitor and optimise advertising campaigns, including audience targeting, retargeting and keyword search.
• Develop and maintain an understanding of target audiences, market and industry trends, competitive landscape and emerging technologies to inform marketing strategies and tactics, including paid advertising.
• Lead monitoring, analysis and reporting on campaign performance metrics, providing insights and making data-driven recommendations to optimise campaign performance.
• Assist and support the broader Engagement Team where necessary to reach growth targets.
• Contribute to key projects within and outside of core role and support and contribute to the success of the broader team.

OUR IDEAL TEAM MEMBER

Core Competencies:

• Previous experience developing integrated marketing communication plans and executing campaigns.
• Strong stakeholder relationship skills and experience working closely with internal and external stakeholders.
• Tertiary qualification(s) in marketing, media, advertising or other relevant field (or equivalent experience).
• Understanding of Local Football, Coaching, Umpiring and Volunteering or similar experience in another sport (or willingness to learn).

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: 8 November 2024