National Campaign & Product Marketing Manager - [Archived Advertisement]

National Campaign & Product Marketing Manager

Company description:

The AFL is Australia's premier sporting organisation supporting two constantly evolving national competitions, AFL and AFLW. Our purpose is to progress the game, so everyone can share in its heritage and possibilities.

We have a strong workforce presence in most States and Territories of Australia including Northern Territory, QLD, NSW / ACT, Victoria and Tasmania.

As the AFL/ AFLW competitions continue to grow and evolve at both the elite and community levels, we are focused on ensuring we attract and retain great people in both permanent and casual roles at all levels and within all areas of our industry.

Importantly, we aim to reflect the communities where our game is played by recruiting locally where possible to strengthen our connection to the ‘grassroots' of our game. We are also fortunate to have hundreds of passionate volunteers within our industry, offering their time and expertise to help grow our game.

The AFL's purchase of Marvel Stadium in Docklands, Melbourne, further diversifies our workforce with more than 1000 casual employees to make every moment matter for our fans and customers.

Job description:

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 su ccessful 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 National Game Development Campaign & Product Marketing Manager is a key part of the Game Development Engagement leadership team at the AFL and is a critical role that is responsible for designing, strategising and implementing the marketing, campaign, digital and communications execution across all Game Development product segments.

Based in Melbourne and reporting to the Head of Game Development Engagement, the role will take the lead by owning, executing and driving the holistic marketing and campaign strategies across all Game Development (grassroots) to convert consumers into participating in the sport of AFL. Product and programs that you will be marketing include: NAB AFL Auskick, NAB AFL Superkick, local footy, coaching, umpiring and volunteers.

The role will connect with consumers across database communications, above the line (ATL) and below the line (BTL) campaign activity and will be responsible for campaign budgets, asset creation, social media, website, digital, PR and other channels to ensure a consistent brand approach to maximise awareness and registrations.

Our ideal candidate has an extensive background leading a high performing and successful team, is an innovative and strategic marketer with a broad range of experience across all aspects of campaign and product marketing, with the ability to deliver tangible results and achieve outcomes.

The AFL has seen incredible participation growth across grassroots footy and this role is instrumental in the AFL's participation growth mandate, both through retention and acquisition, providing the successful candidate with a fantastic opportunity to make a meaningful contribution.

A DAY IN THE LIFE OF

Key Accountabilities:

• Lead and execute the campaign strategies across all products and programs of Game Development with the key metric of registered participants. This includes strategy, rollout plan, media and digital brief and buy in consultation with product managers and State/Territories.
• Design and create bespoke product campaigns across each product (NAB AFL Auskick, NAB AFL Superkick, local footy, coaching, umpiring and volunteers), ensuring they link back to the PLAY Masterbrand and align to growth targets.
• Manage and oversee all aspects of campaigns and communications to the Game Development network (clubs, volunteers, umpires, coaches, schools, teachers, participants and Auskickers) and manage and track associated budgets across campaigns and projects.
• Design, lead and manage campaigns to support participation acquisition, retention, and transition across the Game Development network.
• Develop innovative and creative strategies to utilise various channels to engage the Game Development network including ABL, BLT, EDMs and social media campaigns.
• Execute national product campaigns with localised needs/outputs to maximise audience engagement and action (registrations).
• Lead and support the communications and campaign team to ensure high performance is maintained, alignment to strategy and achievement of deliverables.
• Plan and implement a yearly marketing/campaign calendar for each product and program across each State/Territory to ensure clear direction and connection to participant targets.
• Ensure comprehensive reporting on campaigns and the ability to demonstrate return on investment and what works in each State/Territory market. An understanding of performance marketing and working closely with the internal paid media team to maximise campaign effectiveness.
• Work closely with the PLAY brand team to ensure the team can capitalise on the PLAY brand awareness activity in market and drive product conversion off the back of these campaigns; and ensure harmonious campaign crossover, amplification and use of channels (ie. PLAY social media channels).
• Champion the PLAY brand within Game Development, ensuring that everything we do ladders up to the brand and purpose. Ensuring that all campaigns and assets link back to look, feel and experience.
• Collaborate with Corporate Partners and the Game Development team to input their contractual obligations into relevant campaigns and messages (includes regularly updating them with status and outputs for campaigns to show corporate brand recognition etc.).
• Work with AFL Digital team to execute needs of various Game Development programs and initiatives to create a wholistic ecosystem.
• Contribute actively to the Game Development engagement leadership team and the development of team culture.
• Collaborate and work with AFL Departments and industry stakeholders to support industry advancements and new audience play.
• Manage conflicting priorities and projects across the team and department, meeting strict deadlines and deliverables.
• 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:

• Significant experience (7 - 10 years') in end-to-end marketing and campaign strategy and execution in a medium to large organisation.
• Proven experience in owning, developing and executing high-quality marketing/campaign strategies.
• Skilled in designing, delivering and driving broad campaigns with localised outputs.
• Experience in managing all areas of national campaign rollouts including media buy, reporting, asset creation, budgets and timelines.
• Demonstrated history of leading a successful team in a high performance and fast paced environment.
• Strong communication and stakeholder management skills with the ability to effectively engage with, collaborate with and influence a broad range of internal and external stakeholders at all levels.
• A creative, strategic and analytical thinker with a proven track record of applying expert problem-solving skills and able to deliver innovative solutions.
• Excellent time management and organisation skills; able to meet deadlines and prioritise work in a changing and agile environment.
• Understanding of the AFL Game Development network and its properties including products (or willingness to understand).
• Qualification (or equivalent experience) in marketing, or other relevant field.
• Experience working in a product or sales marketing team will be beneficial and positively viewed.

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: 21 April 2024