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, including 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 role is responsible for managing and amplifying the AFL PLAY Brand, whilst driving the marketing and content strategy to grow the brand to new and existing audiences.
The AFL PLAY Brand Manager works with key internal stakeholders to deliver on the integrated strategy, educate on the purpose of the PLAY brand and ensure the distribution delivers on brand awareness and growth.
Please note that this role is a 12-month maximum term contract role.
A DAY IN THE LIFE OF Key Accountabilities Establish AFL PLAY as a core brand and vertical offering alongside AFL Men's and AFLW to provide a productisation pathway for community and unlock commercial audience and growth objectives.
Drive AFL PLAY brand integration across all its sub-brands.
Design and implement AFL PLAY B2 C brand campaigns that drive brand awareness and engagement with our brand, products, and digital destinations.
Continue to establish AFL PLAY as the core brand alongside AFL Men's and AFLW as the master brand for all things kids and youth and as the first touch point to connect with football.
Ensure all kids and youth products across the AFL ecosystem relating to kids and youth ladder up to PLAY.
Explore and secure opportunities for AFL PLAY to connect with new audiences, through non-traditional avenues like gaming or collaborations with other sports and entertainment.
Identify innovation and productisation opportunities that can unlock new commercial return for the organisation.
Work closely with the commercial team to identify and build out these new opportunities for partners.
Lead the key workstreams of PLAY: Brand strategy, brand architecture, design, comms rollout.
Execute digital + content marketing plans with the support of the Creative Producer.
Provide clear and supportive direction to create timely and engaging content, and an effective brand marketing campaign.
Ensure effective reporting and analysis.
Project management of the PLAY Brand budget and determination of how this is best spent in terms of product development, content creation, content producers, advertising, freelance support, etc.
Close management of this budget and reporting as required, as well as responsibility on campaign metrics reporting.
OUR IDEAL TEAM MEMBER Core Competencies Senior marketing and brand experience, with demonstrated experience managing small teams.
Demonstrated project and stakeholder management skills.
Agency management – creative, media, and digital.
ATL, BTL, and digital/content experience.
Experience in brand management – overseeing a brand's integrity through guidelines and graphic design.
Strong business acumen and ability to think creatively and outside the box.
Excellent communication and reporting skills.
Experience with brand campaigns and/or launches.
Desirable: Marketing, business or related degree.
OUR CULTURE Please visit 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, enjoying and sharing the experience of our game with your family and friends! Applications Close: 6 September 2024 #J-18808-Ljbffr
