Digital Communications Lead

Digital Communications 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 Digital Communications Lead is pivotal in driving national participation growth across the AFL’s diverse product suite, including AFL Schools, School Holiday Programs, Auskick, Superkick, Local Football (Juniors, Youth, Seniors, and Masters), Nines, Coaching, Umpiring, and Volunteering. This role is essential for enhancing engagement through the PLAY.AFL website and Email Marketing, focusing on acquiring new participants, retaining existing ones, and facilitating smooth transitions within our grassroots football community.

As a key member of the Game Development Brand and Engagement Team, the Digital Communications Lead spearheads the development, implementation, and analysis of sophisticated email campaigns using Mailchimp and Salesforce. This position is instrumental in achieving AFL’s Game Development growth targets and elevating the PLAY brand profile. Additionally, the role supports website updates and the creation of campaign-specific web pages.

Reporting to the National Product Campaigns Manager, the Digital Communications Lead collaborates closely with the National Digital Communications Manager, Campaign and Communication Leads, Head of PLAY Brand and Engagement, Brand Manager, as well as the Design and Social Media teams. This role collaborates with cross functional teams across the AFL and external parties such as agencies and commercial partners.

The location for the Digital Communications Lead role is flexible and can be based out of the following states: Victoria, New South Wales, Northern Territory, Queensland and Tasmania.

A DAY IN THE LIFE OF

Key Accountabilities:

Supporting Strategy:

• Assist in planning and delivering the National Marketing Communications Strategy.
• Integrate marketing theory and best practice into EDM campaign development and execution to drive engagement and conversions.

Automated Email Marketing:

• Develop Customer Journeys across our audience segments to ensure timely, effective and relevant communications
• Build, execute, track, and measure automated EDM campaigns using Mailchimp and Marketing Cloud (Salesforce) across diverse segments and products.
• Develop full funnel automated campaigns including lead nurturing, engaging new audiences, loyalty communications for retention, transitions between products, and re-engagement strategies for lapsed audiences.
• Assist in the transition of email marketing platforms to Salesforce ensuring seamless migration and optimisation.

Content Creation & Collaboration:

• Collaborate with Communications and Campaign Leads to ensure consistent and effective messaging across email and web channels.
• Write compelling marketing copy for emails, web pages, advertising, events, and other campaign materials.

Webpage Creation and Updating:

• Update and create campaign-specific web pages, ensuring alignment with email marketing efforts and overall campaign objectives.
• Create and update other PLAY.AFL web pages as required.

Data Analysis & Reporting:

• Monitor, analyse, and report on email and web campaign performance metrics.
• Provide actionable insights and data-driven recommendations to optimise campaign effectiveness.

Stakeholder Engagement:

• Maintain strong relationships with internal and external stakeholders to support campaign goals and growth targets.
• Collaborate with cross functional teams to deliver integrated marketing communications.

Continuous Improvement:

• Stay updated on target audience behaviours, market trends, competitive landscape, and emerging technologies to inform and enhance digital marketing strategies.
• Contribute to key projects within and beyond the core role to support

OUR IDEAL TEAM MEMBER

• Proven experience with Mailchimp and Marketing Cloud (Salesforce). Experience in transitioning email marketing platforms to Salesforce is highly advantageous.
• Experience with CMS, Drupal or other similar platforms.
• Demonstrated ability to plan, build and lead multiple complex automated customer journeys across diverse segments and products, including lead nurturing, audience engagement, loyalty retention, product transitions, and re-engagement campaigns.
• Experience in developing and executing integrated marketing communication plans targeting specific audiences.
• Ability to think strategically and utilise data and analytics to design and optimise communication campaigns that drive open rates, click-throughs, and conversions.
• Willingness and ability to work across web channels, updating and creating campaign-specific web pages to complement email marketing efforts.
• Excellent copywriting skills for web and email.
• An eye for impactful design and layouts and/or experience working with design teams.
• Strong relationship-building skills with experience working closely with internal teams and external partners.
• Ability to effectively collaborate with cross-functional teams to deliver integrated marketing communications.
• Tertiary qualifications in Marketing, Media and Communications, Advertising, or a related field, or equivalent professional experience.
• Understanding of Grassroots Football or a willingness to learn and adapt to the AFL context.

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: 12 December 2024