Consumer Insights Lead

Join the team shaping the future of Australia’s game

This is your chance to do work that has real impact, in an organisation that moves fast, aims high and plays a meaningful role in the lives of millions across the country through football. Every role at the AFL helps progress the game, so more people can love it, connect with it and see what is possible through it.

The opportunity

The Consumer Insights Lead plays a key role in helping the AFL and AFL Clubs make better, faster and more informed decisions that drive consumer growth across the game. Through clear insights and evidence-based recommendations, this role supports outcomes across membership, attendance, engagement and revenue.

Sitting within the Consumer Growth function, you will translate complex data into meaningful insights that influence strategy, planning and performance. Working closely with AFL consumer teams, clubs and internal stakeholders, you will help embed data-led thinking across the consumer ecosystem and support the delivery of key business objectives.

What you’ll own

You will help turn data into action, ensuring insights lead to measurable outcomes across the AFL and club network.

You’ll add value through:

• Delivering reporting, analysis and insights across key consumer metrics to support informed decision-making and performance improvement
• Identifying consumer trends, opportunities and risks, and translating findings into practical recommendations that support growth outcomes
• Informing AFL and club strategies through data-led insights that help prioritise the most impactful opportunities
• Providing insight-led guidance to clubs across membership, ticketing, attendance, fan engagement and other consumer-focused initiatives
• Developing clear, compelling reporting and presentations that support decision-making by senior stakeholders and AFL leadership
• Translating complex datasets into meaningful storytelling, dashboards and actionable recommendations
• Working with stakeholders to embed insight-driven recommendations and track the impact of initiatives over time
• Collaborating across AFL consumer functions, clubs and internal teams to align performance insights with growth priorities
• Supporting proactive planning by highlighting emerging patterns and areas of opportunity across the consumer landscape
• Championing a data-driven approach to decision-making across the AFL consumer system

What you’ll bring

• Demonstrated experience translating data, research and insights into clear recommendations that drive measurable outcomes
• Strong capability in data analysis, interpretation and insight generation
• Experience presenting complex information in a concise, accessible and engaging way for a range of audiences
• Advanced proficiency in Microsoft Office, particularly Excel
• Strong communication and stakeholder engagement skills, with the ability to influence and align diverse groups
• Sound problem-solving capability and the ability to apply insight in fast-paced and dynamic environments
• Experience prioritising analytical effort towards activities that deliver the greatest impact
• Ability to develop clear reporting, dashboards and performance insights that support decision-making
• Strong judgement when identifying opportunities, risks and priorities from complex information
• Collaborative approach to working across teams and building effective relationships with stakeholders

Ideally you'll also have:

• Experience within membership, ticketing, fan engagement or broader consumer-focused environments
• Experience working with consumer, CRM or data systems to support reporting and decision-making
• Experience working within, or in close partnership with, AFL Clubs or comparable elite sporting organisations

Why you’ll love being on our team

At the AFL, you will be part of a values-led team that aims high, backs each other and brings energy, care and integrity to work that matters. This is a place where people play to win, play as one team and play with passion, while always staying grounded in fairness, inclusion and respect. We work hard, support each other and create the conditions for our people to grow, perform and thrive.

What you can look forward to:

• Play The Day Your Way, our flexible approach to working life, built to support you on game day and every day
• My Development, with coaching, mentoring, on-the-job learning and formal development to help you keep building your game
• Play Well, our health and wellbeing programme designed to support a healthy body, healthy mind and healthy workplace
• My Benefits, giving you access to a range of partner offers and discounts through our AFL Corporate Partners
• AFL Silver Memberships for permanent team members, so you can enjoy the action at Marvel Stadium and the MCG with family and friends
• 6 months paid primary parental leave with no qualification period for permanent team members

Everyone has a place here

Our game brings people together, and we want our workplace to do the same.

We are committed to building a culture of belonging and an environment where people feel respected, included and able to thrive, and where diversity of background, experience and perspective makes us stronger.

Aboriginal and Torres Strait Islander peoples are encouraged to apply.

Whether you’re a footy fan or new to our game, we welcome everyone to apply. We know great candidates don’t always tick every box – if this role excites you, we encourage you to apply, even if your experience doesn’t perfectly match the job description.

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.

Ready to play your part?

Applications close 1 July 2026