Digital Communications Lead
Date: 15 Jul 2026
Location: Docklands, Victoria, AU
Company: Australian Football League
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 Digital Communications Lead plays a pivotal role in driving participation growth across the AFL’s grassroots football programs and initiatives.
Through engaging digital communications, targeted marketing campaigns and impactful customer journeys, this role helps connect more people with the game and supports their ongoing participation across every stage of the football pathway.
This is a 12-Month Maximum Term Role ending in September 2027.
As a key member of the Game Development Brand, Engagement and Platforms team, you will lead the development, execution and optimisation of direct marketing campaigns, supporting participant acquisition, retention and engagement. Working across digital channels including email and web, you will use data-driven insights and marketing technology to deliver meaningful experiences that help progress the game across communities nationwide.
Based at AFL House in Docklands, this role operates in a hybrid working environment and collaborates closely with stakeholders across the AFL, as well as external agencies and partners.
What you’ll own
You will help shape how participants engage with AFL programs through targeted digital communications, customer journeys and campaign activity that support growth objectives across the game.
You’ll add value through:
- Planning and delivering targeted digital communication campaigns aligned to national marketing strategies
- Building, executing and optimising automated customer journeys using Salesforce Marketing Cloud
- Developing audience segmentation strategies to deliver timely, relevant and personalised communications
- Creating full-funnel communication programs that drive acquisition, engagement, retention and re-engagement outcomes
- Collaborating with campaign, communications, brand, design and social media teams to deliver integrated marketing activity
- Writing compelling marketing content across email, web, events and campaign materials
- Creating and maintaining campaign-specific web pages and supporting broader website content updates
- Monitoring campaign performance and providing actionable insights through reporting and analytics
- Maintaining dashboards and attribution reporting to measure campaign effectiveness and support decision-making
- Building strong relationships with internal stakeholders, agencies and external partners
- Identifying opportunities to improve digital marketing performance through audience insights, emerging technologies and best practice
- Supporting key projects that contribute to the success of the broader Game Development Engagement team
What you’ll bring
- Demonstrated experience using Salesforce Marketing Cloud to develop and manage automated marketing campaigns
- Experience designing and delivering complex customer journeys across multiple audience segments
- Strong understanding of audience segmentation, database marketing and personalised communications
- Experience developing and executing integrated marketing communication plans
- Ability to use data, analytics and insights to optimise campaign performance and drive engagement outcomes
- Strong copywriting skills across digital channels, including email and web
- Experience working with content management systems such as Drupal or similar platforms
- Experience creating, updating and managing website content
- Proficiency in Microsoft Excel
- Experience using Looker Studio, Data Studio or similar reporting and visualisation tools
- Strong stakeholder management skills and the ability to collaborate effectively across cross-functional teams
- Experience working with design teams and an understanding of effective digital creative principles
- Tertiary qualifications in Marketing, Media and Communications, Advertising or a related discipline, or equivalent professional experience
- Sound judgement, initiative and a collaborative approach to delivering outcomes
- An understanding of grassroots football, or a willingness to quickly build knowledge of the AFL participation landscape
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
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 20 July 2026