Digital Engagement & Personalisation Lead
Date: 4 Aug 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
As Digital Engagement & Personalisation Lead, you will help shape how participants connect with the AFL across the full participation journey, from first engagement through to registration, retention, transition and re-engagement.
This role leads digital engagement strategy, participant journey design and marketing technology activation across the AFL’s participation ecosystem, helping Game Development deliver more connected, data-led and personalised experiences.
Working as part of the Game Development Brand, Engagement and Platforms Team, you will bring together marketing, platforms, technology, data and participation insight to improve owned channel engagement across direct communications, PLAY.AFL, Salesforce, marketing automation and emerging digital channels.
What you’ll own
You will lead the development of digital engagement strategies that help more people discover, join, stay connected to and continue their journey through Australian football.
You’ll add value through:
- Leading the development and ongoing evolution of the Game Development Digital Engagement Strategy, aligned to the National Integrated Marketing Communications Strategy
- Designing participant engagement frameworks that support acquisition, retention, transition, loyalty and re-engagement across key participation programmes and audiences
- Identifying opportunities to improve participant experience, conversion and engagement across owned marketing channels using audience insight, behavioural data and campaign performance
- Leading the personalisation roadmap for Game Development, helping move communications from broad campaign activity towards more connected participant experiences
- Designing lifecycle journey principles and maps that support more timely, relevant and useful participant communications
- Partnering with Platforms, Technology, Digital, Data and Analytics teams to improve how participant data is collected, connected, governed and activated
- Translating marketing and participant experience needs into clear platform, data and technology requirements for delivery partners
- Setting the strategic direction and governance approach for PLAY.AFL participant-facing digital experiences within the Game Development remit
- Prioritising web enhancements that improve user experience, conversion pathways, content discoverability, audience relevance and accessibility
- Developing measurement principles and reporting frameworks for participant journeys, personalised engagement and digital experience initiatives
- Turning audience trends, campaign outcomes, web performance and direct communication engagement into practical recommendations for improvement
- Mentoring and supporting digital communications capability across direct communications, journeys, reporting and web activity
What you’ll bring
- Experience developing digital engagement, CRM, lifecycle marketing, customer experience or personalisation strategies
- Experience designing end-to-end customer, participant, member or fan journeys that support acquisition, retention, transition, loyalty and re-engagement outcomes
- Strong understanding of lifecycle marketing, audience segmentation, personalisation principles and digital engagement best practice
- Experience working with CRM, marketing automation, CMS, website and customer data environments
- Experience with Salesforce Marketing Cloud or Salesforce ecosystems, which is highly advantageous
- Ability to translate business, marketing and participant experience needs into clear platform, data and technology requirements
- Experience using audience insight, behavioural data and marketing performance data to develop strategic recommendations and optimise engagement activity
- Understanding of web governance, user experience, conversion optimisation, accessibility and digital content experience principles
- Proven ability to influence and align stakeholders, cross-functional teams and external partners
- Experience mentoring, coaching or providing strategic guidance to digital communications, marketing automation, web or CRM specialists
- Strong written and verbal communication skills, with the ability to simplify complex data, platform and technology concepts for non-technical stakeholders
- Tertiary qualifications in Marketing, Digital Marketing, Communications, Business, Data, Technology or a related field, or equivalent professional experience
- An understanding of grassroots football, sport participation, membership, loyalty or community engagement environments, or a willingness to learn and adapt to the AFL context
- A flexible and agile approach, with the ability to balance business-as-usual priorities, project work and emerging strategic opportunities
- Confidence using technology and AI to improve how work is delivered, supporting more efficient, effective and innovative outcomes
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 17 August 2026