Guestlist Liaison & CRM Specialist

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 for everyone to love and connect with Australia’s game.

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 Guestlist Liaison and CRM Specialist is responsible for the successful delivery of guestlist collation, invitation sends and RSVP management of all AFL Major Events, Marvel Stadium VIP Events, AFL Connect and Medallion Club Events. 

The role is also responsible for the ongoing upkeep and maintenance of the AFL’s CRM system, Salesforce, working closely with AFL IT to ensure that the system is being utilised to the best of its ability. This includes project mapping system upgrades in conjunction with AFL IT, contact de-duplication, updating contact details and continually identifying ways to improve guest experience. 

Guestlist management includes but is not limited to management of all department allocations on a yearly basis including approval from AFL CEO and Executive, creation and ongoing management of all guestlists, management of the AFL Events inbox, VIP documentation, creation and ongoing management of table plans and communication to key internal departments. 

Invitation management includes but is not limited to the creation of events in Salesforce, loading and testing invites through Salesforce, creation of all invite copy and approval from key internal stakeholders.

The Guestlist Liaison and CRM Specialist will be the key liaison for all guestlist related communications to key AFL internal stakeholders, including but not limited to AFL Executive, AFL Executive EA’s, AFL GMs and staff hosts, key department stakeholders and the Office of the CEO. The role will work closely with the project leads across all AFL Events and lead the on-site event day management of all guestlist related tasks including table plan management and troubleshooting. 

The role will be responsible for continuous evaluation of business processes to drive efficiency and post event reporting on attendance and guest experience, providing data to shape future decisions on event allocations and business needs. 

The AFL major events calendar includes events such as Toyota AFL Premiership Season Launch, Australian Football Hall of Fame, AFL Awards, Charles Brownlow Medal, Toyota AFL Grand Final Commission Lunch and AFL Draft. The AFLW major events calendar includes such events as the AFLW Season Launch, AFLW Awards, AFLW Grand Final Official Function and AFW Draft.

Please note this is a 12-month parental leave cover opportunity.

A DAY IN THE LIFE OF

Key Accountabilities:

• Ongoing AFL CRM system management (Salesforce)
• Project mapping in conjunction with AFL IT on any system upgrades relating to event and invitation delivery
• Liaise with AFL IT on ongoing maintenance and improvements relating to AFL CRM Management
• Management of all guestlist department allocations, including from AFL CEO
• Management of all invite and ticketing sends from AFL CRM system
• Creation and ongoing management of all guestlists and table plans for AFL Events
• Creation of VIP information briefs for all AFL staff hosts, including staff briefings
• Creation and ongoing management of various guestlists including AFL Connect, Medallion Club members, marvel Stadium VIP events
• Key liaison for all guestlist related communication to AFL internal stakeholders including but not limited to AFL Executive, AFL Executive EA’s, key department liaisons, Office of the CEO
• Key liaison for AFL General Managers and approved hosts, including a pre-event briefing for all major events
• Management of the AFL Events inbox and any guestlist related enquiries
• Collaboration with the project leads from the AFL Events and the AFL Premium Hospitality teams
• Event day on-site management of guestlists, table plans and trouble shooting.
• Continuous evaluation of business procedure to drive efficiencies
• Provide exceptional customer service to key stakeholders and guests
• Post event reporting on attendance and guest experience, providing data to shape future decisions on event allocations and needs of the business
• Provide additional support to the GM Commercial and Senior Manager, Events and Match Day with regard to the delivery of other ad hoc guestlists-related tasks not specified, as required.

Key Performance Indicators:

• Upkeep and continuous improvement of the CRM system
• Create organisation efficiencies with systems, processes and procedures
• Ensure the customer needs, requirements and experience is a consideration throughout all stages of management process
• Deliver key internal department objectives with a clear understanding of their requirements
• Plan and deliver at an exceptional level as well as continue to improve on previous years feedback
• Demonstrate AFL Values in day-to-day work

OUR IDEAL TEAM MEMBER 

Core Competencies:

• Exceptional verbal and written communication skills
• Strong attention to detail and administration capability
• In depth knowledge of CRM systems
• Proficient use of Microsoft office programs
• Ability to establish and maintain effective relationships with senior leadership and VIP stakeholders
• Ability to control and maintain processes, people and tasks
• Ability to remain effective when faced with challenging tasks or responsibilities
• Ability to solve problems and adapt in a fast paced, ever-changing environment
• Ability to work within a high performing environment

Mandatory:

• Demonstrated experience in CRM management
• Demonstrated experience dealing with senior leaders in an organisation
• Demonstrated experience of guestlists, VIP management and events
• Demonstrated experience managing multiple tasks at once

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
• Thrive Days – utilise 4 Thrive Days (1 per quarter) with a bonus of $100 to spend on that day to contribute to something that positively impacts your wellbeing

Applications Close: 6 May 2026