Marketing Lead - Precinct

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

Responsible for the marketing, brand positioning and stakeholder coordination of the stadium’s key tourist attractions — including Stadium Tour, Stadium Roof Walk experiences and precinct events (Live Sites, Stadium Sports etc). This role focuses on maximising visitation through both group and individual bookings, enhancing the stadium’s appeal as a must-see destination, and ensuring seamless collaboration with partners to deliver world-class guest experiences.

The Marketing Lead - Precinct will operate within the Stadium Marketing and Experiences team, and support all precinct activations, as well as other stadium marketing campaigns, especially with regard to driving group visitation.

Applications will be reviewed as received, so we strongly encourage early applications. However, we will be closed for our annual closure period between December 22 2025 until January 12 2026. Over this closure period, applications will not be responded to during this time.  

A DAY IN THE LIFE OF

Key Accountabilities:

Marketing Strategy & Campaigns

• Develop and execute integrated marketing campaigns to promote stadium attractions and implement an annual strategy and calendar.
• Lead the end-to-end development of multi-channel marketing campaigns (digital, social, print, events, etc.).
• Collaborate with internal teams and external agencies to produce compelling  collateral, visuals, and messaging. This includes creative briefs, content development, and stakeholder sign-off processes.
• Monitor campaign performance, optimize based on data insights and visitor trends and develop post-campaign wrap-ups and performance analysis

Stakeholder & Partner Management

• Coordinate joint marketing efforts, cross-promotions, and seasonal activations, working closely with stadium partners.
• Ensure brand alignment, quality standards, and consistent guest messaging across all touchpoints.
• Serve as the primary liaison between the stadium and local business networks to encourage visitation for precinct activations.
• Develop packages and promotions tailored to schools and other groups (e.g. holiday programs).

Tourism & Visitor Engagement

• Build relationships with tourism boards, travel agents, hotels, conference operators and local attractions to drive visitation.
• Alongside Elevate, represent the stadium in tourism networks, expos, and industry events.
• Develop packages and promotions tailored to domestic and international tourists.

Experience Oversight & Brand Stewardship

• Oversee the storytelling, signage, and visual branding of the stadium’s public-facing attractions.
• Ensure the stadium’s heritage, innovation, and community impact are reflected in the visitor experience.
• Gather and analyse visitor feedback to inform future enhancements and marketing narratives.

Performance & Reporting

• Track KPIs including visitation numbers, campaign ROI, partner performance, and customer satisfaction.
• Prepare regular reports and insights for senior leadership.
• Contribute to annual planning and budgeting for tourism marketing initiatives.

OUR IDEAL TEAM MEMBER

Mandatory:

• Proven experience in tourism marketing or attraction promotion, including across school and other networks to drive group bookings.
• Strong stakeholder management and partnership development skills.
• Excellent communication, storytelling, and brand-building capabilities.
• Strong knowledge capability across digital marketing tools, CRM platforms, and campaign analytics.

Desired:

• Demonstrated experience in a similar role.
• Existing relationships within the tourism and hospitality sectors.
• Excellent organisational and time-management skills, with an ability to work on 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
• 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 2025