Stadium Experience Lead

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 Stadium Experience Lead is a key experiential and operational role within our Stadium and Premium Experience Team. Working closely with Stadium Operations, Marketing, Commercial Partnerships and various internal stakeholders, the Stadium Experience Lead will be responsible for delivering all general stadia initiatives aimed at improving and continually evolving the overall guest experience by positively impacting every touch point of the customer lifecycle.

Leading the development of the departmental Stadium Experience strategy, this role includes developing and executing innovative and future focused holistic fan initiatives, guest experience enhancers, managing feedback via our reception, maintaining industry leading accessible related initiatives and identifying opportunities for enhancement, conducting market research regularly to help inform operational or marketing related decisions and collaborating with various internal stakeholders to bring new and emerging experiences to life.

Please note this is a parental leave cover until end of January 2027.

OUR CULTURE

Please visit www.afl.com.au/careers/our-organisation

A DAY IN THE LIFE OF

• Develop and execute Fan Engagement initiatives, with a focus on innovation and continuous improvement, including liaising with tenant clubs to support and elevate fan and stadium guest engagement
• Develop annual F&B initiatives with catering partners including the Healthy Eating initiatives with the Department of Health
• As Marvel Stadium operates 365 days a year with major events, precinct events, Elevate and the attractions business, this role will curate and deliver innovation aiming to enhance overall guest experience at all touchpoints
• Manage general fan research and insights, using data and feedback to inform future-focused enhancements, including consolidating premium member research
• Maintain high standard of all accessibility related initiatives whilst introducing new and inclusive initiatives to be industry leading, allowing all patrons a great experience, physical, digital, sensory spaces, amenities, training and education for staff
• Work closely with Stadium Operations and the Workforce Planning team creating Standard Operating Procedures for Guest Experience casual workforce attendants, all Guest Amenities and Sensory friendly spaces including accessibility
• Support event operations with event & stadium specific Stadium Experience activity
• Liaise with internal departments to support initiatives and collaborate on activations
• Support with Stadium Guest lens among all patron communications, digital and marketing
• Assist with the delivery of other premium events, matchdays, Corporate Hospitality & AFLConnect as required across all three streams of the Stadium & Premium Experience team
• Weekend and evening work is required for this role when delivering events, experiences and match days

CORE COMPETENCIES

• Significant experience leading transformational experience strategy and execution
• Ability to translate strategy into execution and evolve initiatives over time
• Preferred experience in stadium, sporting or entertainment businesses
• Highly creative and future focused, with a proactive innovative mindset
• Demonstrated experience in developing customer engagement initiatives
• Ability to deliver clear and engaging communications and vision with taking stakeholders on the journey
• Willingness to be hands-on and be involved on the ground to bring initiatives to life
• Exceptional stakeholder relationships

OUR IDEAL TEAM MEMBER

Mandatory:

• Minimum six (6) years’ experience in customer experience and/or data research, preferably sport entertainment
• Unyielding focus on customer centricity

Desirable:

• Experience in sporting organizations and/or venue experience will be well-regarded but not essential
• Tertiary qualification in data research/event operations/customer service-related discipline desirable

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

Applications Close: 6 March 2026