Marketing Manager - AFLW (Max-term)

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. 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 Marketing Manager – AFLW plays an important role in driving the growth, visibility and long-term success of the AFLW competition. From shaping the voice of the brand to delivering campaigns and experiences that deepen fan connection, this role helps build momentum for one of the AFL’s key priorities.

Reporting to the Head of AFLW Brand & Experience, you will lead the development and delivery of the AFLW marketing strategy and its aligned programs of work across brand, creative, paid media, content and fan engagement. Working closely with clubs, partners, agencies and internal teams, you will help deliver integrated campaigns and experiences that grow attendance, engagement and audience retention across the AFLW season and key moments throughout the year.

This role is offered as a fixed-term contract to cover a period of parental leave.

What you’ll own

You will help shape how AFLW shows up across the market, creating connected campaigns and experiences that build awareness, deepen engagement and drive growth.

You’ll add value through:

• Developing and delivering the AFLW marketing strategy and seasonal campaign activity across key moments including season launch, theme rounds and Finals
• Leading integrated ATL and BTL campaigns, activations and content initiatives that strengthen the AFLW brand and grow fan connection
• Driving attendance and engagement initiatives that support weekly crowd targets, audience growth and positive brand sentiment
• Managing the rollout of AFLW creative assets and marketing initiatives while ensuring consistent application of the AFLW brand across all touchpoints
• Partnering with clubs to align league and club marketing activity and support strong local execution across the AFLW season
• Collaborating with media, content, digital, editorial, social and PR teams to deliver integrated communications and content plans aligned to marketing priorities
• Working closely with media planning and buying partners to deliver effective paid media and partnership activity against annual objectives
• Using audience, market and campaign performance insights to inform strategy, optimise activity and improve effectiveness over time
• Building strong relationships across clubs, players, agencies, corporate partners and broadcast partners to support aligned delivery and shared outcomes
• Contributing to the planning and delivery of AFLW events and fan experiences, including the AFLW Fan Lab
• Managing relevant components of the AFLW marketing budget with a focus on impact, efficiency and continuous improvement
• Acting as a cross-functional leader who identifies opportunities for innovation and supports progress across the AFLW ecosystem

What you’ll bring

• Significant marketing experience, ideally within sport, entertainment, media or consumer-focused environments
• Demonstrated experience developing marketing strategy and delivering integrated campaigns from planning through to execution
• Strong capability across brand, creative, content, activations and audience engagement initiatives
• Experience leading cross-functional marketing programs and managing multiple stakeholders in a fast-paced environment
• Strong knowledge of media planning, digital marketing and social media channels
• Experience working with agencies and creative partners to develop and deliver ATL and BTL campaigns
• Strong project management capability, including experience managing timelines, budgets and competing priorities
• Ability to use audience, market and performance insights to inform decision-making and optimise outcomes
• Strong stakeholder management and collaboration skills across internal teams and external partners
• Commercial awareness and the ability to balance creativity with delivery and performance outcomes
• Demonstrated capability to contribute positively within collaborative, high-performing teams
• A proactive and adaptable approach, with sound judgement and a focus on continuous improvement

Ready to play your part?

Applications close 13 October 2026