Participation and Fan Acquisition OfficerAs 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 so that everyone can share in its heritage and possibilities.
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 Position Overview This exciting, new AFL Fan Hub encompasses marketing, data and sales teams, working together to drive growth of the game in non-traditional football markets. The Fan Hub's priority is to expand on the work of the GWS Giants, Sydney Swans and AFLNSW/ACT in Greater Sydney, with the intent to scale services and capability to other markets and Clubs over time.
Reporting to the Sales Manager, the Participation & Fan Acquisition Officer connects several growth initiatives in Greater Sydney with a dedicated sales and customer service resource capability working in the Hubs contact centre focused on specific areas/regions. With a primary focus on leaving no stone unturned to increase local awareness and interest to ultimately find and nurture new fans across the enquiry to participation to fan ecosystem, the Participation & Fan Acquisition Officer will be skilled in and enjoy prospecting, building relationships and providing excellent customer service. The position will also play an important role in driving attendance and supporting crowd build initiatives to Swans and Giants games, ultimately increasing the prospect and supporter pool to drive long term consumer outcomes.
Job Profile Support the local sales calendar with a hands-on approach to growing an addressable database and finding new audiences and fans via outbound contact, events, activations and community outreach.Deliver new audience and participation acquisition outcomes as detailed in the Hub's Greater Sydney operations plan. Key focus will be on building partnerships to acquire new participants through non-engaged channels – schools, community groups etc.Deliver participation retention outcomes as detailed in the Hub's Greater Sydney operations plan. Key focus will be on reducing churn and retaining participants and parents in the AFL ecosystem through in-bound and out-bound sales/engagement strategies.Responsible for identifying and executing participant acquisition initiatives via participation programs and community events.Responsible for identifying any opportunities to convert club fans into participants of our game.Work with Clubs to increase conversion of fans and members into club participation and drive match day attendance.Work with School Engagement Manager (Village Model) to convert as many students within the Village Model to after school programs and match day attendees.Implement strategies for both in-season and out of season to ensure participants in Greater Sydney are retained year on year.Connect participants to fan and game attendance opportunities in support of their participation journey.Core Competencies Experience using Salesforce or similar CRM.Ability and confidence to sell in person and over the phone.Experience in delivering exceptional customer service.Excellent communication skills, written and verbal, with the ability to work collaboratively across teams and locations.Knowledge and understanding of the Western Sydney and Greater Sydney region.Ability to work in a fast-paced environment.Key Performance Indicators (KPI) Total inbound and outbound activity.Total audience new to AFL.Total junior and adult addressable database in Greater Sydney.Total individuals in sampling programs with data collected.Total conversion of participants to first-time attendees at Giants and Swans games.Total new leads to first-time attendees to Giants and Swans Games.Total attendance of participants at Giants and Swans games.Child Safety Standards The AFL has a commitment to ensure we provide professional, safe and enjoyable environments to children and young people who participate in our game. The executive and management of our organisation are responsible for undertaking recruitment and ensuring that our process's and systems are robust and thorough, as well as being communicated and understood internally. Our recruitment process is a 5-step process and includes meeting and engaging with a variety of key people from across the organisation as well as completing thorough verification checks.
As part of our comprehensive recruitment process we ensure that all safety and legislative checks such as working with children checks, Criminal background checks, employment and personal reference checks are completed to ensure anyone working for the AFL is fit for the role they are employed in, prior to commencing employment. The AFL takes the safety of children and young people very seriously and reviews all process and procedures in line with current state and federal legislation.
AFL Values Play to Win We rise to every challenge and do what we say we will do – we own the outcome. We thrive on pushing the boundaries beyond what we have done before to achieve the extraordinary for our people, fans, partners and the community.
Respect, integrity, honesty, empathy and a great work ethic earns us the right to play. Play with Passion We love what we do. Passion, energy, fun and perseverance is at the heart of our sport and is what drives how we work.
Play as One Team We work as one team because together we achieve better outcomes. We bring out the best in each other by embracing our diverse range of ideas, skills and backgrounds to achieve individual and shared success. We celebrate our wins and always have each other's back.
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