About Us

History is being made in Perth. The Bears are entering the NRL in 2027, and we’re looking for exceptional people to help us build a professional sporting club from the ground up. This is a foundation role - not a position within an established organisation. Everything must be created, and the person in this role will be central to making it happen.

If you have built membership and ticketing operations before, thrive in ambiguity, and want to leave a lasting mark on Australian sport, this is your opportunity.

The Opportunity

We are seeking an experienced Head of Consumer to lead the design, build and delivery of the Perth Bears’ fan-facing commercial operations across memberships, ticketing, and stadium seating.

This is a hands-on leadership role at the centre of revenue growth, customer experience and fan engagement. Reporting to the General Manager - Commercial, you will be responsible for building the entire consumer function from scratch: implementing technology platforms, designing membership products and pricing, configuring stadium seating and inventory, creating the team to deliver it all, and managing the end-to-end member journey from first interaction through to match-day experience.

You will lead the design and execution of membership and ticketing strategies, oversee merchandise and retail operations and work closely with Marketing, Partnerships, and our venue and technology partners to deliver a connected, data-driven, fan-first experience. This role requires someone who has built these functions before - not simply managed existing ones - and who is comfortable operating across strategy, technology, operations, and frontline delivery simultaneously.

The Head of Consumer will establish the standards, platforms, team and culture that underpin lifelong fandom and sustainable consumer revenue for the Perth Bears.

What You’ll Do

Strategy & Planning

• Develop and implement the Perth Bears’ membership and ticketing strategy, aligned with the club’s commercial objectives and fan engagement goals.
• Design innovative membership products, packages and benefits that appeal to diverse audiences including families, corporates, regional fans, juniors and culturally diverse communities.
• Develop pricing models and strategies for memberships, ticketing tiers and premium products.
• Develop and oversee merchandise and retail operations.
• Collaborate with Marketing to deliver targeted acquisition and renewal campaigns.

Technology & Systems

• Lead the configuration and implementation of the club’s CRM/CDP platform.
• Establish and manage the relationship with Ticketmaster (or equivalent) for the ticketing platform, including system configuration, integration with CRM, and ongoing operational management.
• Oversee the integration architecture across CRM, ticketing, merchandise, payment gateways, access control/scanning systems and data reporting infrastructure.
• Ensure all platforms are configured to support audience segmentation, personalised communications, revenue reporting and data-driven decision making.
• Explore and implement technology solutions - including AI-powered tools where appropriate - that improve customer service efficiency, reduce response times and enhance the fan experience.
• Ensure data management practices comply with all relevant Privacy legislation.

Stadium Seating & Venue Operations

• Work with the venue partner to design and build the complete stadium seating manifest, including zone configuration, seat mapping, accessibility compliance and sightline optimisation.
• Develop seat allocation strategies across membership categories, corporate and sponsor holds, general admission, and premium products.
• Establish pricing by zone and tier, including dynamic or yield-based pricing models where appropriate.
• Manage seat relocation processes, waitlists and upgrade pathways for members.
• Ensure integration between seating inventory, ticketing platform and access control systems for seamless match-day operations.

Membership Acquisition & Retention

• Drive membership growth through multi-channel campaigns, community outreach, and strategic partnerships.
• Build retention programs that maintain high renewal rates and strengthen long-term loyalty.
• Leverage CRM data to segment audiences and personalise acquisition and retention communications.

Operations & Performance

• Set up and manage the membership sales process across digital and retail channels.
• Oversee membership systems, data integrity and reporting.
• Track KPIs and report regularly to the GM Commercial, including revenue performance, conversion rates, retention metrics and customer satisfaction.
• Ensure consumer-facing budgets are managed effectively and deliver strong ROI.
• Provide regular revenue reporting and forecasting.

Leadership & Collaboration

• Build, recruit, train and lead the consumer/membership team from inception.
• Work closely with Marketing (for campaigns and game-day activations), Partnerships (to integrate member benefits with sponsor offers), and Operations (for venue delivery).
• Ensure all member touchpoints reflect the Perth Bears’ brand and values.
• Promote a collaborative workplace culture that recognises and celebrates diversity and inclusion.
• Lead, coach, mentor and inspire a high-performing team as the function scales.

Member Engagement & Customer Experience

• Ensure a fan-first service culture across all consumer touchpoints.
• Develop feedback and survey programs to measure and improve member satisfaction (including Net Promoter Score).
• Build loyalty programs that reward and retain long-term members.
• Oversee member communications, exclusive content and loyalty initiatives.
• Plan and deliver members-only events and match-day activations in collaboration with the Marketing team.

What Success Looks Like

• CRM/CDP platform operational and fully integrated with the ticketing platform, within agreed project timelines.
• Stadium seating manifest designed, configured and approved, with pricing model and allocation strategy finalised ahead of membership launch.
• Successful launch of the Perth Bears membership program, with foundation member targets and commercial revenue targets achieved.
• Consumer team recruited, onboarded and performing to standard.
• Strong customer satisfaction ratings (NPS and equivalent) with steady improvements in yield and retention.
• Full compliance with all Privacy legislation maintained at all times.
• Seamless match-day ticketing and access control operations from Round 1.

What We’re Looking For

• Tertiary qualification in Commerce, Business, Communications or a related field.
• Demonstrated experience building a membership, ticketing or consumer revenue function from scratch - not solely managing an existing operation.
• Direct, hands-on experience implementing a CRM/CDP platform.
• Working knowledge of Ticketmaster or equivalent ticketing platforms at a configuration and operational level.
• Experience with stadium seating configuration, inventory management and pricing strategy.
• Strong commercial acumen with a proven track record of delivering revenue targets and exceptional customer experience.
• Experience building and leading a customer-service oriented team.
• Data-driven decision maker with experience leveraging CRM data for segmentation and personalisation.
• Budget ownership and P&L accountability.
• Understanding of Privacy legislation as it applies to consumer data.

Highly Desirable

• Experience in professional sport, entertainment, or major events.
• Understanding of the NRL, rugby league, and Australian sports culture.
• Experience with mar tech platform delivery and integration.
• Familiarity with AI-powered customer service or engagement tools.
• Experience working in a start-up, greenfield or high-growth environment.

Working in a Start-Up Environment

The Perth Bears are a start-up organisation in a critical foundation phase. This position is intentionally hands-on and will initially operate with lean support structures.

The Head of Consumer will be fully accountable for establishing, delivering and managing the entire consumer function while the club grows. There are no inherited systems, no existing processes and no layers of administration. You will design processes, select and integrate technology platforms, build a team, solve problems in real time, and deliver outcomes concurrently.

Success in this role requires comfort with ambiguity, strong personal accountability, and the ability to move seamlessly between strategic planning and day-to-day execution. As the club scales, there will be significant opportunities to influence the future structure and resourcing of the consumer function.

Why Join Us?

• This is more than a job - it’s a once-in-a-lifetime opportunity to shape the success of Perth’s first NRL team. You’ll be part of a start-up phase where your ideas, energy, and leadership will directly influence the club’s future.
• Work in a dynamic, ambitious, and supportive start-up culture.
• Leave your mark on rugby league in WA.