ABOUT US
Purpose: To lead, promote, unite, develop and regulate football
Vision: To unite and elevate Australian football to become a world class, globally respected system to inspire our national, developing excellence at every level
Mission: Working with our stakeholders everyday – to build the capability, capacity and capital we need now and in the future - to transform every football dream into reality
To achieve the above, we live by our company values which are:
- Welcome: Open doors, open minds, open hearts – and respect
- Ready: Always ready, Always ahead
- Connect: Together, united
- Excel: Our best, every day in every way
- Protect: Guarding the game, Securing the future
WHAT WE OFFER
At Football Australia we want to look after our people and below are just some of the many benefits of joining our team:
- Flexible work arrangements
- Birthday Leave
- Study Leave
- Wellbeing & Lifestyle leave
- Paid Parental leave in addition to statutory government offering
- Volunteer leave
- Employee Assistance Program (EAP)
- Partner discounts
- Workplace Banking Program
- Social Activities such as 5-a-side futsal
BACKGROUND AND PURPOSE OF THE ROLE
The Head of Marketing is responsible for leading the development and delivery of integrated marketing, brand, digital and audience strategies across the organisation.
This role is responsible for driving awareness, engagement, participation and commercial outcomes through effective marketing and digital marketing strategies. As custodian of Football Australia’s brand portfolio, this role will lead brand strategy, audience growth, fan engagement, ticketing and subscription marketing, ensuring Football Australia presents as one brand, with one voice, across paid, owned, earned, digital and partner channels.
Working closely with Content, Communications, Corporate Affairs, Commercial, Technology and Football teams, the Head of Marketing will turn strategy and insight into impactful campaigns and experiences that grow audiences, deepen engagement and support revenue growth.
ROLE RESPONSIBILITIES
Key responsibilities include:
- Lead Football Australia’s brand, audience, digital and experience strategy across key audiences, platforms and touchpoints.
- Oversee brand portfolio, brand architecture, strategic brand development and brand health measurement.
- Develop audience strategy, including audience typology, media strategy and touchpoint planning.
- Lead integrated marketing and digital campaigns across competitions, community football, elite football, ticketing and subscriptions.
- Oversee paid media, SEO/SEM, GEO, CRM, lifecycle marketing, digital advertising and performance marketing.
- Drive ticketing and subscription growth through digital acquisition, retention, fan engagement and revenue-focused marketing strategies.
- Partner with Media, Communications, Content, Commercial, Technology and Football teams to deliver cohesive cross-discipline planning and execution.
ROLE OUTCOMES/ DELIVERABLES
Success in this role will see:
- Growth in brand awareness, favourability, audience reach and fan engagement across key segments.
- Delivery of integrated marketing and digital campaigns that drive participation, attendance, engagement and conversion.
- Increased ticket sales, attendance and match-day revenue across Football Australia-controlled events.
- Growth in subscription revenue, digital acquisition and retention for FA+.
- Improved ROI across media and digital marketing spend, supported by clear analytics, attribution and reporting.
- Stronger audience growth and conversion across owned digital channels, social platforms and CRM ecosystems.
- A high-performing, data-led marketing function with uplift across analytics, segmentation, automation and customer journey capability.
KNOWLEDGE, SKILLS & EXPERIENCE
- Significant senior marketing leadership experience, ideally within sport, entertainment, media or consumer-facing organisations.
- Proven experience leading integrated marketing strategies across brand, digital, performance, CRM and audience engagement.
- Strong commercial acumen, with experience driving revenue growth through ticketing, subscriptions or direct-to-consumer models.
- Deep understanding of media strategy, performance marketing, SEO/SEM, GEO, customer acquisition and digital optimisation.
- Experience building and leveraging CRM, lifecycle marketing, segmentation, automation and data-driven marketing programs.
- Strong stakeholder management skills, with the ability to influence at Executive level and collaborate across multidisciplinary teams.
- Collaborative, innovative and resilient leadership style, with experience leading teams, agencies, digital platforms and vendor relationships.
QUALIFICATIONS
- Bachelor’s degree in Marketing, Business, Communications or a related discipline
- Postgraduate qualification in Marketing, Business or a related field (desirable)
