Position Purpose

The Membership Sales Manager is a leadership role within the Consumer Team, accountable for driving membership revenue and fan engagement across the GIANTS membership portfolio, with additional responsibility for group ticketing sales. This role leads a team of full-time staff and our front-line engagement team who together with the Membership Sales Manager form the primary point of contact for sales, service, and member experience.

Alongside the Head of Consumer Sales, this role leads the end-to-end membership and group ticketing sales function: planning, product, pricing, campaigns, delivery, reporting, and management across acquisition, retention, upsell, and long-term fan development. The Membership Sales Manager is expected to secure new revenue both personally and through their team.

A core part of this role is connecting engagement and revenue, recognising that meaningful member and fan experiences build avidity and connection, which in turn drive stronger commercial results. The Membership Sales Manager activates the full Consumer Sales ecosystem (people, campaigns, touchpoints, data, offers, and pricing tools) and works alongside Membership and Ticketing Operations, and the Consumer Team more broadly to ensure systems, product structures, segmentation, and campaign readiness are aligned to revenue opportunities. Every touchpoint (sales, service, matchday, community, content, campaigns, etc.) must deliver value to members and fans consistent with the GIANTS values

This position requires initiative, accountability, and the ability to work at pace while balancing competing priorities. The successful candidate will be excited by the opportunity to grow AFL in a non traditional market and to make a real contribution to the GIANTS’ journey, leading a high-performing team that delivers consistent weekly results. Previous experience in sport, particularly with membership and ticketing systems, is highly valued. Strong leaders from outside the sports industry are also encouraged to apply.

Key Responsibilities:

Leadership, Revenue and Engagement

• Lead day-to-day revenue and engagement across membership and group ticketing, connecting engagement activity to commercial outcomes.
• Manage and develop full-time and front-line engagement staff with clear KPIs, coaching, rhythm, and accountability.
• Maintain a weekly cadence of reporting, pipeline reviews, campaign tracking, and performance check-ins.
• Foster a member-first, revenue-driven culture where every touchpoint (sales, service, matchday, community, content, campaigns) delivers value consistent with GIANTS values.

Revenue Generation and Campaigns

• Alongside the Head of Consumer Sales, assist with building revenue targets across membership and group ticketing, personally generating revenue through opportunities, offers, pricing tools, and campaigns.
• Partner with Membership and Ticketing Operations on pricing, product, segmentation, and data readiness.
• Lead membership sales ensuring delivery of daily acquisition, retention, and upsell activity, and group ticketing ensuring strong prospecting, nurturing, and conversion,
• Own membership and ticketing contributions to the campaign calendar including planning, sequencing, messaging, targeting, and execution.
• Coordinate with Marketing and Media for creative, channel support, and clear messaging, activate and support email, social, website, in-stadium, community, and paid campaigns.
• Ensure operational readiness for all campaigns liaising with the Membership and Ticketing Operations.

Member and Fan Engagement

• Champion engagement as a driver of avidity, belonging, and long-term revenue.
• Lead engagement initiatives across membership touchpoints (programs and events), match day, and community aligned to revenue goals.
• Use all engagement activity (e.g., incentives, rewards, experiences, benefits, supporter groups, education) to drive retention, upgrade, and deeper connection.

Match Day, Reporting and Stakeholders

• Lead match day planning and execution for membership and ticketing from a revenue and engagement perspective, ensuring onsite activity connects to objectives around campaigns, data capture, and member experience.
• Coordinate with Membership and Ticketing Operations and Match Day teams for smooth delivery.
• Own reporting across membership and ticketing, using insights to optimise performance including reviewing segmentation, pipelines, forecasting, and retention risks.
• Regularly present progress, opportunities, and recommendations.
• Build strong relationships across Marketing, Media, Events, Community, and Commercial, and with AFL Membership Services and ticketing stakeholders.
• Engage supporter groups, grassroots community, and fan networks to support membership and ticketing outcomes.