About NSWRL:
Established in 1907, New South Wales Rugby League (NSWRL) proudly stands as Australia’s founding rugby league organisation. As the governing body of rugby league within NSW and the ACT, we’re united in our passion for growing the game - supporting more than 700 clubs, 122,000 players and our many hard-working coaches and volunteers who bring rugby league to life in communities across the state.
At the pinnacle of the sport, we proudly lead the Westpac NSW Blues men’s and women’s State of Origin campaigns, inspiring fans and future players through one of Australia’s greatest sporting traditions.
Driven by our values of inheritance, professional, united, courageous, innovative and legacy, we are committed to excellence in everything we do. These values shape our culture, our decisions and the impact we strive to make for rugby league, today and for generations to come.
About the Position:
Reporting to the Head of Commercial & Communications, the Brand, Content & Creative Manager is a hands-on leadership role responsible for leading the brand, creative and content direction of the NSW Blues and broader NSWRL, ensuring the organisation presents a compelling, consistent and premium identity across every audience touchpoint.
Key Responsibilities:
- Lead and evolve the NSW Blues brand strategy, ensuring a consistent and compelling brand presence across all platforms, campaigns, events, merchandise and partnerships.
- Develop and deliver an always on content and storytelling strategy that extends beyond the State of Origin window, bringing the brand to life across Elite Rugby League, Major Competitions, Community and Pathways.
- Lead major creative moments and premium content production, including team announcements, jersey launches, Origin campaigns, camp and game day content, documentaries and athlete led storytelling.
- Oversee forward content planning, resource allocation and creative priorities to maximise the impact of NSWRL's content initiatives.
- Build strong relationships with players, coaches, high-performance staff, clubs, broadcasters and key stakeholders to maximise storytelling opportunities and brand impact.
- Work closely with the Digital Manager to develop content strategies informed by audience behaviour, channel performance and emerging platform trends.
- Work closely with the Commercial team to develop authentic partner content, transforming traditional sponsorship deliverables into engaging, recurring branded content properties where appropriate.
About You:
The successful candidate will have:
- Minimum of an undergraduate degree in Communications, Media or equivalent.
- Demonstrated experience in creative direction, brand development and content production.
- Proven experience developing and delivering brand strategies, campaigns and creative concepts across digital and social channels.
- Advanced video production skills across short-form, social-first and long-form content.
- Experience leading content producers, videographers, designers, agencies and freelancers.
- A strong understanding of social media, digital trends, audience behaviour and performance insights.
- Excellent organisational and project management skills, with the ability to manage competing priorities and deliver under pressure.
- Strong communication and interpersonal skills with the ability to engage confidently across diverse stakeholders.
- A strong knowledge of Rugby League and the NSW sporting landscape with a passion for building the NSW Blues and NSWRL brand.
Consistent with the nature of the sporting industry, the successful candidate must be flexible and willing to work weekends, evenings and reasonable additional hours as is required to fulfil the requirements of this position. Remuneration is set in recognition of this requirement.
A position description is attached to this advertisement.
Working at NSWRL:
Our people are proud to be part of NSWRL, a place where every individual is genuinely valued and recognised as vital to achieving our vision. Beyond offering competitive employment conditions and modern workplace practices, NSWRL provides a range of additional benefits designed to help our team thrive. Together, we’ve created a positive, supportive culture where our people feel empowered to grow, contribute, and make a meaningful impact every day.
