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General Manager Consumer role

AFL
AUS
Onsite
Discovered 2 weeks ago
Consumer growth strategyMembership acquisition and retentionCustomer lifecycle and loyalty programsFan data and customer segmentationMarketing automationPerformance marketing

Full Job Posting

The opportunity

Lead Collingwood Football Club’s consumer growth strategy and create an integrated operating model across the supporter lifecycle.

Turn customer insight into priorities, propositions, journeys and investments that grow membership, ticketing, retail and digital revenue while improving supporter experience and loyalty.

Report to the Executive General Manager Commercial & Membership; own the Consumer Business P&L, set growth targets, allocate investment and establish performance governance.

Consumer growth and membership

  • Develop consumer growth strategy and an integrated acquisition, retention and loyalty framework.
  • Grow memberships, database audiences, ticket sales and merchandise revenue; identify segments and product innovations.
  • Lead membership acquisition, outbound sales, campaign execution and conversion across AFL and AFLW audiences.
  • Oversee retention, loyalty, rewards, recognition and churn interventions; improve supporter satisfaction, engagement and advocacy.
  • Grow Legends, reserved seat and premium member programs.

Digital, ticketing and retail

  • Establish fan data and analytics capability; own segmentation, audience strategy, campaign targeting, performance marketing, CRM and marketing automation.
  • Develop customer journey and reporting frameworks to support commercial decisions.
  • Oversee ticketing strategy, pricing, inventory, redemption, membership fulfilment and game-day experiences; coordinate venue and provider relationships.
  • Integrate retail and licensing into consumer growth; use data-led campaigns and membership integration to drive retail sales.
  • Align merchandise strategy with supporter segments and fan behaviours; work with partners to optimise retail performance.

Key outcomes

Membership revenue and new member growth; new consumer segments and fan database expansion.

Lead generation, conversion, membership sales revenue, retention and churn reduction.

Loyalty participation, member satisfaction and NPS; ticket utilisation and attendance.

Operational efficiency, retail revenue, merchandise conversion, cross-sell and upsell performance.

Campaign ROI, digital engagement and customer insight maturity.

About Collingwood Football Club

Collingwood Football Club was founded in 1892 and describes itself as a major Australian sports club with a commitment to its community.

Requirements

  • The source description begins a Skills / Experience section but is truncated before any candidate qualifications are provided.

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