Head of Marketing

About Football Australia

Football Australia is dedicated to leading, advocating, unifying, and developing football throughout the country. Our vision is to unify and elevate Australian football to be a globally respected, first-class system that inspires both national pride and excellence at every level. Our mission involves collaborating daily with our stakeholders to build the necessary capability, capacity, and capital to turn football aspirations into reality now and into the future.

Our core values include welcoming openness and respect, readiness to innovate and lead, connection through unity, striving for excellence daily, and protecting the integrity and future of the game.

Role Overview

The Head of Marketing is tasked with designing and executing integrated marketing, brand management, digital initiatives, and audience development strategies for Football Australia. This role drives brand awareness, audience engagement, participation, and commercial success through innovative marketing campaigns. As the brand custodian, the Head of Marketing ensures consistency across all Football Australia’s brands and channels, working closely with internal teams including Content, Communications, Corporate Affairs, Commercial, Technology, and Football to create compelling campaigns that enhance audience growth, engagement, and revenue streams.

Key Responsibilities

• Lead the strategy for brand, audience engagement, digital presence, and fan experiences across multiple platforms and touchpoints.
• Manage brand architecture, portfolio, strategic growth, and measurement of brand health.
• Create comprehensive audience strategies including segmentation, media planning, and touchpoint analysis.
• Oversee integrated marketing and digital campaigns covering competitions, community and elite football, ticketing, and subscriptions.
• Manage paid media channels, SEO/SEM, geographic targeting, CRM, lifecycle marketing, digital ads, and performance campaigns.
• Drive growth in ticket sales and subscriptions through effective acquisition, retention, and revenue-driven marketing tactics.
• Coordinate cross-functional efforts with media, communications, content, commercial, technology, and football teams ensuring alignment in campaign execution.

Expected Outcomes

• Increase brand recognition, positive sentiment, audience reach, and fan engagement across target segments.
• Deliver blended marketing and digital initiatives that boost participation, event attendance, fan interaction, and conversion rates.
• Enhance ticket sales, match-day attendance, and related revenue for Football Australia events.
• Expand subscription revenue and improve digital acquisition and retention for FA+ platform.
• Optimize media and digital marketing ROI by applying clear analytics, attribution methods, and reporting standards.
• Strengthen growth and conversion rates on owned digital outlets, social media, and CRM platforms.
• Build a data-driven, high-performance marketing department focused on analytics, customer segmentation, automation, and customer journey enhancement.

Required Skills and Experience

• Extensive senior leadership experience in marketing within sports, entertainment, media, or consumer-focused industries.
• Proven capability in leading integrated marketing efforts spanning brand, digital marketing, performance, CRM systems, and audience engagement.
• Strong commercial insight, especially in generating revenue through ticketing, subscriptions, or direct-to-consumer models.
• In-depth knowledge of media strategy, digital marketing including SEO/SEM, geographic targeting, customer acquisition, and optimization.
• Experience developing CRM-driven lifecycle marketing with advanced segmentation, automation, and analytics.
• Excellent stakeholder management and executive-level influence skills, with a proven track record of multi-disciplinary collaboration.
• Leadership abilities characterized by collaboration, innovation, resilience, and managing teams, agencies, digital platforms, and vendor partnerships.

Qualifications

• Bachelor's degree in Marketing, Business, Communications, or related field.
• Postgraduate qualifications in Marketing, Business, or related disciplines are advantageous.

Employee Benefits

• Flexible working arrangements
• Birthday leave
• Study leave
• Wellbeing and lifestyle leave
• Paid parental leave beyond statutory requirements
• Volunteer leave
• Employee assistance program (EAP)
• Partner discounts
• Workplace banking program
• Social activities including futsal

Additional Information

Applications close by 5pm AEST on Friday, 7 August 2026.