Loyalty Digital Product Manager

Company description:

The AFL is Australia's premier sporting organisation supporting two constantly evolving national competitions, AFL and AFLW. Our purpose is to progress the game, so everyone can share in its heritage and possibilities.

We have a strong workforce presence in most States and Territories of Australia including Northern Territory, QLD, NSW / ACT, Victoria and Tasmania.

As the AFL/ AFLW competitions continue to grow and evolve at both the elite and community levels, we are focused on ensuring we attract and retain great people in both permanent and casual roles at all levels and within all areas of our industry.

Importantly, we aim to reflect the communities where our game is played by recruiting locally where possible to strengthen our connection to the ‘grassroots' of our game. We are also fortunate to have hundreds of passionate volunteers within our industry, offering their time and expertise to help grow our game.

The AFL's purchase of Marvel Stadium in Docklands, Melbourne, further diversifies our workforce with more than 1000 casual employees to make every moment matter for our fans and customers.

Job description:

ABOUT US

As an organisation, the AFL works tirelessly in all states and at all levels to enhance and grow the game - from grassroots to elite. Together, we put on the game, deliver important events, communicate with our fans, run community programs, develop coaches and umpires, collaborate with partners, delight members, support clubs and so much more. While our roles may vary, we are all united by a common goal, to progress the game so that everyone can share in its heritage and possibilities.

The AFL is committed to promoting and protecting the safety and wellbeing of children and young people in our care. Please note, we undertake several screening processes to ensure this commitment is upheld, this includes ensuring the successful candidate to this position holds a valid employee Working with Children/ Vulnerable People check and a satisfactory criminal history record check.

We are an Equal Opportunity employer and firmly believe that diversity and inclusion is an important part of both the AFL and the communities in which we operate. Our game is for everyone, and we strive to be a workplace for everyone.

Aboriginal and Torres Strait Islander peoples are encouraged to apply.

ABOUT THE ROLE

As the Loyalty Digital Product Manager, you will be responsible for developing a rewards program that recognises fan interaction and serves as a central growth driver for our consumer ecosystem. You will leverage your deep expertise in loyalty development, particularly within Digital Product spheres, to enhance fan engagement, data activation, and ultimately, AFL's direct-to-consumer capabilities. The rewards program will be designed to integrate with stadiums, food and beverage, merchandise, ticketing, digital content and most importantly, our 18 Clubs.

A DAY IN THE LIFE OF

Key Accountabilities:

• Craft and execute the product vision and strategy for how we best recognise status, reward and engage fans, integrating it with the AFL Digital Products strategy.
• Collaborate with AFL Product Managers, Heads of Product, CX, UX, Digital Operations, and technology partners to refine and advance our Digital Product offerings.
• Drive engagement strategies to convert casual fans into avid members through a tiered rewards structure, enhancing the AFL ID golden record.
• Spearhead campaigns that bolster traffic and AFL ID sign-ins, enriching the data asset and facilitating direct revenue opportunities.
• Engage with AFL's insights, marketing, commercial, content, editorial, data, product, and technology teams to ideate and prioritise new features and benefits.
• Lead the service design of integrating digital experiences seamlessly with other online (Fanatics, SVOD/AVOD) and offline (Ticketing, Food and Beverage, Experiential reward) systems.
• Utilise research, data and analytics to understand and enhance user journeys across platforms, focusing on usage, retention, and conversion metrics.

OUR IDEAL TEAM MEMBER

Core Competencies:

• Robust background in web platforms, with a special focus on loyalty and rewards programs (ideally within Digital Products)
• Proven track record in delivering successful loyalty programs with a clear understanding of the fan engagement landscape (preferably in a digital context)
• A working knowledge of CX/UX practices, with the ability to anticipate and capitalise on emerging trends, particularly in the rewards, status, tiering and recognition of engagement space.
• You have an opinion on data and tech architecture for consumer reward programs. You know your CDPs from your CRMs. Your OKTAs from your CEPs.
• Exceptional collaborative skills, comfortable in leading cross-functional teams and navigating complex partner ecosystems.
• A champion for the fan experience, proactive in approach and ready to tackle challenges with a team-centric solution mindset.

OUR CULTURE

Please visit www.afl.com.au/careers/our-organisation

Applications Close: 22 April 2024

We offer:

THE PERKS

• Play The Day Your Way - a flexible approach to your working life
• My Development - lean into the AFL's My Development program consisting of on-the-job training, coaching and mentoring, and formal learning
• Play Well - access to our extensive Health and Wellbeing program centered around our belief in a healthy body, healthy mind, and healthy workplace
• My Benefits - with thanks to our AFL Corporate Partners, access great benefits and discounts
• AFL Silver Memberships - permanent team members can access AFL matches at Marvel Stadium and the MCG, enjoy and share the experience of our game with your family and friends!