GM, MARKETING AND FAN ENGAGEMENT

COLLINGWOOD FOOTBALL CLUB

CANDIDATE BRIEF

COLLINGWOOD FOOTBALL CLUB

Founded in 1892, the Collingwood Football Club, with its 80,000+ members is one of the most revered sporting clubs in Australia.

Now with seven elite sporting teams across football, netball and wheelchair football under the one roof at the Holden Centre, the club is reimagining its future. While always committed to challenging and innovating in the pursuit of excellence as a high performance organisation, Collingwood also prides itself on being a leader in the community.

The club is about to embark on a period of exciting change and growth, with the announcement of the precinct redevelopment and the ground-breaking partnership with Monash University, through the development of a sports performance and medical research hub. The multidisciplinary facility will have a particular focus on wellbeing and injuries in female sports. The below opportunity is your chance to be part of the changing landscape of Australian sport in the heart of Melbourne’s Olympic Park.

THE ROLEAs a member of the executive team, reporting to the Chief Executive Officer, the General Manager will be responsible to develop, lead and execute the marketing strategy of the Collingwood Football Club to benefit fans and members.

A key priority will be to motivate, lead and inspire fan focused thinking through a powerful marketing and communications strategy that drives the vision and voice of the brand.

This position will work collaboratively across the club to grow fan engagement, execute innovative digital marketing campaigns, grow the membership base, develop new revenue opportunities and implement new data driven initiatives.

The candidate will demonstrate the highest calibre of people leadership and expertise in coaching a talented team, combined with a high degree of EQ and ability to influence at Board and CEO level.

THE RESPONSIBILITIES

• Work closely with the CEO and other key stakeholders to ensure consistent messaging and branding across the organisation.

• Develop campaign strategies aimed at member acquisitions which are aligned with CFC’s brand and values.

• Develop a marketing calendar for the club that captures all commercial activity and assists in leveraging existing activity and identifying opportunities for new programs.

• Establish, develop and manage CFC’s digital marketing strategies to meet company growth targets, increasing market penetration and brand awareness.

• Keep abreast of ongoing competitor marketing activities and market trends, in order to generate ideas for strategic campaigns for CFC.

• Develop and manage a strategic initiative for member and fan acquisition for all Collingwood teams.

• Identify new business and brand opportunities for Collingwood and its partners to increase fan engagement and be able to work cross-organisationally to maximise them.

• Development of comprehensive marketing and messaging briefs, promotional assets, programs/events, social and digital media initiatives, and content to more deeply engage these consumer segments year-round.

• Consistently educate all CFC departments, external partners, about the fan segments, relevant insights, behavioural trends, and associated business opportunities.

• Develop and implement digital marketing campaigns working collaboratively across the Club and the diverse markets of AFL, AFLW, VFL, VFLW and Netball.

• Manage the delivery of all Collingwood social media activity and digital platform communications.

• Manage and maintain digital media revenue streams and budgets.

• Develop and drive membership, merchandise, corporate and ticket sales strategies.

• Plan and execute all digital marketing, including SEO/SEM, database, email, social media and display advertising campaigns and report on the performance of all digital marketing campaigns.

THE CANDIDATE

• Will have a degree in Marketing, Commerce, PR or

equivalent.

• Knowledge of the AFL environment and the

Australian sports and entertainment landscape.

• Possess a formidable track record in marketing,

increasing audience growth and customer/fan

engagement strategy.

• Proven success at delivering against strategic

marketing and digital objectives and driving

growth.

• Exhibit excellent leadership qualities with an

ability to coach and motivate a team with a passion

for getting the best out of people.

• Highly motivated, driven and adaptable to change.

• Evidence of sound judgement and decision-making

capability.

• Innovative, creative partnership builder. Proven

success at building and maintaining commercial

relationships.

• Deep marketing, data and analytics knowledge and

insight.

• Frist class influencing skills; persuasive, able to win

support and engagement of others

• Sound P&L experience and financial acumen.

• Highly motivated, driven and adaptable to change.

CLUB VALUES & BEHAVIOURSWe are committed to caring for one another in an environment where everyone belongs and feels safe and secure to realise their potential.

BELONGI am never alone. At Collingwood we are all a part ofa bigger cause. When I belong I can count on your support.

COMMITMENTMy loyalty and decisive action for you is absolute. At Collingwood we stick together side by side through good times and bad.

REALISING POTENTIALMy club uses the collective effort of many to turn good into best.At Collingwood we inspire and fulfil hopes, dreams and aspirations.

CARINGMy club listens, consults, values and respects. At Collingwood we embrace diversity and welcome all as equals.

HOW TO APPLYSRI is the leading executive search and talent consulting firm dedicated to the constant and growing demand for executive and management talent in sports, media and entertainment.

Our expert advisers provide search and consulting services operating as a global team, combining deep sector knowledge with world-class and cutting-edge talent acquisition and management practice.

With offices in London, Lausanne, Munich, Singapore, Beijing, Hong Kong, Sydney, Melbourne, Los Angeles, Boston and New York.

For a confidential discussion please contact:

JOSIE LAHEY

jlahey@sriexecutive.com +61 478 803 255

To apply please send a CV and cover note by Monday 10th June.