Social Media Manager


Location: Melbourne

Job Type: Full time


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.


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.


Working in AFL Digital’s Content & Marketing team, leading a vibrant and fast-paced social media team, the Social Media Manager manages all aspects of the AFL’s social media strategy across various brands including AFL, AFL Women’s and Aussie Rules.

From overseeing the social content and audience growth strategy, to defining the brand and voice of the AFL social network, the Social Media Manager is responsible for ensuring the AFL’s social media channels work to reach and deeply engage existing and new fans alike.

In a rapidly growing area of the AFL’s content business, this role presents significant opportunity to innovate and impact growth, ensuring the brand remains relevant with young audiences in particular.


Key Accountabilities:

  • Develop and execute the AFL social media strategy for our broader social media network in consultation with the Managing Editor - Distribution
  • Provide leadership, development and management for a broad team of permanent, contract and casual staff including the daily roster and timesheets
  • Manage a budget to ensure the growth of social revenue while also optimising paid social strategies to maximise growth, engagement and consumption
  • Oversee the daily content schedules of AFL, AFL Women’s and Aussie Rules social channels alongside the relevant Social Media Leads for each audience set
  • Work with all AFL departments to provide social media input, support and execution of campaigns involving social integration in order to promote products, events and announcements
  • Provide regular reports and analysis on content performance and audience growth to relevant stakeholders, while continuing to provide best practice dashboards for internal and external teams
  • Implement the social media moderation policy to protect stakeholders and work to improve community sentiment and safety
  • Protect the rights of AFL copyright and trademarks by monitoring and where necessary taking action on external social media channels
  • Generate partnerships and maintain relationships with social media platforms to deliver mutually beneficial agreements to grow audience and revenue
  • Work directly with AFL clubs and athletes weekly to provide support, promotion and recommendations, and coordinate on social content of mutual benefit
  • Assist with the execution of all branded content on social platforms alongside the Commercial Distribution Lead
  • Work with the Corporate Affairs team to manage different opportunities and issues as they pertain to our social channels
  • Ensure the AFL’s social channels remain at the cutting edge of emerging social trends to maximise engagement among our broad audience


Core Competencies:

  • Minimum 5 years’ experience in social media or digital marketing, preferably for either a sports organisation or a media business
  • Excellent communication and stakeholder management skills
  • A demonstrated and diverse portfolio of creative social content ideas and executions
  • Ability to manage a broad team in a fast-paced environment and make quick decisions on content opportunities
  • Experience with social media analytics platforms and an understanding of the relationship between social and owned digital properties
  • Demonstrable experience in driving improved business metrics through social media
  • Content creation, development, and production experience
  • Experience devising and implementing a social media or digital marketing strategy
  • An understanding of AFL, it’s key figures and cultural and community impact


Please visit

We are proudly a WORK180 endorsed employer for women, to see the great benefits that the AFL offers, please visit


  • 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!


We care deeply for our people at the AFL with our primary focus being to provide a safe and healthy workplace for all. We strongly encourage and support all AFL team members to be vaccinated (including by receiving booster doses as recommended by the Relevant Authority and/or ATAGI). In addition, we’re committed to utilising other preventative health and safety measures as appropriate and/or as directed by Relevant Authorities to reduce the risk of contracting and transmitting COVID-19 in our workplaces.

Applications Close: 9 December 2022

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