Data Analyst and Insights Lead (Digital Product)


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.


Step into a trailblazing role with us as the guiding force of our AFL Digital Insights team. We are seeking a seasoned professional with a strong background in media, content or digital product analytics (especially GA-4 or Adobe Analytics). Your expertise will be the driving force in crafting a more engaging and personalised user experience across the AFL's digital platforms, setting a new benchmark for fan engagement in the AFL.

Reporting to the Head of Digital Products, you will be responsible for crafting actionable insights from multiple data sources, identifying trends, changes in fans’ consumption patterns across our digital channels for the AFL, AFLW, AFL Clubs and Game Development. Some of the products we’re responsible for include, AFLW site , all 18 Club websites, our mobile apps and the tipping and fantasy games. Your strategic input will be a cornerstone in amplifying audience growth, fostering a richer, one-on-one relationship with our fans utilising our new identity platform (AFL ID).


Key Accountabilities:

  • Digital Product Insights Leadership: Navigate the analytical roadmap, focusing keenly on enhancing user experiences through product analytics and personalisation strategies. Take us from analytics in the aggregate to true insights into the journey of our users that we can report across the business.
  • Strategic Collaboration: Work closely with the in-house team of data analysts and engineers, to lead a productive conversation about adding our digital data to their Snowflake warehouse and create exciting actionable insights across different cohorts of user behaviour. If you’re willing to learn, they’re excited to talk to you about how we might use machine learning and predictive analytics within our products.
  • Data Visualisation and Strategy: Leverage tools like Tableau or Looker Studio to decode complex user journeys, developing clear metrics and behavioural patterns to guide data-driven decisions. You’ll take a ‘teach a person to fish’ mentality and put the effort into allowing stakeholders to self-serve their most important data queries over time.
  • Team Development: Cultivate and nurture a vibrant team, fostering a culture of growth and learning. Support and coach a digital analyst to unleash their full potential.
  • Vendor and Stakeholder Management: Build solid relationships with third-party data agency partners, ensuring our data maturity ventures align with top-notch standards and future-focused goals.
  • Commercial Collaboration: Back the commercial team with strategic insights and data-driven proposals to enhance product and content performance. You’ll gladly take responsibility for a ‘video_view’ GA-4 event being accurate, fired off at the right time and tested across different products.
  • Digital Product Collaboration: Work with Product Managers to inform roadmaps by designing accurate tagging and tracking of new product features as they’re being built as well as iterating on existing features to ensure our data-layer is of a quality we’re proud to build best-in-class personalised experiences from.


We are scouting for a leader who is a seasoned strategist, adept at steering the helm in the realms of digital product analytics and content personalisation. Your role will be pivotal in adopting a data-centric approach, where your insights will shape the digital narratives at the AFL.

You will expertly respond to business requests around reporting, benchmarking and forecasting across all platforms to measure content performance which may include audience reach and engagement on app, web or social. Also please include a cover letter introducing yourself and what about this job appeals to you right now, what part of previous jobs reminds you of the key accountabilities above and why you want to come and work at the AFL.

Core Competencies:

  • Strategic Insight and Leadership: Proven experience in steering digital product analytics, providing deep insights into how a product is encountered by the end-user. A bonus if you have an interest towards personalisation and machine learning initiatives (I.e. how do we recommend a good bit of content to a fan?)
  • Analytical Prowess: Hands-on experience with tools such as Google Tag Manager, GA-4 or Adobe Analytics and Tableau, facilitating in-depth data analysis and visualisation. The ability to write a good query in SQL, Python or R – is a bonus.
  • Stakeholder Engagement: Proficient in cultivating relationships and communicating effectively with diverse stakeholders, acting as the linchpin for data-driven initiatives. Bonus if you have experience managing third-party data vendors, including research and digital agencies.
  • Continuous Learning and Team Growth: An advocate for learning and team development, nurturing a culture of innovation and growth within the team.
  • Professional Experience: 5+ years in digital product analytics, with a focus on driving audience engagement and commercial outcomes. Bonus if it’s in media, sports or content-related environments.


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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!

Applications Close: Sunday 15th October 2023

You’ve got this!