AFL Social Media Manager

AFL; Melbourne; On-site; AUD 90,000 - 120,000; Full time

Benefits offered by this job

Flexible work

Parental leave

AFL Silver Memberships

Wellbeing program

Staff discounts

Career development

Job summary

The AFL in Docklands, Victoria, invites applications for a Social Media Manager role. This full-time position leads the day-to-day success of the AFL’s social channels across TikTok, Instagram, Facebook, X and Snapchat, shaping engaging content and growing audiences.

You’ll plan, commission and publish social-first content, guide creators and teams, and use analytics to optimise performance. The role requires 5+ years in social media, leadership experience, and a deep knowledge of AFL fan

Qualifications

• 5+ years creating and managing social content on major platforms.
• Experience leading and developing teams.
• In-depth knowledge of Instagram, TikTok and YouTube.
• Strong knowledge of AFL and fan culture.
• Editorial judgement for live sport and breaking news.

Responsibilities

• Lead planning, commissioning and publishing across the AFL’s social channels.
• Ensure quality, accuracy and platform suitability.
• Manage and develop employees with clear expectations.
• Guide creators and stakeholders through content projects.
• Establish distinctive tone and look across AFL channels.
• Use audience insights and analytics to optimise performance.
• Identify and test new formats and features.
• Make timely editorial decisions during live sport.
• Collaborate with football, media, production, design and commercial teams.
• Create, edit and optimise social-first content as needed.
• Use AI to improve efficiency and creativity.

Skills

Social media strategy

Content planning

Team leadership

Platform analytics

Adobe Creative Suite

Audience insights

Live sport editorial judgement

Tools

Adobe Creative Suite

Job description

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Join the team shaping the future of Australia’s game.

This is your chance to do work that has real impact, in an organisation that moves fast, aims high and plays a meaningful role in the lives of millions across the country through football. Every role at the AFL helps progress the game, so more people can love it, connect with it and see what is possible through it.

The opportunity

Social media is central to how millions of fans experience, share and connect with Australia’s game. As AFL Social Media Manager, you’ll lead the day-to-day success of the AFL’s social channels, shaping compelling content across TikTok, Instagram, Facebook, X and Snapchat.

Based in Docklands, Victoria, this full-time role reports to the Managing Editor – Social Media and works closely with content, production and design teams. You’ll combine strategic thinking, editorial judgement and hands‑on delivery to grow audiences, strengthen fandom and keep AFL Social at the forefront of sports media.

What you’ll own

You’ll lead the planning, commissioning, publishing and performance of social-first content, creating the clarity and collaboration needed to deliver at pace.

You’ll add value through:

• Leading daily content planning, commissioning and publishing across the AFL’s social media channels


• Maintaining high standards of content quality, accuracy, editorial judgement and platform suitability


• Managing and developing employees, setting clear expectations and building accountability for delivery


• Guiding creators, producers and stakeholders through commissioned content and cross-functional projects


• Establishing a distinctive and consistent tone of voice and social‑first look and feel across AFL channels


• Using audience insights, platform analytics and performance reporting to optimise content and channel performance


• Identifying and testing new formats, creators, platform features and storytelling approaches


• Making timely editorial and publishing decisions during live sport and breaking‑news environments


• Building effective working relationships across football, media, production, design and commercial teams


• Creating, editing and optimising social‑first content when required


• Using technology and AI to improve the efficiency, effectiveness and creativity of content delivery


• Supporting occasional out‑of‑hours content delivery when operational or editorial needs require it

What you’ll bring

• At least five years’ experience creating and managing social media content across major platforms, particularly Instagram, TikTok and YouTube


• Demonstrated experience leading and developing employees, including direct people‑management responsibilities


• Deep knowledge of social media platforms, audience behaviours, platform-native storytelling and channel‑specific best practice


• Strong knowledge of the AFL, including its clubs, players, storylines and fan culture


• Sound editorial judgement and the ability to make effective decisions in live sport, breaking‑news and other fast‑paced environments


• Demonstrated capability using audience insights, platform analytics and performance reporting to guide content decisions


• Proficiency in Adobe Creative Suite, with the ability to create, edit and optimise social‑first content


• A collaborative approach to working with creators, producers and stakeholders across different teams


• The judgement to balance creativity, experimentation, accuracy and accountability


• A commitment to high standards, continuous improvement and work that strengthens fans’ connection with the game

Why you’ll love being on our team

At the AFL, you will be part of a values‑led team that aims high, backs each other and brings energy, care and integrity to work that matters. This is a place where people play to win, play as one team and play with passion, while always staying grounded in fairness, inclusion and respect. We work hard, support each other and create the conditions for our people to grow, perform and thrive.

What you can look forward to:

• Play The Day Your Way, our flexible approach to working life, built to support you on game day and every day


• My Development, with coaching, mentoring, on‑the‑job learning and formal development to help you keep building your game


• Play Well, our health and wellbeing programme designed to support a healthy body, healthy mind and healthy workplace


• My Benefits, giving you access to a range of partner offers and discounts through our AFL Corporate Partners


• AFL Silver Memberships for permanent team members, so you can enjoy the action at Marvel Stadium and the MCG with family and friends


• 6 months paid primary parental leave with no qualification period for permanent team members

Everyone has a place here

Our game brings people together, and we want our workplace to do the same.

We are committed to building a culture of belonging and an environment where people feel respected, included and able to thrive, and where diversity of background, experience and perspective makes us stronger.

Aboriginal and Torres Strait Islander peoples are encouraged to apply.

Whether you’re a footy fan or new to our game, we welcome everyone to apply. We know great candidates don’t always tick every box – if this role excites you, we encourage you to apply, even if your experience doesn’t perfectly match the job description.

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.