Digital Product Manager - Fan Engagement

Australian Football League; City of Melbourne; On-site; AUD 90,000 - 130,000; Full time

Job summary

A leading sports organisation is seeking a Digital Product Manager - Fan Engagement to enhance fan experiences across digital platforms. This role involves developing strategies to increase engagement, optimise user journeys, and lead initiatives that provide seamless and compelling connections for fans. The ideal candidate will have strong digital product management skills, experience with consumer apps, and proficiency in data-driven decision-making. This position is a 12-month parental leave cover, contributing to the organisation's mission of connecting fans with the game.

Benefits

Flexible working arrangements

On-the-job training and development

Health and Wellbeing program

Access to benefits and discounts

Qualifications

• Strong understanding of digital product management and content optimisation.
• Experienced in managing large-scale consumer apps or websites.
• Skilled in product discovery and translating fan feedback into improvements.
• Hands-on experience using analytical tools for engagement performance.
• Understands user identity and personalisation strategies for enhancing fan experience.

Responsibilities

• Define, prioritise, and deliver the roadmap for fan engagement initiatives.
• Design and optimise fan journeys to enhance engagement and retention.
• Use analytical tools to track engagement performance and identify improvement opportunities.
• Champion the integration of digital experiences across AFL's platforms.
• Collaborate with cross-functional teams to deliver engagement initiatives.

Skills

Digital product management

User engagement

Data-driven decision making

Communication skills

Collaboration

Tools

Google Analytics

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 for everyone to love and connect with Australia’s game.

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

This is your chance to lead the next generation of fan-facing digital experiences for the AFL, driving fan engagement, audience growth, and content consumption across AFL Digital Products — including the AFL Live App, AFLW App, and AFL and AFLW websites. You’ll shape, deliver, and evolve digital experiences that attract, inform, and connect with fans, ensuring AFL’s digital platforms remain the premier destination for every fan’s connection to the game.

As Digital Product Manager - Fan Engagement, you will lead the strategy, planning, and execution of initiatives that enhance how fans discover, consume, and interact with the AFL and AFL content across our digital platforms. You’ll champion digital experiences that are engaging, seamless, and compelling for both new and returning fans, working collaboratively across teams to deepen engagement and connection in the game.

Please note this is a 12-month parental leave cover until approximately February 2027.

KEY ACCOUNTABILITIES

Lead Digital Engagement Strategy : Define, prioritise, and deliver the roadmap for fan engagement initiatives, balancing fan needs, commercial goals, and long-term platform evolution to drive engagement, audience growth, and content consumption.

Fan Experience & Retention : Design and optimise fan journeys that attract new users, encourage regular visitation, and promote deeper content engagement through intuitive and high-performing digital experiences.

Data-Driven Optimisation : Use Google Analytics and other insight tools to understand fan behaviour, track engagement performance, and identify opportunities to improve discovery, retention, and satisfaction across AFL Digital Products.

Personalisation and Content Discoverability : Lead initiatives that enhance personalisation and content discoverability, ensuring fans can easily find, engage with, and return to content that interests them most. Use data and insights to deliver relevant, timely, and meaningful experiences that strengthen fan connection and encourage repeat engagement.

Cross-Platform Integration : Champion a connected digital ecosystem across AFL’s apps and websites, ensuring consistency, cohesion, and continuity in fan experiences across all touchpoints.

Collaboration and Stakeholder Engagement : Partner with PX / UX, Marketing, Content, Data, Digital Operations, and Commercial teams to identify, prioritise, and deliver high-value engagement initiatives, ensuring product decisions are guided by fan insights and business priorities.

Champion Fan-Centric Engagement : Represent the voice of fans in product discovery and development, ensuring that every feature and experience supports AFL’s mission to grow the game and deliver exceptional fan experiences.

OUR IDEAL TEAM MEMBER

• Has a strong understanding of digital product management, including user engagement, audience growth, and content optimisation strategies.
• Experienced in managing large-scale consumer apps and / or websites within complex digital ecosystems.
• Excels in product discovery, collaborating with UX / PX teams and translating fan feedback into actionable improvements.
• Skilled in data-driven decision making, with hands‑on experience using Google Analytics to measure and improve engagement performance.
• Understands user identity and personalisation strategies and can apply them to enhance fan experience and connection.
• Demonstrates commercial acumen, balancing business objectives with exceptional user experiences.
• Skilled in managing vendor and delivery partner relationships, ensuring alignment on priorities, accountability, and innovation.
• Can navigate complex stakeholder environments with strong communication, prioritisation, and decision‑making skills.
• Is passionate about using digital platforms to connect more fans to the AFL and enhance how people discover, consume, and engage with the game digitally.

Applications will be reviewed as received, so we strongly encourage early applications. However, we will be closed for our annual closure period between December 22 2025, returning January 12 2026.

We appreciate you taking the time to learn more about this opportunity. When submitting your application, please include a cover letter that tells us more about who you are, why this role excites you, and why the AFL feels like the right next step in your career. We’re keen to hear what drives you and how you’ll contribute to delivering an exceptional fan experience.

OUR CULTURE

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

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

Applications Close : 2 January 2026