General Manager Consumer role

AFL; Australia; On-site; AUD 260,000 - 360,000; Full time

Benefits offered by this job

Gym access

Professional development programs

Tickets to AFL/AFLW matches

Exclusive partner offers and benefits

Community outreach involvement

Behind the scenes Match-Day access

Gifted leave days

Job summary

Collingwood Football Club is seeking a General Manager Consumer to lead our growth across membership, ticketing, retail and digital revenue. You will develop an integrated approach to the supporter lifecycle, using insights to set priorities, journeys and investments that accelerate growth and strengthen loyalty.

You will report to the Executive General Manager Commercial & Membership and own the Consumer Business P&L, establishing annual and long-term targets while partnering across departments

Qualifications

• Experience leading consumer growth initiatives in sport or entertainment.
• Ability to translate insights into priorities, journeys and investments.
• Strong focus on memberships, ticketing, retail and digital revenue.

Responsibilities

• Lead consumer growth strategy across acquisition, retention and loyalty.
• Own Consumer Business P&L and set growth targets.
• Collaborate with multiple departments and partners to accelerate growth.
• Oversee data, analytics and customer journey design to drive ROI.

Skills

Leadership

Data-driven decision making

Strategic growth

Cross-functional collaboration

Customer insights

Job description

Collingwood Football Club (CFC) was founded in 1892.

Local residents, community and business leaders and politicians all hoped that having theirownfootball club could help bring a measure of pride to a downtrodden suburb.

In 2026, CFC is one of the great icons of Australian sport. Our history spans 130 years, 16 premierships and more finals appearances than any other club. Most importantly, Collingwood has grown from being a football club to a sports club with a commitment to our community.

The opportunity

The General Manager Consumer is responsible for leading Collingwood Football Club’s consumer growth strategy and creating one integrated operating model across the full supporter lifecycle. The role converts customer insight into clear priorities, propositions, journeys and investments that grow membership, ticketing, retail and digital revenue while improving supporter experience and loyalty.

Reporting to the Executive General Manager Commercial & Membership, the role owns the Consumer Business P&L, sets annual and long-term growth targets, allocates investment against measurable returns, and establishes the governance and performance disciplines required to deliver. It brings functional leaders together around shared outcomes and works closely with numerous departments and strategic partners to remove friction and accelerate growth.

Key responsibilities

Consumer Growth Strategy:

Responsibilities:

• Develop and execute Collingwood's consumer growth strategy
• Create an integrated acquisition, retention and loyalty framework across all consumer touchpoints
• Drive growth in memberships, database audiences, ticket sales and merchandise revenue
• Identify new consumer segments, growth opportunities and product innovations
• Establish annual and long-term growth targets across all consumer business functions

Key Outcomes:

• Membership revenue growth

Membership growth and acquisition:

Responsibilities:

• Lead membership acquisition strategy and performance
• Oversee outbound sales, campaign execution and conversion programs
• Develop targeted growth initiatives for members, fans and emerging audiences across both AFL and AFLW.
• Use data and marketing automation to optimise conversion rates – Utilizing club connect
• Ensure strong alignment between sales activity and marketing performance

Key Outcomes:

• Lead generation and conversion

Retention, Loyalty and Fan Experiences:

Responsibilities:

• Lead member retention and lifecycle strategies
• Oversee loyalty programs, rewards, status programs and member recognition initiatives
• Manage churn risk frameworks and intervention programs
• Improve supporter satisfaction, engagement and advocacy
• Innovate and enhance the fan experience/journey to be globally leading
• Drive growth of Legends, reserved seat and premium member programs

Key Outcomes:

• Retention rate
• Churn reduction
• Loyalty participation

Digital Marketing and Fan Data:

Responsibilities:

• Establish fan data and analytics capability as the growth engine of the consumer business
• Own customer segmentation, audience strategy and campaign targeting
• Lead performance marketing and digital acquisition initiatives
• Oversee CRM, marketing automation and customer journey design
• Develop reporting frameworks to support commercial decision-making

Key Outcomes:

• Database growth
• Campaign ROI

Stadium Operations and Ticketing:

Responsibilities:

• Oversee ticketing strategy, operations and consumer delivery
• Ensure seamless membership fulfilment and game-day experiences
• Manage pricing, inventory, redemption and ticketing processes
• Coordinate relationships with the MCG, Marvel Stadium, Victoria Park and ticketing providers
• Deliver operational excellence across all supporter interactions

Key Outcomes:

• Operational efficiency

Retail, Licensing and Consumer Revenue:

Responsibilities:

• Lead the integration of retail and licensing into consumer growth activities
• Drive retail sales through data-led campaigns and membership integration working with Delaware North
• Align merchandise strategy with supporter segments and fan behaviours
• Maximise the commercial opportunity created through consumer data and loyalty programs
• Work closely with Delaware North and relevant partners to optimise retail performance

Key Outcomes:

• Retail revenue growth
• Cross-sell and upsell performance

Skills / Experience

The General Manager Consumer will create clearer ownership across acquisition, retention, operations and growth. Data, digital marketing and fan insights act as the engine across every function, connecting supporter behaviour to commercial and service outcomes.

To be successful as the General Manager Consumer, you will be someone who can:

• Lead and develop a high-performing consumer business team.
• Establish clear ownership and accountability across acquisition, retention, operations and growth functions.
• Build a culture of customer focus, innovation and data-driven decision-making.
• Foster collaboration across commercial, marketing, technology, football and operations departments.
• Support organisational transformation towards a modern consumer-led business model.
• Membership Revenue
• Ticketing Revenue
• Consumer Growth Budgets
• Retail and Licencing Performance
• Marketing Investment and ROI
• Consumer Business P&L

Football Clubs are fast-paced environments but you will engrin yourself into the Collingwood culture, remain agile, adaptable, and consistently champion our Company values of DO BETTER, SIDE BY SIDE, A NEST FOR ALL and FLY HIGHER.

What we offer

As a valued staff member of our Sporting Club you will be a part of a fun, inclusive and flexible work environment:

• Access to state of art High Performance Gym Facility
• Access to Professional Development and Learning Development Courses
• Access to tickets to all AFL and AFLW matches
• Access to exclusive partner offers, the likes of Nike, Emirates, AIA Vitality, La Trobe, CUB Economy, Business Class with Emirates, TaylorMade and KGM
• Opportunities to support with Collingwood community outreach and volunteer programs (Magpie Nest Cafe)
• Behind the scenes access to Match-Day, including the ability to support in on-ground activations
• 10 Gifted Leave days every year (on top of your Annual Leave)

Research shows that while men apply to jobs when they meet an average of 60% of the criteria, women and other marginalized folks tend to only apply when they check every box.

So if you think you have what it takes, but don't necessarily meet every single point above, please still get in touch. We'd love to have a chat and see if you could be a great fit.

We believe in being a Nest For All – we champion respect, diversity and inclusion to make our Club a safe and welcoming place for all. The Collingwood Football Club is an equal opportunity employer and encourages applications from suitably qualified and diverse candidates. We provide a welcoming, safe and flexible approach to work and provide an environment that benefits from and enables the best from everyone.

As an organization we are committed to protecting children and young people from harm. It is essential that anyone involved with the Collingwood Football Club understands their responsibility in relation to child safety. Our organization requires all applicants to obtain a ‘Working with Children Check’ prior to appointment.

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