Peeps Consulting are recruiting this role on behalf of the AFL, please follow the prompts to apply. Full Australian working rights are required for this role.

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Role Purpose The Senior Digital & Data Sales Lead is responsible for leading the commercial growth of the AFL’s digital network, audiences and emerging data capabilities. The role will drive sustainable revenue by bringing together the AFL’s media assets, fan insights and first-party audiences to create commercial solutions that deliver measurable outcomes for partners. As a senior member of the Commercial team, the role will lead the Digital Sales function, own digital revenue performance and work across Sales, Partnerships, Digital, Content, Data and Analytics, Finance and external media partners to turn commercial strategy into market-ready products, campaigns and long-term growth opportunities.

Responsible for

- Lead the AFL’s digital commercial strategy, translating business priorities, audience growth and product development into clear revenue opportunities.
- Own digital sales revenue performance, including budgeting, forecasting, pipeline management, pacing, risk identification and regular reporting to Commercial and Finance leadership.
- Lead, develop and support the Digital Sales team, setting clear priorities, strengthening commercial capability and creating an accountable and collaborative team environment.
- Work with the Sales team to convert new partnership opportunities with prospective brands across AFL & AFLW.
- Build and maintain a high-quality pipeline across existing partners, prospective advertisers, media agencies and new commercial channels.
- Develop commercially compelling solutions that connect partner objectives with AFL audiences, digital behaviours, content, products and first-party data.
- Work with Data and Analytics teams to understand the scale, composition and commercial relevance of AFL audiences, and translate those insights into clear propositions for partners.
- Lead the commercial application of AFL first-party data and audience capabilities, including audience segmentation, audience extension and privacy-conscious data collaboration opportunities.
- Partner with Corporate Partnerships to grow the value and effectiveness of existing relationships through digital upsell, audience activation, content integration and data-led solutions.
- Build trusted relationships with senior stakeholders across media agencies,



brand partners, technology providers, Telstra and other strategic commercial partners.
- Work closely with AFL Digital Product, Content and Marketing teams to identify, shape, prioritise and commercialise new digital products, fan experiences and advertising opportunities.
- Lead the development of go-to-market strategies, sales narratives, case studies, product materials, pricing and partner proposals that clearly demonstrate commercial value and partner outcomes.
- Maintain strong commercial governance across the digital portfolio, including asset availability, contractual commitments, pricing, first rights processes, revenue recognition and campaign delivery risks.

Success Measures

- Achievement of annual digital revenue and contribution targets, supported by accurate forecasting and a visible, actively managed pipeline.
- Growth in revenue from new digital products, audience solutions, new partner sales, partner upsells and non-traditional commercial channels.
- Increased use of AFL audience insights and first-party data within partner proposals, campaigns and account growth strategies.
- Partner solutions are supported by clear objectives, defined audiences and appropriate outcome measurement.
- A strong forward product pipeline is established, with commercial priorities represented in digital, content and data roadmaps.
- Existing contractual digital revenue and partner commitments are effectively managed, with risks identified early and clear actions taken to protect delivery.
- The Digital Sales team operates with clear priorities, strong commercial capability, effective cross-functional relationships and shared accountability for results.
- Use technology and AI to continuously improve how work is delivered, supporting more efficient, effective and innovative outcomes aligned to our Game Plan.
- Contribute to key projects within and outside the core role and contribute to the success of the broader team.
- Use technology and AI to continuously improve how work is delivered, supporting more efficient, effective and innovative outcomes aligned to our Game Plan.




- Contribute to key projects within and outside of core role and contribute to the success of the broader team.

Experience and Capabilities

- Demonstrated experience leading digital media, sponsorship, advertising or data-led commercial growth within a rights holder, publisher, media owner, agency or similarly complex organisation.
- Strong understanding of digital media, audience strategy, content commercialisation and the role of first-party data in creating partner value.
- Strong commercial and financial capability, including revenue ownership, budgeting, forecasting, pipeline management, pricing and commercial modelling.
- Proven ability to lead, develop and motivate a team, while setting high standards for accountability, collaboration and delivery.
- Experience translating audience insights, business objectives and marketing challenges into compelling commercial propositions.
- Demonstrated ability to develop and commercialise current products or revenue models in partnership with product, content, technology, data and operational teams.
- Robust understanding of media agencies and brand marketing investment, with the ability to develop trusted relationships and secure briefs from senior decision-makers.
- Excellent presentation, storytelling, negotiation and stakeholder management skills, with the ability to communicate complex digital and data concepts in a clear commercial narrative.
- Proven ability to work across organisational boundaries, influence without direct authority and progress opportunities from early-stage concept through to delivery.
- Sound judgement in balancing revenue growth, partner outcomes, fan experience, data privacy, contractual obligations and long-term strategic value.

At the AFL, we work across the country and at every level of the game, from grassroots to elite, helping shape the future of Australia’s game. Our teams grow and strengthen the game, create moments that bring fans and communities closer to it, and build what comes next for our people, our industry and the generations that follow.

Whether we are supporting clubs and competitions, developing coaches and umpires, delivering major events, growing participation or helping bring Marvel Stadium to life, we are united by a shared purpose to progress the game so more people can love it and connect with it.

We are values-led, ambitious and team-first, and we back our people to make a real impact.

📌 AFL: Senior Digital and Data Sales Lead (Melbourne)
🏢 Peeps Consulting
📍 Melbourne