Senior Sales Lead, Digital & Data @ The AFL
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.
Key responsibilities
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 explicit 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
Build trusted relationships with senior stakeholders across media agencies, brand partners, technology providers, Telstra and other strategic commercial partners
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
About you
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 new products or revenue models in partnership with product, content, technology, data and operational teams
Strong 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
About us
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.
Full Australian working rights are required for this role.
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📌 Senior Sales Lead, Digital & Data @ The Afl (Melbourne)
🏢 Peeps Consulting
📍 Melbourne