About the Collingwood Football Club Collingwood Football Club (CFC) was founded in ****.Local residents, community and business leaders and politicians all hoped that having their own football club could help bring a measure of pride to a downtrodden suburb.In ****, 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 opportunityThe General Manager Consumer is responsible for leading Collingwood Football Club's consumergrowth 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 growmembership, 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, allocatesinvestment 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 responsibilitiesConsumer 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
New consumer segment growth
Fan database expansion
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:
Recent member growth
Lead generation and conversion
Membership sales revenue
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
Member satisfaction / NPS
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
Digital engagement
Customer insight maturity
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:
Ticket utilisation
Member attendance
Operational efficiency
Consumer satisfaction
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
Merchandise conversion
Cross-sell and upsell performance
Skills / ExperienceThe 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.
Financial Accountability:
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 engrain 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)
To ApplyIf you are interested in this position, please send through your CV and cover letter that addresses why you are interested in working with the Collingwood Football Club, how your skills/experience would qualify for the position, and how you would contribute to the culture of the organisation.Please send this application to ******.
Applications close COB Friday 23 October **** (however, we may close this earlier if we receive a large volume of applications).
Please keep reading...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, secure 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.To learn more about working at Collingwood Football Club and our values, please visit

📌 General Manager Consumer (Melbourne)
🏢 Collingwood Football Club
📍 Melbourne