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 explicit priorities, propositions, journeys and investments that grow

membership, ticketing, retail and digital revenue while improving supporter experience and loyalty.

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 theGeneral Manager Consumer, you will be someone who can:

- Lead and develop a high-performing consumer business team.
- Establish clear ownership and accountability acro

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