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 transparent 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

📌 Chief Consumer Growth (Melbourne)
🏢 Collingwood Football Club
📍 Melbourne