Role Purpose
The Head of Marketing & Communications leads marketing, media and communications across Hoops Capital (Sydney Kings, Sydney Flames and Hoops Academy).
Accountable for game day attendance and revenue, audience growth, media coverage and brand health.
Reporting to the Chief Consumer Officer and leading a team of 4 marketing and content specialists, the role translates the consumer strategy into marketing plans and leads the team to deliver them, with a focus on marketing planning, team leadership, media execution and fan growth.
Marketing
Own annual marketing plan and game-by-game tactics for Kings, Flames and Academy.
Lead Crowd Build (game-by-game attendance planning), identifying priorities and revenue- and attendance-driving initiatives for each game before assigning to the broader team to execute.
Develop integrated marketing campaigns and go-to-market (GTM) strategies to support key business initiatives.
Work closely with the Head of Ticketing & Membership to drive membership acquisition, retention and renewal campaigns.
Negotiate and secure marketing and media partnerships (cash and contra).
Manage marketing budget and reporting on campaign performance and ROI.
Own and enhance marketing processes, project management tools and operating rhythm.
Media, Communications & PR
Own press releases, statements, announcements and routine media requirements.
Act as media lead on game day, managing operational and broadcast requirements.
Build strong relationships with media outlets, broadcasters and leagues, maximising broadcast opportunities for both teams.
Lead media preparation for players, coaches and key stakeholders, including briefing materials, key messages and talking points.
Partner with the Senior Communications & PR Manager on corporate affairs, key announcement support and media support where required.
Escalate sensitive or high-risk matters to the CCO, ownership group and club leadership.
Audience Growth & Earned Media




Develop audience growth strategies across paid, owned and earned media channels to attract new fans.
Lead creator and influencer strategy, building partnerships with talent, players and community voices to reach new audiences.
Identify, test and scale emerging platforms and media formats to stay ahead of how fans consume sport.
Grow community and multicultural audiences, alongside government bodies and agencies.
Partner with the Senior Communications & PR Manager on proactive earned media opportunities to reach new audiences.
Brand & Content
Set brand and campaign direction with agency partners.
Identify brand moments to expand the reach of the Kings and Flames beyond game day, through collaborations, activations, events and community.
Set and enforce brand standards, tone and visual identity across all platforms, with a clear process to protect IP.
Set content strategy, priorities and resourcing across digital platforms and game day.
Lead merchandise and apparel development.
Maintain oversight of creative quality and strategic alignment with commercial goals.
Manage agency performance and key relationships.
Accountable for sponsor marketing and content obligations, including game day branded content, delivered on time and to standard with the Commercial team.
Digital & Data
Partner with Data & Digital Marketing Manager on digital, CRM and paid media strategy.
Champion the use of ticketing, audience and campaign data to inform spend and priorities.
Oversee website content and user experience across all Hoops Capital properties.
Team Leadership & Development
Lead,



develop and coach the marketing and communications team.
Foster a highly supportive, motivating and energising work environment.
Set clear priorities and expectations, ensuring the team is proactive and on task.
Key Outcomes
Attendance and ticket revenue against target, per game.
Audience growth across the Kings, Flames and Academy, including new fans.
Earned media coverage and reach, and robust media and stakeholder relationships.
Campaign performance and return on marketing spend.
Effective game day content and communications operations.
Delivery to marketing budget and sponsor obligations.
An engaged, high-performing team.
Skills & Experience
8+ years' experience across marketing and media, ideally in sport or entertainment.
Proven track record of growing attendance or audiences.
Strong understanding of the Australian media landscape.
Supportive leader who develops people and sets clear priorities.
Commercially minded, linking marketing activity to clear commercial outcomes.
Proactive mindset and energetic approach to audience growth.
Working Arrangements
The Sydney Kings (NBL) and Sydney Flames (WNBL) seasons run from September to April.
This period represents the peak operational window for the business and is generally a block-out period for annual leave.
The role requires flexibility to work evenings and weekends to support game day operations and other scheduled events during season.
A Time Off in Lieu (TOIL) policy applies to additional hours worked outside standard business hours.
Role Disclaimer
This position description provides a high-level overview of the core responsibilities and deliverables of the role and is not an exhaustive list of duties.
Hoops Capital operates in a high-performance, dynamic sports environment, and the employee may be required to undertake additional duties and adapt to changing operational requirements as directed by the business.

📌 Head Of Marketing And Communications (Sydney)
🏢 Hoops Management Pty
📍 Sydney