Participant Retention & Fan Development Lead - QLD

Join the team shaping the future of Australia’s game

This is your chance to do work that has real impact, in an organisation that moves fast, aims high and plays a meaningful role in the lives of millions across the country through football. Every role at the AFL helps progress the game, so more people can love it, connect with it and see what is possible through it.

The opportunity

As the Participant Retention & Fan Development Lead – QLD, you will play an important role in growing lifelong connections to our game across Queensland. This role is focused on strengthening participant retention while converting community football participants into engaged AFL fans, attendees and members.

Working closely with AFL Queensland, the Brisbane Lions and Gold Coast SUNS, you will help build stronger fan pathways through targeted engagement, community activation and data-informed initiatives. You’ll bring together planning, collaboration and hands-on delivery to create meaningful experiences that deepen connection with football across schools, clubs and communities.

This role is based in Brisbane and requires regular travel across Brisbane and the Gold Coast, including weekly work across both locations and weekend duties.

What you’ll own

This is a hands-on role that combines strategy, collaboration and delivery to drive fan growth and participant connection across Queensland.

You’ll add value through:

• Developing and implementing initiatives that convert AFL Queensland participants into Brisbane Lions and Gold Coast SUNS fans, attendees and members


• Supporting participant retention strategies that strengthen ongoing engagement with community football and AFL programs


• Using data, audience insights and participation trends to identify opportunities to grow engagement, retention and fandom


• Working closely with the Brisbane Lions and Gold Coast SUNS to support consumer growth, membership and attendance outcomes


• Leading the delivery of community and promotional events that drive fan engagement and participation outcomes


• Supporting junior football engagement activities in partnership with club community teams


• Coordinating fan communication journeys that encourage ongoing connection with the game and deepen supporter engagement


• Identifying opportunities for Brisbane Lions and Gold Coast SUNS involvement across school programs and events in collaboration with AFL Queensland and national schools teams


• Collaborating with national and state teams to support participation marketing activity across community football, NAB AFL Auskick and school programs


• Contributing to broader AFL Queensland projects and initiatives that support team success and the continued growth of the game

What you’ll bring

• Strong understanding of the Queensland football landscape, including community football, participation programs and AFL clubs


• Experience developing and delivering marketing, engagement or fan development initiatives that achieve measurable outcomes


• Demonstrated ability to use data, customer insights and audience trends to inform decision making and campaign activity


• Excellent written and verbal communication skills, with the ability to engage and influence a broad range of stakeholders


• Proven ability to build and maintain collaborative relationships across clubs, schools, community organisations and internal teams


• Experience working across marketing, membership, engagement and/or fan development environments


• Strong organisational skills and the ability to manage competing priorities in a fast-paced environment


• Confidence moving between strategic planning, detailed coordination and on-the-ground delivery


• A proactive and collaborative approach, with a focus on delivering outcomes and identifying opportunities for growth


• Willingness to travel regularly across Brisbane and the Gold Coast and work weekends as required

Why you’ll love being on our team

At the AFL, you will be part of a values-led team that aims high, backs each other and brings energy, care and integrity to work that matters. This is a place where people play to win, play as one team and play with passion, while always staying grounded in fairness, inclusion and respect. We work hard, support each other and create the conditions for our people to grow, perform and thrive.

What you can look forward to:

• Play The Day Your Way, our flexible approach to working life, built to support you on game day and every day


• My Development, with coaching, mentoring, on-the-job learning and formal development to help you keep building your game


• Play Well, our health and wellbeing programme designed to support a healthy body, healthy mind and healthy workplace


• My Benefits, giving you access to a range of partner offers and discounts through our AFL Corporate Partners


• AFL Silver Memberships for permanent team members, so you can enjoy the action at Marvel Stadium and the MCG with family and friends


• 6 months paid primary parental leave with no qualification period for permanent team members

Everyone has a place here

Our game brings people together, and we want our workplace to do the same.

We are committed to building a culture of belonging and an environment where people feel respected, included and able to thrive, and where diversity of background, experience and perspective makes us stronger.

Aboriginal and Torres Strait Islander peoples are encouraged to apply.

Whether you’re a footy fan or new to our game, we welcome everyone to apply. We know great candidates don’t always tick every box – if this role excites you, we encourage you to apply, even if your experience doesn’t perfectly match the job description.

The AFL is committed to promoting and protecting the safety and wellbeing of children and young people in our care. Please note, we undertake several screening processes to ensure this commitment is upheld, this includes ensuring the successful candidate to this position holds a valid employee Working with Children/ Vulnerable People check and a satisfactory criminal history record check.

Ready to play your part?

Applications close Friday 26 June 2026.