General Manager, Content

Lead the Club’s new central content hub

We’re bringing our digital and video teams together into one Club wide content function, and we’re looking for a leader to shape it from the ground up. This is a newly created role and a rare chance to set the strategy, operating model and creative standards for how the Adelaide Football Club tells its stories to members, fans and partners.

About the role

Reporting to the Executive General Manager, Media and Communications, you’ll lead our Digital and Production teams to grow our audiences and deliver brand, consumer and commercial outcomes. You’ll combine a strong analytical approach with audience insights and a strong understanding of emerging trends, so that every content decision is data-informed, strategically aligned and built for impact across all platforms.

What you’ll be doing

• Develop and implement a Club wide content strategy aligned with our brand, fan engagement and audience growth objectives.
• Set the priorities, standards and performance measures across digital, social, video, photography and multimedia.
• Lead, mentor and develop the Digital and Production teams, building a collaborative, audience led culture focused on finding and telling the stories that connect our members and fans with the Club.
• Drive compelling storytelling across owned, earned and commercial channels, with consistently high-quality creative and a cohesive brand presence.
• Oversee creative and audio-visual delivery for Club events, including multi-platform amplification.
• Act as the primary contact for content needs across Football, Commercial, Consumer, Community, Marketing and Communications, balancing requests and prioritising resources.
• Research, evaluate and adopt emerging technologies, particularly AI, to improve delivery and meet changing audience needs.
• Use audience insights and performance data to evaluate content, identify opportunities and inform future priorities.
• Own and manage the consolidated Digital and Production budget.

What you’ll bring

• Tertiary qualifications or vocational education and training in media or a related field, or equivalent industry experience.
• Solid experience in a similar role in the sports media industry.
• Strong knowledge of current digital and video production technologies across multiple formats.
• Proven people leadership, including building cohesive teams grounded in trust and clear communication, and managing performance.
• Experience delivering to tight deadlines in a fast-paced, changing environment.
• Excellent written and verbal communication skills and confidence delegating both work and authority.

What’s on offer

Working inside an elite AFL environment means your skills have direct, visible impact on the performance of the Club. We invest in our people and we expect you to invest in us.

• Additional ‘Crows’ leave days each year to help you recharge
• Free access to our gym and yoga classes to support your wellbeing
• Flexible working hours to help you balance work and life
• Ongoing professional development to build your skills and grow your career
• Membership perks include tickets to AFL, AFLW, and SANFL games
• Exclusive discounts through our sponsors and partners

About us

Founded in 1990, the Adelaide Football Club has become a cornerstone of South Australian football, combining a proud history with an ambitious vision for the future. At the heart of our Club is a commitment to excellence, on the field, in our community, and across our organisation.

We are deeply committed to our community, building authentic, lasting partnerships and creating experiences that extend beyond the football field. Joining the Adelaide Football Club means contributing to something that matters, to fans, to South Australia, and to the game.

How to apply

Submit your resume and a cover letter outlining your suitability by November 10.

For a confidential conversation about the role, contact Danielle Finnimore, EGM People & Culture, dfinnimore@afc.com.au.

Other things to know

We make hiring decisions based on experience, skills and potential, as well as alignment with our values. If this role excites you but you don’t tick every box, we still encourage you to apply. Diverse backgrounds and perspectives make us stronger.

The Club is committed to safeguarding children and young people in our care and creating a safe, supportive environment for all. Everyone who represents the Adelaide Football Club, regardless of role or level, shares this responsibility.

If you’re excited by the opportunity to shape what’s next for content at the Adelaide Football Club, we’d love to hear from you.