About the Carlton Football Club
The Carlton Football Club is one of Australia’s oldest and most prominent sport institutions. Founded in 1864, the Club’s headquarters and training facilities are located in Carlton at IKON Park, our traditional home ground. Our IKON Park redevelopment is now complete, and we are proud of our state-of-the-art facilities that supports our high-performance environment. When the Club set about undertaking this historic work, it was based upon achieving facilities for women’s sport that would be the equal of their male counterparts.
We are passionate about our contribution to the Community and foster an inclusive and welcoming culture where our values are at the core of who we are and what we do.
About the Role
The Consumer Marketing and Communications Manager is responsible for delivering all consumer-facing communications and integrated marketing activity for the Carlton Football Club. The role drives planning and execution across membership, ticketing, merchandise, education and crowd engagement, with a strong focus on customer experience, conversion and connection.
Reporting to the Head of Customer and Student Experience, this role leads and guides the Consumer Communications Coordinator and works closely with Consumer sub-departments and the broader Marketing and Communications team to deliver cohesive, brand-aligned outcomes.
The role oversees CRM, eDM and SMS activity, optimising customer journeys, segmentation and performance to maximise engagement, sales and retention. In addition, the Consumer Marketing and Communications Manager leads integrated marketing and crowd-building campaigns, manages consumer briefs for design and content, oversees the Carlton membership website, and ensures all communication aligns with the Club’s brand and grammar guidelines.
The role is responsible for managing marketing budgets, analysing campaign performance, and delivering detailed reporting and insights to inform future decision-making. The role also supports AFL and AFLW match days and consumer events, contributing to an exceptional end-to-end member and supporter experience.
Significantly, this role works closely with the Head of Marketing (in the Marketing and Communications Team), given this role formulates and leads the overall marketing strategy and its implementation across the whole of the Club.
Key Responsibilities
- Oversee CRM and EDM management, optimising customer journeys and segmentation to increase conversion and sales.
- Guide and lead the Consumer Communications Coordinator with messaging across email, website and SMS to ensure best information and relevance of information for members and prospects and ensure alignment across all channels.
- Ensure quality of all forms of communication to Carlton members and supporters (relevant, informative, friendly, accurate).
- Lead and manage the timely rollout in line with the Consumer Communications Coordinator for all need-to-know membership information such as ticketing and game access.
- Prepare written communication materials for different channels in line with the Club grammar guide.
- Be across Club inboxes to understand any common themes, trends and sentiment to ensure communications are in line with Consumer sentiment and contribute to building a sense of connection and belonging.
- Oversee the Consumer calendar of communication activities that assists to drive revenue and engagement outcomes for Membership, Retail and Merchandise, Carlton College of Sport, Crowd Attendance and Member and Customer Engagement.
- Oversee the Carlton membership website, ensuring all information is engaging, accurate, informative and relevant for members and supporters.
- Lead and deliver integrated marketing campaigns across membership, ticketing, merchandise and education, driving positive engagement and sales/revenue outcomes as well as creating a sense of connection and belonging.
- Collaborate and work with the broader Club Marketing team to develop successful marketing campaigns across membership, ticketing, merchandise and education, areas, utilising relevant channels.
- Take direction from the Head of Marketing on overall club wide marketing strategy and how this informs the application of marketing campaigns to drive growth in Consumer products and sales
- Lead crowd-building strategy and execution with the broader Marketing and Communications team, as well as other relevant representatives from other teams.
- Manage all Consumer briefs for both design and content.
- Manage marketing budgets and analyse campaign performance to maximise Return on Investment (ROI).
- Collaborate with Commercial, Media, Marketing and Content teams to ensure cohesive messaging and strategic alignment across all channels.
- Coordinate cross-departmental campaigns, ensuring alignment between digital, media, and design teams.
- Work with the Data and Insights team to assist in making data-lead decisions.
- In-depth campaign reporting to assist with future decision making and campaign execution.
- Anticipate and plan for upcoming campaigns to capitalise growth and achieve outcomes.
- Lead and coordinate internal communications amongst the Consumer team to ensure communication is strong and effective within the department.
- Contribute to the execution of the Member Belonging plan.
- Champion Consumer across the business whilst maintaining a Club first approach.
Experience, Skills and Attributes
- Solid experience working in a marketing and communications capacity in sport (AFL preferred).
- Formal qualification in Marketing, Communications or similar.
- Excellent written skills and strong attention to detail.
- Organised individual who can manage competing priorities and multiple campaigns.
- A natural collaborator who thrives in a collaborative team environment.
- Strong planning and organisational skills, including time management and ability to meet deadlines.
- Strong values, with high integrity.
- Naturally very customer focused and enjoys helping others.
- Likes to take initiative, and is a self-starter.
- Excellent interpersonal relationship skills and strong rapport building.
- Brings a positive mindset and approach, with a willingness to learn and take on responsibilities.
- Is team oriented and enjoys working with others.
Benefits and Culture
Carlton’s values underpin how the Club operates, describing how our people work together, interact and behave. The Club is passionate about its culture, focused on cultivating a unique sense of belonging and connection. In addition, we offer our people flexible working, learning and development opportunities, as well as employee benefits such as membership, café and retail discounts, alongside working in a world-class sporting amenity.
How to Apply
Please submit your current resume and cover letter addressed to the Head of Customer and Student Experience by Thursday 15 January 2026. Applicant shortlisting and interviews for this role will commence in mid-late January 2026.
The Carlton Football Club is an equal opportunity employer and a place who welcomes all. We encourage people with diverse experiences and backgrounds to apply. This includes, but is not limited to, those from the Aboriginal and Torres Strait Islander, Culturally and Linguistically Diverse, and LGBTQIA+ communities. We are committed to fostering a workplace environment which is inclusive, safe, and flexible. All applicants will be considered based on the relevance of their abilities to the role and their alignment with our Club Values.
The Carlton Football Club is committed to providing a welcoming environment where the safety and wellbeing of all children and young people involved in our programs, services, activities, events, and the broader community, will always be our first priority. All staff must hold (or be willing to obtain) a current Victorian Working With Children Check as part of their employment with the Club.
