Consumer Sales and Growth Manager

Consumer Sales and Growth Manager

The Consumer Sales and Growth Manager is a critical leadership role within Carlton’s Consumer Business team, responsible for driving ambitious membership volume and revenue targets across all sales channels. This role leads the Club’s end-to-end membership acquisition and retention strategy, combining mass market management, data-driven campaign execution, team leadership, and a relentless focus on converting Carlton’s lapsed members back into active, renewing fans, while simultaneously growing its new member base. This role requires a commercially minded, growth-oriented leader who can operate at both a strategic and operational level, managing a high-performing sales team including an outbound call centre function

Key Responsibilities:

• Lead, coach and develop a high-performing consumer sales team, including direct reports and an outbound call centre function, to achieve volume and revenue targets
• Manage call centre operations end-to-end, including rostering, scripting, training, quality assurance, and outbound performance  
• Work with the clubs marketing function to develop and execute a comprehensive membership sales strategy across mass, direct, digital, and outbound channels, with clear channel accountability and performance metrics 
• Manage Carlton’s lapsed member reactivation program, developing tailored approaches for different lapsed cohorts based on tenure, product type, and engagement signals 
• Build and execute new member acquisition strategies, targeting untapped audience segments, with a particular focus on converting Carlton’s large supporter base into members 
• Lead innovation in product positioning, sales mechanics, and offer design to drive incremental membership uptake across all products 
• Leverage the Club’s CRM capability to produce data insights, automated journeys, and audience segmentation
• Set and track conversion rate targets for both reactivation and new member streams, continuously iterating based on performance data 
• In conjunction with the Club’s Finance and Data team, you will work collaboratively on annual membership pricing, ongoing sales and volume forecasting against KPI’s, providing regular updates to the Head of Consumer 
• Identify and escalate risks to membership targets early, with proposed mitigating actions 
• Manage the sales budget, including outbound resourcing, technology costs, and campaign spend 
• Collaborate across the Consumer team including Membership Operations, Member Experience, Retail and Licensing, and Carlton College of Sport, to ensure sales activity is integrated with the broader member lifecycle 
• Build strong relationships with key internal and external stakeholders including AFL, ticketing and technology partners, and the broader Consumer Business leadership team 

Role requirements

Technical Knowledge and Experience:  

• Demonstrated experience in a senior sales leadership role within a consumer-facing, high-volume environment (sport, media, subscription, retail, or similar) 
• Proven track record of delivering against ambitious sales volume and revenue targets across multiple channels 
• Experience leading, developing and retaining an engaged and high performing staff base, including outbound sales teams 
• Strong commercial acumen with the ability to interpret data, identify trends, and translate insights into sales action 
• Experience designing and executing lapsed member reactivation or customer win-back programs at scale 
• Familiarity with CRM platforms (Salesforce, EngageRM, or similar) and marketing automation tools 
• Experience working with call centre technology and outbound platforms 
• Sound knowledge of Microsoft Office applications, particularly Excel, for forecasting, reporting, and pipeline management  

Personal attributes and behaviours:

• A natural leader who brings the best out of others and creates an environment where people feel supported, valued, and motivated to perform 
• Excellent communication skills with the ability to work collaboratively across teams and stakeholders 
• Energetic and passionate about growing Carlton’s membership base and connecting with the Club’s supporters
• Highly self-motivated and results-driven, with the ability to operate both strategically and operationally 
• A growth mindset with a commitment to continuous improvement, innovation, and testing new approaches 
• Resilient and adaptable, with the ability to manage competing priorities and perform under pressure 

Qualifications and experience

• Tertiary qualification in business, commerce, marketing, or a related field (desirable) 
• Relevant industry experience may be considered in lieu of formal qualifications 
• AFL or broader sports/entertainment membership or ticketing experience (desirable) 

 Other

• Working Match Day requirements, including evenings, weekends and Public Holidays
• Valid Victorian Working with Children Check
• National Police Check
• Driver’s License
• Child Safety Standards

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 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. The Club takes the safety of children and young people very seriously and reviews all processes and procedures in line with current state and federal legislation.