AFL Social Media Manager

About the role

The AFL is looking for a Social Media Manager based in Docklands, Victoria, to lead the day-to-day success of the AFL's social channels. Reporting to the Managing Editor - Social Media and working closely with content, production and design teams, the role combines strategy, editorial judgement and hands-on delivery to grow audiences and strengthen fandom. It is a full-time position.

Key responsibilities

• Lead daily content planning, commissioning and publishing across the AFL's social channels
• Maintain high standards of content quality, accuracy, editorial judgement and platform suitability
• Manage and develop employees, set clear expectations and build accountability for delivery
• Guide creators, producers and stakeholders through commissioned content and cross-functional projects
• Establish a distinctive, consistent tone of voice and social-first look and feel across channels
• Use audience insights, platform analytics and performance reporting to optimise content and channel performance
• Identify and test new formats, creators, platform features and storytelling approaches
• Make timely editorial and publishing decisions during live sport and breaking-news situations
• Create, edit and optimise social-first content when required, and use technology and AI to improve content delivery
• Support occasional out-of-hours content delivery when needed

Required profile

• At least five years' experience creating and managing social media content across major platforms, particularly Instagram, TikTok and YouTube
• Demonstrated experience leading and developing employees, including direct people management
• Deep knowledge of social media platforms, audience behaviour and platform-native storytelling
• Strong knowledge of the AFL, its clubs, players, storylines and fan culture
• Sound editorial judgement in fast-paced environments and proven use of analytics to guide content decisions

Required skills

• Proficiency in Adobe Creative Suite, to create, edit and optimise social-first content
• Collaborative approach with creators, producers and stakeholders across teams

What we offer

• Flexible working arrangements, coaching, mentoring and formal development
• A health and wellbeing programme and partner offers and discounts
• Silver memberships for permanent team members
• 6 months of paid primary parental leave with no qualification period for permanent team members