Data Insights Lead

ABOUT US As an organisation, the AFL works tirelessly in all states and at all levels to enhance and grow the game – from grassroots to elite. Together, we put on the game, deliver important events, communicate with our fans, run community programs, develop coaches and umpires, collaborate with partners, delight members, support clubs and so much more. While our roles may vary, we are all united by a common goal, to progress the game for everyone to love and connect with Australia’s game. 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. We are an Equal Opportunity employer and firmly believe that diversity and inclusion is an important part of both the AFL and the communities in which we operate. Our game is for everyone, and we strive to be a workplace for everyone. Aboriginal and Torres Strait Islander peoples are encouraged to apply. ABOUT THE ROLE The Data Insights Lead plays a pivotal role in shaping how the AFL understands, measures and optimises the performance of its digital ecosystem. Reporting to the Head of Digital Products, you will be responsible for delivering high‑quality insights, strengthening our digital measurement foundations, and enabling the organisation to make confident, data‑driven decisions. Your work will help identify trends, analyse audience behaviour, improve user experience and guide strategic prioritisation across all digital initiatives. This role requires operating at both strategic and hands‑on levels, leading the Data Insights vision, uplifting capability, collaborating across technical and non‑technical teams, and championing a culture of evidence‑based decision‑making. Please note this is a 12‑month parental leave cover until approximately March 2027. Applications will be reviewed as received, so we strongly encourage early applications. However, we will be closed for our annual closure period between December , returning January . Over this closure period, applications will not be responded to during this time. A DAY IN THE LIFE OF Strategic Leadership Lead the strategic direction of the Digital Insights function and guide the team across a complex multi‑platform ecosystem, ensuring analytics underpins long‑term product, technology, data, commercial and audience objectives. Define the measurement strategy and analytical priorities for our digital experiences, connecting organisational objectives with clear, actionable analytical roadmaps. Guide the team in balancing high‑impact long‑term initiatives with rapid delivery of insights for critical decisions. Technical Direction & Governance Oversee the architecture of the AFL’s digital measurement ecosystem including GA4, GTM, tagging frameworks, event schema design, and cross‑platform data structures. Establish and enforce technical standards for data capture, taxonomy consistency, event design, and identity handling across web, iOS, Android platforms. Partner with Product, Operations and Delivery to ensure analytics requirements are embedded into roadmaps, technical specifications and release processes. Cross‑Functional Partnership Act as a trusted digital analytics advisor to AFL and Club stakeholders across Product, Operations, UX, Data Analytics, Delivery, Content, Commercial and Marketing. Translate ambiguous or complex business questions into structured, scalable analytical approaches. Provide technical and strategic guidance to ensure measurement and data interpretation are aligned across teams. Analytical Expertise & Technical Problem‑Solving Lead and mentor the team on advanced behavioural analysis across journey flows, content consumption, product performance, match‑day interactions, cross‑device behaviour, and identity‑linked user patterns. Conduct investigation and root‑cause analysis for fluctuations in critical digital metrics – analysing and providing guidance of optimising instrumentation, data pipelines, product changes, identity signals, platform behaviour or content shifts. Process Automation Architect automated analytical workflows, including ingestion pipelines, model transformations, data validation routines, dashboard refresh automation and monitoring systems. Ensure data models, event structures and pipelines are reliable, scalable and aligned to analytical needs. Work closely with our Developers to ensure we have robust event schemas and tracking in place. Data Products & Measurement Solutions Lead the Digital Insights team in the design of dashboards, reporting suites and measurement products that enable self‑serve to our stakeholders. Define requirements for new metrics, frameworks, KPIs and event structures to support emerging products and strategic initiatives. Ensure all data products have clear governance, high usability and technical accuracy. Measurement Vision & Organisational Alignment Work with Data Analytics to feed into the long‑term vision for analytics maturity at the AFL. Partner with leaders across Digital, Data Analytics, Commercial and Content to create definitions of success, strategic measurement frameworks and KPIs. OUR IDEAL TEAM MEMBER 7+ years relevant experience in an analytical role within a digital business, ideally media related. Demonstrated experience leading and developing digital measurement frameworks and implementing digital analytics solutions. Deep understanding / experience with across GA4, GTM, BigQuery (or equivalent platforms) with demonstrated hands on experience. Familiarity with lifecycle & retention analytics, including user segmentation, churn modelling, and engagement strategies. Proficiency in data visualisation tools (e.g. Tableau, Power BI, Looker) with a strong track record of translating data into clear, actionable insights for business stakeholders. Proven ability to influence senior stakeholders through data‑driven recommendations. Genuine curiosity and passion for digital experiences and customer centred design. An advocate for learning and team development, nurturing a culture of innovation and growth within the team. OUR CULTURE Please visit / careers / our-organisation THE PERKS Play The Day Your Way – a flexible approach to your working life. My Development – lean into the AFL’s My Development program consisting of on‑the‑job training, coaching and mentoring, and formal learning. Play Well – access to our extensive Health and Wellbeing program centered around our belief in a healthy body, healthy mind, and healthy workplace. My Benefits – with thanks to our AFL Corporate Partners, access great benefits and discounts. Applications Close: 19 December 2025 #J-18808-Ljbffr