PURPOSE OF THE POSITION

The GM, Audience & Growth is accountable for developing and leading audience-focused strategies to drive participation, fan engagement, ticket sales, and brand equity across Netball NSW, NSW Swifts, and GIANTS Netball.

Working cross-functionally, this role translates business objectives into marketing strategies and performance campaigns that effectively engage communities and fans at every level of the funnel. With a focus on insight-led execution, the GM will guide integrated brand, content, and marketing activities while overseeing campaign planning and digital channel performance.

NETBALL NSW OVERVIEW 

Netball NSW is a not-for-profit organisation, governed by a Board of Directors and managed by professional staff. Netball NSW is the peak state sporting organisation responsible for the governance, development, promotion and administration of netball throughout New South Wales and is a member organisation of Netball Australia. 

Netball NSW provides the framework for approximately 115,000 registered members and over 150,000 total participants to enjoy netball at all levels throughout New South Wales. Our sport continues to grow both on and off the court and much of this success can be attributed to the wide range of programs, facilities and services Netball NSW offers to its members and participants - from the grassroots level through to the elite, professional level.

Netball NSW has a proud history of elite netball teams and athletes’ performances in national and international competition. Over 300 athletes have proudly represented NSW in elite competition since the inception of the national netball league in 1997 and then the ANZ Championship.  2017 saw the introduction of the Suncorp Super Netball, the top Australian domestic competition which includes two NSW elite teams, the NSW Swifts and GIANTS Netball.

KEY RESPONSIBILITIES

Audience Strategy & Growth

• Lead audience segmentation, lifecycle mapping, and funnel development across grassroots, club fans, and brand audiences.
• Collaborate with key internal stakeholders to develop and oversee execution of acquisition, engagement and retention campaigns to grow participation and fandom.
• Collaborate with Commercial, Community, and NSW Swifts and Giants Netball business units to define campaign goals and audience impact KPIs.
• Lead and deliver integrated campaigns planning across participation, ticketing, membership, merchandise and storytelling.
• Oversee creative direction and ensure content and media assets are aligned to objectives and performance metrics.
• Facilitate campaign / content calendar planning, execution rhythms, and go to-market coordination across the business.
• Partner with NSW Swifts and Giants Netball to develop, lead and deliver integrated audience growth campaigns that drive ticket sales, memberships and fan engagement across all club owned experience and events, including but not limited to:
  • Pre-season and regular season games
  • Fan and Community days
  • Member Clinics and Post Match activations
  • Gala Dinners and Major club events
• Day to day management of media agency relationships and acquisition and management of media partnerships.
• Run point on behalf of Netball NSW on communication regarding marketing activity with Netball Australia, including attending workshops.

Brand & Content Alignment

• Develop and activate Netball NSW’s brand strategy across the business, including pillar and product brands; ensuring collateral, activity and storytelling is consistent and per guidelines.
• Develop and champion tone of voice, visual identity and campaign frameworks across all external touchpoints and platforms.
• Support internal teams with technical expertise and advice in order for stakeholders to use collateral and assets that can support specific products or events.
• Activate Netball Central (the location of Netball NSW Head Office and a multi-purpose facility with 300,000 visitors per year), bringing to life our netball brands and players, in inspiring ways.

Data, Digital & Performance Marketing

• Implement audience-led performance strategies across paid, owned and earned channels.
• Oversee data capture, segmentation, analytics and reporting to enable continuous improvement.
• Create, build and optimize campaigns across Meta and Google to deliver campaign outcomes
• Drive experimentation and optimisation strategies using A/B testing, digital insights, and campaign learnings.

Fan Engagement

• Support initiatives created and delivered by the NSW Swifts and GIANTS Netball.

Team & Leadership

• Lead and mentor team members across Marketing, Comms, Content and Design to ensure cross-functional delivery
• Contribute to a high-performing culture that values creativity, accountability and impact.
• Represent marketing at senior executive level; contribute to organisation wide planning.

Reporting

• Prepare and present written reports to EGM Strategy & Stakeholders, EGM – GIANTS Netball, EGM -NSW Swifts and the CEO, as required.
• Oversee marketing-related budget allocations and cost-effectiveness of 
  campaigns
• Report campaign performance tracking, budget utilisation and key results to Executive Leadership.

General

•  Ensure marketing practices align with Netball NSW values and compliance policies.
• Develop and maintain strong relationships with key personnel throughout the State.
• Effectively manage the relevant budget items.
• Actively participate and be part of the Netball NSW Team.
• Any other duties as reasonably requested by the Chief Executive Officer or EGM Strategy & Stakeholders.

SELECTION CRITERIA

Candidates for the position of the position will require a range of personal and professional skills including:

Essential

• Relevant tertiary qualifications.
• Minimum five (5) years experience in a marketing role within the sports or entertainment industry (desirable). 
• Strong leadership skills, with a minimum of three (3) years experience in a leadership role. 
• Experience in the sport/not-for-profit industry (desirable).
• Demonstrated ability to set priorities, plan work programs, meet deadlines and manage time effectively.
• Demonstrated ability to deliver relevant activity-based outcomes
• Working with Children Check

Knowledge and Skills

• Thorough understanding of the sporting culture and not for profit organisations.
• A high level of computer expertise covering word processing, presentation software, database skills and Microsoft Office. 
• Presentation skills.
• Strong understanding of Digital advertising platforms and campaign management
• Demonstrated experience in administration management.
• High level interpersonal and communication skills.
• Ability to set priorities, plan work programs, meets deadlines and manage time effectively. 
• Experience in working independently and as an integral part of a team.
• Clear, professional and excellent oral and written communication skills.

Personal Attributes

• Strong collaborator who can work with all departments, in a large team environment, as well as work autonomously to complete tasks.
• Leadership
• Interpersonal/relationship building skills
• Problem solving
• Customer focus
• Professional and proactive attitude.
• Passionate and prepared to go above and beyond.
• Commitment to Netball NSW Values
• Acknowledge that flexible work hours may be required on various occasions.

CHILD SAFE ORGANISATION

Please note: Netball NSW is committed to protecting Children from harm. We require all applicants that will work with children to undergo an extensive screening process prior to appointment. All candidates must have a valid Working with Children Check.

EQUAL EMPLOYMENT OPPORTUNITY

Netball NSW is committed to providing equal employment opportunities. We encourage applications from people from diverse backgrounds including but not limited to, Aboriginal and Torres Strait Islander people; people from culturally diverse backgrounds; young people; older workers; people with disabilities; the LGBTQIA+ community; and other under-represented groups.

Working with Children Check

In accordance with Child Protection legislation candidates will be required to provide a Working With Children Check (WWCC) clearance number for verification by Netball NSW prior to employment. Selection of the successful candidate will be based upon the results of child protection screening and relevant reference checks

WHY WORK FOR US?

NNSW strives to offer a range of benefits to support a healthy work environment and a sustainable work-life balance, no matter your role and stage in life.

• Additional leave day for your Birthday;
• Free parking for those that have to drive to work or 800m walk to Sydney Olympic Park Train Station;
• NNSW funded membership with the Connected Membership exclusively for Sydney Olympic Park employees, residents and students providing everyday discounts and exclusive offers including free admission offers and discounted tickets for events at Sydney Olympic Park.
• Free and discounted tickets to NSW Swifts and GIANTS Netball home games;
• Pawsivity - bring your four-legged friend to work so you can enjoy their happy presence while you work;
• Wellness programs including: our Employment Assistance Program (EAP); NNSW lunchtime league social sports teams in volleyball, netball, soccer and touch footy.