Core Purpose of the Role

The WPFC CEO serves as the primary leader and strategic driver of our football organisation within the WAFL and WAFLW system, overseeing all operations and ensuring alignment with the broader WA Football agenda. This includes managing football programs, commercial performance, stakeholder relationships and community initiatives - the selection criteria for the role is below.

1. Proven Operational Leadership Experience
Demonstrated experience leading complex operations, with the ability to move between strategic oversight and hands-on execution. Experience managing multidisciplinary teams, delivering organisational objectives, improving operational performance, and driving sustainable growth in a dynamic environment.

2. Strong Cultural Leadership and Values Alignment
A visible and authentic leader who can foster a positive, inclusive, and accountable club culture. Demonstrated ability to unite staff, players, volunteers, members, and stakeholders around a shared vision while promoting high standards of integrity, professionalism, and community engagement.

3. Sports Administration and Governance Experience
Preferably significant experience in sports administration, membership-based organisations, or comparable not-for-profit environments. Sound understanding of governance frameworks, compliance obligations, board relationships, policy development, and organisational risk management.

4. Exceptional Stakeholder Management Skills
Proven ability to build and maintain strong relationships with boards, sponsors, members, governing bodies, government agencies, community groups, media, and commercial partners. Demonstrated success in influencing outcomes, resolving competing priorities, and representing organisations with credibility and professionalism.

5. Knowledge of the Football Industry
Strong understanding of the football ecosystem, including participation pathways, talent development, competition structures, governing body requirements, and emerging industry trends. Ability to leverage industry networks and identify opportunities to strengthen the club's position and long-term sustainability.

6. Commercial and Sponsorship Development Expertise
Demonstrated success in securing, managing, and growing sponsorships, partnerships, and other revenue streams. Ability to develop compelling value propositions for partners while identifying innovative commercial opportunities that support the club's strategic objectives.

7. Commitment to High Performance
A strong focus on creating a high-performance environment across all aspects of the club. Experience establishing clear performance standards, accountability frameworks, and continuous improvement initiatives that drive excellence on and off the field.

8. Financial and Business Acumen
Well-developed financial management skills with experience overseeing budgets, financial reporting, forecasting, and resource allocation. Proven ability to balance commercial outcomes with sporting ambitions and long-term organisational sustainability.

9. Strategic Thinking with a Hands-On Approach
Ability to develop and execute strategic plans while remaining actively involved in day-to-day operations when required. Demonstrated capacity to identify opportunities, manage challenges, make informed decisions, and deliver measurable outcomes. Ability to work weekends, noting game day will for both WAFL and WAFLW will fall on a Saturday or Sunday.

10. Leadership, Communication and Community Engagement
An engaging and influential communicator who can inspire confidence among members, supporters, staff, players, volunteers, and external stakeholders. A strong ambassador for the club with a passion for community engagement and growing participation in football.

Desirable Qualifications and Experience 
Tertiary qualification in Business, Sports Management, Commerce, Marketing, or a related discipline.
Experience as a CEO, General Manager, or senior executive in sport, recreation, or a membership-based organisation.
Established network within football and the broader sporting industry.

Personal Attributes
Authentic and approachable leader.
High energy, resilient, and outcomes focused.
Commercially astute and entrepreneurial.
Collaborative and relationship driven.
Passionate about football and community development.
Willing to be visible, accessible, and actively involved in club operations i.e. hands on leader

Other Expectations 
Work Hours and Flexibility
The CEO role requires flexibility beyond standard business hours. Regular attendance at WAFL and WAFLW matches and events, including weekends during the football season, is an expected component of the role.
The successful candidate will also be required to maintain a visible leadership presence outside traditional office hours, including regular evening engagement with players, coaches and football staff. This may involve remaining on site until 7:00pm or 8:00pm on at least one evening per week to build strong relationships and support the football program.