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State Manager, Regions and Growth – AFL NSW/ACT

State Manager, Regions and Growth – AFL NSW/ACT


The AFL is Australia’s premier sporting organisation supporting a constantly evolving national competition which has experienced rapid growth over the past 10 years. The AFL currently has 650 permanent employees across four state bodies: AFL Vic, NSW/ACT, QLD, NT and at AFL House.  AFL NSW/ACT is the state’s controlling body for the code of Australian Football in NSW and the ACT. AFL NSW/ACT is responsible for the governance, administration, development and marketing of all aspects of Australian Football throughout the region.

AFL NSW/ACT has more than 237,000 participants playing at all levels of football, from the introductory NAB AFL Auskick program to senior community football. It is also responsible for the growth and development of Australian Football across the region. AFL NSW/ACT employs more than 270 staff across the region, consisting of about 100 full-time staff (including 20 trainees), and 170 part-time and casual staff members.

Position Overview

This role is responsible for increasing Australian Football participation of in the region. Growing participation is a key element of the AFL’s strategy to build its process in developing markets. This role will lead four development regions across NSW and the ACT and the development of strategies to enhance the footprint of the AFL’s programs and utilisation of AFL’s resources across the regions to grow participation of our code.

The role reports to the Chief Executive Officer – AFL NSW/ACT and has 5 key direct reports:

  • Participation Programs Manager;
  • 4 x Regional Managers; and
  • regional staff and a significant casual workforce.

The successful candidate will work closely with all the NSW / ACT exec in addition to AFL Game & Market Development Department, National Program Managers and Regional Teams. The key focus will be to drive regional oversight and Leadership and oversee four development regions across NSW and the ACT, including NNSW, Sydney Illawarra, GWS and ACT / SNSW. It will drive collaboration and best practice across regions and lead development of regional strategies and delivery of regional plans and targets. This will include:

  • Strategy Development and Execution
  • Participation plan – oversee annual participation targets process, target setting and communication of strategy
  • Department management, leadership, growth and regional KPIs
  • Financial Management
  • Key project leadership

Key Competencies 

  • Outstanding leadership skills and in particular the ability to lead a large team and facilitate outcomes
  • Proven strategic planning and implementation capabilities
  • Stakeholder relationship management skills
  • Well-developed financial management; reporting and analytical skills
  • Well-developed verbal and written communication, interpersonal, presentation, and negotiation skills
  • Due to the nature of the sporting industry must be willing to work outside normal business hours from time to time such as evenings and weekends
  • Results and performance-driven
  • Customer/Client-centric
  • Collaborative with high levels of influence

Experience & Qualifications

  • Mandatory graduate education in sports business, marketing or related discipline or equivalent experience
  • Ideally 10 years’ experience within the football industry, large community based sporting or other similar organisation experience managing a business unit, key projects across complex environments involving multiple stakeholders
  • Demonstrated leadership and development of high performing teams
  • Proven strategic planning and implementation capabilities; commercial business development skills; and leadership qualities.
  • Energy, drive, enthusiasm and self-motivation coupled with a strong work ethic and “can do” approach.
  • Ability to innovate, challenge convention and manage change.
  • Highly developed communication and interpersonal skills, and high level of stakeholder management
  • Proven financial management and accountability.
  • Operational and administrative management experience and attributes.
  • Ideally tertiary qualifications in sports management or equivalent relevant qualification or experience

For a confidential discussion, contact Jonathan Harris, Manager Partner, Australia and New Zealand, at +61 (2) 9006 1160 or

Applications must be submitted via SRi‘s Apply Now button above.

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Tagged as: afl, Australia, australian football, Football, General Manager, Governing Body, nsw, Soccer, Sydney