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Chief Marketing Officer, Port Adelaide Football Club

The Club

We are Port Adelaide. From humble beginnings on the docksides of Port Adelaide as a sporting social Club for the young men of the district in 1870, Port Adelaide has grown to be one of the nation’s most successful professional sporting Clubs.

It’s connection to ‘the Port’ and the people it represents for over 150 years remains true to its purpose and identity.

Port Adelaide is the most successful league football Club in Australia. Our record of success is unparalleled. 4 Champions of Australia titles, 36 SANFL Premierships, 1 AFL Premiership.

Today we compete in the elite Australian Football League (AFL) and the local South Australian National Football League (SANFL) as a foundation Club of the local league, and in 2022 Port Adelaide becomes whole as we enter the AFL Women’s (AFLW) competition for the first time.

Port Adelaide is the only community football Club from outside of Victoria to earn elevation in its own right to the national competition.

Community remains at the heart of what we do.

We are proud of all that has been achieved since 1870, and as always, bold in every plan for the future.

This is Port Adelaide. We exist to win Premierships.

Position Purpose

Reporting into the Chief Executive Officer the Chief Marketing Officer (CMO) leads the ambitious growth agenda of the Club, with targeted focus on fans, audience, and ultimately membership.

The CMO will lead the successful delivery of aligned marketing, communications and brand strategies to ultimately deliver revenue growth.

The CMO will ensure all marketing activities are conducted within departmental budgets, securing maximum value for money in the most economic and cost-effective ways at all times.

Position title Reports to Chief Executive Officer.

Location PAFC, Allan Scott Headquarters, Brougham Place, Alberton South Australia.

Summary of Key Results Areas

As a member of the Executive Leadership team the key result areas for this position are:
Strategy and planning

Strategy development and campaign development to achieve business objectives year on year and establishing best practice marketing discipline and process to optimize performance and results.

Business Growth

To design and implement a market growth strategy to drive the Club’s strategic growth objective of 100,000 members.

Brand Management

The CMO is responsible for driving the Port Adelaide Football Club brand and fan growth initiatives and ensure alignment with the values and strategy

of the Club. The CMO will play the role of brand custodian, ensuring the Club’s strategy, brand and architecture is clearly articulated and consistently represented in the marketplace.

Digital and Content

As the Club’s marketing, digital and communication lead, the CMO will work closely with leadership responsible for the core revenue, communication and engagement areas to drive growth in membership, attendance, commercial partnerships, retail, events, community engagement, hospitality businesses and special projects.


Lead the internal and external communication of the organisation, ensuring alignment with the various strategic priorities and objectives of the Club. Work across the Club with all department leaders to ensure effective and efficient communication which supports the business objectives.

Creative Services

The CMO will provide creative leadership of the marketing, digital and content teams to ensure they are creating compelling content across all internal and external communication and media channels and are consistently presented with Port Adelaide Football Club brand.

People and Performance

Lead, create and build a high performing marketing team that delivers outstanding results / relationships for PAFC and it’s partners and stakeholders. The CMO will collaboratively build marketing processes that are agile, prioritise the right work, and facilitate critical problem-solving to ensure greatness for the PAFC.

Key Relationships

  • CEO & Executive team
  • Marketing Team – Head of General Manager, Consumer Business
  • General Manager, Partnerships & Commercial
  • PAFC Marketing & Brand Committee

Essential Criteria

  • Proven strategic marketing and leadership experience in an agency, sport, media and/ or entertainment or similar environment.
  • Brings the highest calibre of people leadership; with a track record of coaching and developing individuals and teams.
  • Deep understanding of digital media and new media channels.
  • Builds and retains successful relationships and partnerships in a highly complex Demonstrated passion for storytelling
  • Superior analytical and data skills, with demonstrable experience in audience growth and engagement.
  • Strong time and task management to balance competing priorities.
  • Ability to communicate complex and technical messages in simple terms that different audiences can relate to.
  • Development of enterprise-level PR and communication strategies aligned to consumers, media outlets, potential consumers, and external partners.

Our Values & Behaviours


Port Adelaide is much bigger than football, it’s belonging. We are one Club with one united voice and one common purpose.

With humility, respect and pride, we drive each other forward and pick each other up when we’re down. We stay true to our word and take responsibility for our actions.

We view adversity as an opportunity for growth. We have heart and care deeply.


We are unbelievably connected – from the inside out. We lead by example and bring the Port Adelaide faithful with us. We recognise we all have a role to play to demand the best of one another. We respect the past to mould the present and make our people and partners proud. We strive will all our power to strengthen our connection and further the Club’s enviable tradition.

Embrace Expectation

Expectation lives at Alberton – and we embrace it. Inspired by the heritage and ideals handed down by our forebears, we strive for excellence, seize opportunity, and build capability. We share in team success and lead with utmost integrity and care.

We strive to get better. Our effort and actions honour `The Creed’.

“We concede there can be honour in defeat, but to each of us, honourable defeat can only come after HUMAN ENDEAVOUR on (and off) the playing field is completely exhausted.”

-Fos Williams

How to Apply

Please send your CV along with a detailed cover letter to SRI that briefly details why you feel you would be suitable for this role by Monday 22nd August.

Josie Lahey Partner jlahey@sriexecutive.com +61478803255.

About SRI

SRI is a global executive search and consulting firm, servicing the rapidly converging industries of sport, media and entertainment.

We work as one partner-led team with staff based in key global markets across 11 offices on four continents. We offer dedicated and specific sector, function and region expertise. Our services include executive search, board assessment, succession planning, salary benchmarking, advising clients on their internal and external hiring strategy, new market entry and multi-vacancy projects.

Diversity, equity & inclusion (DEI) is a fundamental priority for SRI. Our philosophy focusses on embedding inclusive behaviours and processes across every element of our business practices, internally and in our work with clients and candidates.

Tagged as: Adelaide, AFL, Chief Marketing Officer, Fan Engagement, Marketing, Membership, Port Adelaide, Sport