AFL - Australian Football League

It's always been a dream of mine to work at the AFL, so it still feels surreal every time I arrive at work. Growing up in a footy-focused family, football was a constant topic of conversation and a regular weekend activity.  

Although I never played the game, I always wanted the opportunity to work for the AFL, connecting people and families through their shared passion and love for the game, just as I have experienced firsthand. 

I studied a Bachelor of Business, majoring in Human Resource Management. During my studies, I knew I wanted to manage a team someday, but I wasn't sure what area that would be in.   

I've always been passionate about technology and digital products, but I never imagined that passion would become my everyday job. 

My Team

I’m currently working in the Digital Operations Team, where I manage and optimise digital platforms to enhance the user experience across the AFL and Clubs.  

My role involves updating and maintaining our digital platforms and infrastructure (AFL app and AFL.com.au), developing strategies to develop digital platforms for stakeholders and marquee AFL events, collaborating closely with Clubs to support their own digital platforms.

Fast five   

What’s a typical week look like for you in the AFL Grad Program?  

No two weeks in my team ever look the same! We are constantly planning for upcoming marquee events that often require collaboration with our technology partner, Telstra.  

This involves collaborating closely with other AFL departments to understand their expectations, requirements and deadlines to then allocate this work within our upcoming sprint cycles.  

Additionally, we hold weekly meetings to support work for the upcoming weekend of football, including Elite, VFL/W State, and Talent league games. 

What has been one of your highlights so far?  

My biggest highlight this year was supporting the development and creation of the 2024 Gather Round hub.  

This project included many new product features which ensured that we were able to enhance the user experience for our fans.  

We introduced a new template which refreshed the hubs look and feel as well as two new widgets: an Interactive Map and an Event Schedule. Within the first two months of the Grad Program, I was responsible for configuring these widgets. I set up 98 events for the Event Schedule and placed 82 pins across the four Interactive Maps. 

What skills have you developed as part of this program?  

During my time at the AFL, I have learned, developed, and broadened my skills in several key areas including Content Management System (CMS) proficiency, problem-solving, project management and communication.  

What advice would you give to our future grads?  

Two pieces of advice I would give to future grads are to be proactive and build strong relationships across the business. 

Be proactive and look for areas where you can contribute and propose new solution. Additionally, collaborate with colleagues from different departments to broaden your connections and gain a better understanding of the organisation. 

Can you share your favourite quote?

One quote that has always resonated with me is by Albert Schweitzer: "Success is not the key to happiness. Happiness is the key to success. If you love what you are doing, you will be successful."

I was born and raised in Singapore and was very involved in sport growing up. A huge part of my life revolved around finding that sense of community wherever I could as my family moved through Indonesia, Saudi Arabia and before residing in Australia. 

When I moved to Melbourne for university, it remained an important facet of my life. Whilst I wasn't raised with a love for footy, it was something that I actively pursued to develop a sense of belonging here in Australia and with the people around me.  

When the first AFL Grad Program was announced, the organisation’s values and mentorship opportunities stood out to me more than anything, and I knew that this was exactly where I wanted to grow and be challenged. 

My team

My grad rotation is with the Premium Growth and Sales team, this encompasses all of the AFLs premium products including; Medallion Club, Altis, Grand Final hospitality. I support the development of our new business front lines and assist with overall premium growth.

Fast five questions 

What’s a typical week look like for you in the AFL Grad Program? 

A week will be filled with planning, monitoring and executing sales campaigns across numerous premium products, alongside developing marketing assets and communications that reach our members and targets. 

On top of your 'typical' role, opportunities and handballs will always be thrown my way, with exciting product concepts I have been able to work on, new business development and even attending special events.   

What has been one of your highlights so far? 

There have been many great experiences, a key highlight has been getting to know all of my team members and loving the people that I work with. 

What skills have you developed as part of this program? 

A ton! But primarily stakeholder management and remaining extremely adaptable.   

What advice would you give to our future grads? 

Take ownership of the ideas you may have, the great thing about the AFL Grad Program is that you are fully supported to engage in projects and concepts. 

Can you share your favourite quote?

My all-time favourite movie quote!! “Two little mice fell into a bucket of cream. The first mouse quickly gave up and drowned. The second mouse, wouldn’t quit. He struggled so hard that eventually he churned that cream into butter and crawled out. Gentlemen, as of this moment, I am that second mouse.”

It's still hard to believe I’m working at the AFL. I started my Bachelor of Commerce degree at the University of Melbourne with little idea of what I wanted to pursue, but through my statistics diploma, I discovered a passion for data. Further, reflecting on my interests, I knew I wanted to be in the sports sector.  

Born and raised in Melbourne, sport has been a constant presence in my life. I grew up with footy, and that love of sport has stayed with me since. I love how it can bring people together, empower change and evoke such a rollercoaster of emotions that only comes with being a fan. The AFL Grad Program presented an incredible opportunity to be immersed in sport and to contribute to delivering a product that means so much, to so many.  

My team

I’m currently working with the Data and Analytics team which incorporates data science and data engineering. As a team, we build data products for the AFL and Clubs to help drive decision-making. With data being utilised across the business, there’s exciting opportunities to work across a wide range of areas.

Fast five questions 

What’s a typical week look like for you in the AFL Grad Program? 

A typical week sees me diving into the vast amounts of data at our disposal, whether that be through Dataiku, Tableau or Snowflake. There’s also meetings with various stakeholders to understand their data needs and requirements. The world of data is large and ever-expanding, so there’s always something new to learn and explore! 

What has been one of your highlights so far? 

The AFL Grad Program’s immersion experiences have been a highlight of the year so far. One that stands out for me is my one-week club immersion at North Melbourne Football Club. This experience gave me the unique opportunity to be involved in the day-to-day operations of a club, meet some incredibly passionate people and gain insight into the weekly preparation of the players and coaching staff.  

What skills have you developed as part of this program? 

In addition to my technical skills, the AFL Grad Program has helped me develop my skills in communication, adaptability and time management. Learning how to balance competing priorities has been incredibly valuable.  

What advice would you give to our future grads? 

Embrace the grey. Ambiguity and uncertainty can be uncomfortable, but it also makes for a great opportunity to learn and challenge yourself. 

Can you share your favourite quote?

“I wish there was a way to know you’re in the good old days before you’ve actually left them” - a reminder for me to live in and cherish the present.

I grew up regionally in Southwest Victoria and moved to the city to study at the University of Melbourne, majoring in Human Structure and Function.  

Through my studies and internships with State Government and Art Processors, I gained the corporate experience and confidence to branch out with my graduate applications, finding my way to the AFL Grad Program.  

I was raised as a footy fan, both locally and elite. I grew up the only girl in my Auskick team with no AFLW in sight and now have the privilege of being an Auskick coach, myself, to 70+ young girls, who can now have a future in the sport. The AFL Grad Program has provided me with the opportunity to see behind the curtain of the footy world, and what a world it is!  

My team

My grad rotation is with the Mental Health and Wellbeing team: with focus across the board in grassroot clubs with our Movember partner project, Ahead of the Game, in talent through National and Multicultural Academies, and through our elite level programs developing frameworks and resources that will be rolled out across the 18 clubs.

Fast five questions 

What’s a typical week look like for you in the AFL Grad Program? 

A typical week includes a lot of collaboration with various teams and project planning. I’ve spent a lot of my time developing my understanding of Mental Fitness and Social, Emotional and Cultural Wellbeing in the context of the AFL! There’s also always another grad or team member to grab lunch and have a good catch-up with, which is a big highlight of my week.  

What has been one of your highlights so far? 

I was a member of the working group for Sir Doug Nicholls Round and got to celebrate the hard work of the team and my culture through the Richmond President’s Function at the 2024 Dreamtime at the ‘G game. Being on the ground for the Welcome to Country and opening performance was an experience I will never forget. Only four days before, I joined my team in Darwin as we facilitated training with our Northern Territory delivery partners. It was my first time in Darwin, and I can’t wait to get back. I know I've shared two highlights, but they happened in one week, so it counts.  

What skills have you developed as part of this program? 

I’ve developed my communication verbally and written, project management, my confidence, and overall passion for what I do.  

What advice would you give to our future grads? 

Say yes to all the opportunities (you’ll figure out how to make it work later) 

Can you share your favourite quote?

“Do well at the small things, everything will work out” - Laura Kane on our second day.