Australian Golf Services

Role Overview

As the Chief Commercial Officer, you will lead the evolution of Australian Golf’s commercial model, ensuring that customer strategy, audience growth, and commercial performance are fully integrated to drive sustainable revenue and long-term value creation. As a core executive within Australian Golf Services (AGS) jointly owned by PGA Australia and Golf Australia, you will bring together customer, digital, data, marketing, partnerships, broadcast, and business development into a single, high-performing commercial function.

Overseeing the Commercial Division, you will ensure that commercial assets, content, channels, and customer engagement platforms operate as a connected ecosystem, aligned to the strategic ambition of growing participation, audiences, and commercial returns across the game. This role extends beyond traditional revenue generation, focusing on building a modern, customer-led and insight-driven commercial engine that reflects the evolving nature of golf and its expanding audience base.

By translating strategy into execution, you will position marketing, digital, and customer engagement as core commercial growth drivers, while strengthening partnerships, enhancing broadcast value, and unlocking new opportunities across both B2C and B2B landscapes.

Key Responsibilities

Leadership & Strategy‍

• Serve as a senior executive leader across Golf Australia, the PGA of Australia, and AGS, partnering closely with CEOs, Boards, and executive teams.
• Lead and integrate the Commercial Division, establishing clear governance, accountability, and performance standards.
• Develop and implement a unified commercial strategy spanning customer, digital, data, marketing, partnerships, broadcast, and business development.
• Translate the national Strategy for Golf in Australia into clear commercial priorities, investment frameworks, and delivery roadmaps.
• Shape the commercial strategy and long-term viability of the Men’s and Women’s Tours and major events.
• Oversee strategic external partners and agencies to accelerate capability, performance, and delivery outcomes.

Audience Growth, Customer & Marketing Leadership‍

• Lead the development of a modern, insight-led marketing capability that drives audience growth, engagement, and monetisation.
• Position marketing, digital channels, and customer engagement platforms as core commercial growth engines.
• Ensure customer, digital, and data capabilities are strategically prioritised and effectively leveraged to drive commercial outcomes.
• Establish integrated customer journeys, content ecosystems, and channel strategies aligned to evolving audience behaviours.
• Embed a customer-first mindset across Australian Golf, ensuring accessibility, engagement, and relevance for both traditional and emerging audiences.

Commercial & Revenue Growth‍

• Own end-to-end accountability for commercial value creation across Australian Golf’s assets, channels, and platforms.
• Maximise the value of existing assets across events, partnerships, broadcast, and digital platforms.
• Develop and commercialise new revenue opportunities aligned to audience growth and market trends.
• Oversee commercial modelling, pricing strategies, contract governance, and risk management.
• Drive diversified, sustainable revenue growth across both B2C and B2B opportunities.

Partnerships & Business Development

• Lead the strategy, acquisition, and management of commercial partnerships and sponsorships.
• Oversee business development initiatives aligned to asset creation and audience growth.
• Negotiate complex, long-term commercial agreements that deliver mutual value.
• Strengthen partner integration across content, marketing, digital, and event platforms.

Broadcast & Media Commercialisation

• Own and lead broadcast strategy and commercialisation across Australian Golf.
• Negotiate and manage media rights, production, and distribution agreements.
• Integrate broadcast partners across content, digital, marketing, and commercial delivery.
• Leverage broadcast assets as core commercial platforms to maximise audience reach and revenue.

Data, Digital & Capability Enablement

• Provide strategic oversight of customer, digital, and data functions as key enablers of commercial performance.
• Sponsor the development of scalable digital products and platforms that support engagement and monetisation.
• Partner with technology teams to enhance enterprise data capability, including data architecture and integration.
• Drive the use of data and insights in commercial decision-making across the organisation.

Team Leadership & Transformation

• Lead a multi-disciplinary Commercial Division spanning customer, digital, data, marketing, partnerships, broadcast, and business development.
• Build and embed a unified commercial capability across a complex, multi-entity environment.
• Uplift organisational capability, maturity, and commercial discipline across integrated functions.
• Foster a high-performance culture focused on accountability, innovation, and continuous improvement.

Governance & Stakeholder Management‍

• Operate effectively within shared-services governance and decision-making frameworks.
• Manage complex stakeholder relationships across Golf Australia, the PGA, Boards, government, and international bodies.
• Ensure transparency, compliance, and commercial integrity across all activities.
• Maintain strong alignment across multiple entities and stakeholders.

Key Characteristics

Commercially Driven & Strategic
Combines long-term vision with disciplined execution to deliver sustainable revenue growth and enterprise value.
Customer & Audience-Led
Deep understanding of evolving audience behaviours, with the ability to translate this into commercial opportunity.
Integrated Operator
Proven ability to connect marketing, digital, data, partnerships, and broadcast into a cohesive commercial ecosystem.
Transformational Leader
Experienced in building capability, leading change, and operating effectively within complex, multi-entity environments.
Influential & Stakeholder-Savvy
Able to engage, align, and influence Boards, CEOs, partners, and senior stakeholders.
Commercial Storyteller
Translates strategy, data, and opportunity into clear, compelling narratives that drive decision-making and investment.

Required Experience & Skills

• Significant senior executive experience leading complex commercial portfolios.
• Proven success in revenue growth, partnerships, and asset commercialisation.
• Demonstrated experience building and scaling commercial, marketing, digital, and data capabilities.
• Strong commercial acumen, including contract negotiation and financial management.
• Experience operating within complex, multi-entity or federated environments.
• Track record of leading organisational transformation and capability uplift.
• Strategic marketing leadership, including leveraging customer data and digital channels for growth.
• Experience in broadcast rights negotiation and media commercialisation.
• Background in sport, media, entertainment, or a comparable sector (desirable).

Key Success Measures

Success in this role will be defined by:

• Sustainable, diversified revenue growth across Australian Golf commercial assets and channels
• Growth in engaged, diverse, and commercially valuable audiences
• Strength, longevity, and value of commercial partnerships
• Effective integration of customer, digital, data, and marketing functions
• Uplift in organisational capability and high-performance team delivery
• Confidence and trust of Boards, CEOs, and executive stakeholders