30,000 participants. 100+ countries. 12 days that will put Perth on the global stage.

We’re looking for the person who will take it to the world.

World Masters Games Perth 2029 is one of the largest participation sporting events on the global calendar. This is a rare opportunity to build the entire market-facing engine from the ground up.

More than a sporting competition, WMGP29 will deliver a full participant experience - combining high-quality sport with a vibrant social and cultural program. Entertainment, community activation and a central Games Village will create a shared environment where participants and locals alike will connect, celebrate and experience Perth beyond the field of play.

This is not a handover. It’s a clean canvas.

You will design the strategy, build the participant pipeline, shape the destination proposition and lead the commercial model - backed by the Australian and Western Australian Governments, and a CEO and Board who expect leadership, not just execution.

Who we’re looking for

A senior leader who has genuinely owned a demand, conversion or revenue outcome at scale - in major events, tourism, destination marketing, mass-participation sporting competitions or a closely related field.

You understand that growth doesn’t stop at acquisition. You can design and deliver a compelling participant proposition and experience that drives both conversion and advocacy.

You know what a real funnel looks like. You can read a pipeline and fix it. You can move between a Minister’s office and a commercial negotiation in the same afternoon. And you’re ready to lead something that’s yours.

What you’ll do

Lead the integrated marketing and growth strategy, aligning brand, demand generation and commercial outcomes
Define and execute the global participant recruitment strategy, including market prioritisation and pipeline development
Oversee CRM and data strategy, ensuring effective pipeline management and conversion optimisation
Lead digital and website strategy, driving acquisition, engagement and conversion
Develop and deliver pre-Games conversion campaigns (e.g. Kansai 2027, Australian Masters Games 2027) to build early pipeline momentum
Lead Official Travel Agent strategy and travel packaging, integrating tourism and participant acquisition outcomes
Drive commercial development and sponsorship strategy in partnership with the Partnerships function
Lead community engagement and local market activation, aligned to participation and legacy outcomes
Ensure a cohesive market proposition, integrating marketing, recruitment, tourism and commercial messaging

Why this role

A defining leadership role on one of the most significant events Australia will host this decade
Executive-level ownership from day one in a small, high-performing team
Competitive Director-level package and employment conditions
Perth - a genuinely exceptional place to live, work and play
The Games will be talked about long after they’re over. Your work will shape how they’re remembered.

WMGP29 is an equal opportunity employer and is committed to building a diverse and inclusive workforce.

Applicants must have the legal right to work in Australia or be able to demonstrate a clear pathway to obtaining appropriate work rights.

Relocation support may be considered for the preferred candidate.

World Masters Games Perth 2029

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