Manager, Performance & Digital Experience

HomeMade, Mable, Leap in! and Mable Direct are entities under the Attain Healthtech Group of companies. While our companies are diverse, three similarities bind us:

1. We exist to create lasting, positive change across the entire care and support sector - impacting more lives, elevating standards and shaping the future of care

2. We believe in technology as an enabler

3. We’re driven by helping customers attain better outcomes

This position is part of the HomeMade team.

About HomeMade

HomeMade is an approved aged care provider dedicated to improving its customers' lives by empowering older people to self-manage their service providers with the assistance of our clinical and customer support teams.

Our transformative technology platform helps thousands of people retain choice and control by allowing them to create unique support plans that meet their specific needs and optimise their funds.

By working at HomeMade, you can play a crucial role in helping older people maintain their independence and live fulfilling lives in their own homes. You’ll be joining a team that is passionate and dedicated to making a meaningful difference in the lives of others.

To find out more, visit https://homemadesupport.com.au/

About the role

Are you a digital growth leader who knows how to turn marketing investment, customer insights and digital experiences into measurable business results?

We're looking for a Manager, Performance & Digital Experience to lead HomeMade's digital acquisition, search strategy, conversion optimisation and website experience.

Reporting to the Head of Marketing, you'll help shape our digital growth strategy, setting priorities and guiding performance across paid media, SEO, emerging AI-led search and conversion rate optimisation (CRO). You'll ensure HomeMade is visible wherever prospective customers are searching, while continually improving the digital journeys that help them understand their options and take the next step.

This is a strategic leadership role that combines commercial thinking, analytical problem-solving and digital expertise. You'll lead a small team and agency partners, bringing together the right people, insights and capabilities to improve marketing efficiency, strengthen conversion and drive sustainable customer acquisition.

You'll have the opportunity to shape how HomeMade approaches digital growth, influence investment decisions and make a meaningful difference in a purpose-driven organisation.

What you'll be doing

Lead performance marketing and digital acquisition

Develop and lead HomeMade's performance marketing and search strategy across paid search, paid social, display, SEO and emerging Generative Engine Optimisation (GEO) and Answer Engine Optimisation (AEO) opportunities.

Own media planning, budget allocation, channel priorities and performance targets, ensuring investment is aligned with business objectives and acquisition goals.

Oversee campaign performance across digital channels, identifying opportunities to improve efficiency, reach the right audiences and deliver stronger acquisition outcomes.

Lead our SEO agency relationship, setting priorities and ensuring activity delivers meaningful improvements in search visibility, traffic quality and acquisition.

Work closely with Brand and Content to strengthen creative, messaging and search opportunities that improve visibility and customer engagement.

Optimise the website and customer experience

Own HomeMade's CRO and website optimisation roadmap, identifying opportunities to improve usability, customer understanding and conversion.

Set priorities for experimentation across landing pages, forms, messaging, calls to action and key digital journeys.

Use customer behaviour, funnel analysis and testing insights to identify barriers and deliver measurable improvements.

Set the strategic direction for our marketing website, partnering with the Digital Producer on day-to-day website management, functionality and ongoing optimisation.

Collaborate with Product, Technology and Marketing Automation to improve website infrastructure, digital capabilities and the overall customer experience.

Turn data into commercial outcomes

Own reporting across digital acquisition and conversion, tracking performance against key measures such as qualified leads, cost per lead (CPL), customer acquisition cost (CAC), conversion rates and customer acquisition outcomes.

Analyse funnel performance, lead quality and customer behaviour to understand what's working, where opportunities exist and how marketing investment can work harder.

Partner with CRM, Sales, Data and Marketing Automation to strengthen attribution and connect marketing activity with downstream customer outcomes.

Ensure tracking and measurement requirements are clearly defined across Google Analytics 4 (GA4), Google Tag Manager (GTM), advertising platforms, CRM and business intelligence (BI) environments.

Translate performance data into clear recommendations that inform investment decisions, optimisation priorities and future growth.

Lead, develop and collaborate

Lead and develop the Performance & Digital Experience team, creating clear ownership and accountability across strategy and execution.

Coach and empower your team to take ownership of their specialist areas, while providing direction, support and performance oversight.

Manage agency partners and cross-functional relationships to ensure delivery aligns with HomeMade's priorities and performance expectations.

Foster a test-and-learn culture, encouraging new ideas, continuous improvement and evidence-based decision-making.

What you'll bring

7+ years' experience across performance marketing, digital acquisition, search or digital experience.

Demonstrated experience setting performance marketing strategy, managing significant digital media budgets and delivering measurable commercial outcomes.

Strong knowledge of paid search, paid social and SEO, with the ability to connect channel performance to broader business and acquisition goals.

Understanding of emerging GEO/AEO approaches and AI-led search, and how these may influence digital visibility and customer acquisition.

Experience owning CRO initiatives and delivering measurable conversion improvements through structured experimentation, landing page optimisation and customer journey analysis.

Experience owning or significantly influencing a website as a key acquisition and conversion channel.

Strong commercial and analytical capability, with experience working across qualified leads, CPL, CAC, conversion rates and customer acquisition outcomes.

Experience using digital analytics, tracking and reporting to guide investment decisions and improve performance.

Experience managing agency partners and collaborating with cross-functional teams to deliver results.

Strong leadership, stakeholder management and commercial judgement, with the ability to set direction and empower others to deliver.

Excellent attention to detail and a proactive, curious approach to testing, learning and continuous improvement.

Platforms and tools

You'll bring practical experience with key digital marketing platforms and tools, including:

Essential: Google Ads, Meta Ads Manager and Google Analytics 4 (GA4).

SEO and search analysis: Google Search Console and SEO tools such as SEMrush, Ahrefs, Screaming Frog or Similarweb.

CRO and experimentation: Experience with A/B testing and experimentation tools such as Optimizely, VWO, AB Tasty or Convert.

Measurement and reporting: Google Tag Manager (GTM), advertising platform reporting, CRM data, attribution and BI or dashboarding environments.

You don't need experience with every tool listed, but you'll be confident using digital performance data to identify opportunities, guide decisions and hold internal teams and agency partners accountable for results.

Experience in aged care, healthcare, financial services, insurance or another regulated, high-consider