Smile is a national digital health company with almost 20 years in the industry, comprising 5 divisions including the National Dental Network, Health Fund Partnerships, Projects & Investments plus more recently, Retail Dental Cover and Corporate Dental Cover.
Smile is committed to revolutionising quality healthcare accessibility and affordability for the people of Australia. Smile is the top-rated dental cover in the country, offering Retail Dental Cover to the public and Corporate Dental Cover to companies and their teams across Australia.
Smile has been operating successfully with a globally distributed team since 2017.
The Role
ROLE OBJECTIVES
This performance profile seeks to attract a performance marketer with a proven track record of driving business growth using paid tools such as Google Ads, Meta Ads, Bing Ads, TikTok, and other paid marketing platforms.
As a performance marketer, you will be accountable for driving revenue and sales for Retail Dental Cover and Corporate Dental Cover.
This role will be reporting to the Head of Marketing and will be a part of the Retail Dental Cover & Corporate Dental Cover Divisions. The position will have a full-time commitment of 40 hours per week with at least 6 hours of crossover b/w 8 am-5 pm GMT+10 (Brisbane, Australia)
KEY RESPONSIBILITIES
Strategic Campaign Development
- Develop and execute paid search strategies aligned with business goals to increase member acquisition for our dental cover products across Google, Bing and other relevant search platforms.
- Develop and execute paid social campaigns to acquire new members and retain existing ones.
- Develop platform-specific ad creatives (videos and static) along with a detailed plan to drive revenue and sales across Facebook, Instagram, TikTok, YouTube, and other relevant channels.
Campaign Optimisation
- Continuously monitor, analyse, and optimise PPC campaigns to maximise ROI, improve click-through rates, and reduce cost per acquisition across platforms. This includes optimising targeting options, ad placements, and bidding strategies.
- Collaborate with the sales team to align messaging and drive enterprise-level growth.
- Conduct thorough keyword research to identify relevant search terms and opportunities. Manage keyword bids, ad copy, and landing page optimisation to enhance campaign performance across all advertising channels.
- Monitor, develop and analyse paid social campaigns to maximise ROI and reduce cost per acquisition across platforms. This includes optimising the target audience, ad creative and landing pages.
Own the Complete Funnel
- Develop ideas for generating leads and revenue through targeted Top, Middle & Bottom of the funnel campaigns.
- Maintain a 360° view of the funnel, tracking everything from impressions to conversions on a daily basis.
- Identify opportunities and troubleshoot issues at both the campaign and website levels to optimise performance.
- Monitor key metrics and report insights regularly to drive timely improvements.
- Work closely with stakeholders (design, content, and IT) to address and resolve the funnel-related concerns.
Budget Management
- Effectively manage PPC and paid social budgets to ensure optimal allocation of funds across campaigns and channels, maintaining a balance between cost efficiency and performance.
Testing
- Develop testing hypotheses and implement a prioritised testing plan to ensure continuous learning.
- Coordinate A/B testing of ad copy, creative and bidding strategies to identify high-performing variations and improve overall campaign and company search performance.
Performance Reporting
- Generate regular reports on key PPC metrics, including impressions, clicks, conversions, and cost per conversion across all advertising platforms. Provide actionable insights and recommendations based on data analysis to drive continuous improvement in campaign performance.
- Generate regular reports on key paid social campaign metrics. Provide actionable insights and recommendations based on data analysis to drive continuous improvement in campaign performance.
Hunt for New Platforms
- Explore new opportunities across paid platforms and channels to sustain and accelerate growth.
- Drive revenue with a growth mindset - through structured experimentation programs, learn from failures and make data-driven decisions.
Collaboration & Communication
- Collaborate with the designer & content manager to ensure creatives and communication are in line with brand guidelines.
- Work closely with the SEO lead and the rest of the Growth Marketing team to align performance marketing strategies with organic search initiatives and overall marketing programs.
- Communicate campaign performance, updates, and insights effectively to stakeholders.
KEY PERFORMANCE INDICATORS
Acquisition (Grow Smile™dental cover)
Drive month-on-month growth in dental cover sales by building and executing a scalable acquisition plan for Smile™. Stay forward-looking, adapt confidently in ambiguity, and operate with a strong growth mindset to consistently achieve targets.
ROI (Return on Investment)
Measure the sales and revenue generated from individual platforms and campaigns. Track, monitor and improve the Lifetime Value of the customer, ensuring positive ROI for each campaign.
CAC (Customer Acquisition Cost)
Monitor and optimise the average cost incurred to acquire a new member or lead through campaigns, maximising new member acquisition within budget parameters.
Monitor and implement strategies to improve metrics across each stage of the acquisition funnel.
Ideal Profile
REQUIREMENTS
This FULL-TIME ROLE will only suit someone who also meets the following requirements:
- Has a passion for excelling in all they do, and this is evidenced in the extra references provided in your application.
- Has extensive experience and evidence of achieving exceptional results with paid platforms like Google Ads, Meta Ads, and other paid social platforms.
- Demonstrated success running successful Google ads and Meta ads is a must.
- Should be analytical, strategic, and creative when the role requires it.
- A growth mindset is essential - someone who embraces challenge, learns from feedback, and continuously seeks improvement.
- Has perfectly spoken & written English.
- Has the highest integrity.
If you believe you are a great fit for the role and meet ALL requirements above, we are looking forward to hearing from you!
What's on Offer?
- 100% Remote: Enjoy the flexibility and convenience of working from anywhere.
- Full-Time Position: Secure a stable and consistent work schedule.
- Similar Time Zone: Work seamlessly with a team in a compatible time zone.
- Established Company: Join a nearly 20-year-old successful & growing organisation.
- National Presence: Be part of a national Australian company.
- Meaningful Work: Contribute to a noble mission to revolutionise quality healthcare accessibility and affordability.
- Top-Tier Leadership & Team: Collaborate with 'A' leadership and 'A' players, including a successful Australian/Canadian Founder & CEO and a successful Silicon Valley CMO and a successful Head of Marketing from India.
- Excellent Culture: Thrive in a positive and supportive work environment with a long-serving team.
- Integrated Marketing Strategy: A company with a cohesive marketing strategy ensures that PPC and paid social campaigns align with broader marketing goals, improving overall campaign effectiveness and brand consistency.