Manager, Performance & Digital Experience
mable · Sydney · hybrid
About HomeMade
At HomeMade, we're transforming home care in Australia through a fresh approach that empowers people to live life on their own terms.
As an approved provider specialising in self-management, we partner with our customers to create support plans that meet their individual needs and help them make the most of their funding. Our approach puts people in control of their support, their choices and their lives.
We're a team of passionate people who believe in making a genuine difference. Our values guide everything we do:
Put People First: People and relationships matter most.
Foster Freedom: Life should be lived in a way that makes sense for you.
Do the Right Thing: We act with fairness, honesty and transparency.
Be Bold: We imagine and create a brighter future.
- 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.
- 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.
- 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 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.
- 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.
- 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-consideration category would be highly regarded, as would experience designing digital journeys for customers making complex service decisions. Most importantly, you'll be someone who takes ownership, thinks strategically, enjoys solving problems and understands how great digital experiences can translate into meaningful business outcomes. Why join HomeMade? Make a meaningful impact. Use your digital expertise to help more Australians access support that enables them to live independently at home. Shape our digital growth. Play a key role in setting strategy, influencing investment and building the digital experiences that support HomeMade's next stage of growth. Be part of a collaborative team. Join a supportive, connected culture that values initiative, fresh thinking, accountability and getting things done. Grow your career. Access ongoing training and development opportunities while helping shape our performance marketing and digital experience capabilities. Enjoy flexibility and wellbeing. Benefit from hybrid working, quarterly flexi-days, supportive leaders and our Employee Assistance Program. Where you'll work This role can be based in Sydney or Brisbane, with a hybrid working arrangement that balances team collaboration and connection with the flexibility of working from home. Ready to make a difference? If you're passionate about digital growth, excited by the opportunity to improve customer experiences and motivated by delivering measurable commercial results, we'd love to hear from you. HomeMade celebrates diversity and welcomes applications from people of all backgrounds, identities and experiences. Aboriginal and Torres Strait Islander peoples are encouraged to apply.