Digital Growth & Lead Conversion Manager

About the role

We are looking for a highly commercial Digital Growth & Lead Conversion Manager to take ownership of both our paid digital marketing campaigns and the lead-conversion operation behind them.

We operate a multi-location Melbourne dental group and run significant implant and crown advertising campaigns across Google and Meta.

We already work with an experienced digital marketing agency and have staff responsible for handling incoming enquiries.

We now want one person internally who owns the entire process.

From the moment advertising dollars are spent through to the point a patient books, attends and proceeds with treatment, you will be responsible for understanding the numbers and improving performance.

Paid Media Management

You will be hands-on with our Google Ads and Meta Ads accounts.

Responsibilities include:

• Manage and optimise Google Ads campaigns
• Manage and optimise Meta/Facebook and Instagram campaigns
• Manage campaign budgets and allocation of advertising spend
• Create and test new campaigns
• Keyword research and search-term optimisation
• Audience and targeting optimisation
• Monitor CPC, CTR, CPL and conversion performance
• Develop retargeting strategies
• Test advertising offers and messaging
• Work with our creative team and agency on new advertising concepts
• Monitor landing-page performance
• Coordinate A/B testing of landing pages and offers
• Ensure accurate conversion tracking and attribution
• Identify underperforming campaigns quickly and take action

Agency Management

We currently work with a hands-on digital marketing agency.

You will work closely with them rather than replacing them.

Your role will include:

• Review agency campaign performance
• Challenge campaign strategy where appropriate
• Work collaboratively on campaign improvements
• Coordinate creative development
• Review lead quality
• Ensure campaigns align with actual patient conversion data
• Make sure decisions are based on commercial outcomes rather than marketing metrics alone

You must be capable of independently understanding and managing the advertising accounts rather than relying entirely on the agency.

Lead Conversion Management

Advertising is only half the role.

You will also manage the team responsible for handling incoming leads.

Responsibilities include:

• Manage weekday lead-handling staff
• Manage our weekend lead-management staff member
• Monitor speed to lead
• Monitor missed calls and uncontacted leads
• Review call quality
• Improve scripts and objection handling
• Ensure consistent follow-up
• Manage CRM processes
• Ensure every lead has a clear status and next action
• Reactivate older leads
• Identify where leads are being lost

Own the Entire Funnel

You will track performance from:

Advertising spend

↓

Lead generated

↓

Lead contacted

↓

Consultation booked

↓

Consultation attended

↓

Treatment proposed

↓

Treatment accepted

↓

Treatment commenced

↓

Revenue generated

The objective is not simply to generate cheaper leads.

The objective is to generate profitable patients.

Key Metrics

You will be responsible for metrics including:

• Advertising spend
• Cost per click
• Cost per lead
• Lead quality
• Cost per booked consultation
• Lead-to-booking conversion
• Speed to lead
• Contact rate
• Consultation attendance rate
• Treatment acceptance rate
• Cost per acquired patient
• Revenue per lead
• Return on advertising spend
• Marketing-attributed revenue

What We’re Looking For

You should have strong hands-on experience managing:

• Google Ads
• Meta Ads Manager
• Google Analytics
• Google Tag Manager
• Conversion tracking
• CRM systems
• Marketing attribution
• Lead funnels
• Landing pages

You should understand:

• Search campaigns
• Performance Max
• Remarketing
• Meta lead-generation campaigns
• Conversion campaigns
• Audience testing
• Creative testing
• Campaign optimisation
• Keyword strategy
• Negative keywords
• Bid strategies
• Conversion APIs
• Tracking and attribution

Commercial Skills

Technical marketing knowledge alone is not enough.

We want someone who can look at a campaign producing 200 leads and determine why those leads ultimately resulted in only a certain number of treatments.

You must be comfortable identifying whether the problem is:

• The advertising
• The offer
• The landing page
• Lead quality
• Response time
• Call handling
• Follow-up
• Appointment availability
• Patient attendance
• Treatment conversion

And then take responsibility for fixing it.

Management

You will manage and coordinate:

• Internal lead-management staff
• Weekend lead coverage
• Digital marketing agency
• Creative resources
• Clinic teams where required

You will report directly to business ownership.

Ideal Background

Experience in one or more of the following would be highly regarded:

• Performance marketing
• Digital marketing
• Lead generation
• High-ticket consumer marketing
• Dental or healthcare marketing
• Cosmetic medicine
• Automotive
• Property
• Finance
• Other high-value lead-driven businesses

Dental experience is not essential.

Remuneration

$110,000–$130,000 + super, depending on experience.

A meaningful performance bonus will be available based on agreed commercial KPIs.

For an exceptional candidate with significant paid-media experience and the ability to take complete ownership of the growth function, remuneration can be negotiated.

Key responsibilities

• Take ownership of the lead-conversion process across all implant and crown campaigns
• Manage and monitor the team handling inbound leads and calls, including the dedicated weekend lead-management staff member
• Ensure leads are contacted quickly and followed up consistently, with no leads sitting unattended or falling through the cracks
• Monitor staff performance, call handling and follow-up quality
• Review CRM activity and pipeline discipline, tracking lead progression from enquiry through to treatment commencement
• Liaise closely with the digital marketing agency, reviewing campaign performance, lead quality and conversion data
• Identify performance bottlenecks across lead quality, response time, call handling, follow-up, offer, clinic availability, and patient objections
• Hold internal staff and external providers accountable for agreed KPIs
• Develop and improve scripts, follow-up processes and CRM workflows, including reviewing recorded calls where appropriate
• Produce weekly performance reports for ownership and recommend changes to improve booking rates, attendance and treatment conversion

About you

• Experience in sales management, lead management, business development, call-centre or contact-centre management, sales operations, CRM management, high-ticket consumer sales, or lead-driven industries such as healthcare, dental, cosmetic medicine, property or automotive
• Strong people-management ability and comfortable managing staff and holding people accountable
• Excellent follow-up and organisational skills
• Strong commercial judgement
• Confident working with external agencies
• Strong understanding of sales funnels and conversion rates
• Ability to interpret marketing and CRM data
• Comfortable reviewing call performance
• Ability to identify bottlenecks and implement improvements
• Strong communication skills
• Experience with CRM systems such as HubSpot, Salesforce, GoHighLevel or similar