Digital Marketing - Inbound Sales Lead Generation

Digital Marketing & Inbound Lead Generation Manager Healthcare | Medical Products | NDIS | Government | Hospitals | Alternative Care Location: Remote / Work From Home Employment Type: Full-Time Market: Australia, with a strong focus on NSW Industry: Healthcare | Medical Products | NDIS | Government Procurement | Hospitals | Corrective Services | Alternative Treatment and Care About the Role We are seeking an experienced Digital Marketing & Inbound Lead Generation Manager to develop and manage a complete digital growth strategy across Australian healthcare, medical, NDIS, government and institutional markets. The role will be responsible for generating qualified enquiries, procurement opportunities, online sales and referral partnerships from: - Australian and NSW government departments - Public and private hospitals - Corrective services and prison healthcare providers - NDIS participants and support networks - NDIS providers and plan managers - Medical centres and healthcare clinics - Aged care and disability care providers - Alternative treatment and care providers - Pharmacies, medical distributors and healthcare resellers - Procurement managers and institutional buyers You will manage SEO, AEO, GEO, paid advertising, landing pages, conversion funnels, content strategy and inbound lead-generation campaigns. This is not a general social media role. It is a commercially focused position responsible for generating measurable leads, enquiries, appointments, procurement opportunities and revenue. Key Responsibilities Digital Growth Strategy - Develop and execute the company's digital marketing and inbound sales strategy across Australia. - Build targeted campaigns for government, healthcare, hospital, prison, NDIS and private care markets. - Identify high-value customer segments, search demand and commercial opportunities. - Create separate acquisition strategies for B2B, B2G, healthcare provider and consumer audiences. - Develop clear digital funnels for enquiries, sales, referrals, wholesale accounts and procurement opportunities. - Align digital marketing activity with monthly sales and revenue targets. - Monitor competitors, market trends, treatment categories and emerging healthcare demand. - Prioritise campaigns based on lead quality, conversion potential, profit margin and sales-cycle value. Search Engine Optimisation - Manage technical, on-page, off-page and local SEO. - Conduct keyword research across medical, healthcare, NDIS, disability, hospital and government procurement markets. - Build service, product, location and industry-specific landing pages. - Develop content clusters targeting high-intent searches. - Improve rankings for commercial and transactional search terms. - Optimise website architecture, internal linking, metadata, headings and structured content. - Manage local SEO and Google Business Profile optimisation where relevant. - Build legitimate, high-quality backlinks and industry authority. - Monitor organic rankings, website traffic, lead quality and conversions. - Identify and resolve technical SEO issues affecting crawling, indexing and performance. AEO – Answer Engine Optimisation - Optimise website content for AI-powered search results, featured snippets and direct-answer platforms. - Structure content to clearly answer common healthcare, NDIS, medical and procurement questions. - Create detailed FAQ sections, comparison pages, eligibility guides and educational resources. - Implement appropriate structured data and schema markup. - Improve the company's visibility across answer engines and voice-search platforms. - Build content around the questions asked by patients, carers, healthcare providers, procurement teams and decision-makers. - Ensure answers are accurate, helpful and compliant with Australian healthcare advertising requirements. GEO – Generative Engine Optimisation - Improve brand visibility within generative AI search platforms and AI-generated recommendations. - Create authoritative, source-backed content that can be referenced by AI search tools. - Strengthen brand entity recognition across healthcare, medical and NDIS topics. - Build expert-led content, credible citations, case studies and industry references. - Improve consistency across the website, directories, profiles and external sources. - Monitor how the brand, products and services are presented within generative search results. - Develop content designed to answer complex healthcare and treatment-related queries. - Maintain clear differentiation between medical products, care services and alternative treatment options. Paid Search Advertising - Plan, launch and manage Google Ads campaigns. - Manage Search, Display, Performance Max, remarketing and other relevant campaign types. - Build campaigns targeting high-intent healthcare, medical, NDIS and procurement searches. - Create separate campaigns for government, hospitals, providers, patients and institutional buyers. - Conduct keyword research, negative-keyword management and search-term analysis. - Write high-converting ad copy aligned with each audience and service. - Manage bidding, budgets, conversion tracking and campaign optimisation. - Improve cost per lead, lead quality, conversion rate and return on advertising spend. - Develop remarketing campaigns for website visitors, previous leads and inactive enquiries. Meta Advertising - Create and manage Facebook and Instagram advertising campaigns. - Develop campaigns targeting NDIS participants, carers, families, providers and relevant healthcare audiences. - Build lead-generation, traffic, conversion, awareness and remarketing campaigns. - Develop audience segments, lookalike audiences and retargeting strategies. - Coordinate compliant creative assets, messaging and campaign offers. - Test headlines, copy, images, videos, formats and calls to action. - Optimise campaigns based on lead quality, booked appointments and revenue. - Ensure campaigns do not make misleading health, treatment or outcome claims. Landing Page Development - Build and optimise dedicated landing pages for specific services, products and customer segments. - Create landing pages for hospitals, government, NDIS, prisons, healthcare providers and private customers. - Develop campaign-specific pages for paid search, Meta and email marketing. - Write or coordinate clear, persuasive and compliant landing-page content. - Build forms, enquiry pathways, appointment requests and qualification questions. - Improve mobile usability, page speed, user experience and conversion rate. - Conduct A/B testing across headlines, layouts, offers, forms and calls to action. - Integrate landing pages with CRM, analytics, email and lead-management systems. - Work with internal or external developers where advanced functionality is required. Inbound Lead Generation - Generate qualified inbound leads for the sales and account-management teams. - Build acquisition funnels for government, hospitals, prisons, NDIS providers, participants and private healthcare organisations. - Create lead magnets, downloadable guides, consultation offers, eligibility tools and enquiry campaigns. - Develop referral campaigns for care providers and healthcare professionals. - Implement lead-scoring and qualification processes. - Separate high-value procurement leads from general enquiries. - Improve the percentage of website visitors who become qualified opportunities. - Track leads from first interaction through to sale, appointment, account opening or contract opportunity. - Reduce low-quality and irrelevant enquiries through better targeting and qualification. Government and Institutional Marketing - Develop digital campaigns targeting Australian and NSW government departments. - Target procurement managers, contract managers, health-service managers and institutional decision-makers. - Build dedicated content and landing pages for government procurement and institutional supply. - Support tender, panel, supplier-registration and procurement campaigns. - Identify relevant government, hospital and corrective-services opportunities. - Coordinate with sales teams on long-cycle B2G opportunities. - Develop capability statements, procurement content and institutional case studies. - Track government enquiries, supplier applications and procurement opportunities through the CRM. Hospital and Healthcare Marketing - Build campaigns targeting public and private hospitals. - Generate enquiries from procurement, clinical, administration and executive teams. - Develop content for medical centres, clinics, aged-care providers and community healthcare organisations. - Build campaigns for relevant medical products, testing products, treatment services and care solutions. - Develop referral pathways with healthcare practitioners and care providers. - Ensure all content is appropriate for professional healthcare audiences. - Support account-based marketing for high-value hospital groups and healthcare networks. NDIS Marketing - Develop compliant digital campaigns for NDIS participants, families, carers and providers. - Create separate strategies for participants, support coordinators, plan managers and service providers. - Build location-specific and service-specific landing pages. - Generate qualified enquiries without using misleading, exploitative or high-pressure messaging. - Clearly communicate eligibility, service areas, referral pathways and service limitations. - Develop referral partnerships with NDIS providers, allied-health professionals and support organisations. - Track enquiries by participant, provider, referral source and service type. - Ensure marketing aligns with NDIS advertising, privacy and service-delivery expectations. Alternative Treatment and Care Provider Marketing - Develop campaigns for legitimate alternative, complementary and non-hospital care providers. - Build service pages and educational content around available treatment and care options. - Clearly distinguish between medical advice, supportive care and alternative treatment. - Avoid unsupported claims relating to cures, guaranteed results or medical outcomes. - Generate referral partnerships with relevant practitioners and care organisations. - Create content that helps customers understand treatment pathways and available support. - Ensure all marketing remains factual, transparent and compliant. Content Strategy - Develop content calendars aligned with SEO, AEO, GEO and sales goals. - Produce or manage blogs, landing pages, guides, case studies, FAQs and industry resources. - Write content for patients, families, healthcare providers, procurement teams and government decision-makers. - Create authoritative long-form content that builds trust and search visibility. - Coordinate video, graphic, social and downloadable content. - Repurpose high-performing content across search, social, email and sales channels. - Maintain consistent brand voice, terminology and compliance standards. - Review content regularly to ensure medical, regulatory and service information remains current. Website and Development Support - Manage website updates, page creation and campaign deployment. - Work with WordPress, Shopify or other relevant content-management systems. - Coordinate developers, designers, writers and technical contractors. - Identify and resolve website usability, performance and conversion issues. - Implement forms, integrations, tracking pixels and analytics events. - Support product pages, service pages, booking systems and enquiry workflows. - Ensure website content is mobile responsive and accessible. - Maintain secure, reliable and professional digital assets. Marketing Automation and Lead Nurturing - Build automated email and SMS follow-up sequences. - Develop nurturing campaigns for patients, providers, procurement teams and wholesale clients. - Segment leads based on enquiry type, market, location and sales readiness. - Create abandoned-enquiry and incomplete-form follow-up campaigns. - Build re-engagement campaigns for inactive prospects. - Coordinate lead handover processes with sales and account-management teams. - Track response rates, appointments, conversions and sales outcomes. - Ensure marketing automation complies with Australian privacy and spam requirements. Analytics, CRM and Reporting - Implement and manage Google Analytics, Google Tag Manager and advertising conversion tracking. - Maintain accurate tracking across forms, phone calls, emails, appointments and sales. - Integrate campaigns with the company CRM. - Build dashboards covering traffic, leads, cost per lead, conversion rate and revenue. - Report on channel performance and commercial return. - Track lead quality by source, campaign, keyword and audience. - Identify wasted advertising spend and underperforming campaigns. - Provide clear monthly recommendations for improving revenue and lead quality. - Maintain attribution from the first marketing interaction through to final sales outcome. Key Performance Indicators Performance will be measured against: - Number of qualified inbound leads generated. - Cost per qualified lead. - Website conversion rate. - Organic search traffic and rankings. - SEO-generated enquiries and revenue. - Visibility across answer engines and generative AI platforms. - Paid advertising return on investment. - Google Ads and Meta Ads conversion rates. - Number of government and institutional opportunities generated. - Hospital and healthcare procurement enquiries. - NDIS participant and provider enquiries. - Number of booked appointments, consultations and sales calls. - Landing-page conversion rates. - Lead-to-opportunity conversion rate. - Opportunity-to-sale conversion rate. - Revenue generated by marketing channel. - CRM accuracy and lead-attribution completeness. Mandatory Experience and Requirements - Minimum five years' Australian digital marketing experience. - Demonstrated experience generating leads and revenue within Australia. - Proven experience managing SEO, Google Ads, Meta Ads and conversion-focused landing pages. - Strong experience in inbound sales and lead generation. - Demonstrated knowledge of AEO and GEO strategies. - Experience marketing healthcare, medical, NDIS, aged care, disability, government or regulated services. - Strong understanding of Australian customer behaviour and search patterns. - Experience building campaigns for both B2B and consumer audiences. - Proven ability to generate measurable commercial outcomes rather than vanity metrics. - Experience using Google Analytics, Google Tag Manager, Google Search Console and CRM systems. - Strong landing-page copywriting and conversion-rate optimisation skills. - Ability to work with developers, designers, content writers and sales teams. - Excellent written and verbal English. - Strong understanding of Australian privacy, consent and advertising requirements. - Ability to interpret performance data and make commercially sound decisions. - Strong attention to detail when working with healthcare and treatment-related claims. Highly Regarded - Existing experience marketing to NSW Health, government agencies or public-sector procurement teams. - Experience marketing to public and private hospitals. - Experience with medical products, diagnostic testing, healthcare services or pharmacy markets. - Experience generating leads for NDIS providers or disability-service organisations. - Understanding of Australian government tenders and supplier-registration processes. - Experience marketing to corrective services or prison healthcare providers. - Experience with allied health, alternative care or complementary treatment providers. - Experience with account-based marketing for hospitals, government or large institutions. - Experience using HubSpot, Salesforce or similar CRM and automation platforms. - Experience managing external agencies, freelancers and offshore support teams. Personal Attributes - Commercially driven and focused on measurable revenue. - Strong understanding of the difference between traffic and qualified leads. - Analytical, organised and disciplined. - Proactive in identifying new markets and growth opportunities. - Comfortable managing multiple channels and campaigns. - Able to communicate professionally with healthcare and government audiences. - Strong attention to compliance and accuracy. - Creative, but guided by data and commercial results. - Accountable for performance, deadlines and budgets. - Comfortable working independently in a fast-paced growth environment. Ideal Candidate The ideal candidate is a senior Australian digital marketer with at least five years of local experience generating measurable leads, enquiries and revenue. You will have hands-on experience managing SEO, AEO, GEO, Google Ads, Meta Ads, landing pages, conversion funnels and marketing automation. You must understand how to build different campaigns for government decision-makers, hospitals, prisons, healthcare providers, NDIS participants, carers and private customers. You will be responsible for building a reliable inbound lead-generation system that creates genuine sales opportunities, procurement enquiries, referral partnerships and revenue across Australia. Originally posted on Himalayas