About the Role
You will be the senior-most marketing leader in the company, with end-to-end ownership of marketing strategy, execution, and results. You will work directly with the founders and lead execution through internal team members and/or external specialists. This is not an advisory role — you own the roadmap, the numbers, and the outcomes.
Key Responsibilities
1. Growth Strategy & Prioritisation
o Define the growth model: customer segments, offers, positioning, and channel roles
o Build and run a prioritised growth roadmap with a clear experimentation cadence
o Define core metrics and install tight feedback loops between marketing, ops, and revenue
2. Performance Marketing Leadership (Google-first today)
o Own paid acquisition strategy, structure, budgets, testing, and creative direction
o Diagnose and stabilise the driving lessons acquisition engine
o Protect and improve VORT profitability while fixing lessons performance
o Ensure spend is tied to business outcomes (profitability, payback periods, capacity constraints)
3. Funnel, Conversion & Lifecycle Ownership
o Improve end-to-end conversion (landing page → booking → retained customer)
o Strengthen lifecycle systems: email/SMS, reactivation, referrals, and reviews
o Tighten operational handoffs where bookings are manual (follow-up speed, scripts, SOPs, drop-off reduction)
4. Organic Growth + AEO / GEO
o Build an SEO system that scales from Adelaide to multi-city coverage
o Develop a content engine tied to rankings and conversion
o Implement AEO/GEO strategies: structured content, authoritative local pages, FAQs, and AI-search visibility for local services
5. Expansion Readiness
o Define what “ready to expand” means (unit economics, capacity, operational maturity)
o Build a repeatable city-launch framework
o Prepare the growth playbook for national rollout
Key Deliverables
* Marketing Ownership Plan: diagnosis, constraints, priorities, and roadmap
* Growth Model & KPI System: funnel map, metric definitions, baselines, targets, dashboards
* Channel Playbooks: paid acquisition standards; funnel & follow-up SOPs; SEO + AEO/GEO plan
* Experiment Backlog: prioritised hypotheses with impact/effort scoring and owners
* Weekly Executive Reporting: insights, decisions, risks, and next actions
* Expansion Playbook: readiness checklist and city-launch template
Qualifications and Experience
* Has led growth or marketing for an early-stage or small startup
* Comfortable as the sole or senior-most marketer with full ownership and accountability
* Strategy-driven but able to diagnose paid, funnel, and lifecycle issues hands-on
* Data-led decision-maker with strong communication skills
* Comfortable working directly with technical founders
* Experienced directing specialists and agencies (sets direction and standards; others execute)
* Experience in local services, booking-based businesses, or two-sided marketplaces
* Proven experience scaling from one city to multi-city operations
Benefits
* Flexibility in work hours and location, with a focus on managing energy rather than time
* Access to online learning platforms and a budget for professional development
* A collaborative, no-silos environment, encouraging learning and growth across teams
* A dynamic social culture with team lunches, social events, and opportunities for creative input
* Health insurance
* Leave Benefits
* Provident Fund
* Gratuity
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