Digital Marketing - Inbound Sales Lead Generation at OutsourcedIn | Jobyssey

Digital Marketing & Inbound Lead Generation Manager

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.

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