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About the Role

This role supports Healthengine’s overall marketing strategy by leading patient CRM initiatives that grow bookings and revenue, strengthen database health through effective lifecycle engagement, and expand the patient database by owning the marketing of the Healthengine app.

Responsibilities

• Lead Healthengine's patient CRM strategy and execution.
• Identify, plan and manage customer journeys across Email, SMS, In-App Messages and Push.
• Innovate and optimise customer lifecycle and cross-sell efforts using data and insights.
• Build go-to-market plans for new product releases and campaigns.
• Own segmentation and audience strategy for the patient base.
• Own the cross-vertical booking strategy, including journeys, prompts, and offers.
• Build, schedule, QA and optimise patient communications in Braze.
• Create and implement QA processes for customer communications.
• Run a continuous testing program for subject lines, creative, timing, and channel mix.
• Own deliverability and list health, including consent states, unsubscribes, and sending reputation.
• Own the marketing strategy for the Healthengine patient app, focusing on downloads, activations, and registered patient growth.
• Build and own the app growth plan, including audience priorities, channel mix, forecasts, targets, and budget.
• Set the strategy and direction for paid app acquisition across various channels.
• Brief and steer app acquisition creative.
• Partner with the Performance Marketing Lead on app acquisition cost per install and cost per registered patient.
• Own organic app growth, including app store optimisation.
• Own web-to-app conversion through download prompts and smart banners.
• Own in-product and cross-channel download prompts.
• Build and run referral and advocacy mechanics to drive new registrations.
• Own the post-install journey from install through to activation, first booking, and repeat use.
• Optimise onboarding communications to improve customer experience and conversion rates.
• Work with Product to prioritise app experience changes that unlock acquisition and activation gains.
• Reduce early churn and app abandonment through re-engagement.
• Measure and report on key results for database growth and lifecycle performance.
• Use third-party tools such as Adobe Analytics, Braze, and mobile attribution platforms for insights and campaign execution.
• Identify opportunities to improve customer experience and commercial impact.
• Work closely with Legal, Product, and Marketing to ensure consent management, privacy compliance, and regulatory compliance.
• Maintain a defensible consent and preference model across channels.
• Ensure health-related communications meet privacy and advertising obligations.
• Partner with the Performance Marketing Lead on patient demand across app and web.
• Partner with the Content Marketing & SEO Manager on organic web demand and app store organic.
• Partner with the Marketing Operations & Project Lead on tracking, event taxonomy, attribution, and data quality.
• Partner with the Designer on app creative, store assets, and lifecycle templates.

Requirements

• Minimum 6 years in a lifecycle or CRM role, ideally with exposure to consumer mobile app growth.
• Hands-on execution is critical.
• Hands-on Braze experience is essential.
• Strong technical marketing skills across CRM, lifecycle, and marketing automation.
• Demonstrated experience growing a consumer mobile app: app store optimisation, paid user acquisition, and activation or onboarding optimisation.
• Comfortable owning a growth plan and budget, and setting strategy, audiences, and targets for paid media.
• Deep understanding of analytics and reporting for measurement and attribution.
• Experience working with marketing teams, product teams, designers, and engineers.
• Understands and applies the principles of UI/UX and customer journey mapping.
• Able to create and deliver end-to-end lifecycle strategies in a fast-moving growth business.
• Experience in healthcare, regulated industries, or marketplaces is advantageous, not required.

Skills

• CRM
• Lifecycle marketing
• Marketing automation
• Braze
• HubSpot
• Adobe
• Mobile app growth
• App store optimisation
• Paid user acquisition
• Apple Search Ads
• Google App Campaigns
• Paid social
• Activation optimisation
• Onboarding optimisation
• Analytics
• Reporting
• Measurement
• Attribution
• Mobile attribution
• In-app event tracking
• UI/UX principles
• Customer journey mapping

Location

• Hybrid

Work Type

• Hybrid

Experience Level

• Minimum 6 years

Benefits

• Hybrid workplace flexibility
• Vibrant social calendar of events
• Quarterly team-building activities
• Access to co-working space amenities (café, golf simulator, wellness studio)
• Weekly Pilates, yoga, and meditation classes
• Access to learning resources
• Workplace wellness program
• Extra leave
• Access to EAP and other wellbeing resources
• Discounts and salary packaging options
• Paid parental leave

About the Company

• Healthengine's mission is to improve access to healthcare by helping Australians find and connect with all care providers.
• Operates Australia’s leading healthcare marketplace, bringing together over 4 million active Australians and more than 10 thousand practitioners.
• Ranked 13th Best Workplace in Technology 2023.
• Certified Great Place to Work in Australia 2025/26.

Equal Opportunity

• At Healthengine, we believe in the power of a diverse work environment to fulfil our mission and better serve our providers and patients.
• We’ve created a culture that genuinely values diverse perspectives and backgrounds, knowing that our differences can inspire new ideas.
• We are fully committed to building and maintaining our inclusive environment where all voices are respected and heard.
• If you think you have what it takes but don't check all the boxes, reach out anyway - we’d love to hear from you.