Digital Marketing - Inbound Sales Lead Generation

About this role

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…