Content Marketing Manager

Smile is a national digital health company founded in 2006, comprising 5 divisions including the National Dental Network, Health Fund Partnerships, Projects & Investments, plus more recently, Retail Dental Cover and Corporate Dental Cover. Smile is committed to revolutionising quality healthcare accessibility and affordability for the people of Australia.

Smile is the top-rated dental cover in the country, offering Retail Dental Cover to the public and Corporate Dental Cover to companies and their teams across Australia.

The Role

Role Objectives: This role is designed for a Content Marketer with a proven track record of delivering measurable results through compelling, strategic, and high-performing content. You will be responsible for content across every stage of the stakeholder journey, driving aggressive new member acquisition and retention targets.

Success in this role requires being both creative and analytical, using AI tools to optimise content performance while applying strategic judgment, proactive ownership, and accountability. You will work closely with performance marketing, CRM, SEO, and product teams — ensuring consistent messaging while driving growth through content that delivers impact.

Key Responsibilities:

• Develop and execute a comprehensive content marketing strategy aligned with company goals and audience personas.
• Drive engagement and results across the funnel: awareness, lead generation, conversion, engagement, and retention.
• Use AI-driven insights to identify content opportunities and refine targeting.

Content Creation & Optimisation:

• Produce engaging content across platforms (website, blogs, social media, email campaigns, whitepapers, ebooks, video, etc.).
• Update and refresh existing content for SEO relevance and impact.
• Apply AI tools for drafting, personalisation, and optimisation.

Audience Journey Mapping:

• Create tailored content for each stage of the audience lifecycle.
• Implement personalised content to improve conversions and retention.

Campaign Management:

• Plan and deliver campaigns aligned with product launches, promotions, and seasonal initiatives.
• Track and report on performance; iterate using data-driven insights.

Brand Messaging & Positioning:

• Maintain consistent brand voice across all touchpoints.
• Position Smile as a thought leader in digital health and dental cover.

Performance Analysis & Optimisation:

• Monitor KPIs (engagement, conversion, SEO rankings).
• Use AI-powered analytics to improve delivery, targeting, and ROI.

Collaboration & Cross-Functional Alignment:

• Work directly with performance marketing, CRM, SEO, and product teams to ensure consistent messaging.
• Contribute to a results-first team culture, sharing learnings and collaborating for impact.

Cost Efficiency & Resource Management:

• Manage content budgets effectively.
• Optimise cost per new content piece while maintaining quality and reach.

Key Performance Indicators (KPIs):

• Cost per new piece of content.
• Content engagement & conversion impact.
• Expansion into new mediums (video, infographics, interactive formats).
• Contribution to new acquisition and retention targets.

Ideal Profile:

Requirements:

• Has extensive experience and evidence of delivering exceptional results with Content Marketing.
• Demonstrates strategic, analytical, and creative thinking.
• Is proactive, a self-starter, and thrives in a high-performance culture.
• Has perfect written and spoken English.
• Uses AI tools confidently to improve efficiency and outcomes.
• Operates with the highest integrity.

What's on Offer:

• 100% Remote: Enjoy the flexibility and convenience of working from anywhere.
• Full-Time Position: Secure a stable and consistent work schedule.
• Similar Time Zone: Work seamlessly with a team in a compatible time zone.
• Established Company: Join a nearly 20-year-old successful & growing organisation.
• National Presence: Be part of a national Australian company.
• Meaningful Work: Contribute to a noble mission to revolutionise quality healthcare accessibility and affordability.
• Top-Tier Leadership & Team: Collaborate with 'A' leadership and 'A' players, including a successful Australian/Canadian Founder & CEO and a successful Silicon Valley CMO.
• Excellent Culture: Thrive in a positive and supportive work environment with a long-serving team.
• Creative Freedom: You will be supported to explore new ideas, formats, and approaches, making your work enjoyable and innovative.
• Content Variety: Enjoy creating various content types, including blogs, e-books, infographics, videos, podcasts, and social media posts, keep your work dynamic and engaging.
• Robust Editorial Calendar: Implement an organised editorial calendar and consistent content production that helps you align your efforts with key business milestones and seasonal trends.