Digital Growth Leader: SEO, CRO & AI

HBF Health; Perth; Hybrid; AUD 120,000 - 180,000; Full time

Benefits offered by this job

Hospital insurance

Wellbeing days

Volunteering days

Parental leave

Corporate discounts

Hybrid work

Job summary

HBF Health is seeking a Digital Lead to drive SEO/CRO and AI-powered search initiatives across Australia. The role focuses on improving online experiences, driving growth, and shaping discovery and engagement for members.

You will lead end-to-end delivery with Product, Marketing, UX/UI, Analytics and Technology teams to optimize journeys and conversion, leveraging emerging AI-enabled search trends to position HBF as a leader in health insurance online.

Qualifications

• Proven SEO and CRO strategy experience in a complex digital environment.
• Deep knowledge of modern search including SEO, AEO, GEO and emerging AI search trends.
• Strong commercial mindset balancing customer experience with business objectives.
• Excellent analytical and problem-solving skills with data-driven decisions.
• Experience in agile, cross-functional teams and leading initiatives through influence.
• Passion for evolving digital technologies and industry best practice.

Responsibilities

• Lead SEO, AI search visibility and CRO programmes to drive sustainable growth.
• Identify opportunities to improve customer journeys across awareness, consideration and conversion stages.
• Develop and deliver a roadmap of high-impact initiatives to improve traffic and sales outcomes.
• Design and manage CRO experimentation programs including A/B testing.
• Use data, analytics and market insights to influence strategic decisions.
• Collaborate with cross-functional teams to deliver seamless, user-centred digital experiences.

Skills

SEO strategy

CRO optimization

Cross-functional leadership

Data analysis

Agile methodologies

Education

Relevant tertiary qualifications

Tools

A/B testing tools

GA4 / Analytics

Job description

HBF Health is seeking a Digital Lead to drive SEO/CRO and AI-powered search initiatives across Australia. The role focuses on improving online experiences, driving growth, and shaping discovery and engagement for members.

You will lead end-to-end delivery with Product, Marketing, UX/UI, Analytics and Technology teams to optimize journeys and conversion, leveraging emerging AI-enabled search trends to position HBF as a leader in health insurance online.