Digital Lead (SEO/AEO/GEO/CRO)

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 Employee Benefits

• FREE Corporate Gold Hospital Insurance (for you and your family)
• 3 additional wellbeing days off a year (on top of our standard 20 days annual leave and 10 days personal leave) pro rata
• 2 volunteering days per year
• 18 weeks paid parental leave
• Access to corporate discounts across a range of gyms, retail, restaurants, and hotels
• Hybrid working arrangements available

This is a permanent full-time position open to candidates in Perth (preferred), or anywhere in Australia.

About the Role

Are you passionate about driving digital growth, improving online experiences and staying ahead of emerging website technologies? We're looking for a proven and experienced Digital Lead who lives and breathes traditional SEO/CRO and can equally be influential in the emerging landscape of AEO and GEO, shaping how current and future members discover, engage and choose HBF for their health insurance needs.

In this leadership role, you'll combine strategic thinking through to managing end-to-end delivery to enhance HBF's search discoverability in search engines and LLM’s, optimise digital conversion pathways and drive meaningful business outcomes. Working closely with Product, Marketing, UX/UI Design, Analytics and Technology teams, you'll lead initiatives that improve the customer journey from earned impression share through to conversion, while helping position HBF at the forefront of emerging AI-powered search experiences.

The key responsibilities of this role include:

• Leading HBF's SEO, AI search visibility and CRO programme to drive sustainable growth.
• Identifying opportunities to improve customer journeys and digital experiences across awareness, consideration and conversion stages.
• Developing and delivering a roadmap of high-impact initiatives that improve traffic, engagement and sales outcomes.
• Designing and managing CRO experimentation programs, including A/B testing and optimisation initiatives.
• Using data, analytics and market insights to identify opportunities and influence strategic decision-making.
• Collaborating with cross-functional teams to deliver seamless, user-centred digital experiences and continuous improvement initiatives.

About You

You are a strategic digital professional with proven SME knowledge in delivering SEO/AEO/GEO and CRO business outcomes, possessing a high level of technical competency within the domain. Passionate about digital marketing and innovation, you enjoy solving complex problems, uncovering growth opportunities and delivering measurable results. You bring a strong and proven understanding of search and conversion optimisation, coupled with the ability to influence, collaborate and lead across diverse stakeholder groups.

Most importantly, you're excited by the opportunity to make a genuine impact, helping more people discover HBF while creating better digital experiences for our members.

Ideally, you will have:

• Proven experience developing and delivering successful SEO and CRO strategies in a complex digital environment.
• Deep knowledge of modern search optimisation, including SEO, AEO, GEO and emerging AI search trends.
• A strong commercial mindset with the ability to balance customer experience outcomes with business objectives.
• Excellent analytical and problem-solving skills, with experience using data to drive decisions and performance improvements.
• Experience working within agile, cross-functional teams and leading initiatives through influence and collaboration.
• Relevant tertiary qualifications and a passion for staying across evolving digital technologies and industry best practice.

Our recruitment and selection process includes a variety of assessment methods including reference checks, National Police Clearance and verification of working rights in Australia.

Inclusion and Accessibility

At HBF, we believe in the potential of every individual. We’re committed to creating an inclusive workplace where diverse perspectives are celebrated, because they make us stronger. We encourage applications from everyone, including Aboriginal and Torres Strait Islander peoples, people with disabilities, and members of the LGBTQIA+ community, including transgender and gender-diverse applicants.

We want you to Be You, Be Bold, and feel supported every step of the way. If you require any adjustments or alternative formats during the recruitment process, please contact us at [e-mail].

To learn more about our commitments visit: Community Initiatives | HBF Health Insurance