Marketing Manager

Abby Health - Quality Care, Online-First; Sydney; Hybrid; AUD 110,000 - 130,000; Full time

Job summary

Abby Health is seeking a Marketing Manager to connect insights from our patient dataset with campaigns that drive action. You’ll focus on re-engagement and expanding care within our existing patient base, rather than top-of-funnel acquisition.

You will own end-to-end campaigns across EDM, in-app, Meta and Google Ads, shaping messaging, creative direction, and CTAs while managing a ~$4m annual channel budget. Hybrid work in Sydney offered.

Qualifications

• Experience turning data into insights that drive campaigns.
• Strong copywriting and messaging to drive action.
• Hands-on experience across EDM, Google Ads, Meta and in-app channels.
• Budget management and optimizing spend against results.
• Ability to own campaigns end-to-end.

Responsibilities

• Find the insight: analyse patient and clinical data to spot care trends and opportunities.
• Own the campaign: turn insights into messaging, creative direction and CTAs.
• Run the channels: EDM, in-app, Meta and Google Ads with focus on efficiency.
• Measure and iterate: rapid testing, clear reporting, data-driven next moves.
• Lead the work: collaborate with engineering, PR and external agencies.
• Grow the mission: contribute to thought leadership and market clinicians.

Skills

Data analysis

Campaign execution

Copywriting

Cross-channel marketing

Budget management

Brand asset creation

AI tooling

Tools

Metabase

Klaviyo

Google Ads

Meta Ads

In-app advertising

Job description

About Abby Health

Abby Health is Australia’s busiest online clinic, built for the future of primary care. Founded in 2023, Abby was established to address one of the most urgent issues in Australian healthcare: access. With one in three Australians now without a regular GP, we're reimagining how people access everyday care - without losing what makes care personal: long-term relationships and detailed patient histories. We connect patients to licensed GPs and Nurse Practitioners through same-day, 100% online care - delivering high-quality treatment for everyday issues, from headaches to herpes, coughs to cramps, and everything in between. Behind the scenes, we use structured patient histories, smart intake tools, and streamlined workflows to make every consult feel more like self-care.

Our Approach is Guided by Three Core Values

• Smart – Intelligent systems that surface what matters, when it matters
• Beautiful – A thoughtful, intuitive experience for patients and clinicians alike
• Caring – Human support, continuity of care, and relationships that last

We believe the future of primary care is affordable, same-day, and online first. A system where most care is delivered remotely - supported by pre-diagnosis tools, wearables, alerts, and proactive follow-up. In-person visits become the exception, not the default. It’s a smarter, safer, more efficient model one that finally puts patients first. And it’s already happening. Since launching, Abby has become one of the most trusted names in digital healthcare in Australia. We’re used by hundreds of thousands of Australians, with a 4.7/5 average rating on Google and Trustpilot. We’re quality-first and purpose-driven. Whether you’re a patient looking for better answers or a clinician looking for a better way to practise - Abby is here to make care better, for everyone. Smart. Beautiful. Caring. That’s the future we’re building - for Australian primary care, and the people who rely on it.

The role

We’ve built one of the highest-rated online-first clinics in Australia - but we’re not yet telling that story. That’s where you come in. As Marketing Manager, you’ll own the link between the insight sitting in our unique patient dataset and the messaging that moves people to act. Your focus is our existing patients: helping them re-engage, rebook, and access the fuller range of care available to them. This is a retention and expansion role, not a top-of-funnel acquisition grind - and you’ll own it end-to-end.

A typical loop looks like this

• Dig into the data to find a real insight - a care gap, a cohort behaviour, a trend worth acting on
• Shape it into a campaign: sharp messaging and a clear call to actionBuild the assets using our brand book, templates and AI tools
• Ship it across channels - EDM, in-app, Meta and Google Ads
• Set up a fast feedback loop, measure what works, manage the spend, and iterate

What You’ll Do

• Find the insight: analyse patient and clinical data (via Metabase) to spot care trends, gaps and cohort opportunities
• Own the campaign: take an insight from concept to results - messaging, creative direction, calls to action
• Run the channels: EDM (Klaviyo), in-app, Meta and a Google Ads account of ~$4m/year, with an eye on spend efficiency
• Measure and iterate: build fast testing loops, report clearly, and let the data drive the next move
• Lead the work: partner with engineering, PR and external agencies and represent marketing in cross-business decisions
• Grow the mission: contribute to our thought leadership and help market for the clinicians who make Abby possible

What You’ll Bring

• Marketing experience spanning data analysis and hands‑on campaign execution
• A proven knack for turning data into insight, and insight into campaigns that perform
• Strong copywriting and messaging - you can write a call to action people actually respond to
• Hands‑on experience across EDM, Google Ads, Meta and in‑app channels
• Comfort building testing frameworks and managing budget against results
• Experience creating assets from a brand book, templates and AI tools, and managing creative agencies
• The autonomy to own your work end‑to‑end, navigate ambiguity, and lift the people around you
• Bonus — experience in healthcare, another regulated industry, or a high‑growth consumer/tech environment

Why you’ll want this

• Real impact: your work helps more than 1% of Australia get better, more continuous care
• A rare dataset and a ~$4m channel budget to put your insights to work
• End-to- end ownership - you’ll shape the strategy, not just execute someone else’s
• A mission‑led team backed by patient, impact‑focused investors
• Hybrid working in Sydney (min. 3 days/week in our office)
• Compensation - $110 - $130k