Patient CRM Lead

Healthengine; Sydney; Hybrid; AUD 120,000 - 180,000; Full time

Benefits offered by this job

Hybrid workplace

Learning resources

Wellbeing program

Extra leave

Parental leave

Job summary

Healthengine is seeking a Patient CRM Lead to drive lifecycle marketing, oversee patient communications, and own app growth through multi-channel campaigns. You will collaborate with Marketing, Product and Legal to optimise journeys across Email, SMS, in-app messages and push, while strengthening database health and activation.

You will lead segmentation, craft GTM plans for new product releases, and own app onboarding, activations and cross-vertical bookings growth, with strong emphasis on

Qualifications

• Minimum 6 years in lifecycle or CRM roles.

Responsibilities

• Lead patient CRM strategy and execution across Email, SMS, In-App Messages and Push.
• Own segmentation and audience strategy for the patient base.

Skills

Lifecycle marketing

Braze

Analytics

CRM tools

App growth

Team collaboration

Tools

Braze

Adobe Analytics

HubSpot

Job description

This is your opportunity to join our team of forward-thinking, change-making individuals. Operating at the intersection of health and tech, you'll help us shape the future of healthcare.

Our Mission

Healthengine’s mission is to improve access to healthcare by helping Australians find and connect with all care providers. We strive to achieve this through Australia’s leading healthcare marketplace, bringing together over 4 million active Australians, and more than 10 thousand practitioners that are powered by our technology - and growing.

We’re all patients, right? So, it’s easy to get behind a mission that seeks to improve the healthcare experience for all Australians.

The Gig

Reporting into the CMO, the purpose of the Patient CRM Lead is to support Healthengine’s overall marketing strategy by leading patient CRM initiatives that grow bookings and revenue (including cross-vertical appointments), strengthen database health through effective lifecycle engagement and activations, and expand the patient database by owning the marketing of the Healthengine app.

Responsibilities

• Lifecycle Strategy & Journeys
  • Lead Healthengine's patient CRM strategy and execution, delivering to the key results outlined in the wider business strategy.
  • Identify, plan and manage customer journeys across the full range of Healthengine use cases and across Email, SMS, In-App Messages and Push.
  • Continually innovate and optimise the customer lifecycle and cross-sell efforts, using data, insights and product releases to support delivery.
  • Build the go-to-market plan from a customer communications perspective for new product releases and campaigns, supporting the wider consumer marketing team to deliver key results.
  • Own segmentation and audience strategy for the patient base, so the right patients receive the right message at the right moment in their care journey.
  • Own the cross-vertical booking strategy: the journeys, prompts and offers that move patients from their first appointment type into dental, allied health, specialist and other verticals.
• Build, schedule, QA and optimise patient communications in Braze, including one-off sends, automated journeys and triggered messages.
• Create and implement QA processes to ensure accuracy of customer communications, covering data, personalisation, links, rendering and suppression logic.
• Run a continuous testing program (subject lines, creative, timing, channel mix) and feed learnings back into the journey design.
• Own deliverability and list health, including consent states, unsubscribes, suppression and sending reputation.
• Own the marketing strategy for the Healthengine patient app, with accountability for app downloads, activations and registered patient growth as the primary lever for growing the size of the patient database.
• Build and own the app growth plan: audience and segment priorities, channel mix, forecasts, targets and budget, agreed with the CMO.
• Set the strategy and direction for paid app acquisition across Apple Search Ads, Google App Campaigns, paid social and partnerships, including audiences, channel mix, creative direction and targets. The Performance Marketing Lead owns the paid media campaigns, their build, execution and ongoing optimisation.
• Brief and steer app acquisition creative with the Campaign & Comms Lead and Designer, and feed performance learnings back to the next round of creative.
• Partner with the Performance Marketing Lead on a shared view of cost per install and cost per registered patient, and on where budget should move between channels.
• Organic App Growth
  • Own organic app growth end to end, including app store optimisation across listing copy, keywords, screenshots, and ratings and reviews, on both the App Store and Google Play.
  • Own web-to-app conversion: the download prompts, smart banners and hand-offs that move web patients onto the app.
  • Own in-product and cross-channel download prompts, using existing patient touchpoints (booking confirmations, reminders, EDMs, SMS) as an acquisition channel.
  • Build and run referral and advocacy mechanics that turn active patients into a source of new registrations.
• Onboarding, Activation & First Booking
  • Own the post-install journey end to end, from install through to activation, first booking and repeat use.
  • Optimise onboarding comms across App and Web acquisition to improve the customer experience and lift the install-to-registration and registration-to-first-booking conversion rates.
  • Work with Product to prioritise the app experience changes that unlock acquisition and activation gains, bringing evidence of where patients drop out.
  • Reduce early churn and app abandonment through well-timed, genuinely useful re-engagement.
• Measurement & Reporting
  • Measure and report on key results back to Marketing and the wider business, covering both database growth (downloads, activations, registered patients, cost per acquisition) and lifecycle performance (engagement, retention, repeat bookings, cross-sell).
  • Use third-party tools such as Adobe Analytics, Braze and mobile attribution platforms to review insights, build user segmentation and execute campaigns across channels.
  • Identify opportunities to improve the customer experience and our commercial impact, and bring recommendations, not just reporting.
• Privacy, Consent & Compliance
  • Work closely with Legal, Product and Marketing to ensure perfect consent management, privacy change implementation and regulatory compliance across CRM and app marketing.
  • Maintain a defensible consent and preference model across channels, including app store privacy disclosures and tracking consent.
  • Ensure health-related communications meet privacy and advertising obligations, escalating anything sensitive early rather than late.
• Partner with the Performance Marketing Lead on patient demand across app and web, so paid acquisition and lifecycle are planned as one funnel rather than two.
• Partner with the Content Marketing & SEO Manager so organic web demand and app store organic are complementary, with web SEO owned by Content and app store organic owned by this role.
• Partner with the Marketing Operations & Project Lead on tracking, event taxonomy, attribution and data quality, so the numbers this role reports can be trusted.
• Partner with the Designer on app creative, store assets and lifecycle templates.

About You

You're the kind of person who takes accountability in a fast-paced, autonomous and flexible environment. Fast may be your default (like us!) but you never, ever compromise on what’s important, willing to take a steady, more informed approach when it comes to maintaining the trust of our team and customers. You handle change like a pro, and continuous improvement is a way of life. You are not afraid to speak up and share your thoughts respectfully, with the intention of making positive change. You take initiative and drive your own learning journey without waiting for someone to point you in the right direction. And ultimately, you care: about people, health and innovation.

Experience you’ll bring:

• Minimum 6 years in a lifecycle or CRM role, ideally with exposure to consumer mobile app growth. Hands-on execution, not just strategy, is critical as we establish this department at Healthengine.
• Hands-on Braze experience is essential. You will be building, QA-ing and optimising in the platform yourself from day one.
• Strong technical marketing skills across CRM, lifecycle and marketing automation more broadly, including tools such as HubSpot or Adobe.
• Demonstrated experience growing a consumer mobile app: app store optimisation, paid user acquisition (Apple Search Ads, Google App Campaigns, paid social), and activation or onboarding optimisation.
• Comfortable owning a growth plan and budget, and setting the strategy, audiences and targets for paid media that a performance specialist builds and optimises.
• Deep understanding of analytics and reporting to ensure effective measurement and attribution of success and learning, including mobile attribution and in-app event tracking.
• Experience working with marketing teams, product teams, designers and engineers, and an understanding of how to leverage both product and marketing to drive outcomes.
• Understands and applies the principles of UI/UX and customer journey mapping.
• Able to create and deliver end-to-end lifecycle strategies in a fast-moving growth business.
• Experience in healthcare, regulated industries or marketplaces is advantageous, not required.

Additional Information

The perks behind the work

Healthengine is where you’ll be your best self. You’ll collaborate with smart, interesting people who will challenge you to be better. You will learn a lot and grow even more. Healthengine is the ideal workplace to bring ideas, make change and leave a lasting impact on your team and the industry.

In addition to an array of growth opportunities, we also offer:

• A hybrid workplace that offers flexibility to balance work and life
• A vibrant social calendar of events, quarterly team-building activities and more
• Our private office is located within The Commons co-working space, giving you access to shared amenities including an on-site café, golf simulator and wellness studio, plus weekly Pilates, yoga and meditation classes.
• Access to learning resources to develop your personal and professional skills
• Workplace wellness program, including extra leave and access to EAP and other wellbeing resources
• Extra leave so you can recharge and focus on your wellbeing
• Discounts and salary packaging options through our benefit partner, Maxxia
• Support for you when it comes time to grow your family with paid parental leave

We're proud to share that Healthengine ranked 13th Best Workplace in Technology 2023 and are a certified Great Place to Work in Australia 2025/26.

Diversity and inclusion

At Healthengine, we believe in the power of a diverse work environment to fulfil our mission and better serve our providers and patients. We’ve created a culture that genuinely values diverse perspectives and backgrounds, knowing that our differences can inspire new ideas. We are fully committed to building and maintaining our inclusive environment where all voices are respected and heard. If you think you have what it takes but don't check all the boxes, reach out anyway - we’d love to hear from you.