SMB Channel Growth Lead

Citation Ltd.; North Sydney Council; Hybrid; AUD 95,000 - 125,000; Full time

Job summary

Citation Group is seeking a growth marketer to own SMB demand generation and drive revenue across PPC, paid social, SEO and CRM nurture. You will shape GTM strategy into an actionable growth plan, run always-on campaigns, and collaborate with Sales, Product and Creative teams.

Based in North Sydney with a 2–3 day on-site hybrid setup, you’ll lead persona-driven messaging and optimize ROAS while building scalable growth engines.

Qualifications

• Minimum proven track record in B2B demand generation or growth marketing.
• Hands-on PPC across Google, Meta and LinkedIn with direct optimization.
• Experience owning a media budget and ROAS/CAC targets.
• Experience designing nurture programs in HubSpot or Pardot.

Responsibilities

• Own the SMB budget and segmentation across brands.
• Translate GTM strategy into an actionable growth plan.
• Run always-on SMB acquisition across PPC, social, organic/SEO, and CRM nurture.
• Lead integrated SMB campaigns from insight to activation with creative partners and a test-and-learn rhythm.
• Convert product messaging into persona-based propositions to support ads, landing pages and sales.
• Translate brand, product and services into compelling messaging.

Skills

Growth marketing

B2B demand gen

Paid media

PPC

ROAS

CAC

Full funnel

AI tools

Cross-functional

Tools

Google Ads

Meta Ads

LinkedIn Ads

HubSpot

Pardot

Job description

Why join Citation Group?

We have each other's backs. We're aligned, communicative, high-performing and proud to work together.

Our Purpose, Vision, Mission and Values are foundational to everything we do. When you join our team, you'll experience a workplace that values you as an individual and actively engages to bring you into the fold, contribute to your career growth and set you up for success. We don't do micro-management – we hire grown‑ups who are trusted to get stuff done.

When you join Citation Group, you'll experience what it's like working for an Employer of Choice – we've been named 9 years running. We're big on flexible working and its benefits because we want you to experience work/life harmony. Our office locations are contemporary and created for collaboration, creativity and customer-caring.

We believe you are our ultimate brand ambassador and we love to reward employees for their contribution; even a trip to Bali – just sayin’! We offer all the Leaves; access up to 16 weeks of paid parental leave, volunteer day leave and no one likes working on their birthday – get an extra day off!

• even a trip to Bali – just sayin’!
• access up to 16 weeks of paid parental leave
• volunteer day leave
• no one likes working on their birthday – get an extra day off!

We're in a big growth phase so if you're ready to thrive in an environment that thinks big and bold, celebrates wins and delivers on promises – come join us!

The Opportunity

Reporting to our Chief Marketing Officer, this is a full‑time, permanent role, hybrid role based in our North Sydney office, with 2–3 days a week on site.

This is a newly created and transformational role that will see you getting to the heart of our core customer base who are SMB owners. You'll shape how we reach them and build a joined‑up SMB growth engine from the ground up, not a collection of disconnected campaigns.

It's a career‑developing role for a growth marketer with strong commercial awareness and skills to move comfortably between PPC performance, campaign strategy, customer messaging and pipeline analysis while maintaining overall accountability for the SMB channel. Your responsibilities will include:

• Own the SMB budget and how we segment, prioritise and reach SMB customers across all our brands
• Translate the broader GTM strategy into an actionable growth plan
• Run the always‑on SMB acquisition engine across PPC, paid social, organic/SEO and CRM nurture
• Lead integrated SMB campaigns from customer insight to activation, briefing internal creative and agency partners and running a weekly test‑and‑learn rhythm
• Turn product messaging into persona‑level propositions that hold from ad to landing page to sales conversation, equipping our sales team with the toolkits, battlecards and feedback loops they need to convert
• Translate our brand, product and services into compelling messaging

Who is Citation Group?

At Citation Group we bring together real‑world HR, Safety, Legal and Certification expertise along with adaptable workforce management and payroll technology – helping businesses run with confidence every day.

Our team is excited to be growing fast, dreaming big, and doing good things for businesses across Australia, New Zealand, Canada and the UK. With a UK parent company that is Private Equity backed, the plan is to triple the size of the business over the next few years through both organic growth and acquisitions.

Want to know more about us visit our website www.citationgroup.com.au

Our ideal candidate?

You're a growth marketer with commercial ownership: as comfortable in a PPC account as you are in a pipeline review. You'll bring:

• A strong track record in B2B demand generation or growth marketing, ideally in an SMB or high‑velocity sales model
• Hands‑on paid media expertise across Google, Meta and LinkedIn, with the depth to diagnose performance yourself, not just read the agency report
• Proven ownership of a media budget and agency relationship, managing to ROAS, CAC and cost per deal
• Experience designing segmented nurture programmes in HubSpot or Pardot
• A full‑funnel, evidence‑first mindset: you read the numbers together, scale winners and kill losers fast, and use AI tools confidently to move quicker
• A genuine curiosity about the SMB buyer, not just the funnel, and the ability to bring Sales, Product and Customer teams along with you

Next steps?

Applicants must have full legal rights to work in Australia with no restrictions.