Growth Marketing Manager

Growth Marketing Manager – Appetise (Surry Hills, NSW, AU)

Appetise has built a free consumer app with a loyal user base across ANZ (150K+) and a growing suite of B2B products funded by that base. The consumer app stays free, forever, and the B2B products are how we grow.

About the Role

Right now, our pipeline is almost entirely outbound. We've recently brought on a Head of Marketing to lead the function, and this role is the critical hire that makes the strategy real. You’ll work closely with the Head of Marketing to build the inbound engine from scratch, owning demand generation, pipeline contribution, and the marketing systems that let a small team punch well above its weight.

We’re looking for someone who thinks in full‑funnel campaigns, can move between strategy and execution, and uses AI to scale the work of a team. You’ll lead our growth efforts but you won’t be siloed: you’ll flex across content, product marketing, and demand generation to build something that compounds.

Owner of Two Loops

Consumer loop – Grow the free app user base. Acquisition, activation, and retention at scale across ANZ.
B2B loop – Convert consumer scale into B2B pipeline. Build inbound channels that feed the sales team.

Key Responsibilities

• Build inbound pipeline and own this contribution end‑to‑end. Identify the right channel mix – SEO, content, paid, or a combination – place the first bet with conviction, and build it, alongside a prioritised roadmap for sustained growth. You’ll be measured on MQLs, SQLs, and pipeline quality, not traffic.
• Direct team members to make campaigns and content land. Brief and collaborate with AI tools, contractors, or teammates to get it built. Keep fuel and engine connected so the Appetise growth engine compounds, instead of creating one‑off campaigns.
• Shape positioning and messaging: provide a continuous feedback loop on our performance in market and contribute to how we talk about our products in ads, on the website, and in sales enablement.
• Build experimentation velocity: volume and quality of tests, with clear learnings captured and acted on. Connect every experiment directly to pipeline and revenue, not vanity metrics.
• Market two products simultaneously. Our consumer app and B2B products serve different audiences with different jobs to do. You’ll hold both in your head, know when to context‑switch, and help build messaging that works for each.
• Build AI‑powered systems. Use AI for first drafts, research, and reporting, and use AI tools to scale your output: building workflows, automations, and processes that compound over time.

What You Bring

• 4+ years in growth or demand generation marketing. You’ve built or significantly grown an inbound motion before, can show the results, and have a point of view on where to start.
• You’ve built paid acquisition from the ground up: not just optimised an existing account. You can own lifecycle/CRM marketing and point to flows you built and the numbers they moved.
• You have product marketing chops. You monitor feedback and data to help shape sharp positioning, develop messaging that resonates with different audiences, and produce sales enablement that actually gets used.
• You’ve directed others – contractors, agencies, or direct reports – and set their direction. You raise the bar, not just get it done.
• You’re genuinely AI‑native: not as a buzzword, but as a practical operator who builds smarter systems rather than running things manually.
• You work independently, prioritise ruthlessly, and ship fast. Ambiguity energises you.
• You have a point‑of‑view on where to place the first big marketing bets, and you’ll tell us what it is in the interview.
• Nice to have: experience at a company with a consumer or prosumer product and understanding of user acquisition at scale.

What This Role Isn’t For

• You want a brief handed to you and a process already built.
• You’d rather set strategy than get your hands dirty building and shipping.
• You go quiet when priorities shift instead of leaning in.
• You measure your week in activity, not impact.

Success Metrics

• Inbound pipeline – MQL and SQL volume from owned and paid channels, with improving conversion rates.
• CAC efficiency – Organic and blended CAC improving over time as inbound compounds.
• Experimentation velocity – Volume and quality of tests run, with clear learnings captured and acted on.
• Consumer growth – App acquisition, activation, and retention metrics across ANZ.
• Systems built – Measurable efficiency gains from AI and automation workflows.

The Path

This is a build‑a‑team role. Crush the first year and you’ll be Growth Lead with your first hire reporting in. Within 24 months you can own the remit (B2B or B2C growth) with a team and budget authority, as the Head of Marketing’s number two on that side. If you’re exceptional, that happens faster.

Benefits

• Hybrid working from our Surry Hills office, with Monday, Tuesday, and Thursday as anchor days.
• Learning and development you’ll actually use. Tell us what you want to learn and we’ll back you.
• Monday lunch on us, treat Tuesdays, and quarterly team days in person.
• ESOP participation, so you have a real stake in what you help build.

Hiring Process

• One‑way video review – A few short questions you record in your own time.
• First interview – Conversation with the CEO and Head of Marketing.
• Task – A practical exercise that mirrors the actual work, reviewed by senior leaders.
• Work trial – Up to a full day onsite in the office working with our team, paid for your time.
• Final interview – Wrap‑up with leadership to land the details.

Application Note

Please consider applying even if you don’t meet 100% of what’s outlined.

Key Strengths

• Growth marketing
• AI utilisation
• Campaign management
• Product marketing
• Team leadership
• Consumer product experience

Partnering Note

Appetise is partnering with Hatch on this role. This is a role with Appetise, not with Hatch.

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