Leading the future of reproductive care

At Monash IVF we’re trying to change the way society thinks and acts in relation to their fertility. We’re removing stigmas, empowering people to make better decisions and to act earlier. Ultimately, we are trying to improve everyone’s chance of having a family.

That’s why it’s so important that the people we select to join our team are genuinely compassionate and caring, and truly want to make a difference. If this sounds like you, read on.

Monash IVF Group values each and every one of our employees.

Leading the evolution of care also means caring for our people. We ensure all employees feel included, supported and valued. Being part of the Monash IVF Group gives you access to many benefits.

- Your professional growth truly matters to us - we’re dedicated to supporting you with meaningful development opportunities, guidance, and a commitment to your success. You will have access to participate in an Annual Mentor Program, as well as a Learning & Development Framework that supports your professional goals.
- We deeply care about our employees’ physical and mental well-being, as well as work-life balance, fostering a supportive environment where you feel valued, heard, and empowered to thrive both personally and professionally. Enjoy access to CU Health Employee Assistance program and Fitness Passport gym membership!
- As part of our commitment to you, we offer 14 weeks paid parental leave and exclusive discounts on MIVFG fertility and ultrasound services, providing you with the support you need during life's important moments.

About the role:

As the Digital and Conversion Manager, you will lead the development, optimisation and performance of the organisation's digital ecosystem to drive customer acquisition, engagement and conversion outcomes. You will be responsible for creating and executing strategies that maximise the effectiveness of digital channels, websites, landing pages, campaigns and customer journeys, ensuring seamless user experiences that translate traffic into measurable business results. Working across marketing, product, technology and commercial teams, the role combines strategic thinking, data-driven decision making and conversion optimisation expertise to deliver sustainable growth and improve return on digital investment.

In this role, you will oversee the end-to-end digital conversion funnel, identifying opportunities to enhance customer engagement, remove friction points and improve conversion performance across all digital touchpoints. Through the use of analytics, customer insights, experimentation methodologies and best-practice digital experience design, the role drives continuous improvement initiatives that maximise lead generation, sales and customer retention outcomes. The position also ensures digital platforms remain customer-centric,



commercially effective and aligned with organisational objectives and brand standards.

Reporting to the Group Head of Marketing, your responsibilities will include:

- Owning the end-to-end digital conversion funnel - from paid and organic traffic through to enquiry, CRM capture and appointment booking.
- Identifying and prioritising conversion rate optimisation (CRO) opportunities across all digital touchpoints.
- Developing and implementing A/B testing frameworks to continuously improve conversion rates.
- Working with the Media and Analytics Manager to connect digital spend to downstream conversion outcomes.
- Building and maintaining digital performance dashboards that give the HoM and leadership team clear, actionable visibility of performance.
- Proactively bring digital performance insights and recommendations to the marketing team — not waiting to be asked.
- Owning the performance of all Monash IVF Group websites as commercial assets - traffic, engagement, conversion and patient experience.
- Leading ongoing SEO strategy and implementation across all brands.
- Leading the implementation of the Monash IVF CRM platform - working with the technology team, the HoM and clinical operations to ensure it is built for commercial use, not just data capture.
- Defining the CRM data architecture, lead lifecycle and ensure patient enquiry data flows cleanly from digital touchpoints into the CRM.

Ideally you will bring the role:

You are a commercially minded digital marketing professional with a proven ability to drive measurable conversion outcomes and optimise the end-to-end customer journey. Combining strong analytical capability with a hands‑on approach to digital performance, you are confident using data and insights to identify opportunities, influence decision-making and deliver business results. You thrive in a fast‑paced environment, can manage multiple initiatives simultaneously, and proactively bring recommendations and solutions rather than waiting to be directed. Most importantly, you can translate complex digital performance metrics into clear, actionable commercial insights for a broad range of stakeholders.

- Demonstrated experience in digital marketing performance, conversion rate optimisation (CRO), or a comparable digital commercial role, with a focus beyond website administration or technical management.
- Proven track record of improving digital conversion outcomes,



with the ability to articulate specific performance improvements and business impact achieved.
- Strong analytics capability, including experience with GA4, Google Tag Manager (GTM) and CRM reporting, with the ability to build and interpret performance dashboards.
- Experience owning or implementing CRM platforms, including workflow design, lead management, lead routing and lifecycle marketing initiatives.
- SEO strategy expertise, with a robust understanding of both technical and content SEO, and the ability to effectively manage and hold agency partners accountable for outcomes.
- Excellent project management skills, with the ability to lead multiple digital initiatives concurrently while maintaining quality and momentum.
- Highly proactive and self‑directed, consistently identifying opportunities and driving improvements without requiring direction.
- Outstanding communication and stakeholder management skills, with the ability to translate digital performance data into clear commercial language for non‑digital audiences.
- Experience within healthcare, fertility, women's health or another regulated consumer industry.
- Familiarity with AHPRA advertising guidelines and digital compliance requirements within healthcare environments.
- Experience using Craft CMS or similar enterprise‑level content management systems.
- Strong understanding of paid media channels and how they contribute to the broader conversion funnel and customer acquisition strategy.
- Experience with patient or customer journey mapping and optimisation within a digital environment.

Why work with us?

At Monash IVF, we are more than just a workplace - we are a passionate and innovative community dedicated to empowering individuals and making a real difference in the world of fertility. Our state‑of-the‑art facilities provide an inspiring environment where cutting‑edge technology meets compassionate care.

We believe in fostering a culture of continuous growth and development, offering extensive learning and development opportunities, and our hybrid working model provides the flexibility you need to maintain a healthy work‑life balance, while still being a part of a vibrant and fun team.

This is more than just a job - it's an opportunity to join a dynamic and supportive environment. If you're passionate about people and ready to make an impact, we’d love to hear from you!

Closing Date: Friday 7 August 2026 (Unless filled prior) – Lara Shmidel, People and Culture Business Partner

All personal information received by us from you or about you will be stored, used and disclosed by us in accordance with our Privacy of Your Information Policy.

Be careful - Don’t provide your bank or credit card details when applying for jobs. Don't transfer any money or complete suspicious online surveys. If you see something suspicious, report this job ad.

#J-18808-Ljbffr

📌 Digital and Conversion Manager (City of Yarra)
🏢 Monash IVF Group
📍 City of Yarra