Position Overview

The Senior Marketing Manager owns the DappleOS marketing function end to end. You will set the strategy, do the work, and carry a number: the qualified pipeline that our sales team converts into clinics on the platform.

DappleOS is the compliance-first clinical operating system for the aesthetics sector, serving cosmetic injectable, dermal and hybrid medical clinics across Australia. Our buyers are clinic owners, practice managers and medical directors who operate in a heavily regulated environment. Marketing to them well means understanding that environment, not just running campaigns at it.

This is a senior, hands-on individual contributor role. You will develop the marketing strategy while personally executing core marketing activity, including content, campaigns, social media, HubSpot automation and product launches. You will use AI, agencies and freelancers to extend your capacity, but you will remain close to the work and accountable for the quality and the results. This is not a strategy-only role, and as the only dedicated marketing resource in the business, there is nobody to hand execution to.

While the role is primarily focused on DappleOS, it will also contribute to selected HTNK Advisory and founder-led marketing initiatives that support the broader group growth strategy.

Success looks like a pipeline that is predictable enough to plan against, a brand that clinic owners recognise and trust before a salesperson ever calls, and a marketing function that scales output without a proportional increase in spend or headcount.

Key Responsibilities

Strategy and Positioning

- Own the DappleOS marketing strategy and annual plan, tied to company revenue, pipeline and net revenue retention targets.

- Define and defend our category positioning and messaging hierarchy, including how compliance-first is expressed as a commercial advantage rather than a feature list.

- Build and maintain buyer personas and segment strategies across single-site clinics, multi-site groups and enterprise accounts.

- Run competitive and market intelligence as a standing discipline, and translate it into positioning, battlecards and sales enablement.

- Lead go-to-market for major product releases in partnership with Product, from positioning and launch narrative through to enablement and post-launch measurement.

Demand Generation and Pipeline

- Own the qualified pipeline target and the demand generation mix across paid, organic, email, content, events, partnerships and referral.

- Personally plan, build, launch and optimise campaigns end to end, from brief through to reporting.

- Run the account-based motion for multi-site and enterprise prospects, working directly with sales on target account selection and orchestration.

- Manage paid acquisition strategy, budget allocation and channel mix, directing agencies and specialists to performance rather than activity.

- Set and enforce the lead definitions, service levels and handover process with sales, and hold both sides to them.

- Own the DappleOS presence at sector conferences and industry events, from stand and speaking strategy through to lead capture and follow-up.

Content, Brand and Social Media

- Own the DappleOS content strategy and content calendar, producing and repurposing high-quality content across social media, email, website, campaigns, product launches and sales enablement. Develop founder and executive thought leadership while building a scalable content library for the business.

- Own the DappleOS brand: voice, visual consistency and how the brand shows up across web,



product, events, partner channels and investor-facing material.

- Own the social channels day to day, including planning, publishing, engagement and community growth on the platforms our buyers actually use.

- Own the quality bar on everything published. Content that reads as generic will not land with clinic owners, and AI-assisted drafts are a starting point rather than a publishing decision.

- Build customer advocacy at scale: case studies, references, reviews and a clinic community that generates inbound demand.

- Own the website as a commercial asset, including conversion rate, search performance and technical health.

Product Marketing and Go-to-Market

- Lead go-to-market for major product releases in partnership with Product, from positioning and launch narrative through to enablement and post-launch measurement.

- Produce release communications across in-product messaging, email, social and support content.

- Build and maintain sales enablement material, including decks, one-pagers, battlecards and demo narrative.

- Feed market, competitor and customer insight back into the product roadmap.

HubSpot, Email and Marketing Operations

- Own HubSpot as the marketing system of record, configuring workflows, lists, forms, landing pages and templates yourself rather than briefing someone else to do it.

- Build and run lifecycle and nurture programs across the full funnel, including expansion and reactivation campaigns that support net revenue retention.

- Maintain marketing data quality, segmentation and list hygiene as a shared discipline with sales and customer success, recognising that this data is subject to external scrutiny during due diligence.

- Use AI as a core productivity tool across research, content development, campaign planning, analysis and reporting, while applying solid commercial judgement, editorial oversight and sector expertise to every output.

- Evaluate and recommend the marketing technology and AI stack, including cost, data handling and integration with HubSpot.

Analytics, Budget and Governance

- Own the marketing data model: attribution, funnel conversion, cost per qualified lead, customer acquisition cost, payback period and return on spend.

- Produce the monthly marketing report for the executive team and the marketing inputs required for board and investor reporting.

- Run a continuous experimentation program with documented hypotheses, results and decisions, so that learnings survive staff changes.

- Own the marketing budget, forecast and vendor relationships, and make defensible trade-off decisions when priorities compete.

- Ensure all DappleOS marketing complies with the Australian Consumer Law, the Spam Act 2003, the Privacy Act 1988 and the Australian Privacy Principles, and with ACMA sender identification requirements.

- Understand the AHPRA and Therapeutic Goods Administration advertising restrictions that govern our customers, so that our content supports clinics in staying compliant rather than exposing them.

- Ensure no patient information is ever used in marketing material, that customer testimonials and case studies are consented and approved before publication,



and that no customer or patient information is entered into external AI tools.

- Escalate any marketing claim that touches clinical, regulatory or security matters to the Chief Growth Officer and Chief Operating Officer.

Skills and Experience

Essential

- Seven or more years in business-to-business marketing, including experience owning a marketing function or a substantial standalone remit.

- Demonstrated ownership of a pipeline or revenue number, with the results to evidence it.

- Genuinely hands-on. You have personally written the content, built the campaigns, configured the automation and published the social posts, not just directed others who did.

- Deep hands-on command of HubSpot marketing automation and reporting, not just oversight of someone who uses it.

- Practical fluency across the content and design production stack, or close equivalents: Planable for social planning and approvals, Adobe Creative Cloud, Canva and Figma for creative and asset production, and Notion for planning and documentation. You should be able to take an asset to publish-ready without waiting on a designer.

- Strong writing and editorial judgement, since you will be the last set of eyes on everything that ships.

- Confident, judicious use of AI tooling as a productivity multiplier, with a clear view of where it helps and where it needs to be overridden.

- Fluency across the social platforms our buyers use, and a feel for what performs on each.

- Experience marketing software as a service to a considered, multi-stakeholder buyer with a sales cycle measured in weeks or months.

- Strong commercial and analytical judgement: comfortable building a funnel model, defending assumptions and changing course on evidence.

- Comfort operating as a team of one at pace: ambiguity, shifting priorities, a high tolerance for owning the whole job and a bias to decide and move.

Desirable

- Experience in healthcare, medtech, aesthetics or another regulated sector.

- Familiarity with clinical practice management software, or with selling into clinics and allied health.

- Experience marketing more than one brand or entity within a group structure.

- Experience supporting a capital raise or working through commercial due diligence.

- Experience building an account-based marketing motion for enterprise or multi-site accounts.

- A bachelor degree in marketing, communications, media, design or a related field.

Key Relationships

- Chief Growth Officer, as direct manager and owner of the commercial growth agenda.

- Chief Executive Officer and the sales team, on lead quality, handover and pipeline conversion.

- Chief Product Officer and Product, on release go-to-market and roadmap-driven messaging.

- Customer Success, on advocacy, case studies, expansion campaigns and retention narrative.

- Chief Operating Officer, on budget, compliance, vendor contracts and investor-facing material.

- HTNK Advisory and the founding team, on selected group and founder-led marketing initiatives.

Why You’ll Love Working at DappleOS

- Competitive salary package.

- High autonomy and trust - no micromanagement.

- Direct collaboration with founders and leadership.

- Real influence over how Customer Success is built and scaled.

- Mission-driven work that genuinely improves how clinics operate and care for patients.

- Clear opportunities for growth as DappleOS expands.

How to Apply

Send your CV and a cover letter telling us why this role excites you.

Please note: We do not work with recruiters - direct applicants only.

📌 Senior Marketing Manager (Newstead)
🏢 DappleCRM
📍 Newstead