Job Description

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The Opportunity

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Reporting to the B2C GM Sales, the Digital Sales Lead is responsible for delivering digital channel sales and revenue targets, growing digital channel sales volumes, and providing cross-functional leadership (working closely with Marketing, Product and Technology) to influence and direct delivery of the B2C digital strategy. Continuous optimisation of digital assets (website, live chat and app) to maximise demand conversion is at the heart of the role, supported by 2 direct reports. The role can be based in Melbourne (preferred) or Sydney.

What you'll be responsible forn

The key responsibilities of the role are listed below. These may change in response to your personal growth and business demands.

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- Own delivery of digital channel sales and revenue targets, and contribute to target setting and forecasting.
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- Lead continuous improvement of the online sales experience, driving uplifts in conversion rate, revenue per visitor, and overall digital sales performance.
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- Define and own digital sales performance metrics, ensuring clear reporting, dashboarding, and insight generation to identify opportunities.
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- Lead the digital optimisation and experimentation program (e.g., A/B testing, CRO roadmap), setting direction and prioritising initiatives that materially improve outcomes.
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- Partner with Marketing, Product, Technology, and Analytics/BI teams to deliver an end‑to‑end journey from demand generation through to on‑site conversion.
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- Own the strategic vision and roadmap for the end‑to‑end B2C digital sales experience (web, app, live chat), ensuring digital sales outcomes are embedded across the FY27+ product and technology delivery roadmap.
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- Define the operating model,



rules of engagement and oversee execution for onsite/MyDodo personalisation, partnering closely with Product and Technology and aligning decision rights across stakeholders.
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- Partner with Marketing to optimise and deliver SEO and AEO/AIO (AI optimisation) strategy and performance, ensuring content is structured to perform in search engines and AI‑driven discovery surfaces, including management of external agency/partner relationships.
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- Establish and scale voice‑of‑customer and onsite research capabilities (e.g., user testing, survey tools, session replays/screen recordings) to identify friction, inform prioritisation, and validate impact of changes.
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- Lead, coach, and develop a high‑performing team, building capability and a culture of performance accountability and continuous improvement.
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What you'll bring to the rolen n
- Digital sales strategy & leadership: Proven ability to develop and execute digital sales strategies across website, app, and self‑service channels to deliver acquisition, upsell/cross‑sell, and retention outcomes.
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- Deep understanding of telco and energy products & customer journeys: Ability to map complex journeys across digital touchpoints and reduce friction through to purchase and activation.
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- Data‑driven decision making & analytics: Strong capability using digital and sales analytics to optimise funnels, forecast performance,



and inform prioritisation (e.g., GA/Adobe, CRM, dashboards).
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- Conversion rate optimisation (CRO) & experimentation: Experience designing and running testing programs (A/B, MVT), and translating insights into measurable performance improvements.
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- Digital marketing & channel optimisation: Hands‑on understanding of performance channels (SEM, SEO, paid social, affiliates/programmatic) and how they connect to on‑site conversion.
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- Technology & platform proficiency: Understanding of e‑commerce platforms, tagging/measurement, CDP/personalisation, and integration with CRM/billing to enable real‑time experiences.
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- Leadership & talent development: Demonstrated success building and leading high‑performing teams with transparent accountability, coaching, and capability uplift.
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- Cross‑functional collaboration: Ability to influence and align Marketing, Product, Technology, Finance, and Operations stakeholders to deliver digital priorities at pace.
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- Personalisation & lifecycle experience: Experience shaping onsite/app personalisation and self‑service experiences, with clear hypotheses, audience strategy, and measurement in partnership with product and engineering teams.
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- SEO + AEO/AIO (AI optimisation): Understanding of how customers discover products via search and AI‑assistants, and how to structure and govern content to improve visibility and conversion across channels.
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- Customer insight & onsite research: Proven ability to use voice‑of‑customer inputs and onsite research tools (e.g., session replay/screen recordings, surveys, usability testing) to diagnose issues and drive prioritised improvements.
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📌 Sales Lead - Digital (Victoria)
🏢 VOCUS
📍 Victoria