Head of Acquisition -Media & Performance Marketing @ Pacific Smiles Group (NSW)

Peeps Consulting are representing Pacific Smiles Group in the recruitment of this role. Please see the JD details below and if you are interested, follow the prompt at the bottom of this post.

Location: Sydney / Newcastle - Hybrid

Reports to: Executive General Manager Marketing

Type: Full-time

Remuneration : Includes performance-based incentives

About the Role

Following a recent change in the majority shareholding for Pacific Smiles Group this role is a new headcount which demonstrates a fresh commitment and energy toward growth for the business.

Pacific Smiles Group (ASX:PSQ) is one of Australia’s leading dental service organisations, with 130+ practices across the country including operating dental centres on behalf of major health insurers like NIB and HBF. We’re on a mission to improve the oral health of all Australians, and marketing plays a crucial role in that journey.

We’re looking for a Head of Acquisition - Media & Performance Marketing to drive new patient growth. Reporting directly to the Executive General Manager Marketing and working in close partnership with the operations/field teams to align media and performance strategies with on-the-ground execution and business priorities. It’s a high-visibility position with the opportunity to grow your remit and influence directly tied to delivering commercial impact.

You’ll be leading the Pacific Smiles acquisition engine efficiently, strategically delivering patient growth at scale. This role is all about performance media that delivers results. You’ll be responsible for acquiring new patients cost-effectively, improving appointment fill rates and balancing high-value appointment types across our network of practices. You thrive in a data-rich environment, and you’re confident in managing seven-figure acquisition budgets to deliver measurable growth. You bring a performance mindset and a deep appreciation for how data, media strategy and operational outcomes intersect. You’re also comfortable rolling up your sleeves and jumping onto the tools including Google Marketing Platform to optimise when needed. You’ll be stepping into a senior role with direct access to executive leadership a rare opportunity to influence both strategy and operations in a business scaling nationally.

This is a hybrid role working closely with our agency partners based in Sydney and with the team at our Maitland head office.

What You’ll Be Doing

Media Strategy & Execution

● Own the full-funnel media strategy across search, social, programmatic, traditional channels like radio, OOH and emerging channels like retail media networks.

● Use business data, patient insights and evolving Marketing Mix Modelling outputs to guide media mix decisions and channel investment strategy.

● Build media plans that can adapt and respond to practice and appointment

availability, business priorities and market dynamics.

● Ensure all campaigns are aligned to patient insights and Pacific Smiles Dental ‘Australia’s Local Dentist’ brand positioning in close collaboration with the Executive General Manager Marketing Media Budget Ownership

● Manage a multi-million dollar paid media budget across a national network of 130+ practices, including those of nib and HBF dental.

● Allocate media spend dynamically and granularly at a practice level, ensuring every dollar deployed is measurable and ROI-positive.

● Hold media and creative agency partners accountable to performance outcomes, budgets, channel spend, optimisations and reporting.

● Prepare and present monthly forecasts, performance insights, and investment plans to senior stakeholders.

Patient Acquisition & Media Performance

● Drive cost-efficient patient acquisition via our primary media channel, Google Search, as well as supporting channels Meta and emerging channels such as retail media networks.

● Optimise media deployment based on practice utilisation, appointment availability, and campaign performance.

● Lead A/B and channel testing strategies to improve CPA and lead-to-booking conversion rates.

Campaign Optimisation

● Translate data-driven insights into tactical and strategic campaign decisions across paid search, paid social, programmatic and brand awareness media (i.e radio & print).

● Own campaign attribution and optimisation frameworks to track CPA, CAC, ROAS and fill rate lift by practice.

● Evolve the preliminary marketing mix model to shape how it influences budget planning and media allocation.

Insights & Reporting

● Develop insights from campaign performance that directly inform media optimisation opportunities including bid strategies, audience segment targeting, campaign messaging, channel mix and geographic targeting.

● Maintain a marketing performance dashboard covering media spend (CPA, CTR, ROAS) and patient acquisition metrics by practice, brand (Pacific Smiles, NIB, HBF) and channel.

● Ensure accurate tracking and media attribution of appointments across web, call centres and acquisition partners (i.e HotDoc, HealthEngine).

● Establish a cadence of weekly, monthly, and quarterly reporting, surfacing not just results but media optimisation recommendations and budget reallocation opportunities.

Team & Agency Leadership

● Operating within a hybrid model you’ll be the internal performance lead supported by external agency partners for implementation & execution.

● Brief and guide agency teams across performance and brand awareness ensuring alignment with internal goals.

● Collaborate with the Head of Loyalty & Retention to maintain full-funnel visibility from acquisition through to re-engagement.

What We’re Looking For

● 10+ years’ experience in media or performance marketing, ideally in multi-location healthcare, retail, or service environments.

● Proven ability to acquire customers cost-effectively at scale with hands-on

experience in managing CPA, CAC, ROAS

● Deep knowledge and experience using Google Marketing Platform, including SA360, CM360, Google Analytics and Looker Studio.

● Experience leading high-performing teams and/or agencies, and a track record of seven-figure media budget ownership.

● Strategic thinker with strong commercial acumen able to connect marketing spend to practice performance, fill rates and unit economics (revenue per booking type).

● Ideally, experience in healthcare, dental or appointment-driven service industries

● Experience or familiarity with Salesforce Marketing Cloud & Data Cloud.

● Comfort working in a regulated, privacy-sensitive environment

Why Join Pacific Smiles Group?

This is a hands-on, high-impact role where your strategic decisions directly influence patient acquisition, clinic performance, and business growth. Your ability to deploy media efficiently and drive real outcomes will be directly rewarded through a generous bonus scheme tied to media ROI and patient acquisition goals.

● Pacific Smiles is an ASX-listed national healthcare organisation with an enviable track record of business growth and patient success.

● Visibility at the executive level and the chance to step into a broader leadership role over time, based on your impact.

● Be part of a tight-knit marketing team where performance, innovation, and data are core to how we grow.

● Access to a data-driven business environment, with a mature marketing and data stack with real-time reporting and nascent Market Mix Modelling capabilities.

● Rediscover a work life balance with the opportunity to base yourself between Sydney and Newcastle.

 If you possess the experience, skills and motivation for this role please send a CV and cover letter (with the role and your name as the subject line) to info@peepsconsulting.com.au