Appetise has built something most start-ups only dream about: a free consumer app with a loyal user base across ANZ (150K+) and a growing suite of B2B products funded by the revenue that base generates. The consumer app stays free, forever, and the B2B products are how we grow.

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 gen, 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 do the work of a team. You'll lead our growth efforts but you won't be siloed: you'll flex across content, PMM, and demand gen to build something that compounds.

This is a high-ownership IC role with a genuine path to leadership. You'll have clear direction and a manager who's invested in your growth, and autonomy to make calls on channel strategy, tooling, and execution from day one.

The two loops you'll own

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.

What you'll do

• Build inbound pipeline and own this contribution, end-to-end. We have a strong outbound motion in B2B, but need to grow inbound. You'll 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. You'll sit close to sales, understand what good looks like, and optimise the full journey from first touch to qualified opportunity.

• 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. We're a small team with big ambitions. You’re comfortable using AI for first drafts, research, and reporting, and you'll use AI tools to scale your output: building workflows, automations, and processes that compound over time. We're looking for a builder, not someone running campaigns manually.

Who You Are

• 4+ years in growth or demand gen 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: You've worked at a company with a consumer or prosumer product. You understand user acquisition at scale, not just B2B lead gen.

This role isn't for you if:

• 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.

What success looks like:

Inbound pipeline - MQL and SQL volume from owned and paid channels, with improving conversion rates

The Path:

This is a build-a-team role. Crush the first year and you're Growth Lead with your first hire reporting in. Inside 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.

Why Appetise

You’d be joining a team of around 18 across Sydney and Christchurch at the point where the commercial side is scaling, and the people who own accounts now are the people who shape how we do it. It’s fast, collaborative, and low-ego, with a team that genuinely cares about each other and the product.

What we offer:

• 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. Our default answer is yes

• 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

The Hiring Process

We move fast and we keep you in the loop at every step. Here’s what to expect:

1. One-way video review. A few short questions you record in your own time. Elly (our Head of Marketing) reviews these.

2. First interview. A conversation with Toby (CEO and co-founder) and Elly to get to know each other and dig into the role.

3. Task. A practical exercise that mirrors the actual work, reviewed by Toby and Elly.

4. Work trial. Up to a full day onsite in the office working with our team, solving a real problem. We’ll pay you for your time.

5. Final interview. A wrap-up with Toby and Elly to land the details and answer anything still open.