Head of Marketing & Growth

Head of Marketing & Growth

Full-time | Remote | Australia-wide

Job summary

Take ownership of marketing and growth for an ambitious Australian 3D technology business. Lead our marketing strategy, manage our internal marketing coordinator and external agencies, and turn marketing engagement into qualified sales opportunities.

About 3D Walkabout

3D Walkabout is an Australian technology and professional-services company specialising in 3D scanning, Scan-to-BIM, CAD, 3D rendering, animation and XR development.

We work nationally with clients across retail, property, architecture, construction, mining, industrial, education and other sectors. Our clients include major Australian and international organisations, and our projects range from individual sites through to large multisite rollout programs.

We have an established sales function, a strong project pipeline and significant growth opportunities across our existing services and developing VR training platform.

We are now looking for an experienced Head of Marketing & Growth to take ownership of the company’s overall marketing direction and build a more structured, measurable and scalable approach to growth.

About the role

This is a senior, hands-on leadership role reporting directly to the Managing Director.

We already have an internal marketing coordinator responsible for producing case studies, social content, newsletters, landing pages, presentations and other marketing materials. We also work with external agencies that manage paid advertising and provide other specialist marketing support.

We are looking for someone who can bring this activity together, establish the right priorities, manage the people and providers involved, and take responsibility for the commercial performance of our marketing.

The role sits closely between marketing and sales. Marketing success will not be measured simply through impressions, website traffic, email opens or clicks. The objective is to generate genuine enquiries, identify engaged prospects, qualify their potential requirements and move suitable opportunities into the sales process.

The successful person will be responsible for ensuring that marketing-generated interest is actively followed up. Depending on the structure established, this may involve personally contacting prospects or managing another team member who undertakes this activity.

Key responsibilities

Marketing strategy and growth planning

• Develop and manage 3D Walkabout’s overall marketing and growth strategy.

• Translate company growth objectives into marketing, pipeline and campaign targets.

• Identify the industries, services, audiences and target accounts offering the strongest commercial opportunities.

• Develop clear positioning and messaging across 3D scanning, BIM/CAD, rendering, animation and XR.

• Prioritise activity according to likely commercial return.

• Identify new marketing channels, partnerships and growth opportunities.

• Recommend where marketing expenditure should be increased, reduced or stopped.

• Maintain a clear marketing calendar, campaign plan and prioritised backlog.

Team leadership

• Directly manage and develop the internal marketing coordinator.

• Set weekly and monthly priorities without requiring day-to-day involvement from the Managing Director.

• Review the quality and commercial relevance of marketing output.

• Establish clear processes, deadlines, responsibilities and performance expectations.

• Coordinate input from project managers, technical specialists and the sales team.

• Identify where additional internal or outsourced support is required.

• Build and develop the marketing function as the company grows.

Agency and supplier management

• Manage relationships with external marketing agencies and other suppliers.

• Establish clear objectives, deliverables, budgets and reporting requirements.

• Hold agencies accountable for their performance and use of marketing expenditure.

• Challenge recommendations where the commercial case is unclear.

• Ensure paid advertising, organic content, outbound activity and sales priorities are aligned.

• Review agency performance and value regularly.

• Ensure internal resources provide agencies with the content and assets required to perform effectively.

Campaign and content direction

• Oversee a case-study-led content strategy built around completed client projects.

• Ensure suitable projects are converted into useful marketing and sales content.

• Direct organic LinkedIn activity, newsletters, website content, video and industry-specific campaigns.

• Ensure case studies are reused across the website, social media, email, presentations, outbound campaigns and paid advertising.

• Maintain an appropriate balance between 3D scanning, BIM/CAD, rendering, animation and XR content.

• Improve the quality, consistency and commercial relevance of the company’s marketing materials.

• Oversee the development of service, industry and campaign landing pages.

Lead generation, engagement and qualification

• Ensure marketing activity is designed to generate identifiable leads and sales opportunities.

• Establish clear processes for monitoring and responding to marketing-generated engagement.

• Oversee the prompt follow-up of website enquiries, email responses, LinkedIn engagement and other expressions of interest.

• Identify engaged contacts who may require direct follow-up, including relevant people clicking campaign content or repeatedly engaging with marketing material.

• Contact interested prospects by email or telephone where appropriate, or manage the team member responsible for doing so.

• Understand the prospect’s business, potential requirement, timing and suitability.

• Determine whether the enquiry represents a genuine sales opportunity.

• Arrange appointments with the Head of Sales for suitably qualified prospects.

• Ensure weak or early-stage enquiries are placed into an appropriate nurture process rather than being lost.

• Maintain clear ownership and response-time standards for every marketing-generated lead.

• Track the progression of leads from initial engagement through to qualified opportunity and sale.

This is not intended to be a high-volume cold-calling position. The focus is on responding intelligently and commercially to inbound and marketing-generated interest, then ensuring suitable opportunities reach the sales team.

CRM, email and outbound marketing

• Oversee the use of HubSpot and Apollo for targeted marketing and outreach.

• Define priority customer segments, target accounts and decision-maker profiles.

• Improve the quality, completeness and commercial usefulness of the CRM database.

• Develop campaigns for existing-client cross-selling and reactivation.

• Oversee email sequences and ensure engagement is followed up appropriately.

• Segment contacts and companies by industry, service interest, relationship, lifecycle stage and other relevant characteristics.

• Establish clear definitions for leads, marketing-qualified leads and sales-qualified opportunities.

• Ensure all contact, qualification and handover activity is recorded in HubSpot.

• Protect marketing preferences, opt-outs and the company’s reputation when undertaking outreach.

Sales alignment and enablement

• Work closely with the Head of Sales to create a connected marketing and sales process.

• Agree what constitutes a qualified opportunity and when it should be handed over.

• Ensure the sales team receives sufficient background and context with each opportunity.

• Oversee the creation of sales presentations, capability packs, case studies and follow-up materials.

• Ensure sales has appropriate material for priority industries, services and opportunities.

• Identify opportunities to cross-sell additional services to existing clients.

• Support strategic-account and partner-development activity.

• Obtain sales feedback on lead quality, objections, campaign messaging and outcomes.

• Use this feedback to improve targeting and future marketing activity.

Website, search and digital channels

• Oversee the creation and performance of website landing pages.

• Ensure website content is structured around relevant client industries, problems and services.

• Review website traffic, search visibility and conversion performance.

• Improve calls to action, forms, internal links and conversion pathways.

• Oversee the company’s YouTube and Vimeo channels.

• Ensure videos are appropriately titled, described, organised and connected to relevant website and campaign content.

• Coordinate website and technical improvements with internal and external resources.

Measurement and reporting

• Establish meaningful marketing KPIs and reporting.

• Improve attribution between marketing activity, enquiries, opportunities and revenue.

• Track marketing-sourced and marketing-influenced pipeline.

• Report on performance by channel, campaign, service and target sector.

• Measure cost per qualified opportunity and return on marketing expenditure.

• Monitor lead response times, qualification rates and sales acceptance.

• Provide concise weekly and monthly reporting to the Managing Director.

• Explain what is working, what is not working and what should change.

• Ensure marketing is measured by commercial outcomes rather than activity alone.

What success looks like

Within the first six months, we would expect the successful person to have:

• Taken ownership of the company’s marketing and growth function.

• Removed the need for the Managing Director to manage day-to-day marketing activity.

• Established clear priorities linked to commercial growth.

• Created accountability for internal staff and external agencies.

• Improved coordination between marketing and sales.

• Established a clear lead-response, qualification and handover process.

• Ensured marketing-generated engagement receives prompt and appropriate follow-up.

• Improved marketing reporting and attribution.

• Established a consistent case-study and content-production system.

• Launched targeted existing-client, nurture and outbound campaigns.

• Improved the quality and segmentation of HubSpot.

• Identified which channels, sectors and messages generate qualified opportunities.

• Increased the volume and quality of opportunities reaching the sales team.

• Developed a practical plan for scaling the marketing and growth function.

About you

You will be an experienced B2B marketing and growth leader who is comfortable working autonomously in a growing company.

You must be strategic, commercial and practical. We are not looking for someone who produces a high-level strategy and waits for other people to implement it. You will need to set the direction, manage execution, solve problems and take responsibility for results.

You should also be comfortable operating at the point where marketing meets sales. This includes ensuring leads are followed up, asking initial qualification questions and creating a clear path from marketing engagement to a sales appointment.

You will ideally have:

• Significant experience in a senior B2B marketing, demand-generation or growth role.

• Experience managing internal marketing staff.

• Experience managing digital agencies and external suppliers.

• Strong commercial understanding and an ability to connect marketing to pipeline and revenue.

• Experience generating, nurturing and qualifying B2B leads.

• An understanding of how and when to follow up engaged prospects.

• Experience aligning marketing activity with a sales team.

• Experience with paid digital marketing, organic content, email marketing, CRM and targeted outreach.

• Strong working knowledge of HubSpot or a comparable CRM and marketing platform.

• Experience developing customer segmentation and target-account strategies.

• Experience creating lead-management and sales-handover processes.

• Experience marketing professional services, technology, construction, property, engineering, SaaS or a related B2B service.

• The confidence to challenge existing activity and recommend where time and money should be spent.

• Strong written and verbal communication skills.

• The ability to work effectively with a geographically distributed team.

Experience with 3D technology, spatial data, BIM, rendering, XR or VR would be useful but isn’t essential. The ability to understand technical services and communicate their commercial benefits is more important.

Working arrangements

This is a full-time, remote position based in Australia.

The successful person can be based in Perth, Sydney, Brisbane, Melbourne or elsewhere in Australia. Our leadership and operational teams already work remotely across several states.

The role will operate as part of the company’s senior leadership team. We are looking for someone who will take genuine ownership of the function, work independently and be accountable for results.