Marketing Specialist

AC Australian Centre The Marketing Specialist identifies market opportunities and advises management on the development, coordination and implementation of plans for positioning, pricing and promoting Perth Home Brokers’ services and partner offerings. The role leads marketing strategy, paid digital advertising, analytics, brand standards, content and partner co-marketing. Benefits Task & responsibilities Research and analyse potential demand and market characteristics for new and existing house and land products, land releases, builder offerings and finance-linked propositions, collecting and analysing data from WA land release schedules, building approvals, lending and grant settings, portal and search, demand data, competitor activity and the company's own CRM and enquiry records.

Interpret and forecast current and future consumer trends affecting new-home demand in Perth, such as changes to the WA First Home Owner Grant and other incentives, interest-rate movements, construction cost and build-time shifts, population growth corridors and investor yield expectations, and brief management on the implications for product focus and campaign timing. Undertake market research, including buyer surveys, post-settlement feedback, focus discussions with the Sales teams, mystery-shop reviews of competitor brokerages and builders, and desk research, to identify market opportunities for new and existing offerings.

Prepare and maintain the annual marketing plan and quarterly campaign calendar for Perth Home Brokers, setting marketing objectives, target segments, channel mix, budget allocation, lead volume and cost per qualified lead targets, and present these to the owner and general managers for approval. Advise the owner and general managers on all elements of the marketing mix, including product mix (which packages, estates and builder offers to feature), pricing and offer presentation (price-from, weekly repayment and grant-inclusive framing), advertising and sales promotion (grant-led and seasonal campaigns), selling support (sales collateral, scripts and nurture sequences) and distribution channels (portals, website, social, referral partners, events).

Plan, develop and organise advertising policies and campaigns that support the company's sales objectives, defining campaign objectives, audiences, creative concept, budget, flighting and success metrics for each campaign across paid social, search and video channels. Plan, build, manage and optimise paid social campaigns in Meta Ads Manager (Facebook and Instagram), including campaign objective selection (lead generation, traffic, conversions), audience architecture (interest, lookalike, custom and retargeting audiences built from website, CRM and engagement data), Advantage+ settings, creative testing frameworks, Instant Forms and website lead-form integration, budget pacing and bid strategy, and compliance with Meta's housing and financial products advertising rules (including Special Ad Category requirements where applicable).

Also Integrate Landing Page and Tracking to increase quality of leads. Plan, build, manage and optimise Google Ads campaigns, including Search (keyword research, match-type and negative-keyword strategy, ad-copy and extension testing, quality-score management), Performance Max and Display (asset groups, audience signals, placement exclusions), YouTube video campaigns for estate and builder content, local campaigns for the Stirling and Cockburn offices, conversion action configuration and value-based bidding.

Plan, build, manage and optimise TikTok Ads campaigns targeted at first-home-buyer and younger investor audiences, including Spark Ads using organic creator-style content, in-feed lead-generation campaigns, TikTok Pixel and Events API implementation, and creative iteration in line with platform best practice and advertising policy. Coordinate the production of advertising campaigns involving specialised activities, artwork, copywriting, photography, drone and video production, scripting, voice-over and media placement, by briefing and managing external creative suppliers, internal Sales team and internal Architectural Support, within approved time and budget constraints.

Manage the annual paid-media budget, allocating spend across platforms and campaigns according to performance, negotiating and reconciling supplier and co-marketing contributions from builder and developer partners, and reporting variances to management. Design, implement and maintain the company's marketing measurement framework, including Google Analytics 4 property configuration, Google Tag Manager container management, conversion and event tracking across the website and landing pages, Meta Pixel and Conversions API, TikTok Pixel and Events API, Google Ads conversion tracking, call tracking and UTM governance.

Build and maintain performance dashboards (Looker Studio or equivalent) that integrate advertising platform data, GA4, CRM pipeline data and Sales team outcome data to report cost per lead, cost per qualified appointment, cost per signed building contract, channel and campaign return on ad spend, and lead quality by source. Analyse campaign, website and CRM data to identify trends, audience and creative performance, funnel leakage and attribution patterns, and use the findings to refine targeting, creative, landing pages, budget allocation and the marketing plan.

Prepare monthly marketing performance reports and quarterly strategic reviews for the owner and general managers, with recommendations on channel investment, product focus and campaign changes, and present findings to the Sales and Business Development teams. Direct the content strategy for the website, blog, social channels, email and video, including estate and builder features, grant and finance explainers, market updates, client stories and the company's media appearances, and manage content production by internal and external contributors.

Manage the company website and campaign landing pages, including search-engine optimisation, conversion-rate optimisation, listing-feed accuracy for portal syndication and the user journey from advertisement to enqui... Read more: https://workinitiatives.com.au/job/details?id=6564727