Conversion & Discoverability Lead

Job description

About Vanguard 50 years ago, John C. Bogle had a vision to start an investment company that did things differently. A company with no external shareholders. Where all the profits were invested back into the business and used to lower costs. Evidently, it was as bold as it was brilliant. To this day, Vanguard Group still has no external shareholders. That means no share prices to protect, and no profits to generate for outside owners. Today, Vanguard is one of the world’s largest investment management companies, serving more than 50 million investors worldwide. For more than 30 years Vanguard Australia has been supporting individual investors, financial advisers, and superannuation members to achieve their long-term financial goals. What if you could own the journey from discovery to conversion? We’re looking for a Conversion & Discoverability Lead to join our Growth Marketing & Content team at Vanguard Australia. This is a newly shaped leadership role bringing together CRO and experimentation, SEO and AI-led discoverability, lead generation and nurture, and web conversion around one clear goal: make it easier for prospective customers to discover Vanguard, engage with us and ultimately join. These are the core disciplines brought together in the underlying role You’ll lead a team of specialists and own the conversion strategy and roadmap across our Super and Direct Investment businesses. What you’ll do You’ll build a high-performing conversion engine that turns customer insight and demand into measurable growth. That means: Own the conversion roadmap: identify and prioritise the highest-value opportunities across our acquisition journeys, focusing investment and effort where it can have the greatest impact. Build our experimentation engine: establish a disciplined test-and-learn program across journeys, landing pages, calls-to-action and conversion pathways. Shape how Vanguard gets discovered: lead our SEO strategy and evolving approach to GEO, AEO and emerging AI-led discovery. Build lead generation into a meaningful growth channel: use compelling content, lead capture, segmentation, personalisation and nurture to move more prospects from interest to consideration and conversion Optimise the public web acquisition experience: partner across Content, Digital, Product, Technology and CX to create simpler, more intuitive journeys that help customers progress towards joining. Turn data into a compelling growth story: connect behavioural, funnel and performance data with customer insight to identify opportunities, demonstrate impact and shape what we do next Who we’re looking for You might come from digital growth, product, eCommerce, conversion optimisation or performance marketing. More important than the label is how you think and the outcomes you’ve delivered. You’re commercially minded and customer obsessed. You understand how digital journeys work end-to-end, you’re comfortable moving between strategy and experimentation, and you can bring different specialist capabilities together around a shared growth outcome. You’re also curious and open-minded. This is a fast-evolving space, so you’ll be comfortable navigating ambiguity, challenging established approaches, testing new ideas and adapting as technology and customer behaviour change. You’ll bring strong experience in CRO and experimentation, a solid understanding of SEO and AI discoverability, and experience across areas such as digital product, web experience, lead generation, lifecycle or personalisation. You’re a strong people leader and influencer who can create momentum across a complex organization, bringing people with you, creating clarity around priorities and building shared ownership of outcomes. You don’t need to be the deepest technical expert in every discipline. We’re looking for someone who can see the bigger growth opportunity, ask the right questions, mobilise specialist expertise and translate great work into demonstrable commercial results. Why this role? Vanguard is at an exciting point in its growth in Australia. We’re building a more connected growth capability across marketing, content, digital experience and emerging channels and this role will have significant scope to shape how we do it. If you love the intersection of customer behaviour, digital experience, experimentation and commercial growth, and you know how to turn insight into action and action into results, we’d love to hear from you. Inclusion Statement Vanguard’s continued commitment to diversity and inclusion is firmly rooted in our culture. Every decision we make to best serve our clients, crew (internally employees are referred to as crew), and communities is guided by one simple statement: “Do the right thing.” We believe that a critical aspect of doing the right thing requires building diverse, inclusive, and highly effective teams of individuals who are as unique as the clients they serve. We empower our crew to contribute their distinct strengths to achieving Vanguard’s core purpose through our values. When all crew members feel valued and included, our ability to collaborate and innovate is amplified, and we are united in delivering on Vanguard’s core purpose. Vanguard Australia is proud to hold the Employer of Choice for Gender Equality (EOCGE) citation, awarded by WGEA, recognising our strong commitment to gender equality and our dedication to inclusive policies, gender balanced outcomes and a safe, respectful workplace. Our core purpose: To take a stand for all investors, to treat them fairly, and to give them the best chance for investment success. How We Work Vanguard has implemented a hybrid working model for the majority of our crew members, designed to capture the benefits of enhanced flexibility while enabling in-person learning, collaboration, and connection. We believe our mission-driven and highly collaborative culture is a critical enabler to support long-term client outcomes and enrich the employee experience.