Founding Marketing & Growth Lead

Founding Marketing & Growth Lead

Full time, Melbourne or Sydney. (Aus HQ, global product)

Team: Working directly with CEO and B2B2C Lead

This is a founding role. In addition to salary, we offer meaningful equity to reflect the ownership and long-term impact of this position. You will work closely in a team with 4 other stars (including the CTO + CEO), joining a founding team who have successfully raised, built and scaled tech from Safety Culture, Aus, to LVL (Health-tech), Dubai. With the speed of build, funding and execution we have already created at indi we're on track to be the category leader in Australia, taking that impact globally and your work will scale us there.

Eight months ago, The indi App was an idea.

Now we're building the shared co-pilot for parents and allied-health clinics that helps kids get the early intervention they deserve.

We've nailed the brand foundations, we're seeing strong traction across parents and clinics, and now it's time to bring in someone to own our CAC - end to end.

You'll be responsible for designing, executing, and optimising the entire growth engine that gets:

• Parents discovering and downloading the app (D2C)

• Clinics and therapists entering the top of our B2B2C funnel

You'll live in Meta Ads Manager, creative tools, and analytics - but think like a strategist. You'll create and iterate content that resonates with mums and clinic owners, test fast, and scale what works.

This isn't a "marketing manager" role. It's a founding growth role, full ownership of performance outcomes, with creative and executional freedom.

• Own CAC: Design, launch, and optimise paid campaigns to hit sustainable unit economics

• Creative: Develop content that hits our ICP (mums + clinic owners) - you don't need to be on camera, but you need to own what "great" looks like

• Execution: Place, manage, and optimise ads across Meta (inc any UGC/ influencer ads and later Tik Tok)

• Iterate fast: Test messaging, creative, and targeting constantly; data > opinion

• Brand Marketing: Manage indi's Instagram presence; run our UGC creators and build a brand that mums and therapists trust

• Collaboration:

  • Work with CEO on the content calendar and storytelling

  • Work with the B2B2C Lead to tune the top of funnel and conversion cadence

  • Feed insights into Product to shape experience and messaging

• Scale smart: Know what to do yourself, what to outsource, and when to bring in agency or freelancers

• Achieving a D2C CAC that works within sustainable unit economics

• Hitting CAC targets for getting clinics and therapists into the funnel

• Building a brand presence that has trust and authority in the space

• Constant testing velocity - no stale creative, no waiting for approval

• A content and ad engine that's measurable, repeatable, and scalable

• You've run Meta campaigns end to end: creative → execution → optimisation

• You've worked in early-stage consumer, retail, or D2C products

• You're obsessed with data and storytelling in equal parts

• You're hands-on and fast - ship, test, learn, repeat

• You want to own CAC, not just report on it

• You love the idea of a brand with heart, not hype

• Good salary

• Meaningful Founder ESOP

• Flexibility: 4–5 days/week

• High agency and trust

• Work that matters - directly improving how families and clinicians support kids

Voluntary Self-Identification

At indi, we're building a team that reflects the families we serve: diverse in background, identity, and lived experience. Part of that commitment means making sure our hiring process is fair and inclusive.

✨ Our promise: indi is unapologetically mission-led. We believe the same diversity that makes every child unique is what makes our team stronger. Sharing your identity is always your choice.

This is a full-time role — but if 3 or 4 days a week works better for your life, we're open to that.

We care more about finding the right person than strict hours, and we know some of the best talent doesn't always…