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VP - Marketing
Company Description:
Montu is Australia's largest healthtech business with a focus on alternative healthcare. Founded in 2019, it supports patients, doctors and pharmacies through its Alternaleaf clinic, offers accredited healthcare education to clinicians via its SAGED platform, and dispensing solutions to pharmacies across Australia through Leafio. Montu is also the founding member of Cannabis Council Australia, a non-for-profit advocacy body that advances legislative change across the healthcare landscape. Our mission is to make alternative healthcare more affordable and accessible for the millions who could benefit.
Montu has been recognised as Australia’s fastest-growing tech company in the Deloitte TechFast 50 for two consecutive years (#1 in 2022 and 2023), achieving remarkable revenue growth of 26,000% and 9,000%. Named #1 on LinkedIn’s Top Startups Australia 2024, Montu has cemented its position as the largest business of its kind outside North America and continues to evolve on its journey.
This role is an Australia-based, fully work-from-home position, with access to co-working spaces in Sydney, Melbourne and Brisbane.
Job Description:
The Vice President of Marketing is a key member of the Executive Leadership Team, responsible for driving growth and retention of Montu’s patient cohort. As a leader representing our core business, this role oversees a cross-functional team spanning; Marketing, Growth, Communications, CRM, Clinical Operations and Patient Experience.
The VP of Marketing plays a critical role in accelerating growth, deepening patient engagement, and delivering exceptional end-to-end patient experiences that reinforce loyalty and ensure ongoing brand preference.
Marketing & Growth Strategy
- Develop and implement a comprehensive marketing and growth strategy aligned with overall company objectives, with clear ownership of acquisition, retention, and lifetime value expansion.
- Translate business goals into actionable, prioritised marketing roadmaps with measurable KPIs across; acquisition, lifecycle and retention.
- Identify emerging market opportunities, patient behaviours, and macro trends, making calculated investment decisions that drive long-term, sustainable growth.
- Allocate budgets based on ROI, performance forecasting, and growth potential.
Data-Driven Decision Making
- Leverage multiple internal and external data sources to uncover behavioural insights driving churn, engagement, and conversion.
- Segment patients using behavioural, demographic, and value-based frameworks to design bespoke retention strategies.
- Partner with data teams to develop predictive models that identify churn risk, lifetime value opportunities, and optimal intervention timing.
- Build robust reporting infrastructure and dashboards to ensure real-time performance visibility across acquisition and retention funnels.
Acquisition, Retention & Lifecycle Optimisation
- Lead the development of a diversified and sustainable acquisition engine across paid, owned, and earned channels.
- Optimise CAC through continual experimentation across creative, targeting, pricing, and channel mix.
- Develop scalable brand positioning that enhances conversion, trust, and long-term differentiation in the healthcare market.
- Develop deep insights into patient segments, purchasing behaviour, price sensitivity, and engagement triggers.
- Design and implement lifecycle marketing strategies tailored to specific patient cohorts to reduce churn and increase CLTV.
- Build structured retention programmes including onboarding optimisation, engagement sequencing, win-back campaigns, and loyalty initiatives.
- Partner with product and clinical teams to improve patient experience and engagement touchpoints that influence retention outcomes.
Churn Prevention & Predictive Modelling
- Work closely with analytics teams to build and deploy predictive churn models.
- Implement proactive intervention strategies triggered by behavioural signals.
- Continuously evaluate churn drivers and refine retention frameworks accordingly.
Market Intelligence & Differentiation
- Monitor and analyse competitor activity, regulatory changes, and patient feedback to refine positioning and value propositions.
- Develop differentiation strategies that strengthen market leadership and defensibility.
- Establish the organisation as a role model within the healthcare sector by ensuring full compliance with regulatory standards and industry best practices.
Executive & Cross-Functional Leadership
- Collaborate closely with business unit leaders and the executive team to set clear short- and long-term strategic goals.
- Ensure marketing initiatives are fully aligned wit
