• Own and optimize the web-based onboarding funnel—from post-click to payment screen • Lead the creation and A/B testing of copy, messaging, creatives, and value propositions that boost motivation and clarity • Develop and validate hypotheses grounded in funnel analytics, user behavior, and friction points • Design and execute no-code experiments across different user segments (e.g., fitness level, lifestyle, weight goals) • Personalize user journeys based on segmentation insights and behavioral data • Collaborate closely with Design, Performance Marketing, CRM, and Product to ensure consistent user experience across touchpoints • Mentor and lead a team of 4 Product Growth Managers, helping them scale successful experiments and grow professionally

• Own and scale the full mobile growth funnel: Acquisition, Activation, Engagement, Retention, and Monetization. • Plan, execute, and optimize mobile app install & conversion campaigns across: (Meta Ads, Google UAC, TikTok, Snapchat, and Apple Search Ads). • Optimize key performance metrics: CPI, CPA, ROAS, LTV, Retention. • Lead continuous testing of audiences, creatives (video/static/UGC), and messaging angles. • Analyze in-app user behavior and translate insights into data-driven growth initiatives. • Design and execute in-app lifecycle campaigns (push, in-app messages, email/SMS when applicable). • Improve onboarding, activation rates, retention (D1/D7/D30), and DAU/MAU. • Manage re-engagement and win-back campaigns while reducing churn. • Own analytics, attribution, and reporting using Firebase, AppsFlyer/Adjust, and GA4. • Build dashboards and reports to track funnel performance, cohort analysis, and LTV vs CAC. • Optimize App Store & Google Play presence (ASO) and run A/B tests. • Collaborate closely with Product, UI/UX, Engineering, and Creative teams to drive growth experiments. • Manage budgets efficiently and maximize ROI.

About the Role: You will be the senior-most marketing leader in the company, with end-to-end ownership of marketing strategy, execution, and results. • You will work directly with the founders and lead execution through internal team members and/or external specialists. • This is not an advisory role — you own the roadmap, the numbers, and the outcomes.****Key Responsibilities 1. Growth Strategy & Prioritisation ● Define the growth model: customer segments, offers, positioning, and channel roles ● Build and run a prioritised growth roadmap with a clear experimentation cadence ● Define core metrics and install tight feedback loops between marketing, ops, and revenue 2. Performance Marketing Leadership (Google-first today) ● Own paid acquisition strategy, structure, budgets, testing, and creative direction ● Diagnose and stabilise the driving lessons acquisition engine ● Protect and improve VORT profitability while fixing lessons performance ● Ensure spend is tied to business outcomes (profitability, payback periods, capacity constraints) 3. Funnel, Conversion & Lifecycle Ownership ● Improve end-to-end conversion (landing page → booking → retained customer) ● Strengthen lifecycle systems: email/SMS, reactivation, referrals, and reviews ● Tighten operational handoffs where bookings are manual (follow-up speed, scripts, SOPs, drop-off reduction) 4. Organic Growth + AEO / GEO ● Build an SEO system that scales from Adelaide to multi-city coverage ● Develop a content engine tied to rankings and conversion ● Implement AEO/GEO strategies: structured content, authoritative local pages, FAQs, and AI-search visibility for local services 5. Expansion Readiness ● Define what “ready to expand” means (unit economics, capacity, operational maturity) ● Build a repeatable city-launch framework ● Prepare the growth playbook for national rollout

• Drive the creation, implementation, evaluation, and continuous improvement of the engagement strategy • Lead the long-term positioning and capture execution of Company product and services offerings • Oversee business capture opportunities • Assist in preparing bids and proposals • Leverage resources and knowledge of Insitu’s products, services, processes and operations • Establish and maintain strong relationships with regional customers • Interface with customers and internal stakeholders • Partner with Marketing, Strategy, and technical product leaders • Mentor and guide Business Development specialists