Company Description

upcover is a CBInsights 2025 top 50 global insurtech, and a Specialty & SME commercial lines platform operating in Australia's $20B+ insurance market down under. The company operates as a digital MGA and an AI-native broker, trusted by 70,000+ businesses and accessing 50+ insurers.

Our next phase of growth depends on building a modern demand engine: one that ranks in Google, shows up in AI search, converts high-intent buyers, supports partner channels, and compounds through high-quality content, data and experimentation.

Role

We are looking for a hands-on Growth Marketer / Engineer to build and run upcover’s online acquisition engine.

This person will own digital growth across SEO, AI search / GEO / AEO, paid search, landing pages, conversion rate optimisation, content distribution, lifecycle nurture and marketing analytics. You will help upcover reach more SMB, mid-market and technology businesses who need cyber, professional, technology, allied health, commercial motor, business package and specialty insurance products.

This is not a “brand-only” marketing role and not a “manage agencies from a distance” role. We want someone who can think strategically, execute quickly, use AI tools intelligently, analyse performance, ship campaigns, improve pages, brief content, optimise funnels and work closely with sales, partnerships, product and operations.

The ideal person is part growth strategist, part digital marketer, part SEO operator, part content systems builder and part analytical problem solver.

Key Responsibilities

Organic growth, SEO and AI search visibility

• Own Upcover’s SEO strategy across priority insurance products and verticals.
• Build content clusters for SMBs, mid-market businesses, startups, SaaS companies, professional services, healthcare, ecommerce, hospitality and other target industries.
• Improve visibility across Google Search, AI Overviews, ChatGPT, Perplexity, Claude and other answer engines.
• Develop GEO / AEO content systems so upcover becomes cited, surfaced and trusted in AI-generated answers.
• Work with legal and compliance to create a publishing workflow that can move quickly while staying compliant.
• Identify high-intent keywords and question-based searches across business insurance, cyber insurance, technology insurance, professional indemnity, public liability, motor fleet and other products.
• Improve technical SEO, internal linking, page structure, schema, metadata, site performance and indexation.
• Turn customer questions, sales calls, quote data and partner insights into content opportunities.

Paid acquisition and performance marketing

You will manage and optimise paid digital channels with a focus on qualified demand and efficient acquisition.

• Own Google Ads strategy across high-intent product and vertical campaigns.
• Test LinkedIn and other paid channels where relevant for mid-market, tech, cyber and partner-led motions.
• Build campaign structures by product, industry, audience and buying intent.
• Improve conversion tracking, attribution, lead quality feedback loops and reporting.
• Work with sales and operations to understand which campaigns drive qualified quotes, bound policies and revenue.
• Run experiments across ad copy, landing pages, CTAs, offers, lead magnets and audience segments.
• Manage budgets with a clear view of CAC, conversion rate, quote volume, revenue and payback.

Landing pages, conversion and website growth

You will turn upcover.com into a higher-converting acquisition engine.

• Build and optimise landing pages for specific products, verticals and partner campaigns.
• Improve conversion paths from visitor → lead → quote → policy.
• Create pages for priority segments such as tech startups, SaaS founders, ecommerce stores, healthcare practices, professional services firms and SMBs.
• Run CRO experiments across headlines, forms, comparison pages, quote CTAs, trust signals and educational content.
• Use analytics, heatmaps, session recordings and funnel data to identify friction.
• Work with product, design and engineering to improve page speed, UX and conversion quality.

Content systems and AI-enabled marketing workflows

You will build a scalable content and campaign engine using AI tools without letting quality, accuracy or compliance drop.

• Create repeatable workflows for briefs, keyword research, expert interviews, content drafts, compliance review, publishing and distribution.
• Use AI tools to accelerate research, outlines, repurposing, landing page variants, ad copy, campaign analysis and reporting.
• Build content that is useful for real business buyers, not generic AI slop.
• Turn internal expertise into public-facing content: guides, explainers, checklists, comparison pages, reports, partner resources, webinars and email nurture.
• Collaborate with insurance specialists to make complex insurance topics clear and commercially useful.
• Build a library of reusable messaging by industry, company size, product and buyer persona.

Growth experiments and reporting

You will run growth as a disciplined operating cadence.

• Maintain a growth experiment backlog across SEO, paid, landing pages, lifecycle and content.
• Prioritise experiments by impact, confidence and effort.
• Report weekly on what shipped, what moved, what failed and what should be scaled.
• Build dashboards for acquisition, conversion, revenue and channel ROI.
• Use data to make decisions, but move quickly when the signal is directional.
• Work with leadership to allocate budget across channels based on performance.

What success looks like

First 30 days

• Understand upcover’s products, priority segments, current website, analytics, CRM and acquisition channels.
• Audit SEO, paid search, landing pages, tracking and content gaps.
• Build a 90-day growth plan across SEO, GEO/AEO, paid, website conversion and lifecycle.
• Identify quick wins in high-intent pages, tracking, campaign structure and conversion paths.

First 60 days

• Launch or improve priority landing pages for 3–5 high-value products or verticals.
• Establish a keyword and content roadmap for SMB, mid-market and tech audiences.
• Improve campaign tracking, UTM structure and reporting.
• Launch initial SEO / AI-search content briefs and paid campaign improvements.
• Start a weekly growth reporting cadence.

First 90 days

• Show measurable improvement in organic impressions, paid efficiency, lead quality, quote generation or conversion rate.
• Launch repeatable content and compliance workflow.
• Build a clear experiment pipeline.
• Establish dashboards that connect digital activity to quotes, pipeline and revenue.
• Demonstrate which channels and segments should receive more investment.

About You

Essential Experience & Qualifications

• 2+ years’ experience in growth marketing, digital marketing, SEO, performance marketing or demand generation. Strong hands-on SEO experience, including technical SEO, content SEO and commercial keyword strategy.
• Experience running or managing Google Ads campaigns.
• Strong understanding of landing pages, conversion rate optimisation and funnel analytics.
• Ability to write or edit strong marketing copy for B2B audiences.
• Experience with analytics tools such as GA4, Google Search Console, Looker Studio, HubSpot, Ahrefs, Semrush or similar.
• Comfortable using AI tools to improve speed, research, content production, analysis and campaign execution.
• Strong commercial judgment: understands that traffic is only useful if it converts into qualified demand and revenue.
• Ability to operate independently in a startup environment with limited structure.
• Excellent communication skills and a bias toward shipping.

Strong pluses

• Experience marketing to SMBs, startups, SaaS companies, professional services, healthcare, ecommerce, financial services or technology businesses.
• Experience in fintech, insurtech, SaaS, marketplaces, B2B services or regulated industries.
• Experience with GEO, AEO, AI search optimisation or answer-engine visibility.
• Experience building content systems or programmatic SEO-style workflows.
• Experience briefing designers, developers, agencies or freelance writers.
• Experience translating complex products into simple, high-converting messaging.
• Basic Webflow, WordPress, CMS or no-code landing page experience.

What We Offer

• Fully remote or hybrid working arrangement (Sydney office available)
• Opportunity to lead and shape growth and marketing for a regulated product
• Collaborative, supportive team environment
• Competitive salary commensurate with experience

How to Apply

Apply via linkedin and / or just linkedin DM Anish, Co-founder COO of upcover. We encourage applications from candidates with diverse backgrounds and experiences.