Content & Lifecycle Marketing Specialist

📍 Sydney-Based | Hybrid Working 🏆 Australia’s Largest Online Legal & Accounting Platform ✨ Backed by Westpac Bank | AFR Best Places to Work Finalist 2025 Join a Values-Led Team Making Legal and Accounting Simpler for SMBs At Lawpath, we believe access to legal and accounting services should be simple, affordable, and empowering. We are Australia's leading online legal, accounting and compliance platform. Our mission is to make starting and running a business easy. More than 500,000 businesses have already trusted Lawpath with their legal, tax and compliance needs, and we are on track to help one million by 2030. We can't achieve this without great people. That is where you come in. We are looking for team members who want to level the playing field for small business owners. You'll join a team that combines innovation and empathy to solve real problems every day, from tax and compliance to legal challenges and business growth. And with Lawpath recently named the 2025 Smart50 Innovator Award Winner, you'll be part of a team recognised for pushing boundaries and transforming how small businesses access support. About the Role You'll be the writer and operator behind Lawpath's lifecycle marketing: creating the content our customers actually read (emails, nurture sequences, newsletters, campaign copy, blog and social content) and building the automated journeys that deliver it at the right stage of their business. The subject matter is legal, tax, and compliance for Australian small businesses, so you'll need to enjoy turning complex, regulated topics into content that's simple, accurate, and genuinely useful. From a founder's first document to their annual renewal, you'll shape what we say and when we say it. This is a hands-on execution role. You'll write it, build it, launch it, measure it, and make it better. Reporting to the Senior Marketing Manager, you'll turn strategy into copy and copy into conversions. How This Role Lives Our Values 🏆 Own It - In this role, that means the full loop is yours: write the email, build the flow, launch the campaign, read the numbers, and fix what isn't working. Nobody hands you a brief and takes the outcome off your plate. 📈 Raise the Bar, Together - You'll bring genuine craft to every subject line, nurture sequence and landing page, and you'll build the AI-assisted workflows that lift the whole team's output, not just your own. 💜 Care Like It's Yours - The emails you write might be the first thing a nervous first-time founder reads about protecting their new business. That's why accuracy on legal, tax and compliance content isn't negotiable, you'll treat it like your own business is on the line, because for our customers, it is. ➡️ Push Forward - You won't wait for the perfect brief before you start writing, or the perfect flow before you hit launch. You'll ship, test subject lines and offers, learn from what the data tells you, and make the next send better. What You'll Do Day-to-Day Lifecycle & Email Marketing Build and optimise automated lifecycle flows in Salesforce Account Engagement: onboarding, nurture, upsell, churn prevention, and win-back. Design and send outbound and newsletter campaigns end-to-end: segmentation, copy, creative, QA, launch. Run structured A/B tests on subject lines, copy, offers, and timing, then act on what you learn. Use AI to turn customer signals (product usage, support conversations, etc) into triggered lifecycle messaging and sales alerts. Manage promotional campaign mechanics: offer setup, segmentation, and technical delivery. Keep everything compliant with the Spam Act and email best practice. Content Creation Write clear, on-brand copy across the customer journey: lifecycle emails, newsletters, campaign landing pages, in-app messages, and promotional assets. Create and publish blog and social content tied to campaigns and key compliance moments for small businesses. Collaborate with our Growth team to optimise content for how people search now. Structure articles, FAQs, and answers so they get cited by AI search (Google AI Overviews, ChatGPT, Perplexity) as well as ranking in traditional search: GEO/AEO alongside SEO. Own tone-of-voice consistency across lifecycle touchpoints. Every email should sound like Lawpath, not a template. Repurpose and refresh existing content for new segments, channels, and lifecycle stages. Collaborate with design, product, and sales to turn briefs into finished assets. AI - Powered Workflows Use AI tools daily as part of how you work (drafting, repurposing, QA, analysis), with the judgement to know where human craft and legal accuracy matter most. Build repeatable AI-assisted workflows (prompts, skills, automations) so content production and campaign QA scale without headcount. Track how Lawpath appears in AI answers and identify content gaps and opportunities to improve our AI visibility. Stay across how AI is changing search, email, and content discovery, and bring those changes into the team's playbook. Reporting & Optimisation Deliver weekly and monthly performance reporting on content and lifecycle programs, with clear insights and next actions. Track engagement and conversion across lifecycle stages, identify drop-offs, and fix them. Maintain campaign taxonomy, UTM governance, and clean tracking across everything you ship. Build dashboards in Salesforce/Account Engagement, GA4, and Tableau where needed. What Success Looks Like Lifecycle emails people actually open and act on: measurable lifts in open, click, and conversion rates across key flows. Improved conversion at key lifecycle stages: lead to MQL, trial to paid, upsell, and win-back. A consistent publishing rhythm, with campaigns and content shipped on time and flawless QA (links, UTMs, tracking, naming). Weekly reporting delivered consistently, with insights that change what we do next. Growing Lawpath visibility in AI search, with our content cited in AI Overviews and LLM answers for key small business questions. AI-assisted workflows in place that measurably lift the team's output and QA quality. A recognisable Lawpath voice across every customer touchpoint. What You'll Need 3+ years in a content, email, CRM, or lifecycle marketing role. Genuinely strong writing skills. You can shift from a punchy subject line to a helpful long-form piece, and you'll have a portfolio to show it. (Please include writing samples with your application: emails, blog posts, or campaign copy.) Hands-on experience with Salesforce and Account Engagement (Pardot) or an equivalent marketing automation platform: building flows, segmenting audiences, and QA-ing sends. An analytical streak: comfortable in spreadsheets and dashboards, and confident running and reading A/B tests. Sharp attention to detail, with flawless QA of copy, links, tracking, and campaign setup. Genuine AI fluency: you already use tools like Claude or ChatGPT to work faster and better, and you think in systems, building repeatable workflows rather than one-off outputs. Tell us how in your application. An understanding of how AI is reshaping search and content discovery (GEO/AEO, AI Overviews, LLM citations), or the curiosity to get across it fast. Strong project management skills and the ability to juggle multiple campaigns and deadlines. SaaS or subscription experience highly valued. A background in law, accounting, or tax is highly regarded, as is experience writing about regulated, technical subject matter (legal, financial services, insurance, super). Our content lives and dies on making complex topics simple and accurate. Bonus points for SEO fundamentals or experience writing for small business audiences. Beyond the Base Salary 💰 Equity in Lawpath through our Employee Share Option Plan 💻 Hybrid and flexible working options 🌴 An extra day of Birthday Leave 🚀 Opportunities for career growth 👪 A generous parental leave policy 📚 A learning stipend for ongoing development 🧘 Wellbeing perks including gym discounts, run club and wellness initiatives 💬 A transparent and fun culture with regular celebrations and team events