Frank is a digital experience agency and Jaywing company. We partner with some of Australia’s most respected organisations to deliver meaningful, human-centred digital transformation - bringing together strategy, experience design, technology, and delivery to help our clients move faster, work smarter, and create lasting value for the people they serve.
We are proud to be InvoCare’s long-term digital partner, supporting a large-scale transformation across a complex portfolio of brands, platforms, and services.
ABOUT THE CLIENT
InvoCare is one of Australia’s most recognisable and trusted funeral service organisations and they’re far from standing still. With a major digital transformation underway, InvoCare is reimagining how customers engage with their services through simpler, more intuitive, and more human-centred digital experiences.
Operating at enterprise scale across a portfolio of well-known brands, InvoCare is investing heavily in modern platforms, smarter technology, and product-led thinking to better serve customers while enabling long-term operational efficiency. The digital agenda is ambitious, complex, and genuinely consequential.
THE ROLE
This is not a project manager role. It is not a delivery co-ordinator role. It is a senior leadership position for someone who connects digital experience decisions directly to business outcomes and who has the credibility to make that case in a boardroom.
As Digital Transformation Lead, you will be embedded directly within InvoCare on behalf of Frank Digital, acting as a senior trusted advisor to the client’s leadership team. You will maintain a program-level view across the transformation portfolio ensuring every initiative is scoped, sequenced, and measured against outcomes that matter: conversion rate, revenue contribution, customer engagement, and operational efficiency.
UX/UI is core to this mandate, not a supporting function. You will champion experience design as a commercial lever someone who can articulate the ROI of a redesigned user journey as fluently as they can brief a designer on the interaction logic. You will understand that great digital experience and strong conversion performance are not in tension; they are the same thing done well.
You will hold multiple complex initiatives simultaneously without letting priority or quality slip. You will constructively challenge assumptions when evidence demands it. You will bring calm, structured leadership to an environment that is fast-moving, high-stakes, and commercially significant.
If you’re someone who thinks in outcomes, speaks the language of both design and commercial performance, and finds real satisfaction in shaping what’s next this role was written for you.
KEY RESPONSIBILITIES
Strategy and Roadmap Leadership
- Partner with senior InvoCare leaders to define, evolve, and pressure-test the digital transformation vision and roadmap
- Translate strategic ambition into clearly scoped, prioritised transformation initiatives with defined outcomes and measurable success criteria
- Partner with the Technical Program Manager to lead forward-looking conversations that balance long-term opportunity with near-term execution realities and collaborate to maintain a program-level view of dependencies, sequencing, and opportunity cost across concurrent initiatives
Conversion-Led Experience and Brand Stewardship
- Champion UX/UI as a primary commercial driver - ensuring experience design decisions are evaluated against conversion performance, engagement metrics, and revenue impact, not just aesthetic or functional criteria
- Lead the integration of CRO thinking into the design and delivery process from initiation - not as a post-launch afterthought
- Define and oversee measurement frameworks that connect UX/UI investment to demonstrable business outcomes: conversion rate improvement, reduced drop-off, increased customer lifetime value
- Partner with the InvoCare’s Product Owners and Marketing team and act as a custodian of InvoCare’s brand values across every digital initiative, ensuring commercial performance and brand integrity reinforce rather than compromise each other
- Ensure digital experiences are optimised for the full customer journey, with conversion pathways that are intuitive, frictionless, and grounded in behavioural evidence
Stakeholder Engagement and Influence
- Serve as the primary senior point of co-ordination with Technical Program Manager across InvoCare stakeholders, design, technology, analytics, and delivery partners
- Lead executive workshops, strategic presentations, and ongoing stakeholder engagement with confidence and credibility
- Constructively challenge inefficiency, constraint-led thinking, and inflated effort estimates - bringing evidence-based alternatives and actionable recommendations
- Navigate ambiguity with composure, surfacing risks early and converting complexity into clear decisions
Program Enablement and Delivery Readiness
- Work alongside the Technical Program Manager and Delivery Managers transformation initiatives are well-shaped, outcome-defined, and appropriately resourced before they enter delivery
- Identify and resolve structural, process, and organisational friction that slows execution or impedes experimentation
- Support delivery teams by maintaining visibility of the broader program context not by directing their day-to-day work
- Enable faster iteration and optimisation cycles by reducing dependency bottlenecks and decision latency
Organisational Excellence
- Maintain rigorous documentation standards across the program decisions, dependencies, risks, and rationale should always be traceable
- Apply systems thinking to stakeholder co-ordination, project orchestration, and initiative sequencing
- Model the organisational behaviours and delivery disciplines that elevate the broader team’s capability
REQUIRED EXPERIENCE AND CAPABILITIES
Non-negotiable
- Significant senior experience leading digital transformation programs within complex enterprise environments (AEM or equivalent enterprise CMS platforms strongly preferred)
- Deep expertise in UX/UI with a conversion-led mindset -you evaluate design decisions through the lens of user behaviour and business performance, and you can articulate the ROI of experience investment to a CFO as confidently as you can brief a designer
- Demonstrable experience using CRO methodologies (A/B testing, multivariate testing, funnel analysis, heatmapping) to drive measurable improvements in conversion rate, engagement, and revenue contribution
- Demonstrated ability to operate at strategic level without becoming embedded in day-to-day delivery management
- Exceptional stakeholder management skills, including direct partnership with C-suite and executive leaders
- Proven capacity to hold multiple concurrent complex initiatives without losing prioritisation discipline or quality of outcome
- Track record of constructively challenging assumptions and bringing alternative perspectives that elevated strategic thinking
- Experience working in multi-vendor, hybrid, or agency-client delivery environments
Highly regarded
- Hands-on experience with AEM (Adobe Experience Manager) as strategic owner/implementation consultant
- Strong grounding in digital analytics platforms (Adobe Analytics, GA4) and the ability to translate data into conversion hypotheses and prioritised optimisation roadmaps
- Background working agency-side or as an embedded strategic partner within a large enterprise client
- Experience leading or owning a CRO programme—not just contributing to one—with measurable outcomes you can speak to
- Familiarity with modern product delivery models (dual-track agile, continuous discovery, lean portfolio management)
WHAT SUCCESS LOOKS LIKE
- In the first 90 days, you will have established trusted working relationships with InvoCare’s senior leadership team, audited the current state of digital experience performance across key conversion pathways, and identified two to three high-impact optimisation opportunities with a clear ROI case for each.
- At six months, you will be operating as InvoCare’s digital transformation advisor,not just a delivery resource. Conversion performance metrics will be embedded into how the program measures success. UX/UI decisions will be made with reference to behavioural data and tested hypotheses, not instinct. You will be shaping roadmap priorities and facilitating high-quality strategic decisions at executive level.
- Ongoing success means InvoCare’s digital experiences are measurably improving customer outcomes and commercial performance quarter on quarter. It means UX/UI investment is reported against ROI, not effort. It means Frank Digital is seen as an indispensable strategic partner- the team that connects great experience to real business results.
WHY THIS ROLE
- Play a pivotal role in a large-scale digital transformation that is genuinely consequential for real customers
- Operate at senior level with direct access to executive stakeholders and meaningful influence over strategic direction
- Be embedded within a high-profile client environment while remaining supported by Frank Digital’s agency leadership and Jaywing’s broader capability network
- Work on complex, meaningful digital challenges with long-term impact - not short-term sprints with no continuity
- Hybrid working model: 3 days at the client’s Rhodes office, 2 days from Barangaroo or home
- Join a collaborative, intellectually curious agency culture that backs its people and values people who raise the thinking
If this is the opportunity that you've been looking for, click APPLY NOW and attach your CV and a cover note letting us know why you're the best applicant for this role.
Jaywing is committed to building an inclusive and diverse culture. If you’re uncertain whether to apply because you don’t meet every single requirement listed above, we encourage you to apply anywaythere may be other opportunities within the group where you are the right fit. Please let us know if any adjustments are needed throughout the interview process and we will do our best to accommodate.
