Responsibilities

• Strategic Private Shift & Repositioning: lead the strategic pivot from dependence on Local Authority placements to a premium, self-funding private client base across all 12 locations.
• Conduct local demographic assessments and competitor market reviews to position each care home’s pricing and lifestyle offering effectively against local private competition.
• Refine the value proposition and brand messaging, shifting focus away from "basic institutional care" towards a customer proposition that resonates with Nazareth Mission and Values making this the core of our differentiation strategy.
• Multi-Site B2C Lead Generation: Deploy targeted digital acquisition strategies (PPC, SEO, hyper-local Facebook ads) optimised to capture families and self-funders actively seeking private care alternatives.
• Build localised print and physical collateral (brochures, event invitations, community banners) that reflect the differentiation strategy that has been adopted.
• Track cost-per-enquiry (CPE) and conversion metrics per home, dynamically allocating marketing budget to sites lagging in private occupancy.
• Local Community & Reputation Building: Audit and optimise digital reviews across carehome.co.uk and Google Business Profiles, aiming for a minimum 9.5+ portfolio rating to build immediate trust with private decision-makers.
• Co-design local community outreach roadmaps alongside Home Managers, helping them host appropriately targeted open days, educational seminars (e.g., navigating dementia care), and high-profile networking events.
• Cultivate non-LA referral networks, building brand awareness among private wealth managers, solicitors, private clinics, and local community leaders.
• Operational Enablement & Sales Alignment: Work with the CEO and senior management team to create a bespoke internal programme of culture change which supports the new customer proposition.