Responsibilities

• Set and lead the marketing and communications strategy, with support from the Head of Sales and Marketing, for the Commercial arm, ensuring activity supports business priorities, growth and measurable commercial outcomes
• Drive self-funder enquiry generation, conversion and occupancy for care homes through integrated, insight-led marketing plans across digital, print, PR, social media, reviews, email, advertising and local engagement channels
• Lead brand, reputation and customer communications across a national portfolio of care homes and supported living services, ensuring our messaging is clear, consistent, compelling and aligned to organisational values
• Influence directors, senior operational leaders and key stakeholders by translating customer, market and performance insight into clear recommendations and strategic action
• Oversee marketing performance, budget, reporting and return on investment, ensuring activity is targeted, measurable and continuously improved
• Lead digital marketing, website, search, review management and customer journey improvements that strengthen visibility, engagement and conversion
• Own and lead talent marketing activity for the Commercial arm as a distinct strategic priority, strengthening employer brand, supporting recruitment objectives and helping attract the right people into frontline, specialist and leadership roles across our services
• Lead agency and supplier partnerships across marketing, digital, PR and creative services, ensuring high standards, strong performance and value for money
• Provide senior marketing and communications advice to operational and commercial colleagues, helping teams respond effectively to local challenges, opportunities and reputational risks
• Ensure strong governance across brand standards, customer communications, data protection, advertising standards, AI-generated content and wider marketing processes

Requirements

• Significant experience in a senior marketing and communications role, ideally within a multi-site, customer-led or commercially focused organisation
• Proven ability to develop and lead marketing and communications strategies that support growth, reputation, customer engagement and measurable business outcomes
• Strong commercial marketing experience, including self-funder enquiry generation, conversion, performance marketing and customer journey improvement within care or similar customer-led services
• Experience leading brand, reputation, PR, content, social media, review management and customer communications activity across multiple channels and audiences
• Confidence working with directors, senior leaders and operational stakeholders, with the ability to influence, advise and turn insight into clear strategic recommendations
• Strong analytical and commercial judgement, with experience interpreting performance data, market insight and customer behaviour to shape decisions and improve results
• Experience managing large marketing budgets, reporting performance and demonstrating return on investment across marketing and communications activity
• Experience managing external agencies, creative partners and specialist suppliers to deliver high-quality work, strong performance and value for money
• People leadership experience, with the ability to lead, develop and motivate a specialist marketing and communications team
• A strong understanding of marketing governance, including brand standards, data protection, advertising standards and responsible use of AI-generated content, with a relevant degree-level or professional marketing qualification such as CIM desirable

Preferred

• Experience leading talent marketing is desirable - employer brand or recruitment marketing activity that supports workforce attraction and organisational priorities
• A strong understanding of marketing governance, including brand standards, data protection, advertising standards and responsible use of AI-generated content, with a relevant degree-level or professional marketing qualification such as CIM desirable
• Experience using CRM systems (such as Salesforce or similar) to support customer journey management, lead nurturing, reporting and conversion activity is desirable

Benefits

• Health and wellbeing support , including virtual GP services and an Employee Assistance Programme
• Company-paid life assurance
• Enhanced parental leave arrangements
• Annual leave purchase scheme
• Comprehensive learning and development opportunities
• Flexible and hybrid working arrangements
• Cycle to Work scheme and salary sacrifice benefits
• Employee discount programme
• An inclusive culture where everyone belongs