About Lidder Care
Lidder Care is Mansfield’s friendly care home and home care provider. Since 1994, we have been delivering compassionate, high-quality care to families across Nottinghamshire.
Our services currently include residential care, nursing care, dementia care, respite care and home care. As part of our next phase of growth, we are looking to strengthen our digital marketing capability to support our existing care homes, grow our home care operations and help position the business for future diversification into retirement living and specialist care services.
This is an exciting opportunity for a commercially minded Digital Marketing Manager with strong SEO, PPC and lead generation experience to join a growing care group with ambitious plans.
The Role
We are looking for a hands-on Digital Marketing Manager to lead the digital growth strategy for Lidder Care.
The role will focus heavily on improving online visibility, increasing high-quality enquiries and generating measurable leads across our care homes and home care services. You will be responsible for developing, managing and optimising digital campaigns across SEO, Google Ads, PPC, paid social, email marketing, website content and CRM-led marketing activity.
You will work closely with senior management, care home teams, home care operations and external partners to ensure our marketing supports occupancy, home care growth, brand awareness and future service development.
Key Responsibilities
SEO and Website Growth
Lead the SEO strategy across Lidder Care’s websites and digital platforms.
Improve organic search rankings for key services including care homes, nursing care, dementia care, respite care and home care.
Optimise website content, landing pages, service pages and local search visibility.
Carry out keyword research, competitor analysis and content planning.
Support improvements to website traffic, user experience, bounce rates, enquiry rates and conversion performance.
PPC, Google Ads and Paid Social
Plan, manage and optimise PPC campaigns across Google Ads and other relevant platforms.
Manage paid social campaigns across Meta and other digital channels.
Monitor cost per click, cost per enquiry, conversion rates, return on ad spend and overall ROI.
Test and improve campaigns, landing pages, audience targeting, ad copy and budgets.
Ensure advertising spend is used effectively and aligned with commercial priorities.
Lead Generation and Digital Strategy
Develop and deliver a clear digital marketing strategy to support Lidder Care’s growth objectives.
Drive high-quality enquiries for our care homes, home care services and future specialist care/retirement living opportunities.
Create and optimise campaigns focused on enquiry generation, conversion and return on investment.
Identify opportunities to improve the customer journey from first online search through to enquiry, visit, assessment and admission/start of care.
Campaign Planning and Budget Management
Create, execute and monitor digital marketing campaign budgets.
Manage marketing spend across SEO, PPC, paid social, email and digital advertising.
Provide clear recommendations on where budget should be allocated to generate the best return.
Support seasonal, local and service-specific campaigns across care homes and home care.
Analytics and Reporting
Track and analyse key performance indicators including website traffic, keyword rankings, enquiry numbers, conversion rates, bounce rates, cost per enquiry and return on ad spend.
Use Google Analytics, Google Ads, Meta Ads Manager and other tools to produce regular performance reports.
Present clear, practical insights to senior management with recommendations for improvement.
Use data to guide decision-making and continuously improve marketing performance.
CRM, Email Marketing and Customer Journey
Support the use of CRM and marketing automation tools to improve lead management, follow-up and conversion.
Develop email marketing campaigns for families, referrers, existing clients and community contacts.
Help improve the journey for prospective residents, families and home care clients from initial enquiry through to conversion.
Work with operational teams to ensure marketing activity reflects the needs of each service and supports business growth.
Collaboration
Work closely with care home managers, home care management, senior leadership and external agencies.
Collaborate with operational teams to understand service capacity, enquiry quality, local competitors and growth opportunities.
Support marketing activity across current services while helping prepare the business for future growth into retirement living and specialist care.
Ensure all marketing communications are professional, compassionate, accurate and aligned with Lidder Care’s values.
Skills and Experience
Essential
Proven experience in a Digital Marketing Manager, Performance Marketing Manager or similar role.
Strong hands-on experience in SEO, PPC, Google Ads and paid social advertising.
Experience managing lead generation campaigns with measurable ROI.
Strong knowledge of Google Analytics, Google Ads, Meta Ads Manager, Search Console and other digital marketing platforms.
Experience improving website performance, landing pages, conversion rates and local search visibility.
Strong analytical skills with the ability to interpret data and make commercial recommendations.
Experience managing digital marketing budgets and advertising spend.
Confident producing reports and presenting campaign performance to senior stakeholders.
Excellent communication, organisation and project management skills.
Experience using CRM systems and/or marketing automation platforms.
Desirable
Experience in health and social care, care homes, home care, healthcare, retirement living or property-related sectors.
Experience marketing local services to private-pay customers and families.
Knowledge of local SEO, Google Business Profiles and geographically targeted campaigns.
Experience working across multi-site businesses.
Understanding of customer journeys where decisions are considered, emotional and family-led.
The Ideal Candidate
The ideal candidate will be both strategic and hands-on. You will be comfortable setting the digital direction, but also able to get involved in the practical detail of SEO, PPC, campaign optimisation, reporting and content improvement.
You will understand that marketing care services requires more than simply generating clicks. The role is about building trust, improving visibility, supporting families through important decisions and helping Lidder Care grow in a sustainable and professional way.
You will be commercially focused, data-driven and confident working with senior stakeholders, while also being able to collaborate with care teams and understand the values-led nature of the care sector.
Why Join Lidder Care?
This is an opportunity to join a well-established, family-owned care provider with over 30 years of experience and ambitious plans for growth.
You will have the chance to make a direct impact on the growth of our care homes, the expansion of our home care operations and the development of future services in retirement living and specialist care.
For the right person, this is a role with genuine influence, responsibility and scope to shape the digital marketing strategy of a growing care group.
Pay: £40,000.00-£45,000.00 per year
Work Location: In person
