The Head of Marketing is a new stand-alone role that will lead the commercial repositioning of a 12-home UK portfolio, shifting the primary client mix from Local Authority (LA) funded residents to private-paying individuals. This strategic role focuses on building a premium B2C brand, launching targeted localised campaigns, and driving high-value private enquiries to maximise premium occupancy and revenue growth.
The individual will be responsible for working with General Managers to direct marketing, communications, and stakeholder engagement to support occupancy, reputation and community relationships, ensuring that the Catholic ethos and compassionate care are evident in all external and internal communications and in the way that services are presented, promoted and experienced.
The successful candidate will have budget responsibility for marketing spend.
Nazareth Care Charitable Trust is a respected not-for-profit provider of residential, nursing and specialist care services. Our mission is to provide exceptional care rooted in dignity, compassion, respect and the values that define our organisation.
Working within the ethos of the Sisters of Nazareth is essential.
All post offered are subject to two satisfactory references and an enhanced DBS and PVG disclosure check.
The Role
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.
- Standardise customer-facing sales assets and inquiry-handling playbooks to ensure internal staff maintain a high-end concierge standard during private show-arounds.
- Manage external creative and media agencies, ensuring brand alignment across all regional digital assets, signage, and PR campaigns.
Key Performance Indicators (KPIs)
- Private Occupancy Mix: Percentage increase of private-pay residents vs. Local Authority funding across the 12 homes.
- Enquiry-to-Admission Conversion: Conversion rates of digital and local B2C inquiries into private move-ins.
- Average Weekly Fee (AWF): Growth in the overall portfolio AWF driven by a higher volume of private-paying clients.
- Digital Review Scores: Reaching specific target ratings on major industry sites.
Experience & Requirements are Essential
- Proven ability to influence non-marketing teams.
- Established Multi-Site Experience: Minimum 3–5 years of senior marketing experience overseeing at least 8–10 healthcare, elderly care, retirement living, or hospitality properties.
- Transition Portfolio Track Record: Explicit, verifiable experience shifting a service or property portfolio from public-sector dependence (LA/NHS) to premium consumer-paid models.
- Commercial Mindset: Commercially astute data analyst capable of mapping out clear marketing budgets against aggressive regional occupancy and fee goals.
- Experience managing marketing budgets.
- Willingness to Travel: Valid UK driving license and flexibility to travel to regional homes for site audits and local launch events.
You will enjoy access to a huge variety of benefits and services to support your well-being and throughout your career we will invest in you and you will enjoy additional support and benefits including:
- We will pay for your DBS and PVG disclosure certificate
- Induction and commitment to ongoing learning and development
- Supportive executive leadership team and a values-driven culture
- Competitive salary (dependent on experience) plus benefits.
- Autonomy to shape culture, quality and performance across a region.
- Ongoing leadership development and professional growth.
- Wellbeing - free of charge access to an independent and confidential Employee Assistance Programme. This gives Colleagues and their family access to 24/7 365 support for a whole range of issues including physical, mental and financial issues.
- Access to Blue Light Card - discount service providing members with thousands of amazing discounts online and on the high street
- Pension contributions
- Paid holidays
- Free onsite parking
