Director of marketing

Are you a strategic marketing leader who can genuinely drive and influence consumer choice? Can you develop and execute high-impact marketing strategies that deliver measurable results across a complex franchise network? As a key member of the Senior Leadership Team, you’ll be expected to influence at the highest level, manage significant budgets, and act as the trusted marketing partner to over 140 franchise owners.

This role isn’t just about vision, it demands a leader who can translate strategy into action, balance big-picture thinking with hands-on delivery, and inspire a specialist team to perform. If you can confidently lead and deliver integrated marketing campaigns, and prove the impact of your decisions, this could be the role for you.

About The Role

What you’ll be doing:

Marketing Leadership & Strategy

• Lead the overall marketing vision and strategy, aligned to business goals and franchise growth.
• Act as the senior marketing authority within the leadership team.
• Develop and deliver integrated marketing plans across key business priorities.
• Own annual planning, quarterly reviews, and ongoing optimisation.
• Drive innovation across marketing channels, tools, and approaches.

Budget & Performance Management

• Manage three key budgets (National Marketing Fund, Central Marketing, Franchise Recruitment) with full P&L accountability.
• Set budgets with finance and leadership, ensuring effective allocation of resources.
• Track spend, measure ROI, and optimise performance to maximise impact.

Franchise Network Engagement

• Build strong relationships with 140+ franchise owners as the primary marketing contact.
• Deliver training, presentations, and communications to ensure alignment and adoption of best practice.

Brand & Marketing Delivery

• Own brand strategy, ensuring consistent positioning, messaging, and compliance.
• Oversee end-to-end marketing delivery across all channels
• Manage agencies and suppliers to deliver high-quality outputs.
• Lead the marketing team to execute strategic priorities.
• Define and track KPIs across lead generation, conversion, brand awareness, and franchise recruitment.
• Use data and analytics to continuously improve performance and ROI.

Leadership & Team Development

• Lead, mentor, and develop a high-performing marketing team of four direct reports, fostering a culture of excellence, creativity, and accountability.
• Represent the organisation at industry events, conferences, and networking opportunities to enhance brand visibility and thought leadership.

What we’re looking for:

• Minimum 10 years of progressive marketing experience with at least 2 years in senior leadership roles.
• Proven track record of developing and executing successful multi-channel marketing strategies that drive measurable business results.
• Experience leading and developing high-performing marketing teams.
• Proven ability in managing and measuring lead generation campaigns with clear ROI outcomes.
• Exceptional strategic thinking and planning abilities with the vision to anticipate market trends.
• Excellent relationship-building skills with the ability to influence and engage diverse stakeholders including senior executives, shareholders, and franchise owners.
• Outstanding written and verbal communication skills, with the ability to present complex information clearly and persuasively to varied audiences.
• Proven ability to inspire, mentor, and develop talent while fostering a collaborative and high-performance culture.

Desirable Attributes

• Bachelor's degree in Marketing, Advertising, Communications, or related field; Master's degree preferred.
• Experience working in franchise business models with understanding of franchisee/franchisor dynamics.
• Knowledge of the home care, healthcare, or senior living sectors.

Why join Caremark?

At Caremark, we believe a great workplace culture drives exceptional results. Everything we do is guided by our six core values:

Positive | Compassionate | Accountable | Trustworthy | Honest | Supportive

You’ll be empowered to make a real difference in a supportive, values-led environment, where your expertise is respected and your development is prioritised.

The kind of person who’ll thrive here

• Disciplined and focused, with a high attention to detail
• Confident and proactive, happy to take ownership
• A strong problem solver who looks for better ways of doing things
• Motivated by continuous improvement
• Comfortable working both independently and collaboratively

Benefits

• 33 days holiday (including bank holidays)
• 5 paid volunteering days per year
• Annual personal development budget
• Private medical insurance
• Life insurance cover
• Company pension scheme
• Free wellbeing counselling programme & support
• Ongoing training and development opportunities
• Business travel expenses
• Flexi-time- start between 08:00 and 10:00 and finish between 16:00 and 18:00

Required Criteria

• Minimum 10 years of progressive marketing experience with at least 2 years in senior leadership roles.
• Proven track record of developing and executing successful multi-channel marketing strategies that drive measurable business results.
• Experience leading and developing high-performing marketing teams.
• Proven ability in managing and measuring lead generation campaigns with clear ROI outcomes.
• Exceptional strategic thinking and planning abilities with the vision to anticipate market trends.
• Excellent relationship-building skills with the ability to influence and engage diverse stakeholders including senior executives, shareholders, and franchise owners.
• Outstanding written and verbal communication skills, with the ability to present complex information clearly and persuasively to varied audiences.
• Proven ability to inspire, mentor, and develop talent while fostering a collaborative and high-performance culture.

Desired Criteria

• Bachelor's degree in Marketing, Advertising, Communications, or related field; Master's degree preferred.
• Experience working in franchise business models with understanding of franchisee/franchisor dynamics.
• Knowledge of the home care, healthcare, or senior living sectors.

Skills Needed

About The Company

Shape the future of home care with a career at the Caremark Franchise Support Centre!

Caremark is one of the largest UK home care franchisors with over 140 franchise offices in the UK. Our franchisees operate in the heart of their communities as passionate ambassadors of personalised care in customers’ homes. With a reputation for excellence since 2005, we have grown to become one of the leading UK providers of home care services.

Make a real difference!

Join our passionate team and help us expand Caremark’s reach to improve the lives of thousands of customers across the UK. We’re looking for talented individuals to help us develop our brand, strengthen our presence, and cultivate a positive and supportive company culture.

We offer a variety of roles! 

Find your perfect fit with opportunities at our head office in Worthing, West Sussex or in one of our regional field-based roles. Browse our open positions and discover how you can be part of the Caremark family. As the master franchisor, Caremark Limited supports our network of over 140 independent offices across the UK.

Company Culture

We are Positive:

We embrace a positive mindset and inspire optimism amongst our colleagues. We continually question how our outlook and reactions affect our colleagues, striving for contagious positivity. With a can-do attitude we uplift and cultivate an environment where creativity thrives, challenges are opportunities, and success is shared.

We are Trustworthy:

We hold trust as our foundation, nurturing it through honesty, reliability, and consistency in our actions and relationships. By prioritising transparency and mutual respect, we place trust in our colleagues and respect the trust placed in us. With consistency, we create a safe, collaborative environment.

We are Honest:

We uphold honesty as a non-negotiable principle, committing to truthfulness, transparency, and integrity in our interactions and decisions. By demonstrating unwavering honesty, we build trust, credibility, and lasting relationships, fostering an environment where openness and accountability flourish.

We are Compassionate:

At the heart of our actions and decisions lies compassion, driving us to understand, empathise, and act with kindness towards all, fostering an environment where everyone feels seen, heard, and valued.

We are Accountable:

We uphold accountability as a cornerstone of our integrity, taking ownership and responsibility of our actions, decisions, and their outcomes. Through transparency and a no-blame culture, we build trust and drive excellence. We self-reflect and are continually learning.

We are Supportive:

We are supportive colleagues, and we foster an environment where collaboration is the norm, working together towards common goals and sharing in collective successes. With active listening, continual development and constructive guidance, we can all reach our fullest potential. We celebrate in each other’s success.

Company Benefits

• Flexi time (start between 8am – 10am/ finish between 4pm-6pm)

• 1 Day working from home each week

• Private Medical Insurance

• Annual Personal Development Budget

• 5 Paid Volunteering Days per year

• 33 days of holiday (Inclusive of bank holidays)

• Life Insurance cover

Health insurance, Vacation, Paid time off, Retirement plan and/or pension, Flexible schedule, Office perks, Employee development programs, Employee discounts, Free parking, Free work laptop, Referral bonus, Life insurance, Employee Assistance Scheme, Wellbeing Scheme, Blue Light Card, Work With Charities, Social Opportunities, Employee of the Month, Hybrid Working, Culture of recognition, Access to Health & Wellbeing app, Staff celebration events

Salary

£80,000.00 per year