Digital Marketing and Communications Executive
We are seeking a dynamic Digital Marketing and Communications Executive to drive the Macklin Group’s online presence and strengthen how we communicate across our care homes, hotel, and support functions.
This newly evolved role combines digital marketing expertise with internal communications leadership — ensuring that our stories, successes, and values are shared both externally and within our teams. You will play a vital part in enhancing engagement, improving employee communication, and promoting Macklin Group as an employer and care provider of choice.
About the role
Key Responsibilities:
Social Media & Online Presence
* Develop and deliver engaging social media strategies to grow brand awareness and drive interaction across platforms, including Facebook, Instagram, LinkedIn, and X.
* Plan, create, and schedule high-quality content that showcases our care homes, hotel, events, and team culture.
* Monitor trends, analyse engagement metrics, and adapt strategies to continuously improve results.
Website & SEO
* Manage and update the Macklin Group and Macklin Care Homes websites, ensuring accuracy, accessibility, and alignment with brand messaging.
* Optimise all content for SEO to increase visibility and attract prospective residents, families, and job applicants.
Content Creation
* Develop compelling written, visual, and video content that tells the Macklin story — highlighting people, events, achievements, and community impact.
* Collaborate with internal teams to source stories and build a bank of creative content for digital use.
Email & Campaign Management
* Design and execute digital campaigns (including email marketing and paid advertising) to promote recruitment, events, and brand initiatives.
* Measure performance and report on ROI, recommending improvements where needed.
Reputation & Review Management
* Monitor and manage our online reputation across platforms such as Google, carehome.co.uk, and social media.
* Respond professionally to feedback and use insights to support continuous improvement and brand trust.
Internal Communications
* Lead the creation and delivery of engaging internal communications to keep employees informed, connected, and inspired.
* Develop and manage regular internal newsletters, updates, and campaigns that celebrate successes, share news, and reinforce company values.
* Partner with HR, Operations, and the Senior Leadership Team to improve the flow of information and consistency of messaging across all sites.
Employee Feedback & Continuous Improvement
* Develop creative ways to communicate business updates and strategic messages clearly and engagingly.
* Support initiatives that enhance employee voice and promote two-way communication.
Analytics & Reporting
* Use analytics tools to measure performance across digital and communication channels.
* Provide regular reports and actionable insights to senior leaders.
Collaboration
* Work closely with the HR and Operations teams, care home managers, and external partners to ensure a consistent, on-brand voice across all communications.
* Act as a brand ambassador for the Macklin Group, ensuring all content reflects our values of Trust, Dedication, Treating People Really Well, and Continuous Development.
Company benefits:
To reward the demanding work of our fantastic colleagues, we offer an excellent benefits package as follows:
* Opportunity to shape a refreshed internal communications strategy.
* A collaborative, people-focused environment where creativity and initiative are encouraged.
* The chance to make a real impact on how we share the Macklin story — inside and out.
* Collaborating with an award-winning team with family values.
* A wide variety of training is provided.
* Career development opportunities.
* Employee Assistance Programme.
* Discounted rates at Malone Hotel, Belfast.
* Health and well-being initiatives, including team-building initiatives.
* Free car parking.
Interviews may take place before the job advertisement closes, as and when suitable applications are received. If a suitable candidate is appointed, the role may close early; therefore, please do not hesitate to submit your application promptly.
In addition, we also reserve the right to enhance the criteria at the shortlisting stage.
An Access NI Check will be required for this post. If successful, please be aware that we do have a policy on the recruitment of ex-offenders. As per the Access NI Code of Practice, Macklin Care Homes also has a policy on the secure handling, use, storage, and retention of disclosure information. Copies of these documents, along with the Access NI Code of Practice, are available upon request by contacting the HR Department.
It is Macklin Care Homes' Policy that any existence of a criminal conviction will not necessarily lead to the withdrawal of a job offer, but the failure to disclose all criminal convictions fully and accurately will lead to the withdrawal of a job offer.
We are committed to building a diverse and inclusive team that reflects the communities we serve.
Macklin Care Homes is an Equal Opportunities Employer.
About the company
At Macklin Care Homes, our mission is to be a forward-thinking provider dedicated to looking after people extremely well. We believe in offering more than just care; we have a genuine warmth and put compassion into everything we do. Every day, we go above and beyond to create a supportive, caring environment where people feel truly valued. Above all, we are driven by a simple but powerful truth: We really do care.
Required Criteria
* Degree in Marketing, Communications, Digital Media, or related field or at least 2 years’ proven experience in a similar role.
* Strong experience in digital marketing and content creation (healthcare or hospitality experience desirable but not essential).
* Excellent written, verbal, and visual communication skills with the ability to tailor tone and message to different audiences.
* Experience with tools such as Canva, Adobe Creative Suite, and social media management/analytics platforms.
* Strong understanding of SEO, email marketing, and paid advertising.
* Confident working independently and collaboratively across multiple teams and locations.
* Creative, proactive, and passionate about storytelling and employee engagement.
Desired Criteria
Skills you'll need
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