Group Marketing Director | Elderly Care Home Group
UK Wide (Office Based with Travel)
Are you an experienced marketing leader ready to take ownership of a national, multi-site care home group’s entire commercial marketing strategy?
Do you enjoy building structure, improving performance, and driving occupancy growth across multiple locations while remaining hands‑on and operational?
Are you looking to join a growing, privately owned care organisation where you can directly influence revenue, customer experience, and long‑term expansion?
Then this could be the opportunity for you.
We are working in partnership with a highly regarded elderly care home group to appoint a Group Marketing Director in a newly created senior leadership role. This position has been created to professionalise and centralise all marketing activity across the organisation, supporting growth ambitions while maintaining exceptional service standards.
The Opportunity
This is a pivotal, group‑wide leadership role with significant visibility and influence across the business.
The Group Marketing Director will take ownership of all marketing strategy, execution, and standards across an multi‑site elderly care home portfolio throughout the UK, ensuring a consistent, high‑quality approach to enquiry generation, conversion, and occupancy performance.
This role will report directly into senior ownership and work closely with home managers across the group to improve commercial performance through stronger marketing, better enquiry handling, and enhanced customer experience.
This is not a purely strategic role. The organisation is seeking someone who can balance leadership and oversight with practical, hands‑on delivery, someone comfortable improving both digital marketing performance and frontline enquiry conversion standards.
Key focus areas include increasing enquiries, improving occupancy rates, strengthening average weekly fee performance, and creating a more centralised, measurable marketing function across the group.
About the Provider
This is a privately owned group of elderly care homes operating across the UK. The group operates with a decentralised structure, where each home functions as an individual business led by its own Home Manager and supported by local administration teams.
There is a strong focus on premium service delivery and maintaining high‑quality resident experiences.
The organisation is now entering a significant growth phase and is seeking a Group Marketing Director who can help drive occupancy, strengthen fee positioning, and improve overall commercial performance across the group.
Key Responsibilities
* Develop and lead a centralised marketing function across all homes
* Take ownership of all group‑wide marketing activity, standards, and execution
* Align marketing strategy directly to occupancy growth and revenue performance
Occupancy & Revenue Growth
* Drive enquiry generation across all locations
* Improve occupancy rates and conversion from enquiry through to admission
* Support average weekly fee growth through stronger commercial positioning
* Identify opportunities to improve pricing strategy and revenue per resident
Customer Journey & Conversion
* Oversee and improve the full customer journey from first enquiry to resident admission
* Improve telephone enquiry handling and lead conversion standards
* Enhance show round experiences and admissions processes across all homes
* Implement better enquiry tracking and reporting to improve conversion performance
Digital Presence & Brand Standards
* Improve website quality and online presence across the group
* Strengthen social media performance and wider digital marketing strategy
* Refresh brochures, collateral, and marketing materials across the portfolio
* Ensure consistent brand presentation across all locations
CRM & Systems Development
* Review and improve current marketing systems and reporting structures
* Lead the potential implementation of a CRM platform to improve enquiry tracking and conversion analysis
* Build stronger visibility of marketing ROI and enquiry pipeline performance
Home Presentation & Commercial Support
* Work closely with Home Managers to improve local marketing effectiveness
* Support standards around activities, presentation, and resident experience that impact occupancy
* Regularly visit homes across the UK to review standards, support implementation, and drive consistency
* Act as the central link between marketing performance and operational delivery
The Ideal Candidate
You will be a commercially driven and highly credible marketing leader, capable of improving performance across multiple sites while building strong relationships with operational teams across the business.
* Proven experience as a Marketing Director, Head of Marketing, or senior commercial marketing leader
* Strong track record of improving occupancy, enquiry generation, and conversion performance
* Experience in multi‑site service led businesses
* Strong understanding of customer journey optimisation and sales conversion
* Commercially astute with the ability to directly link marketing activity to revenue outcomes
* Excellent stakeholder management and influencing skills
* Comfortable operating autonomously in a broad leadership role
* Experience within elderly care, care homes, or wider health and social care sectors
* Exposure to private pay service models
* Experience implementing CRM systems or enquiry tracking platforms
* Understanding of pricing strategy and revenue optimisation
You will be hands‑on, pragmatic, commercially aware and someone who can introduce structure and accountability while working collaboratively with home managers and operational leaders. This role requires someone who can lead from the front, not purely from behind a desk.
Benefits
* £80,000 – £90,000 base salary (dependent on experience)
* Performance‑related bonus scheme linked to occupancy and average fee growth
* Opportunity to shape a newly created senior leadership role
* Direct influence over national commercial growth strategy
* Long‑term progression within a growing privately owned organisation
Location & Working Pattern
This role is office‑based, 5 days per week.
Office location is flexible and can be based in London or another accessible UK location depending on the successful candidate.
There is an expectation of UK‑wide travel across all homes.
Summary
This is a unique opportunity for an ambitious and commercially focused marketing leader to step into a broad and highly influential Group Marketing Director role within a growing elderly care group. Offering autonomy, visibility, and the opportunity to shape group‑wide marketing strategy from the ground up, this role is ideal for someone looking to make a meaningful impact in a values led organisation with significant growth ambitions.
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