Home Instead SUR Group is one of Scotland’s leading providers of person‑centred home care, supporting older adults to live independently with dignity in their own homes.
Full‑Time | Scotland | 30‑35K DOE
We are investing in a dedicated Digital Marketing Manager to build a consistent, high‑performing inbound marketing engine across our territories. Working within the Home Instead franchise network, this role combines the strength of a nationally recognised brand with the opportunity to deliver innovative, locally targeted campaigns within strict brand standards.
The opportunity: You will take ownership of SEO, paid advertising, content creation, and website performance, ensuring our marketing activity drives measurable commercial outcomes. Your focus will be on generating high‑quality enquiries, improving digital performance, and supporting our capacity‑led growth strategy.
Key Responsibilities
Digital Strategy & Performance
* Develop and deliver a digital marketing strategy aligned to business growth priorities
* Manage performance across multiple territories, aligning campaigns to demand and capacity
* Track and improve key metrics including enquiry volume, conversion rates, and cost per lead
SEO & Organic Growth
* Lead SEO strategy across all websites and service pages
* Conduct keyword research aligned to care services and local markets
* Improve search rankings, website traffic, and conversion performance
* Develop local SEO presence across all operating regions
Paid Advertising (PPC & Paid Social)
* Manage campaigns across Google Ads and paid social platforms
* Optimise campaign performance to maximise ROI and enquiry quality
* Target campaigns by geography, service line, and business need
* Continuously test and refine campaigns using performance insights
Content Creation
* Website copy
* Blogs and articles
* Social media campaigns
* Case studies and testimonials
* Translate care messaging into engaging, customer‑focused content
* Ensure all content aligns with Home Instead’s tone of voice and brand positioning
Brand & Campaign Execution
* Ensure all marketing complies with Home Instead franchisor brand guidelines
* Deliver localised campaigns that remain fully aligned to national brand standards
* Act as a brand guardian across all digital channels
Website & Conversion Optimisation
* Improve website performance and user experience
* Optimise landing pages and customer journeys to increase enquiry conversion
* Implement testing strategies to continuously improve results
Reporting & Insight
* Monitor and report on campaign performance and ROI
* Use data to inform decisions and improve marketing effectiveness
* Provide clear performance insights to senior leadership
About You
* Proven experience in digital marketing (SEO, PPC, content and social)
* Strong analytical mindset with experience managing performance metrics
* Experience running and optimising paid advertising campaigns
* Excellent content creation and copywriting skills
Desirable
* Experience in healthcare, social care or franchise environments
* Knowledge of multi‑location or local SEO strategies
* Experience working within brand guidelines
What You’ll Bring
* A results‑driven, commercial mindset
* Strong attention to detail and structured approach
* Creativity within defined brand boundaries
* Ability to collaborate across growth, operations and leadership teams
Why Join Home Instead SUR Group?
* Be part of a values‑led organisation making a meaningful difference in people’s lives
* Opportunity to build and shape a digital marketing function from the ground up
* Work within a recognised national brand with strong local growth ambitions
* Play a key role in supporting a business scaling towards its next phase of growth
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