Overview
To lead and shape the marketing strategy for our services delivered to veterans and their families through our Homes and out into the local community, ensuring strong positioning, visibility, and engagement. To take ownership of the marketing required to deliver successful customer journeys across all service areas, driving growth in enquiries, conversions, and service uptake. To provide strategic insights through effective reporting and analysis, influencing decision-making at senior level.
Key responsibilities
* Develop, lead, and implement integrated marketing strategies that promote the full range of services provided by our Homes (including Lunch Club, Day Care, Short Breaks, and full-time care), ensuring these remain responsive to changing needs and market trends.
* Lead the development and delivery of marketing strategies for wider services delivered into the local community, positioning these as trusted and accessible options for families and carers.
* Use data and insights via Found and other reporting tools to provide regular analysis on enquiries and service performance, producing recommendations that shape future planning.
* Ensure a consistently excellent customer journey, from initial enquiry through to service uptake, identifying opportunities to enhance engagement and improve experience.
* Oversee the creation and delivery of engaging content across digital channels, website, and print, ensuring services are presented clearly and compellingly.
* Use creative flair to design and produce a wide range of marketing assets from brochures to promotional items, to showcase individual Homes and services and strengthen the Royal Star & Garter brand across the group.
* Manage community engagement through service-focused events, such as open days, ensuring they are well-promoted, attended, and deliver a positive experience for visitors.
* Act as a key liaison with senior colleagues across Homes, services, fundraising, and partnerships, ensuring marketing activity supports organisational priorities and service growth.
* Manage and monitor the marketing budget for care services, ensuring resources are allocated effectively and deliver strong return on investment.
* Provide leadership in maintaining efficient systems and processes across the Marketing & Communications team, including project tracking, storage, and reporting.
* Champion best practice in customer journey mapping, identifying opportunities to enhance engagement and retention.
* Contribute to organisational strategy by providing senior-level insight on service marketing, audience trends, and sector developments.
* To adhere to data protection legislation and to be fully conversant with relevant legislation and the guidelines.
* To understand and ensure we are compliant with Competition and Markets Authority guidance on care home.
* To undertake other such duties as may be required and which are consistent with the nature of this role.
Qualifications and experience
* Proven experience in devising and delivering successful marketing plans with a strong focus on customer experience and engagement.
* Demonstrated ability to work in a fast-paced marketing environment, effectively planning, prioritising, and managing a varied workload to deliver projects on time and to a high standard.
* Strong knowledge and practical understanding of digital marketing, including social media, email marketing and analytics.
* Good understanding of relevant marketing and charitable legislation and guidelines.
* Experience of enquiry management and reporting systems (e.g., Found) is desirable.
* Outstanding communication skills, with the ability to engage, influence, and inspire diverse audiences at all levels.
* Proven copywriting and editing expertise, delivering clear, compelling, and accurate content across multiple channels.
* Excellent relationship-building and stakeholder management skills, with the ability to collaborate effectively across teams and develop strong internal and external networks.
* Strong creative skills, with proficiency in Adobe Creative Suite (or other design software) to support the development of high-quality marketing materials.
* Advanced IT literacy, including confident use of MS 365 and Teams to manage workflows and collaboration.
* Highly analytical, with the ability to interpret complex data, generate actionable insights, and apply them to enhance marketing performance.
* Experience of WordPress or other CMS platforms (desirable), with the ability to maintain and optimise digital content.
* A proactive and creative leader with energy and enthusiasm, demonstrating a strong commitment to the mission and values of Royal Star & Garter.
* The ability to travel and work remotely, including the location of our Homes in High Wycombe, Solihull, Surbiton, and Worthing. Travel to the Central Services office in Twickenham will also be required.
* Be willing to work flexibly including some evenings and weekends.
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