We Care/ Summit Care Group
We are a large Care Home provider consisting of 35 Care Homes in the North and North West of England, celebrating 19 years of excellence in providing a happy and homely environment for our residents. We specialise in all areas of Nursing, Dementia and Residential Care. Our vision is to deliver the best possible person centred care to all of our residents so that they can feel, safe, happy and secure – we want our homes to be their homes.
We are looking for a pro-active and results orientated Head of Sales & Marketing to drive growth, referrals and brand awareness for our services. Naturally, it is important you share our Company Values of Family, Honesty and Respect. Whilst we are a large organisation with ambitious growth plans we still very much have a family feel. We are honest in all of our communication together with having the upmost respect for all of our colleagues.
About The Role
Job Overview
The Head of Sales and Marketing will lead the commercial growth strategy for the We Care/ Summit Care group, driving occupancy, private fee growth, reputation, and brand awareness across all homes within the portfolio. The role is responsible for generating high-quality enquiries, improving conversion rates, building strategic referral relationships, and positioning the group as a trusted provider of exceptional elderly and specialist care services.
This individual will work closely with Home Managers and Regional Managers to ensure each home achieves sustainable occupancy targets while maintaining the organisation’s commitment to outstanding resident care and family experience.
The role is based in and around our portfolio of homes which is predominatly North West and Yorkshire, with remote working 1 day per week.
Sales & Occupancy Growth
* Develop and implement a group-wide sales strategy to maximise occupancy across residential, nursing, dementia, and specialist care homes.
* Lead enquiry management processes from first contact through to admission.
* Improve conversion of enquiries into assessments, visits, and resident admissions.
* Monitor occupancy levels, weekly enquiry pipelines, waiting lists, and competitor activity across all homes.
* Support underperforming homes with targeted occupancy recovery plans.
* Develop pricing strategies in partnership with Finance and Operations to optimise revenue and competitiveness.
* Increase self-funded/private resident admissions while maintaining local authority placement relationships.
Marketing & Brand Leadership
* Create and execute a group marketing strategy aligned to occupancy goals and brand growth.
* Oversee digital marketing including website optimisation, SEO, PPC, paid social, content campaigns, email marketing, and online lead generation.
* Ensure each care home has strong local marketing plans and community engagement activity.
* Manage the brand identity, messaging, and consistency across all homes.
* Oversee PR activity, testimonials, resident stories, awards submissions, and reputation campaigns.
* Monitor and improve online reviews across platforms such as Google and Carehome.co.uk.
Leadership & Management
* Lead and develop the sales and marketing team across the group.
* Coach Home Managers and Customer Relationship teams in enquiry handling, show rounds, and sales conversion.
* Manage external agencies, designers, photographers, and digital suppliers.
* Collaborate with Operations,, People, and Finance to align growth plans with staffing, budgets, and service delivery.
Reporting & Performance
* Produce weekly and monthly reports on occupancy, enquiries, conversion, campaign ROI, and competitor trends.
* Use CRM and reporting systems to track lead sources and sales performance.
* Present commercial updates and recommendations to the executive board.
Compliance & Standards
* Ensure all advertising and sales activity is accurate, ethical, and compliant.
* Maintain understanding of Care Quality Commission requirements and care sector standards.
* Ensure GDPR compliance in all marketing and customer data handling.
* Promote the organisation’s values, safeguarding standards, and resident-first culture.
Required Criteria
Skills Needed
About The Company
We treat all of our residents as individuals. We care about their unique needs as well as their likes and dislikes, hobbies and past times. We make sure every one of our residents is provided with a completely personalised care plan; giving them dignity, choice and independence in a home from home environment.
Our reputation is built on more than 15 years of experience in care and we work hard to make sure that all of our homes provide a safe, homely and happy setting for residents – we want our homes to be their homes. This also means that all of our 30 homes are completely unique, designed to meet the individual needs of our residents and make the most of the home environment and its surroundings.
Each home has a dedicated team delivering round-the-clock care to meet the varying and often complex needs of our residents. We continually invest in our homes and this, as well as our rigorous quality and safety standards, enables us to ensure our homes meet our exceptionally high standards and deliver the best support and care to residents.
Company Culture
As a family run business, we treat our people like they deserve to be treated; with dignity, compassion and respect. The principles of equality and inclusion are at the heart of everything we do and we are committed to creating a workplace community where everyone is treated fairly and which is representative of the people that we support.
We work hard to create a caring and welcoming environment for our residents based on our core values of privacy, independence, dignity and choice. We do the same for our people; nurturing their talents and celebrating their uniqueness to create a diverse, inclusive workplace where there are opportunities for everyone to grow and thrive.
We want our people to be themselves; bringing their best self to work so that they can provide the best care. That’s why we have a dedicated training course in equality and inclusion for our teams and operate a fair and open recruitment process. We also offer competitive rates of pay, flexible working hours, free uniforms and a range of benefits.
And we want you to be part of our future, helping us to grow as a family and put our residents and team members at the heart of everything we do.
Company Benefits
We Care Group is a family of people passionate about delivering the very best care. As well as caring for our residents, we care for our teams.
We invest in their learning and development, support them in their career progression and put their health and wellbeing at the heart of our approach. And we want our people to love what they do. So in addition to ongoing training and support, we offer savings on everyday expenditure to all our home teams through the online platform, Staff Treats; the leading employee benefits and discounts provider in the UK.
Each month team members will have access to discounts at over 3,000 brands such as Vue, Apple, M&S, Zara and Starbucks plus savings in dining, movies, vacations, technology and groceries as well as e-vouchers and cashback.
All team members have the opportunity to receive monthly and annual performance-related bonuses and we also provide free uniform and DBS checks. But we don’t stop there. We think our people are the best at what they do and we celebrate this through our monthly recognition scheme and our annual celebratory recognition event.
Vacation, Paid time off, Retirement plan and/or pension, Flexible schedule, Employee development programs, Free parking, Referral bonus, Open office, Company retreats, Competitive salary, Long service recognition, Perks Card, Wellbeing Scheme, Shopping Cashback, Social Opportunities, Employee of the Month, Employee Recognition Scheme
Salary
Not disclosed