Head of Marketing

• Lead the strategic pivot from dependence on Local Authority placements to a premium, self-funding private client base across all 12 locations.
• Conduct local demographic assessments and competitor market reviews to position each care home’s pricing and lifestyle offering effectively against local private competition.
• Refine the value proposition and brand messaging, shifting focus away from "basic institutional care" towards a customer proposition that resonates with Nazareth Mission and Values making this the core of our differentiation strategy.

Multi-Site B2C Lead Generation

• Deploy targeted digital acquisition strategies (PPC, SEO, hyper-local Facebook ads) optimised to capture families and self-funders actively seeking private care alternatives.
• Build localised print and physical collateral (brochures, event invitations, community banners) that reflect the differentiation strategy that has been adopted.
• Track cost-per-enquiry (CPE) and conversion metrics per home, dynamically allocating marketing budget to sites lagging in private occupancy.

Local Community & Reputation Building

• Audit and optimise digital reviews across carehome.co.uk and Google Business Profiles, aiming for a minimum 9.5+ portfolio rating to build immediate trust with private decision-makers.
• Co-design local community outreach roadmaps alongside Home Managers, helping them host appropriately targeted open days, educational seminars (e.g., navigating dementia care), and high-profile networking events.
• Cultivate non-LA referral networks, building brand awareness among private wealth managers, solicitors, private clinics, and local community leaders.

Operational Enablement & Sales Alignment

• Work with the CEO and senior management team to create a bespoke internal programme of culture change which supports the new customer proposition.
• Standardise customer-facing sales assets and inquiry-handling playbooks to ensure internal staff maintain a high-end concierge standard during private show-arounds.
• Manage external creative and media agencies, ensuring brand alignment across all regional digital assets, signage, and PR campaigns.

Key Performance Indicators (KPIs)

• Private Occupancy Mix: Percentage increase of private-pay residents vs. Local Authority funding across the 12 homes.
• Enquiry-to-Admission Conversion: Conversion rates of digital and local B2C inquiries into private move-ins.
• Average Weekly Fee (AWF): Growth in the overall portfolio AWF driven by a higher volume of private-paying clients.
• Digital Review Scores: Reaching specific target ratings on major industry sites. 

Experience & Requirements are Essential

• Proven ability to influence non-marketing teams.
• Established Multi-Site Experience: Minimum 3–5 years of senior marketing experience overseeing at least 8–10 healthcare, elderly care, retirement living, or hospitality properties.
• Transition Portfolio Track Record: Explicit, verifiable experience shifting a service or property portfolio from public-sector dependence (LA/NHS) to premium consumer-paid models.
• Commercial Mindset: Commercially astute data analyst capable of mapping out clear marketing budgets against aggressive regional occupancy and fee goals.
• Experience managing marketing budgets.
• Willingness to Travel: Valid UK driving license and flexibility to travel to regional homes for site audits and local launch events.