Job Description

Join our team as a Content Marketing Executive at Boutique Care Homes!

Location: Hybrid (Head Office, Home-Based, and Care Home Visits)
Reports to: Director of Sales & Marketing

About Boutique Care Homes

At Boutique Care Homes, we deliver care so good, it's unexpected. Our award-winning family-run care homes across South East England are known for their elegant environments, deeply personalised care, and genuine emotional connections with residents and their families. We're not just a care provider, we're storytellers, community builders, and champions of holistic wellbeing for older adults. Our work has earned us regional and national recognition, and we're expanding with new homes opening soon.

About the Role

This is a creatively rich, hands-on role for a confident storyteller and content creator who thrives on purposeful, emotionally resonant marketing.

As our

Content Marketing Executive

, you'll be the creative engine behind our brand presence, crafting compelling narratives that showcase the heart of our care homes, celebrate our residents and teams, and connect meaningfully with families during one of life's most important decisions.

With a strong focus on

copywriting, content creation, social media, PR, and design

, this role is ideal for someone who loves turning real human stories into standout creative assets across digital and print channels. You'll leverage modern AI tools to work efficiently and creatively, while maintaining the authentic, personal touch that defines our brand.

This role supports both our established homes and exciting new openings, working closely with our central team and Admissions Managers to build local brand presence, drive engagement, and support sustained occupancy.

Key Responsibilities

Content Creation & Copywriting

Write emotionally engaging, on-brand copy for blog posts, press releases, web pages, internal newsletters, award submissions, and printed materials Lead copywriting for paid and organic campaigns across Meta (Facebook/Instagram) and partner platforms Collaborate with care home teams to identify heartwarming, impactful resident and staff stories and transform them into high-quality written and visual content Develop thought leadership content focused on health, social care, and wellbeing, including blogs, fact sheets, videos, and podcasts Ensure all content reflects our "Care So Good, It's Unexpected" positioning and our commitment to personalised, family-centred care Collaborate with our external agency in developing content to drive SEO / AEO rankings.

Social Media & Community Engagement

Act as the social media specialist, supporting care homes to create and publish engaging, authentic content that builds community connection Develop content calendars aligned with campaigns, local events, and care home milestones Monitor and respond to engagement, fostering positive relationships with followers and families Identify opportunities for user-generated content and community storytelling

Design & Visual Marketing

Create on-brand visual assets using Canva for social media, posters, brochures, event materials, and digital ads Maintain brand consistency and visual excellence across all platforms Develop fresh content formats (carousels, reels, infographics, quote cards) that stand out and drive engagement

AI-Powered Content & Efficiency

Use AI tools (ChatGPT, Perplexity, NotebookLM, DOJO AI, Canva AI) to streamline content research, ideation, drafting, and editing Develop and maintain AI prompt libraries and templates to support consistent, efficient content creation across campaign types Stay updated on AI trends in marketing and propose innovative ways to enhance our content strategy

PR & Media Relations

Write and distribute press releases to local and trade media for new openings, awards, events, and human interest stories Build and maintain media contact lists and nurture relationships with local journalists and community partners Support award entry preparation, showcasing our excellence and innovation in care Identify PR opportunities that elevate brand reputation and local visibility

Campaign Planning & Execution

Support the Director of Sales & Marketing in planning and executing integrated campaigns across digital channels Use scheduling and publishing tools (Meta Business Suite, Mailchimp, WordPress) to manage content distribution Coordinate campaign messaging and assets to align with business goals, occupancy targets, and new home openings

Performance Tracking & Reporting

Monitor campaign and content performance using Meta Insights, Google Analytics, and Mailchimp Produce performance reports covering reach, engagement, CTR, conversions, and content ROI Provide data-driven recommendations to optimize future campaigns and content strategies
*

Essential Skills & Experience

Must-Have:

Exceptional writing and storytelling skills

with a strong portfolio demonstrating copywriting, content creation, or journalism experience Proven ability to write with empathy, authenticity, and emotional intelligence, especially for sensitive or human-centered topics Experience using

Canva

(or similar design tools) to create professional branded assets Working knowledge of

AI tools for marketing

(e.g., ChatGPT, Perplexity, NotebookLM, Canva AI) Hands-on experience with

email marketing platforms

(Mailchimp or similar) and

social media scheduling tools

(Meta Business Suite, etc.) Comfortable working in

WordPress

or similar CMS platforms Excellent attention to detail, creative flair, and visual storytelling instincts Strong organizational skills with the ability to manage multiple projects, deadlines, and priorities independently Confident communicator who can liaise with care home teams, families, and external partners

Desirable:

Previous experience in

health, social care, hospitality, or purpose-driven sectors

Understanding of the care-seeking journey and the emotional decision-making process families go through Familiarity with care sector platforms such as

Lottie, Autumna, or carehome.co.uk

Knowledge of

SEO best practices, paid social media, or campaign analytics

Experience with video content creation or editing

Tools You'll Use Daily

AI & Research:

OpenAI (ChatGPT), Perplexity, NotebookLM, DOJO AI

Design:

Canva Pro

Scheduling & Email:

Meta Business Suite, Mailchimp

CMS & Analytics:

WordPress, DOJO AI

CRM & Listings:

FoundCRM, Lottie, carehome.co.uk, Autumna

What success Looks Like

Consistent, high-quality content output across channels that reflects BCH's brand voice and values Increased social media engagement and follower growth across care home pages Regular positive media coverage and PR placements in local and trade media Improved campaign performance metrics (CTR, engagement, conversions) quarter-over-quarter Strong collaboration with care home teams resulting in authentic, resident-centred storytelling Efficient use of AI tools to maintain quality while increasing content velocity
If you're ready to make a difference and help us make a positive impact on the lives of our residents, apply today by submitting your CV!

Job Types: Full-time, Permanent

Pay: From 30,000.00 per year

Work Location: In person