Job Description

Digital Marketing Manager

Salary: Competitive

Location: Travel required to homes, Main Office is based in Wheathampstead

Purpose:

To contribute towards high occupancy levels, especially from the private funded market and support our homes to ensure that they are well known in their local communities with a positive reputation.

Key Responsibilities

Digital Marketing & SEO

Manage SEO performance with external agencies to ensure strong visibility across Google, Bing, and emerging AI search platforms. Oversee and optimise Google/Bing Ads campaigns, ensuring smart spend, effective targeting, and strong lead generation. Monitor and enhance each home's web presence, ensuring websites, Google Business profiles, and online listings are accurate, engaging, and up to date.

Social Media (Facebook)

Act as admin for all home Facebook pages, ensuring safe, compliant, and engaging content. Support homes to publish regular posts, managing consent, moderating content, and sharing best practice. Boost high-performing posts where needed and help convert page likes into engaged followers. Train new content posters and maintain links with local community groups.

Website & Online Listings

Lead the creation and launch of new home websites, working with designers on copy, layout, imagery, and technical accuracy. Ensure flawless functionality of online forms and lead capture channels. Oversee carehome.co.uk profiles and manage associated marketing spend. Conduct quarterly digital audits for every home.

Branding & Signage

Coordinate creation of new logos, digital assets, brochures, and business cards when services are acquired. Manage production and installation of new signage, including CQC rating banners. Maintain accurate brand assets on SharePoint.

Advertising & Lead Monitoring

Support traditional marketing initiatives, including leaflet drops and local advertising. Monitor enquiry pipelines and flag any drop-offs immediately. Review lead sources and ensure strong performance across all channels.

Market Insight & Mystery Shopping

Work with the marketing agency to complete competitor mystery shops and assess customer journeys at homes needing occupancy support.

Collaboration & Reporting

Meet regularly with Operations and Sales teams to align on priorities. Track and report on Facebook activity, Google reviews, and carehome.co.uk ratings. Support managers in improving review scores and responding to negative feedback appropriately.

Content Creation (Photos & Video)

Ensure every home has high-quality photography and video for use across websites and social media. Coordinate production schedules and ensure homes are "photo-ready" before filming

About Us

Welford Healthcare was founded in 2017 with the goal of building a boutique collection of quality care homes across the UK. Our strategy is to grow our business by acquiring mature care homes with quality foundations and strong potential for improvement and by investing in our people and our properties to ensure our homes are always inviting and homely. Whilst we are a growing business, we never lose sight of our primary and enduring purpose which is to provide good quality care for vulnerable adults. As we acquire new homes, we leverage our resources and expertise to ensure that the homes we run always have our residents' wellbeing at their hearts.


Our senior leadership team has extensive experience of operating, opening and acquiring quality care homes with proven track records in regulatory compliance and running commercially successful businesses where meeting the needs and ensuring the happiness of our residents and our teams are the cornerstones of our approach.