Job Description

Marketing Manager

Full-time, Permanent
Salary: 50,100 per annum (or 25.69/hour) + performance-related bonus

Charnley Care Homes Limited

is a trusted provider of residential care for the elderly, specialising in dementia care. We are committed to creating safe, comfortable, and homely environments where residents live with dignity, respect, and compassion.

With growing competition in the care sector, we are looking for a

Strategic Marketing Manager

to strengthen our brand, maintain high occupancy levels, and support our financial growth. This is a key role that combines marketing, admissions, and stakeholder engagement.

Purpose of the Role

The Marketing Manager will oversee the planning, delivery, and evaluation of Charnley Care Homes' marketing activities. This includes maintaining occupancy levels at 95%+, building a strong and consistent brand, optimising our website and digital presence, and managing enquiries and admissions to ensure compliance and resident satisfaction.

The post-holder will also play a key role in financial growth by:

Driving Residents' weekly fee increases. Supporting financial assessments. Negotiating fee uplifts with local councils for funded residents. Conducting market research and competitor analysis. Digital marketing Brand management

Key Responsibilities

Marketing & Business Growth

Develop and deliver a Marketing Strategy to increase private resident enquiries and admissions.

Develop effective marketing campaigns and channels, assessing their features and benefits to best meet business requirements and customers'/residents' needs.

Develop detailed integrated marketing plans for Care services using offline and digital media tools - works with marketing team/ specialist agencies.

Act internally and externally to deliver marketing plans effectively, act as a role-model for marketing best practice and take responsibility for improving their own and the team's and/or stakeholder performance, as relevant.

Monitor competitors and market trends to identify opportunities for differentiation and fee growth.

Ensure occupancy levels across the Care Home are maintained at

>95%

through effective pipeline management.

Handle and review all new resident enquiries promptly and professionally, providing excellent customer service to prospective residents and families.

Oversee financial assessments, ensuring affordability and sustainability for private admissions.

Ensure all admissions documentation and contracts are compliant with regulatory standards and company policies.

Review the Annual weekly fee increase for private Residents and negotiate the fee uplift with Local Councils.

Deliver against

annual targets

for occupancy, admissions, and increased weekly resident fees.

Conduct periodic reviews of admissions processes and provide reports to senior management.

Improve Search Engine Optimisation (SEO) and ensure the website is robust, user-friendly, and conversion-focused.

Manage and enhance the Group's social media presence (Facebook, Google reviews, LinkedIn, etc.) to increase positive ratings, engagement, likes, comments, and shares.

Implement digital campaigns and local community outreach to generate high-quality leads.

Track marketing ROI, occupancy data, and admissions KPIs, reporting regularly to the senior management team.

Recommend and implement continuous improvements to marketing and admissions practices.

Service Development through different marketing communications, and routes to market, and leverage marketing communications to maximum effect, including the use of appropriate digital channels and systems.

Deliver measurable marketing outcomes against key performance indicators and identify and drive continuous improvement, challenging existing processes and procedures where needed.

Key Objectives

Occupancy & Admissions

Maintain occupancy levels across all homes at

95%+

. Increase private resident enquiries and conversion rates. Close review on the Average weekly fee of Private and Funded Residents Work closely with

Care Home Managers and Administrators

to evaluate

weekly enquiries

and improve enquiry-to-admission conversion. Ensure all admissions processes are compliant, documented, and aligned with contracts, CQC, and GDPR requirements.

Brand & Digital Presence

Protect and strengthen the

Charnley Care Homes brand identity

across all communications, marketing materials, and touchpoints. Maintain and continuously update the

website

, ensuring it is mobile-friendly, SEO-optimised, and showcases life in the homes. Manage

social media presence

(Facebook, Google reviews, LinkedIn, etc.), focusing on: Content creation (resident stories, events, staff highlights, family testimonials). Engagement (responding to reviews, comments, and messages). Reputation management (handling feedback professionally). Targeted advertising to attract private enquiries. Market Risk Assessment & SWOT Analysis. Leading meetings with stakeholders and promoting through Open Days

Financial & Market Growth

Collaborate with the Finance Team and Group Operations Manager on market research, competitor analysis, and fee benchmarking. Conduct mystery shopping and competitor monitoring to inform pricing and positioning. Negotiate fee uplifts with local councils for funded residents. Drive annual increases in weekly resident fees through value-driven positioning and strategic admissions.

Compliance & Stakeholder Engagement

Ensure all marketing and admissions activities comply with CQC standards, contracts, GDPR, and company policies. Build strong relationships with local authorities, GPs, hospitals, social workers, referral agencies, and other stakeholders. Provide regular reports to senior management on enquiries, admissions, occupancy, and marketing ROI. Effectively manage and develop stakeholder relationships at a senior level

Key Skills required

Knowledge

Marketing concepts and theories Brand development, safeguarding, and positioning in a competitive market. Care sector regulations (CQC, GDPR, Data Protection). Market research, insight gathering, and evaluation methods. Financial awareness, budget management, and ROI measurement.

Skills

Lead and implement marketing strategies linked to care home occupancy and revenue growth. Develop integrated offline and digital campaigns tailored to local markets. Manage and oversee creative development across website, social media, and collateral. Influence and negotiate with senior stakeholders, families, councils, and referral partners. Analyse data (enquiries, occupancy, fees) to inform decisions and report KPIs. Manage budgets, external agencies, and resources effectively.

Behaviours

Agile and adaptable in a competitive care marketplace. Creative yet commercially focused thinker. Resilient, with a continuous improvement mindset. Professional, ethical, and emotionally intelligent in all communications. Collaborative, empathetic, and respectful in engaging residents, families, and staff.

Key Performance Indicators (KPIs)

Occupancy consistently above

95%

across the group. Growth in private resident admissions and weekly fee levels. Positive increase in

Google and Facebook ratings/reviews

. Website traffic and enquiry conversion rate improvements. Successful negotiations with local councils for

funded resident fee uplifts

. 100% compliance with admissions processes and documentation. Delivery of measurable ROI on marketing campaigns.

Entry Requirements:

Proven experience in marketing management within healthcare, social care, or related sectors. Strong digital marketing skills, including SEO, social media management, and online reputation building. Excellent communication and interpersonal skills, with the ability to build trust with residents, families, councils, and professionals. Strong organisational skills with attention to detail in compliance, contracts, and financial assessments. Target-driven, with experience of maintaining high occupancy levels and increasing revenue. Experience of market research, competitor analysis, and liaising with local councils on funding/fees. Ability to work collaboratively with Care Home Managers and Administrators to track and improve enquiry conversion. Ability to manage multiple projects simultaneously while meeting deadlines.

Call-To-Action

Academic Qualifications:

Degree or equivalent RQF level 6 or above qualification Optional: Marketing, Business Management or professional-level Qualification Fluent in English Language writing & Speaking High IT Literacy - including Microsoft Excel & MS Outlook

Salary & Benefits

Competitive salary (dependent on experience). Performance-related bonus based on occupancy and revenue targets. Opportunities for professional development.
If you are passionate about making a difference through effective marketing strategies, we invite you to apply and help us shape the future of care at Charnley Care Home Limited!

Job Type: Full-time

Pay: 50,100.00 per year

Work Location: In person