Digital Marketing & Content Officer

Main Responsibilities:

To lead the day-to-day running of B&M Care’s digital marketing and social media operations. You will be creating content to strengthen brand awareness, for both recruitment and occupancy. The role includes promoting job listings, managing events, optimising ads, maintaining websites, and producing engaging content. The role also involves social media management, email campaigns, and monitoring trends to ensure competitiveness and effective engagement. This is a varied, rewarding position within a small marketing team, where you will be reporting to our Director of Sales and Marketing and our Communications Manager.

Duties & Responsibilities:

• Digital Marketing/Advertising

• Redesign and optimise Meta Ads to lower costs and improve results, delivering the company’s best-ever performance.
• Conduct tactical A/B testing to refine ads and ensure continuous improvement.
• Use UTM tracking to analyse customer responses at every stage of the sales funnel.
• Strategically target audiences at different stages of the sales funnel for maximum impact.
• Collaborate with the Sales Manager to align marketing strategies with occupancy goals and ensure effective communication of key priorities.
• Support Engagement Leads to create compelling, person-focused content.
• Assist Home Managers/Engagement Leads with local advertising (some print and digital) for their PR events.
• Actively contribute to the strategy and execution of online advertising initiatives.
• Consult with digital marketing partners to deliver responsive Google Ads, reviewing performance and providing feedback to improve ad effectiveness.
• Make reactive changes to ads based on occupancy reports, aligning strategies with the needs of struggling homes.
• Utilise digital marketing partner for professional development, ensuring skills are up to date within the industry.

• Collaborate with HR team on maintenance of careers website and recruitment advertising.
• Promote one-off job listings via Meta community groups and/or paid advertisements.
• Provide resources for Operations Managers and Home Managers to support recruitment efforts.
• Create and manage recruitment event campaigns on Meta and/or the company website.
• Design and develop recruitment-focused marketing materials, such as flyers and online campaigns, to attract potential staff.
• Plan and promote events on social media for recruitment and occupancy purposes.

• Create and schedule content for Facebook, X (Twitter), TikTok, LinkedIn, and Instagram.
• Plan, execute, and analyse all boosted and paid content across platforms.
• Collaborate with the company’s 28 care homes to capture and produce engaging social media content.
• Plan and promote events on social media to boost recruitment and occupancy efforts.
• Grow the number of fans and followers across all social platforms.
• Maintain community engagement, including responding to comments and messages.
• Work alongside the Sales & Marketing team to align content with the group’s wider strategies.

• Audit website content, including imagery monthly to ensure it is up to date.
• Implement updates and changes to the company website.
• Add events and interactive forms to the website to drive engagement.
• Support Marketing team with delivering video content, including testimonials, recruitment ads, and care staff interviews, ensuring alignment with brand goals.

• Plan, design, and distribute campaigns using MailChimp to enhance engagement with stakeholders.
• Send out biweekly feedback emails to customers to gain insights into their experience. Analyse responses and share findings with care homes to drive improvements and enhance service delivery.

• Monitor social media trends and competitor content to ensure the company remains innovative and competitive within the care sector.
• Monitor other similar care accounts to identify further steps that can be taken to improve our social media presence and engagement.

Skills, Characteristics and Experience

Essential:

• Experience in social media management and digital marketing.
• Experience creating social media content – META essential.
• Demonstrable understanding of paid-for advertising across social platforms – META is essential.
• Experience analysing social media data.
• Proficiency using social scheduling system on META.
• Proficient on WordPress (website hosting services).
• Proficient using visual suites e.g. CANVA.
• Driver full UK driving license.

Desirable:

• An undergraduate qualification in a related subject, e.g. Journalism, Marketing, Media or Public Relations.
• Understanding the role of SEO content.
• Previous experience working with Adobe Photoshop.
• Previous experience promoting and hosting PR events.

Salary starting from £32,000