At a Glance
- Tasks: Lead sales and marketing strategies to boost occupancy in care homes.
- Company: Ambitious care provider with a supportive and values-driven culture.
- Benefits: Competitive salary, car allowance, performance bonus, and career development opportunities.
- Other info: Regular travel across care homes for hands-on support and collaboration.
- Why this job: Make a real impact in a growing organisation while leading a dynamic team.
- Qualifications: Proven leadership in sales and marketing, preferably in care or hospitality sectors.
A growing and ambitious care provider is seeking an experienced and commercially driven Head of Sales and Marketing to lead occupancy growth across its portfolio of care homes.
This is a key senior leadership position for an ambitious commercial professional who is passionate about delivering results, developing high-performing teams and creating effective sales and marketing strategies. Reporting into the Executive Team, you will take ownership of the organisation's sales and marketing function, leading a team of Customer Relationship Managers while driving private fee-paying occupancy, strengthening brand awareness and ensuring marketing activity delivers measurable commercial outcomes.
Regular travel across the group's care homes will be an essential part of the role, providing hands-on support to Home Managers and Customer Relationship Managers to ensure consistency, accountability and best practice across the portfolio.
The Role
As Head of Sales and Marketing, you will be responsible for developing and delivering a commercially focused sales and marketing strategy that supports sustainable occupancy growth, with a particular emphasis on expanding the private pay market.
You will lead, motivate and develop a team of Customer Relationship Managers, ensuring enquiries are managed effectively, conversion rates continue to improve and every prospective resident and family experiences an exceptional customer journey.
Alongside leading the sales function, you will oversee and streamline all company marketing activity, ensuring campaigns are aligned with business objectives, generate quality enquiries and maximise return on investment. You'll continually analyse performance data, occupancy trends, marketing metrics and competitor activity to make informed commercial decisions and identify opportunities for growth.
Key Responsibilities
- Develop and deliver the company's sales and marketing strategy to achieve occupancy and revenue targets across multiple care homes.
- Drive sustainable occupancy growth with a strong focus on increasing private fee-paying admissions.
- Lead, coach and performance manage a team of Customer Relationship Managers, creating a high-performing, commercially focused sales culture.
- Monitor enquiry management, sales performance and conversion rates, implementing improvements throughout the customer journey.
- Work alongside Home Managers to develop local occupancy plans and provide sales coaching and support.
- Oversee and streamline all marketing activity, ensuring campaigns are targeted, consistent, cost-effective and deliver measurable results.
- Analyse occupancy reports, enquiry data, marketing performance and market trends to identify opportunities and improve commercial performance.
- Monitor competitor activity and local market conditions to ensure the business remains competitive.
- Work closely with external marketing agencies and internal stakeholders to maximise brand visibility and lead generation.
- Support care homes with community engagement, networking events, open days and local marketing initiatives.
- Produce regular commercial performance reports, forecasts and occupancy analysis for the Executive Team.
- Champion an exceptional customer experience from first enquiry through to admission.
About You
- Proven experience in a senior Sales and Marketing leadership role, ideally within the care home, healthcare or hospitality sector.
- Demonstrable success in driving occupancy growth across multiple sites, particularly within the private fee-paying market.
- Strong leadership experience managing and developing regional sales or Customer Relationship teams.
- Commercially astute with the ability to interpret data, identify trends and make strategic decisions.
- Experience overseeing multi-channel marketing campaigns and ensuring marketing activity delivers measurable commercial outcomes.
- Excellent communication, relationship-building and influencing skills.
- Highly organised with the ability to manage multiple priorities across a regional portfolio.
- Full UK driving licence and willingness to travel regularly across the group's care homes.
What's on Offer
- A senior leadership role with genuine influence over the commercial direction of a growing organisation.
- The opportunity to shape and develop the sales and marketing function.
- A collaborative, supportive and values-driven culture.
- Competitive salary of £70,000–£75,000, plus car allowance and performance-related bonus.
Head of Sales and Marketing employer: Leaders in Care
Leaders in Care is an exceptional employer, offering a supportive work culture that prioritises employee well-being and professional growth. With a competitive salary, generous annual leave, and the flexibility of hybrid working, this role not only allows you to make a meaningful impact in community care but also ensures a healthy work-life balance. Join a dedicated team committed to delivering outstanding nurse-led care in the vibrant North West London area.
StudySmarter Expert Advice🤫
We think this is how you could land Head of Sales and Marketing
✨Show Your Creative Side
In marketing communications, standing out is key. Get creative with your application! Consider designing a mini-campaign or pitch that highlights your skills and understanding of the brand. Tailor it for Leaders in Care and show them what you can bring to the table.
✨Engage in Marketing Communities
Get involved in local or online marketing communications groups. Check out platforms like Meetup for events and workshops. Networking here can lead to hidden job openings and valuable insights into the industry trends—this is where we often discover what companies like Leaders in Care are looking for.
✨Leverage Social Media
Use platforms like LinkedIn and Twitter to showcase your passion for marketing communications. Share insights, articles, and your own content that resonates with the industry. Tagging or interacting with Leaders in Care on these platforms can catch the eye of recruiters and show you're genuinely interested in them.
✨Attend Industry Events
Keep an eye out for marketing conferences and workshops. These are great places to meet potential employers face-to-face and make connections that could land you a full-time role at Leaders in Care. Bring your business cards and be prepared to chat about how you can contribute!
We think you need these skills to ace Head of Sales and Marketing
Some tips for your application 🫡
Craft an Impactful Cover Letter:Your cover letter is your chance to shine! Focus on your passion for marketing communications and how your previous experiences can benefit Leaders in Care. Make sure to mention specific campaigns or projects you’ve worked on that showcase your creativity and strategic thinking.
Showcase Your Writing Skills:As you're diving into a marketing communications role, your writing ability is crucial. Include samples of your work, like blog posts, press releases, or social media campaigns in your application. This lets us see your style and how you engage with different audiences.
Tailor Your CV to Marketing:Your CV should highlight relevant marketing skills and experiences! Include specific tools or platforms you’ve used, like Google Analytics or social media management software. Mention any certifications or workshops related to marketing that you've completed – they can give you an edge!
Demonstrate Your Understanding of Leaders in Care:Show us that you’ve done your homework! In your application, briefly mention what you admire about Leaders in Care’s marketing approach or any recent campaigns that caught your attention. This can reveal your enthusiasm for the role and your genuine interest in joining our team!
How to prepare for a job interview at Leaders in Care
✨Showcase Your Creative Campaigns
Get ready to flaunt your portfolio! Include examples of previous marketing campaigns you've worked on, especially those that showcase your creativity and strategy. Recruiters at Leaders in Care will be keen to see how you conceptualise and execute campaigns, so highlight any measurable outcomes to back up your claims.
✨Know Your Digital Tools Inside Out
If you’re heading into a marketing-communications role, make sure you're comfortable discussing key digital marketing tools like Google Analytics, HubSpot, or Hootsuite. Expect some technical questions about how you've used these tools in the past, as they'll want to gauge your hands-on experience and how you analyse data to drive marketing decisions.
✨Be Ready for Scenario-Based Questions
At Leaders in Care, they may throw some scenario-based questions your way, aimed at testing your problem-solving skills in real-life marketing situations. Think through potential challenges you’ve faced, how you navigated them, and be prepared to discuss your thought process and outcome.
✨Demonstrate Your Passion for Marketing
As you’re applying for a full-time position, show that you're not just looking for a job, but a career in marketing. Talk about the latest trends in marketing communications, your favourite campaigns, and why they inspire you. Your enthusiasm can really make you stand out and demonstrate that you’re committed to growing within the field.
