At a Glance
- Tasks: Lead marketing strategies to attract private clients and enhance brand reputation across 12 care homes.
- Company: Nazareth Care Charitable Trust, a respected not-for-profit provider of compassionate care services.
- Benefits: Competitive salary, ongoing development, well-being support, and discounts through Blue Light Card.
- Other info: Join a values-driven culture with opportunities for personal and professional growth.
- Why this job: Make a real impact by reshaping care services and promoting dignity and respect in the community.
- Qualifications: 5 years of senior marketing experience in healthcare or hospitality, with a proven track record in repositioning.
The predicted salary is between 60000 - 80000 £ per year.
The Head of Marketing is a new stand-alone role that will lead the commercial repositioning of a 12-home UK portfolio, shifting the primary client mix from Local Authority (LA) funded residents to private-paying individuals. This strategic role focuses on building a premium B2C brand, launching targeted localised campaigns, and driving high-value private enquiries to maximise premium occupancy and revenue growth. The individual will be responsible for working with General Managers to direct marketing, communications, and stakeholder engagement to support occupancy, reputation and community relationships, ensuring that the Catholic ethos and compassionate care are evident in all external and internal communications and in the way that services are presented, promoted and experienced. The successful candidate will have budget responsibility for marketing spend.
Nazareth Care Charitable Trust is a respected not-for-profit provider of residential, nursing and specialist care services. Our mission is to provide exceptional care rooted in dignity, compassion, respect and the values that define our organisation. Working within the ethos of the Sisters of Nazareth is essential. All posts offered are subject to two satisfactory references and an enhanced DBS and PVG disclosure check.
About You
The Role
- Strategic Private Shift & Repositioning: Lead the strategic pivot from dependence on Local Authority placements to a premium, self-funding private client base across all 12 locations. Conduct local demographic assessments and competitor market reviews to position each care home’s pricing and lifestyle offering effectively against local private competition. Refine the value proposition and brand messaging, shifting focus away from 'basic institutional care' towards a customer proposition that resonates with Nazareth Mission and Values making this the core of our differentiation strategy. Deploy targeted digital acquisition strategies (PPC, SEO, hyper-local Facebook ads) optimised to capture families and self-funders actively seeking private care alternatives. Build localised print and physical collateral (brochures, event invitations, community banners) that reflect the differentiation strategy that has been adopted. Track cost-per-enquiry (CPE) and conversion metrics per home, dynamically allocating marketing budget to sites lagging in private occupancy.
- Local Community & Reputation Building: Audit and optimise digital reviews across carehome.co.uk and Google Business Profiles, aiming for a minimum 9.5+ portfolio rating to build immediate trust with private decision-makers. Co-design local community outreach roadmaps alongside Home Managers, helping them host appropriately targeted open days, educational seminars (e.g., navigating dementia care), and high-profile networking events. Cultivate non-LA referral networks, building brand awareness among private wealth managers, solicitors, private clinics, and local community leaders. Work with the CEO and senior management team to create a bespoke internal programme of culture change which supports the new customer proposition. Standardise customer-facing sales assets and inquiry-handling playbooks to ensure internal staff maintain a high-end concierge standard during private show-arounds. Manage external creative and media agencies, ensuring brand alignment across all regional digital assets, signage, and PR campaigns.
Key Performance Indicators (KPIs)
- Private Occupancy Mix: Percentage increase of private-pay residents vs. Local Authority funding across the 12 homes.
- Enquiry-to-Admission Conversion: Conversion rates of digital and local B2C inquiries into private move-ins.
- Average Weekly Fee (AWF): Growth in the overall portfolio AWF driven by a higher volume of private-paying clients.
- Digital Review Scores: Reaching specific target ratings on major industry sites.
Experience & Requirements are Essential
- Proven ability to influence non-marketing teams.
- Established Multi-Site Experience: Minimum 3–5 years of senior marketing experience overseeing at least 8–10 healthcare, elderly care, retirement living, or hospitality properties.
- Transition Portfolio Track Record: Explicit, verifiable experience shifting a service or property portfolio from public-sector dependence (LA/NHS) to premium consumer-paid models.
- Commercial Mindset: Commercially astute data analyst capable of mapping out clear marketing budgets against aggressive regional occupancy and fee goals.
- Experience managing marketing budgets.
- Willingness to Travel: Valid UK driving licence and flexibility to travel to regional homes for site audits and local launch events.
Working for Us
You will enjoy access to a huge variety of benefits and services to support your well-being and throughout your career we will invest in you and you will enjoy additional support and benefits including:
- We will pay for your DBS and PVG disclosure certificate.
- Induction and commitment to ongoing learning and development.
- Supportive executive leadership team and a values-driven culture.
- Competitive salary (dependent on experience) plus benefits.
- Autonomy to shape culture, quality and performance across a region.
- Ongoing leadership development and professional growth.
- Well-being – free of charge access to an independent and confidential Employee Assistance Programme. This gives colleagues and their family access to 24/7 365 support for a whole range of issues including physical, mental and financial issues.
- Access to Blue Light Card – discount service providing members with thousands of amazing discounts online and on the high street.
Head of Marketing employer: Nazareth
Nazareth Care Charitable Trust is an exceptional employer that prioritises the well-being and professional growth of its employees. With a strong commitment to a values-driven culture rooted in dignity and compassion, staff enjoy competitive salaries, ongoing leadership development, and access to a comprehensive Employee Assistance Programme. The opportunity to shape the marketing strategy for a respected not-for-profit organisation while making a meaningful impact in the community makes this role particularly rewarding.
StudySmarter Expert Advice🤫
We think this is how you could land Head of 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 Nazareth 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 Nazareth 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 Nazareth 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 Nazareth. Bring your business cards and be prepared to chat about how you can contribute!
We think you need these skills to ace Head of 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 Nazareth. 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 Nazareth:Show us that you’ve done your homework! In your application, briefly mention what you admire about Nazareth’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 Nazareth
✨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 Nazareth 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 Nazareth, 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.
