General
- Support the Head of Marketing to optimise digital activity as part of a multi-channel marketing strategy Work closely with Head of Marketing to develop long term digital strategy for FY 26/7 and beyond Cross-functional collaboration with the Brand Marketing team to ensure on-going alignment and identification of new opportunities to achieve shared targets Stakeholder management with Resident Services, Care, Finance, Research & Innovation and Fundraising to ensure alignment on digital marketing activity and website development Responsibility for the setting, and on-going management, of digital marketing targets Managing the reporting of metrics and measurements across digital channels with on-going optimisation recommendations based on performance Onboard and manage external freelance expertise where required to execute digital strategy Maintain a strong relationship with SLT and Trustees by keeping them updated on digital marketing progress, achievements and priorities Identify new opportunities within existing or new digital channels to influence the overall marketing strategy Manage the budget allocated by the Head of Marketing.
Website
- Ownership of the end to end website experience Onboard and manage a UX and CRO expert to identify optimisation opportunities Implement UX and CRO recommendations and put in place a testing framework to ensure on-going testing and optimisation of the website experience Brief in and manage the process for any copy or creative required to enhance website experience Set web performance targets and regular reporting aligned to overall marketing goals Manage stakeholder input and requests from wider organisation in line with UX strategy and website targets
Social Media
- Create a content strategy for social media channels and execute the strategy based on resource Set targets by channel, implement key measurement and metrics and regularly report on metrics Use data and results for ongoing optimisation of Social channels Brief Copywriter and creative agency on content required for content calendar Create basic content for social media posts where required
Search
- On board Search expert to audit current capabilities and advise on on-going SEO and GEO strategy Implement Search recommendations and devise a long term Search strategy Set up measurement framework to benchmark Search activity with regular reporting on metrics and optimisation Manage Search partner for on-going Search strategy and optimisation
Community Outreach
- Collaborate with Community Engagement Officer to identify digital opportunities for building Ambassador and Volunteer networks Use digital channels to drive online reviews (Google, carehome.co.uk, Lottie etc) creating specific marketing campaigns to increase reviews where required Identify marketing opportunities for Social and Brand channels based on any valuable review content Manage Google Business Page
Paid Ads
- Work with our external agency to build and execute a Paid Ads strategy across digital and social channels Set measurement and metrics for success and identify what ‘good’ looks like in these channels Develop and experiment with creative execution to optimise Paid Ad effectiveness across all channels
Team Leadership
- Support and mentor all direct reports ensuring they maintain a high level of performance and achieve individual targets Support the development of technical skills within the team through mentorship or external training where needed Motivate the team to perform at their best, deliver high quality work and embody the NH organisational values Oversee the planning, implementation and targets for all Direct Reports
Standard Responsibilities
Adopt and comply with Nightingale Hammerson’s values, policies and procedures, and regulatory frameworks including:
Code of Conduct Health & Safety Data Protection, privacy and use of IT resources Regulatory standards and probity Risks and internal controls framework Human Resources policies and procedures Equality and diversity
