Customer Relations Manager in Leeds

Location

Leeds, Yorkshire (Initially based in Leeds, with the potential to support a wider region of 6–8 care homes)

Reports To

Home Manager & Chief Operating Officer

Salary

Competitive + Performance Bonus

Company

Parkhomes UK

About the Role

At Parkhomes UK, we believe that choosing a care home is one of the most important decisions a family will ever make.

As our Customer Relationship Manager (CRM) , you will play a pivotal role in guiding prospective residents and their families through this journey with compassion, professionalism, and integrity, while driving sustainable occupancy growth across the home.

This is much more than a sales role.

It is an opportunity to build trusted relationships, strengthen our reputation within the local community, and ensure every prospective resident receives an exceptional experience from initial enquiry through to admission.

We are seeking an ambitious, commercially minded, and relationship-focused professional with a proven track record of increasing occupancy within the care or healthcare sector.

You will take ownership of the enquiry journey, develop strategic referral partnerships, and implement effective marketing initiatives that position Parkhomes UK as the care provider of choice within Leeds and the surrounding region.

Key Responsibilities

• Occupancy Growth & Business Performance
• Develop and deliver both short-term and annual occupancy growth strategies.
• Achieve agreed occupancy, admission, and revenue targets.
• Maintain a healthy enquiry pipeline and accurately forecast admissions.
• Analyse occupancy trends and identify opportunities for growth and improvement.
• Drive sustainable occupancy levels while maintaining the highest standards of customer experience.
• Customer Experience & Admissions
• Manage all enquiries with empathy, professionalism, and urgency.
• Conduct exceptional and personalised home tours tailored to individual family needs.
• Build strong relationships with prospective residents and their families.
• Ensure all enquiries receive timely and consistent follow-up until a decision is reached.
• Work collaboratively with the Home Manager and wider care team to deliver a seamless admissions process.
• Act as the primary point of contact throughout the customer journey.
• Business Development & Community Engagement

Build and maintain strong referral networks with

• Hospitals and discharge teams
• Integrated Care Boards (ICBs)
• Social workers and care managers
• GP practices and community healthcare professionals
• Solicitors and financial advisers
• Local charities and community organisations

Additional responsibilities include

• Representing Parkhomes UK at networking events, exhibitions, and industry meetings.
• Organising community events, open days, educational sessions, and family support initiatives.
• Developing relationships that enhance the home's reputation and generate quality referrals.
• Supporting relatives and families navigating their loved one's dementia and care home journey.
• Marketing & Brand Promotion
• Support and contribute to local marketing campaigns.
• Work alongside internal teams to maintain a strong and engaging social media presence.
• Encourage positive online reviews, testimonials, and customer feedback.
• Promote the home's achievements, events, success stories, and community involvement.
• Strengthen brand awareness within the local healthcare and social care community.
• Performance & Reporting
• Maintain accurate and up-to-date CRM records.
• Produce weekly and monthly sales and occupancy reports.
• Monitor enquiry conversion rates and identify opportunities for improvement.
• Track and report performance against agreed KPIs.
• Provide regular updates and recommendations to the Home Manager and Chief Operating Officer.

Skills, Experience & Qualifications

• Proven success in growing occupancy within a care home, healthcare, or related environment.
• Excellent relationship-building, networking, and stakeholder management skills.
• Outstanding communication, presentation, and interpersonal abilities.
• Strong commercial awareness and negotiation skills.
• Highly organised with excellent attention to detail.
• Ability to work independently while maintaining close collaboration with operational teams.
• Full UK driving licence and willingness to travel across the region as required.

Previous experience as a

• Customer Relationship Manager
• Admissions Manager
• Business Development Manager within elderly care
• Knowledge of the Leeds and Yorkshire healthcare and social care landscape.
• Experience using CRM systems and sales reporting tools.

Understanding of

• Self-funded placements
• Local authority-funded placements
• NHS-funded placements
• Experience within dementia care, residential care, or nursing home environments.
• Key Performance Indicators (KPIs)

Success in this role will be measured against

• Occupancy growth and sustainability
• Occupancy and revenue targets
• Enquiry response times
• Enquiry-to-viewing conversion rates
• Viewing-to-admission conversion rates
• Average enquiry journey length
• Number and quality of new referral relationships established
• Community engagement and event activity
• Family feedback and testimonials
• Accuracy and quality of CRM reporting

Why Join Parkhomes UK?

At Parkhomes UK, you will have the opportunity to make a genuine difference to people's lives while helping shape the future success of our homes and services.

We offer

• Performance-related bonus scheme
• Ongoing professional development and training
• Supportive and collaborative leadership team
• Opportunities for career progression and regional responsibility
• The chance to influence business growth and strategy
• A values-driven culture where people always come first
• Apply Now

If you are passionate about delivering exceptional customer experiences, building meaningful relationships, and driving occupancy growth through integrity, innovation, and compassion, we would love to hear from you.

Parkhomes UK – Where Exceptional Care Matters.

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