Head of Sales & Marketing - Care Home Provider in Liverpool

Company Overview: We are a large Care Home provider consisting of 35 Care Homes in the North and North West of England. We celebrate 19 years of excellence in providing a happy and homely environment for our residents, specialising in Nursing, Dementia and Residential Care. Our vision is to deliver person‑centred care so that residents feel safe, happy and secure – we want our homes to be their homes.

Location: Remote

We are looking for a pro‑active and results‑orientated Head of Sales & Marketing to drive growth, referrals and brand awareness for our services. Naturally, it is important you share our Company Values of Family, Honesty and Respect. While we are a large organisation with ambitious growth plans we still have a family feel, being honest in all communication and showing the utmost respect for our colleagues.

About The Role: The Head of Sales and Marketing will lead the commercial growth strategy for the We Care / Summit Care group, driving occupancy, private fee growth, reputation and brand awareness across all homes within the portfolio. The role is responsible for generating high‑quality enquiries, improving conversion rates, building strategic referral relationships and positioning the group as a trusted provider of exceptional elderly and specialist care services. This individual will work closely with Home Managers and Regional Managers to ensure each home achieves sustainable occupancy targets while maintaining the organisation’s commitment to outstanding resident care and family experience. The role is based in and around our portfolio of homes, predominately North West and Yorkshire, with remote working one day per week.

Responsibilities:

• Develop and implement a group‑wide sales strategy to maximise occupancy across residential, nursing, dementia and specialist care homes.
• Lead enquiry management processes from first contact through to admission.
• Improve conversion of enquiries into assessments, visits and resident admissions.
• Monitor occupancy levels, weekly enquiry pipelines, waiting lists and competitor activity across all homes.
• Support under‑performing homes with targeted occupancy recovery plans.
• Develop pricing strategies in partnership with Finance and Operations to optimise revenue and competitiveness.
• Increase self‑funded/private resident admissions while maintaining local authority placement relationships.
• Create and execute a group marketing strategy aligned to occupancy goals and brand growth.
• Oversee digital marketing including website optimisation, SEO, PPC, paid social, content campaigns, email marketing and online lead generation.
• Ensure each care home has strong local marketing plans and community engagement activity.
• Manage the brand identity, messaging and consistency across all homes.
• Oversee PR activity, testimonials, resident stories, awards submissions and reputation campaigns.
• Monitor and improve online reviews across platforms such as Google and Carehome.co.uk.
• Lead and develop the sales and marketing team across the group.
• Coach Home Managers and Customer Relationship teams in enquiry handling, show rounds and sales conversion.
• Manage external agencies, designers, photographers and digital suppliers.
• Collaborate with Operations, People and Finance to align growth plans with staffing, budgets and service delivery.
• Produce weekly and monthly reports on occupancy, enquiries, conversion, campaign ROI and competitor trends.
• Use CRM and reporting systems to track lead sources and sales performance.
• Present commercial updates and recommendations to the executive board.
• Ensure all advertising and sales activity is accurate, ethical and compliant.
• Maintain understanding of Care Quality Commission requirements and care sector standards.
• Ensure GDPR compliance in all marketing and customer data handling.
• Promote the organisation’s values, safeguarding standards and resident‑first culture.

Skills & Qualifications: To be considered for this role you should possess strong leadership, strategic planning, marketing and sales experience, as well as excellent communication and stakeholder management skills. Experience in the care sector and a proven track record in driving occupancy and revenue growth are highly desirable.

Benefits and Compensation: Contract Type: Full‑time Salary: Based on Experience Closing Date Sunday 3rd May 2026