The Opportunity

We are working in partnership with a highly regarded elderly care home group to appoint a Group Marketing Director in a newly created senior leadership role. This position has been created to professionalise and centralise all marketing activity across the organisation, supporting growth ambitions while maintaining exceptional service standards.

This is a pivotal, group-wide leadership role with significant visibility and influence across the business. The Group Marketing Director will take ownership of all marketing strategy, execution, and standards across a multi-site elderly care home portfolio throughout the UK, ensuring a consistent, high-quality approach to enquiry generation, conversion, and occupancy performance.

This role will report directly into senior ownership and work closely with home managers across the group to improve commercial performance through stronger marketing, better enquiry handling, and enhanced customer experience.

Key Responsibilities

• Group Marketing Strategy: Develop and lead a centralised marketing function across all homes; Take ownership of all group-wide marketing activity, standards, and execution; Align marketing strategy directly to occupancy growth and revenue performance.
• Occupancy & Revenue Growth: Drive enquiry generation across all locations; Improve occupancy rates and conversion from enquiry through to admission; Support average weekly fee growth through stronger commercial positioning; Identify opportunities to improve pricing strategy and revenue per resident.
• Customer Journey & Conversion: Oversee and improve the full customer journey from first enquiry to resident admission; Improve telephone enquiry handling and lead conversion standards; Enhance show round experiences and admissions processes across all homes; Implement better enquiry tracking and reporting to improve conversion performance.
• Digital Presence & Brand Standards: Improve website quality and online presence across the group; Strengthen social media performance and wider digital marketing strategy; Optimise listings across online platforms; Refresh brochures, collateral, and marketing materials across the portfolio; Ensure consistent brand presentation across all locations.
• CRM & Systems Development: Review and improve current marketing systems and reporting structures; Lead the potential implementation of a CRM platform to improve enquiry tracking and conversion analysis; Build stronger visibility of marketing ROI and enquiry pipeline performance.
• Home Presentation & Commercial Support: Work closely with Home Managers to improve local marketing effectiveness; Support standards around activities, presentation, and resident experience that impact occupancy; Regularly visit homes across the UK to review standards, support implementation, and drive consistency; Act as the central link between marketing performance and operational delivery.

The Ideal Candidate

You will be a commercially driven and highly credible marketing leader, capable of improving performance across multiple sites while building strong relationships with operational teams across the business.

Essential: Proven experience as a Marketing Director, Head of Marketing, or senior commercial marketing leader; Strong track record of improving occupancy, enquiry generation, and conversion performance; Experience in multi-site service led businesses; Strong understanding of customer journey optimisation and sales conversion; Commercially astute with the ability to directly link marketing activity to revenue outcomes; Excellent stakeholder management and influencing skills; Comfortable operating autonomously in a broad leadership role.

Desirable: Experience within elderly care, care homes, or wider health and social care sectors; Exposure to private pay service models; Experience implementing CRM systems or enquiry tracking platforms; Understanding of pricing strategy and revenue optimisation.

Package & Benefits

• £80,000 – £90,000 base salary (dependent on experience)
• Performance-related bonus scheme linked to occupancy and average fee growth
• Opportunity to shape a newly created senior leadership role
• Direct influence over national commercial growth strategy
• Long-term progression within a growing privately owned organisation

Location & Working Pattern

This role is office-based, 5 days per week. Office location is flexible and can be based in London or another accessible UK location depending on the successful candidate. There is an expectation of UK-wide travel across all homes.

Interview Process

• First Stage: Initial Teams interview
• Second Stage: Teams interview with client
• Third Stage: Final interview with the Director (Face-to-Face or Teams)

Application Process

To apply or request further information, contact Charlie at Compass Associates for a confidential discussion. Phone: [contact hidden], Email: [contact hidden]