Senior Care Marketing & Occupancy Manager

Castlefield Recruitment are currently representing a National Housing Association who is looking for a Senior Care Marketing & Occupancy Manager to lead their marketing initiatives and deliver increased occupancy across their care home portfolio.

Job Purpose:

• Deliver increased occupancy through targeted care home marketing, support and advice and the effective line management of the Community Partnership Managers and Care Marketing team(s).
• Maintain oversight of the overall occupancy position across the care home portfolio identifying performance concerns and risks.
• Manage the care home marketing budget to achieve cost effective, high quality, on brand collateral, advertising and media campaigns which drive enquiries to priority, new and commissioning homes.
• Drive the development of marketing campaigns and initiatives in partnership with operational teams, community partnership managers to stimulate demand at a local level.
• Evaluate campaign investment and return using lessons learnt to make improvement recommendations.
• Direct enhanced support for priority, new and commissioning homes ensuring on location support for operational teams in the creation and execution of high quality marketing plans/ events/ activity

Who they are looking for?

• Strategic Thinking: You understand the challenges of care home marketing and use data driven insights to develop and refine campaigns.
• Relationship Builder: Your excellent interpersonal skills enable you to build rapport and influence stakeholders at all levels.
• Creativity: You bring fresh, innovative ideas to marketing and customer understanding, while challenging conventional approaches.
• People Oriented Leader: You’ll lead and shape the care marketing team using your excellent people management skills, promoting high performance, open collaboration and a supportive workplace culture.
• Care Marketing Expert: In-depth knowledge of care home marketing, occupancy trends, and best practice.

Knowledge Required:

• Strong understanding of care home marketing and occupancy challenges
• Excellent understanding of all aspects of the marketing mix (advertising, direct mail, collaterals, press relations, digital marketing, social media, CRM, branding and use of imagery)
• Knowledge of the latest marketing trends and the relevance to the care sector
• Ability to manipulate, interpret and present data reports, with a particular focus on ROI
• Knowledge of media buying (traditional and online) • Knowledge of full print process from creative to delivery
• Strong understanding of legal obligations with respect to marketing, including GDPR
• Knowledge of care sector and relevant advertising standards is desirable
• Knowledge of customer segmentation

Skill Required:

• Leadership of a high performing, results driven team
• Self-starter able to organise their own schedules to maximise productivity
• Strong interpersonal skills for motivating, negotiating, influencing and relationship / partnership building.
• Creative thinker and ability to challenge normal working practices to achieve the best results possible
• Effective and accurate written and verbal communication skills
• Excellent and proven copywriting, proofing ability with attention to language, grammar and punctuation.
• A keen eye for design and excellent attention to detail
• Good numerical skills with the ability to critically analyse data, with intermediate to high level excel knowledge
• Ability to review the effectiveness of marketing campaigns within the business and to make recommendations for development and improvement
• Pro-active and passionate about results

Qualifications and personal attributes

• Preference educated to degree level
• Relevant marketing qualification (e.g. CiM) or equivalent preferred