Job Specifications
Elizabeth Finn Homes is a leading provider of high-quality care for older people, renowned for delivering exceptional standards across our homes in the UK. We are dedicated to creating a caring, respectful, and safe environment for residents, while fostering a supportive and rewarding workplace for our colleagues.
We are at an incredibly exciting moment in our journey to become the UK’s most loved care homes – filling later life and care careers with joy, community and kindness. We are looking for an inspiring and visionary Head of Marketing &Sales to shape the way our residents live, love, connect and celebrate life across all our homes.
Do you believe that life in a care home should be joyful,creative and full of purpose? Do you have the passion to promote the amazing work that we do with and for our residents in our homes every day? If you’d like to be part of a team determined to do our very best for our residents, colleagues, and our charity owner,we’d love to hear from you.
Position: Head of Marketing & Sales
Location: Home based with regular travel (2-3 days per week)
Reports to: Chief Executive
Role overview
The Head of Marketing & Sales role provides leadership of our marketing, sales and communications across the business. Delivering consistently strong occupancy, building the organisation’s national brand and reputation while developing each home’s local profile will be key account abilities, ensuring we are recognised as an exceptional place for residents to live and colleagues to work.
The role covers all the facets of marketing and sales, supported by a small team and third parties to deliver on aspects including brand, PR, digital profile and internal communications. This role is the business expert, providing advice and guidance to the CEO and senior leadership team.
Main duties of the role:
Develop the multi-year marketing & sales strategy, delivering it through measurable annual plans aligned to the organisational strategy and profit-for-purpose mission
Champion occupancy, driving enquiry growth, pipeline quality and conversion through a consistent and welcoming resident and relative journey from enquiry to admission
Develop and monitor key success measures, as well as monitoring marketing and sales confidence and competence in our homes
Manage the Elizabeth Finn Homes brand, ensuring consistency of message and tone across all mediums and formats
Produce high quality, resonant content that showcases our wonderful resident experience, colleague stories and leadership in the care sector
Proactively develop each homes community engagement approach to maximise lead generation and wider visibility of our brand
Build on Elizabeth Finn Homes’ existing local and national reputation through various approaches including thought leadership and case studies
Ensure our digital presence across a range of platforms is delivering lead generation and local referrals through a range of approaches including SEO,Google Analytics etc
Manage a range of third-party marketing resources to be high performing and value for money
Provide the wider leadership with regular competitor and market intelligence to assess and adjust our position within the market as necessary
Develop a consistent approach to internal communications, developing mechanisms to share and celebrate our residents, our people and our homes regularly to support overall engagement
With the People Team, promote our employee value proposition to ensure engagement with new and existing talent
Lead and develop a small, high-performing marketing and sales team that delivers impactful content
Manage the annual marketing & sales budget, ensuring solid return on investment across all areas
Be part of the Senior Management Team, contributing to the wider management and leadership of the organisation
These are the main duties that are required to fulfil this role.However, it will sometimes be necessary for the post holder to perform other duties as required to ensure provision of our services to our residents.
You will keep information obtained in the course of your employment confidential, especially with regard to our residents.
You will ensure that your practice, and that of others,meets the requirements of the Safeguarding of Vulnerable Adults (SOVA) regulations, including reporting any concerns to the person in charge, and completing training as required.
You will be responsible for your own health and safety and that of your colleagues, completing training and following all our relevant policies and procedures as required.
Essential skills and experience:
Experience of leading the marketing, sales communications or brand management for an organisation, ideally within the care or healthcare sector
Experience of delivering occupancy, sales growth or commercial performance
Experience of managing brand, PR, digital marketing and employer brand activities
Experience of managing and developing a small team
Experience of budget management
About the Company
Operating a portfolio of eight high quality care homes located throughout England, Elizabeth Finn Homes provide the highest standards of care in warm, loving homes. We pride ourselves in creating exceptional care, welcoming all to our friendly homes and beautiful surroundings. As a wholly owned subsidiary of the charity Turn2us, we invest the profits from our care homes into the work of Turn2us who offer direct and practical support for those of us living with financial insecurity.
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