Background
Runwood Homes is one of the UK’s largest residential elderly care providers. The Group operates 76 homes in England and Northern Ireland under three brands, Runwood Senior Living, Sanders Senior Living and Kathryn Homes (Northern Ireland only). The business has recently seen a change of leadership with a new CEO, COO and CFO joining to lead the next stage of the company’s growth.
Historically a local authority focused estate, our ambition is to transition towards a stronger private pay mix, developing our current estate and adding new homes to help achieve this. We already have a pipeline of 3 new homes under construction and are actively looking for other opportunities.
The Group’s head office is located in Hadleigh, Essex which is where the support functions, including the marketing team are based.
The opportunity
We’re looking for a skilled professional person to lead our Group marketing function. The role, based in our Hadleigh office will report into the Group Sales & Marketing Director and be responsible for a small marketing team that supports the homes with marketing campaigns, collateral, branding, social media activity etc. Much of what the function does is tactical support to help drive occupancy, in particular provide support to enable the homes to attract private pay clients, raise their profile and improve local reputations. In time we have an ambition to consider branding and our wider market position.
The person that we are looking for should have the following experience and attributes.
Experience
- Proven experience and knowledge within a marketing management role.
- Whilst direct experience of the social care sector is not essential, an understanding of care homes and a passion for care of the elderly would be beneficial.
- Managerial experience leading a team.
Attributes
The successful candidate will have the following attributes:
- Be an excellent communicator.
- Have strong copywriting skills.
- Possess a keen eye for detail.
- Maintain high standards at all times.
- Be confident and enthusiastic.
- Have the ability to multitask and prioritise.
- Maintain a smart and professional appearance at all times.
- Enjoy working in team and possess a sense of humour.
Specifically we are looking for someone who:
- Has a passion for and has experience in marketing, either in-house or for an agency.
- Is able to produce the highest standard of work and applies themselves logically, thoroughly, efficiently and independently, to fulfil any given brief falling in their remit – good teamwork essential too.
- Is able to work coherently with personnel at all levels, across multiple departments and operations, to manage and reach any agreed internal and external marketing or comms requirements.
- Has knowledge in developing and implementing online and offline campaigns, to ensure a good ROI, but makes the most of costless ways to propel the company’s services.
- Able to share and develop innovative ideas and responds effectively to all projects in a professional and timely manner, with the best possible outcomes and feedback.
- Is committed to promoting a service and brand, to uphold the values and reputation of the company across a range of channels, considering messages conveyed depending on the audience.
Marketing Manager responsibilities:
- Manage the brand reputation across all channels.
- Create and run campaigns.
- Develop and implement a content strategy to increase brand awareness.
- Monitor and analyse the performance of advertising campaigns.
- Develop brand messaging and marketing materials across our three groups when required.
- Manage the digital presence of the company and its care homes, including reviews and social media.
- Lead, support and encourage development of a small team.
- Present ideas, projects and developments and other stats or reports in meetings.
- Be responsible for the department’s spend and good record keeping.
- Manage and assist, through briefing and copywriting, in the production of all marketing materials, including assets, virtual tours, photography, content and brochures.
- Identify, negotiate, book and fulfil paid-for ad campaigns, including Google Ads.
- Maintain good external supplier relationships, including with printers and for promotional materials.
- Lead PR and media communications.
- Work with individual care home services to advise and assist in developing their local marketing strategy.
- Support the leadership team to manage internal communications including e-surveys to a large staff group, service users and their families.
- Promote initiatives, partnerships and events, to raise awareness and to benefit those involved.
- Support other departments to develop and distribute operational documents.
- Plan and edit an in-house magazine three times per year.
- Identify and submit award nominations for the organisation.
Closing Date
25-04-2023
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