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