Head of Sales and Marketing
Leaders in Care
Salary: £70,000 - £75,000 + Car Allowance + Bonus
Head of Sales and Marketing Care Homes | Cambridge, Essex & South East
A growing and ambitious care provider is seeking an experienced and commercially driven Head of Sales and Marketing to lead occupancy growth across its portfolio of care homes.
This is a key senior leadership position for an ambitious commercial professional who is passionate about delivering results, developing high-performing teams and creating effective sales and marketing strategies. Reporting into the Executive Team, you will take ownership of the organisation's sales and marketing function, leading a team of Customer Relationship Managers while driving private fee-paying occupancy, strengthening brand awareness and ensuring marketing activity delivers measurable commercial outcomes.
Regular travel across the group's care homes will be an essential part of the role, providing hands-on support to Home Managers and Customer Relationship Managers to ensure consistency, accountability and best practice across the portfolio.
The Role As Head of Sales and Marketing, you will be responsible for developing and delivering a commercially focused sales and marketing strategy that supports sustainable occupancy growth, with a particular emphasis on expanding the private pay market.
You will lead, motivate and develop a team of Customer Relationship Managers, ensuring enquiries are managed effectively, conversion rates continue to improve and every prospective resident and family experiences an exceptional customer journey.
Alongside leading the sales function, you will oversee and streamline all company marketing activity, ensuring campaigns are aligned with business objectives, generate quality enquiries and maximise return on investment. You'll continually analyse performance data, occupancy trends, marketing metrics and competitor activity to make informed commercial decisions and identify opportunities for growth.
Key Responsibilities
- Develop and deliver the company's sales and marketing strategy to achieve occupancy and revenue targets across multiple care homes.
- Drive sustainable occupancy growth with a strong focus on increasing private fee-paying admissions.
- Lead, coach and performance manage a team of Customer Relationship Managers, creating a high-performing, commercially focused sales culture.
- Monitor enquiry management, sales performance and conversion rates, implementing improvements throughout the customer journey.
- Work alongside Home Managers to develop local occupancy plans and provide sales coaching and support.
- Oversee and streamline all marketing activity, ensuring campaigns are targeted, consistent, cost-effective and deliver measurable results.
- Analyse occupancy reports, enquiry data, marketing performance and market trends to identify opportunities and improve commercial performance.
- Monitor competitor activity and local market conditions to ensure the business remains competitive.
- Work closely with external marketing agencies and internal stakeholders to maximise brand visibility and lead generation.
- Support care homes with community engagement, networking events, open days and local marketing initiatives.
- Produce regular commercial performance reports, forecasts and occupancy analysis for the Executive Team.
- Champion an exceptional customer experience from first enquiry through to admission.
- Proven experience in a senior Sales and Marketing leadership role, ideally within the care home, healthcare or hospitality sector.
- Demonstrable success in driving occupancy growth across multiple sites, particularly within the private fee-paying market.
- Strong leadership experience managing and developing regional sales or Customer Relationship teams.
- Commercially astute with the ability to interpret data, identify trends and make strategic decisions.
- Experience overseeing multi-channel marketing campaigns and ensuring marketing activity delivers measurable commercial outcomes.
- Excellent communication, relationship-building and influencing skills.
- Highly organised with the ability to manage multiple priorities across a regional portfolio.
- Full UK driving licence and willingness to travel regularly across the group's care homes.
- A senior leadership role with genuine influence over the commercial direction of a growing organisation.
- The opportunity to shape and develop the sales and marketing function.
- A collaborative, supportive and values-driven culture.
- Competitive salary of £70,000–£75,000, plus car allowance and performance-related bonus.
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