National Office are recruiting an experienced brand and customer engagement specialist to shape and implement our digital marketing strategy and build our brand presence online.

Would you like to work for an organisation which is the market leader in its sector and contribute to its growing success?

Home Instead is an award-winning, North West based franchise business, specialising in providing the highest quality of senior care to older people in the comfort of their own homes.  We are proud recipients of many national awards including the Queen’s Award for Enterprise (Innovation the Princess Royal Training Awards. We are the only homecare provider to have been awarded such honours.  Renowned for our quality of care, we are the only franchise to have over 65 CQC, the care regulator for England, Outstanding ratings as well as achieving similar high standards in all other parts of the UK.

Our focus is on client service and we understand that by delivering exceptional service, and doing what we do well, success will follow. Our mission is to become the UK’s most admired care company and we aim to change the face of ageing, across the UK. This is where you come in. 

As Home Instead continues to grow, digital communication is critical to our success. We’re looking for a dynamic, creative and credible expert to develop customer acquisition strategies, working closely with the Marketing Team to build our brand presence online and ensure we maximise the customer journey and engagement.

The main purpose of this new role is to promote the Home Instead brand and services and use technology and tools to acquire, engage and convert our target audiences. 

This is an excellent opportunity to join our organisation at an exciting time in its development. Home Instead Senior Care is a young and dynamic company that is highly innovative in its sector. 

This is a permanent role working in a fast growth business with a great culture, desirable company benefits and a competitive salary commensurate with experience.

The key responsibilities of this role are:

Customer Acquisition

• Proposing digital strategies and uncover new opportunities to acquire customers efficiently and at scale, working closely with the Marketing Team to formulate integrated campaigns to increase brand exposure and meet our stretching brand ambitions and targets.
• Developing and managing online campaigns to support channel and brand growth and drive enquiries utilising a range of techniques such as advertising, PPC and email marketing.
• Measuring, tracking, analysing and reporting on brand advertising and marketing campaigns, tracking lead generation, acquisition and conversion through to new customer gain.
• Responsibility for planning and budgetary control of digital marketing spend and measurement of ROI against agreed KPIs

Improve Customer Engagement and Conversion

• Use data, analytics and research to review and improve the customer journey and online experience, set goals, monitor goal and landing page performance and recommend changes to improve conversions.
• Managing the development and launch of innovative new websites to meet the current and future needs of our target audiences.
• Evaluating customer research, competitor activity and market conditions to keep the business informed

Website Development and Performance

• Oversee performance and utilisation of digital agencies to streamline website developments and ensure investment is optimised.
• Use tools to analyse performance, rank and visibility of the company website and improve SEO performance by applying on and off page content recommendations.
• Review new technologies and keep the company at the forefront of developments in digital marketing.
• Advising about new trends and access to new tools.

Network and National Office Support

• Advising HISC network of offices on recommended approaches to manage their own online customer acquisition strategies.
• Provide input and influence into the design and implementation of the company CRM system and implement brand advocacy techniques and using partner agencies where applicable.   

Essential Criteria

• Higher degree in marketing related subject
• Evidence of success in using online strategies to extend brand reach
• Proven success in customer acquisition through digital channels including email marketing and integrated paid and organic campaigns
• Evidence of brand and channel growth and campaign success for a reputable brand
• Managing a complex company website improving site performance and rank
• Using search engine and analytics tools to realise performance and results

Experience/Knowledge

• Experience in developing/using a CRM to track customer and brand engagement and develop brand advocacy
• Leading and managing a team of external agencies and web developers
• Proven success in working with teams in a complex company environment.
• Knowledge of software development and web code and ability to use that knowledge to formulate decisions on future developments
• CX/UX/UI understanding
• Managing high profile projects within budget
• Setting, managing and reporting against KPIs
• Producing content to achieve required website performance, visibility and customer experience with editorial control
• Regulations around data protection and accessibility

Skills

• This role requires outstanding interpersonal and communication skills
• Excellent planning and project control including ability to manage a budget
• Facilitation of training and advisory sessions with appropriate tools to high professional standards
• Team player who effectively integrates, motivates and builds relationships with cross-functional team members, key stakeholders, executives, and other individuals or organizations
• Prepare, analyse and deliver management information to inform the business
• Ability to influence, inspire and confidently present as necessary to achieve desired results