Director of Marketing
Director of Marketing
Are you a strategic marketing leader who can genuinely drive and influence consumer choice? Can you develop and execute high-impact marketing strategies that deliver measurable results across a complex franchise network? As a key member of the Senior Leadership Team, you’ll be expected to influence at the highest level, manage significant budgets, and act as the trusted marketing partner to over 140 franchise owners.
This role isn’t just about vision, it demands a leader who can translate strategy into action, balance big-picture thinking with hands-on delivery, and inspire a specialist team to perform. If you can confidently lead and deliver integrated marketing campaigns, and prove the impact of your decisions, this could be the role for you.
About this role
What you’ll be doing:
Marketing Leadership & Strategy
Lead the overall marketing vision and strategy, aligned to business goals and franchise growth.
Act as the senior marketing authority within the leadership team.
Develop and deliver integrated marketing plans across key business priorities.
Own annual planning, quarterly reviews, and ongoing optimisation.
Drive innovation across marketing channels, tools, and approaches.
Budget & Performance Management
Manage three key budgets (National Marketing Fund, Central Marketing, Franchise Recruitment) with full P&L accountability.
Set budgets with finance and leadership, ensuring effective allocation of resources.
Track spend, measure ROI, and optimise performance to maximise impact.
Franchise Network Engagement
Build strong relationships with 140+ franchise owners as the primary marketing contact.
Deliver training, presentations, and communications to ensure alignment and adoption of best practice.
Brand & Marketing Delivery
Own brand strategy, ensuring consistent positioning, messaging, and compliance.
Oversee end-to-end marketing delivery across all channels
Manage agencies and suppliers to deliver high-quality outputs.
Lead the marketing team to execute strategic priorities.
Define and track KPIs across lead generation, conversion, brand awareness, and franchise recruitment.
Use data and analytics to continuously improve performance and ROI.
Leadership & Team Development
Lead, mentor, and develop a high-performing marketing team of four direct reports, fostering a culture of excellence, creativity, and accountability.
Represent the organisation at industry events, conferences, and networking opportunities to enhance brand visibility and thought leadership.
What we’re looking for:
Minimum 10 years of progressive marketing experience with at least 2 years in senior leadership roles.
Proven track record of developing and executing successful multi-channel marketing strategies that drive measurable business results.
Experience leading and developing high-performing marketing teams.
Proven ability in managing and measuring lead generation campaigns with clear ROI outcomes.
Exceptional strategic thinking and planning abilities with the vision to anticipate market trends.
Excellent relationship-building skills with the ability to influence and engage diverse stakeholders including senior executives, shareholders, and franchise owners.
Outstanding written and verbal communication skills, with the ability to present complex information clearly and persuasively to varied audiences.
Proven ability to inspire, mentor, and develop talent while fostering a collaborative and high-performance culture.
Desirable Attributes
Bachelor's degree in Marketing, Advertising, Communications, or related field; Master's degree preferred.
Experience working in franchise business models with understanding of franchisee/franchisor dynamics.
Knowledge of the home care, healthcare, or senior living sectors.
Why join Caremark?
At Caremark, we believe a great workplace culture drives exceptional results. Everything we do is guided by our six core values:
Positive | Compassionate | Accountable | Trustworthy | Honest | Supportive
You’ll be empowered to make a real difference in a supportive, values-led environment, where your expertise is respected and your development is prioritised.
The kind of person who’ll thrive here
Disciplined and focused, with a high attention to detail
Confident and proactive, happy to take ownership
A strong problem solver who looks for better ways of doing things
Motivated by continuous improvement
Comfortable working both independently and collaboratively
Benefits
33 days holiday (including bank holidays)
5 paid volunteering days per year
Annual personal development budget
Private medical insurance
Life insurance cover
Company pension scheme
Free wellbeing counselling programme & support
Ongoing training and development opportunities
Business travel expenses
Flexi-time- start between 08:00 and 10:00 and finish between 16:00 and 18:00
What you will need
Required criteria
- Minimum 10 years of progressive marketing experience with at least 2 years in senior leadership roles.
- Proven track record of developing and executing successful multi-channel marketing strategies that drive measurable business results.
- Experience leading and developing high-performing marketing teams.
- Proven ability in managing and measuring lead generation campaigns with clear ROI outcomes.
- Exceptional strategic thinking and planning abilities with the vision to anticipate market trends.
- Excellent relationship-building skills with the ability to influence and engage diverse stakeholders including senior executives, shareholders, and franchise owners.
- Outstanding written and verbal communication skills, with the ability to present complex information clearly and persuasively to varied audiences.
- Proven ability to inspire, mentor, and develop talent while fostering a collaborative and high-performance culture.
Desired criteria
- Bachelor's degree in Marketing, Advertising, Communications, or related field; Master's degree preferred.
- Experience working in franchise business models with understanding of franchisee/franchisor dynamics.
- Knowledge of the home care, healthcare, or senior living sectors.
