Content Marketing Executive

Boutique Care Homes; Greater London; Hybrid; GBP 30,000 - 45,000; Full time

Job summary

A renowned care home organization is seeking a Content Marketing Executive. This hands-on role focuses on creating engaging narratives that connect emotionally with families. Responsibilities include crafting content for blogs, social media, and marketing campaigns, while collaborating with care home teams. The role requires exceptional writing skills, experience in content creation, and familiarity with design tools. Join us in celebrating the stories of our residents and teams across digital and print channels.

Benefits

Hybrid working model

Collaborative team environment

Opportunity for creative expression

Qualifications

• Strong portfolio demonstrating copywriting and content creation experience.
• Empathy and emotional intelligence in writing, especially for sensitive topics.
• Ability to manage multiple projects and deadlines independently.

Responsibilities

• Create engaging text for blogs, press releases, and social media.
• Oversee content calendars for campaigns and events.
• Monitor and analyze content performance metrics.

Skills

Exceptional writing and storytelling skills

Experience using Canva

Working knowledge of AI tools for marketing

Hands-on experience with email marketing platforms

Strong organizational skills

Tools

WordPress

Mailchimp

Meta Business Suite

Google Analytics

Job description

Join our team as a Content Marketing Executive at Boutique Care Homes!

Location: Hybrid (Head Office, Home-Based, and Care Home Visits)
Reports to: Director of Sales & Marketing

About the Role

This is a creatively rich, hands‑on role for a confident storyteller and content creator who thrives on purposeful, emotionally resonant marketing.

As our Content Marketing Executive, you'll be the creative engine behind our brand presence, crafting compelling narratives that showcase the heart of our care homes, celebrate our residents and teams, and connect meaningfully with families during one of life's most important decisions.

With a strong focus on copywriting, content creation, social media, PR, and design, this role is ideal for someone who loves turning real human stories into standout creative assets across digital and print channels. You'll leverage modern AI tools to work efficiently and creatively, while maintaining the authentic, personal touch that defines our brand.

Key Responsibilities

Content Creation & Copywriting

• Write emotionally engaging, on‑brand copy for blog posts, press releases, web pages, internal newsletters, award submissions, and printed materials
• Lead copywriting for paid and organic campaigns across Meta (Facebook/Instagram) and partner platforms
• Collaborate with care home teams to identify heartwarming, impactful resident and staff stories and transform them into high‑quality written and visual content
• Develop thought leadership content focused on health, social care, and wellbeing, including blogs, fact sheets, videos, and podcasts

Social Media & Community Engagement

• Act as the social media specialist, supporting care homes to create and publish engaging, authentic content that builds community connection
• Develop content calendars aligned with campaigns, local events, and care home milestones
• Monitor and respond to engagement, fostering positive relationships with followers and families
• Identify opportunities for user‑generated content and community storytelling

Design & Visual Marketing

• Create on‑brand visual assets using Canva for social media, posters, brochures, event materials, and digital ads
• Maintain brand consistency and visual excellence across all platforms
• Develop fresh content formats (carousels, reels, infographics, quote cards) that stand out and drive engagement

PR & Media Relations

• Write and distribute press releases to local and trade media for new openings, awards, events, and human interest stories
• Build and maintain media contact lists and nurture relationships with local journalists and community partners
• Support award entry preparation, showcasing our excellence and innovation in care
• Identify PR opportunities that elevate brand reputation and local visibility

Campaign Planning & Execution

• Support the Director of Sales & Marketing in planning and executing integrated campaigns across digital channels
• Use scheduling and publishing tools (Meta Business Suite, Mailchimp, WordPress) to manage content distribution
• Coordinate campaign messaging and assets to align with business goals, occupancy targets, and new home openings

Performance Tracking & Reporting

• Monitor campaign and content performance using Meta Insights, Google Analytics, and Mailchimp
• Produce performance reports covering reach, engagement, CTR, conversions, and content ROI
• Provide data‑driven recommendations to optimize future campaigns and content strategies

Essential Skills & Experience

Must‑Have

• Exceptional writing and storytelling skills with a strong portfolio demonstrating copywriting, content creation, or journalism experience
• Proven ability to write with empathy, authenticity, and emotional intelligence, especially for sensitive or human‑centered topics
• Experience using Canva (or similar design tools) to create professional branded assets
• Working knowledge of AI tools for marketing (e.g., ChatGPT, Perplexity, NotebookLM, Canva AI)
• Hands‑on experience with email marketing platforms (Mailchimp or similar) and social media scheduling tools (Meta Business Suite, etc.)
• Comfortable working in WordPress or similar CMS platforms
• Excellent attention to detail, creative flair, and visual storytelling instincts
• Strong organizational skills with the ability to manage multiple projects, deadlines, and priorities independently
• Confident communicator who can liaise with care home teams, families, and external partners

Desirable

• Previous experience in health, social care, hospitality, or purpose‑driven sectors
• Understanding of the care‑seeking journey and the emotional decision‑making process families go through
• Familiarity with care sector platforms such as Lottie, Autumna, or carehome.co.uk
• Knowledge of SEO best practices, paid social media, or campaign analytics
• Experience with video content creation or editing

Tools You'll Use Daily

• AI & Research: OpenAI (ChatGPT), Perplexity, NotebookLM, DOJO AI
• Design: Canva Pro
• Scheduling & Email: Meta Business Suite, Mailchimp
• CMS & Analytics: WordPress, DOJO AI
• CRM & Listings: FoundCRM, Lottie, carehome.co.uk, Autumna

What Success Looks Like

• Consistent, high‑quality content output across channels that reflects BCH's brand voice and values
• Increased social media engagement and follower growth across care home pages
• Regular positive media coverage and PR placements in local and trade media
• Improved campaign performance metrics (CTR, engagement, conversions) quarter‑over‑quarter
• Strong collaboration with care home teams resulting in authentic, resident‑centred storytelling
• Efficient use of AI tools to maintain quality while increasing content velocity