Content Marketing Executive

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 #J-18808-Ljbffr