Growth Product Marketing Manager

Growth Product Marketing Manager

Hybrid (min. 2 days a week in London office), Full-time

About Elder

When someone you love suddenly needs care, families are pushed into a world of confusing choices with very little support. Elder exists to change that. We're reinventing how families find and manage in-home care: because technology and AI shouldn't make care colder; they should make it clearer, faster and more personal.

We've started by building an end-to-end home-care marketplace that helps families find the right carer quickly, manage care simply, and feel supported throughout the entire journey.

Elder is the UK's leading home-care platform, connecting families with thousands of carers nationwide. Since launch, we've delivered
15 million+ hours of care
, supported
100,000+ matches
, and helped families across
500+ towns and cities
.

Our platform blends smart technology with real human support to deliver a better care experience end to end:

• Fast, personalised matching
to understand needs and find the right carer

*
•*
Flexible, transparent care options
that fit real life: full-time, part-time, visiting or overnight

*
•*
A simple, guided journey
with clarity, ongoing support, and visibility every step of the way

*
•*
A fair, flexible marketplace for carers
, giving them choice, better earnings and genuine respect for their work

As the UK ages, millions more families will want to stay in their own homes for longer - and will need a trusted partner to make that possible. Elder's long-term vision is to become the brand for ageing at home, supporting families not just with care, but with the wider challenges that come with ageing.

We're a focused, mission-driven and high ownership team backed by long-term investors, building in one of society's most important and emotionally charged spaces. If you want your work to matter - and you want to help families through some of the hardest moments of their lives - Elder is the place to build.

About The Role

Families come to us at moments of uncertainty. Your role is to ensure that

Families feel immediate trust and clarity: that Elder is the right partner for their loved one's care, whether they need support today or are earlier in their journey

You will:

• Drive more value from the traffic we already have
, across organic, direct, paid, and referral channels.

• Optimise the experience on

to convert high-intent visitors
- particularly those needing urgent care.

• Begin to build strategies that
nurture non-urgent audiences
so Elder stays top-of-mind as their needs evolve (this is a secondary priority to start with).

Working at the intersection of Marketing, Product, and Engineering, you'll be responsible for identifying, designing, running, and learning from experiments at speed.

What you'll achieve (your outcomes)

1) Convert more of our existing traffic

Maximise conversion of high-intent visitors (~80k monthly sessions) into leads and new customers.

This is the
core focus
of the role.

2) Begin nurturing non-urgent care audiences

Develop early segmentation and light CRM frameworks to keep Elder relevant for families who are exploring options but not yet ready to engage fully - without diluting our existing live-in care pipeline.

What you'll be doingConversion Rate Optimisation (CRO) & Experimentation

• Analyse funnel metrics, intent signals, and behavioural insights to identify high-impact conversion opportunities.

• Configure landing page tracking and implement tests using A/B & multivariate tools.

• Own hypothesis creation, experiment design, execution, and interpretation.

• Make light-touch HTML/CSS or no-code edits for fast iteration; partner with Product Engineering & Design for bigger UX or journey changes.

• Rapidly test landing pages, CTAs, value messages, modules, and social proof.

Product Positioning & Messaging Optimisation

• Elevate Elder's differentiators - speed, simplicity, transparency, and flexibility.

• Test and refine headlines, benefits, value propositions, and reassurance copy.

• Reduce abandonment caused by confusion, perceived risk, anxiety or lack of trust.

Journey & Offer Optimisation

• Identify gaps in the journey for different audience cohorts and intent levels.

• Collaborate with Product, Design & Marketing on tools, content, and product tweaks to guide users to the right fit.

• Support pricing clarity, upsell opportunities, and better matching to needs.

• Work closely with Sales to evaluate the impact of changes on lead quality.

CRM & Nurture (secondary to CRO and can ramp over time)

• Identifying high potential audience cohorts and user flows

• Explore gated content, logged-in experiences, and value exchanges.

• Develop light-touch nurture flows to keep Elder top-of-mind.

AI-Enabled Growth & Automation

You naturally use AI to move faster - this role explicitly requires it.

• Generate copy variants, analyse data, cluster insights, and test hypotheses with LLMs.

• Summarise Hotjar recordings, survey data, and user feedback using AI tools.

• Build lightweight automations (Zapier, Make, Sheets, Notion AI) to streamline workflows.

• You stay curious about emerging growth tech and pilot new tools to give Elder a speed advantage in experimentation and learning - acting as an internal AI super-user.

About you (must-haves)

• Proven experience in a fast-paced start-up or scale-up, comfortable owning strategy
and
hands-on delivery.

• Strong experience designing, running, and interpreting CRO experiments across web funnels.

• Deep understanding of digital customer journeys from acquisition to conversion and early retention.

• Highly data-driven, translating insights into clear hypotheses and measurable actions.

• Excellent UX, copywriting, and positioning instincts.

• Experience with analytics tools (e.g., Omni, GA, Hotjar) and experimentation platforms.

• Comfortable using no-code/low-code web tools and light HTML/CSS.

• Fluency with AI and automation for analysis, copy, and workflow optimisation.

• Collaborative and confident working cross-functionally with Marketing, Product, Engineering, and Sales.

• Strong communication and influencing skills; able to bring others along on growth decisions.

• Comfortable with autonomy, ambiguity, and rapid iteration without a rigid playbook.

• Experience with CRM/marketing automation tools , HubSpot)

Nice to have

• Experience in marketplaces, care, health, or regulated sectors

• Familiarity with user research or lightweight usability testing

Why join Elder?

At Elder, you'll be part of a mission-driven, high-growth company making a meaningful difference for families every day. We combine purpose with pace, collaboration with autonomy, and experimentation with care.

Benefits include:

• Competitive salary & company bonus

• 25 days holiday + bank holidays (+1 extra day of holiday per year worked for the first 5 years)

• 6 weeks work from anywhere in the world

• Health and dental insurance

• Hybrid working - 2 days per week, Wednesdays & Thursdays, in our London office, Old Street

• Annual learning & development allowance

• MacBook and home office budget

• Cycle to work scheme

• Sponsored quarterly team and company-wide socials

• AND a genuine opportunity to be a very key part of a high-growth business

Apply now

Join a team that moves fast, builds with purpose and genuinely cares about the impact we make. We're a diverse, focused group building one of Europe's most ambitious, fast-moving scale-ups in one of society's most important sectors. If you want your work to matter, this is the place to do it.

Elderly care represents one of society's greatest challenges. Are you ready to be part of the solution? Apply today.

We ask for candidates to have the "right to work" in the UK to apply for this job.