The care sector is dynamic and so too is the way people find and choose providers. As AI reshapes the digital marketing landscape, our business is continuing to accelerate growth across paid and organic channels, ensuring brand leadership.

To support with our ambitions, we’re seeking a data-driven and highly organised Digital Marketing Manager to deliver our growing digital activities.

Reporting to the Head of Digital Marketing, you’ll be responsible for day-to-day digital marketing operations and managing a dedicated team. You’ll be comfortable with turning complex analytics into clear recommendations that propel our business forward.

What you’ll be doing

• Paid search and third party platforms - managing and optimising to drive ROI and growth for our overall business growth
• SEO - technical audits, on-page optimisation, content planning and keyword research across our websites
• Backlinking and digital PR - identifying and securing opportunities to build domain authority and brand mentions
• AI optimisation - tracking and improving our visibility on generative engines to secure growth
• Supporting our CRM by identifying efficiencies and introducing marketing automations, workflows, email marketing and SMS marketing
• Developing and implementing the social media strategy for our agreed platforms
• Analysing and reporting on performance through automated KPI dashboards
• Line managing and developing a team

What you’ll need

The ability to demonstrate:

• Experience working in a service-based business or lead generation environment
• Extensive experience in building, managing and scaling successful paid search campaigns
• Strong analytical skills - a track record managing complex datasets, interpreting these into clear, actionable insights
• Practical SEO knowledge across technical, on-page and content; experience with tools such as Ahrefs, SEMRush, Screaming Frog, Moz or equivalent
• Experience planning and executing complex activities across various digital platforms simultaneously.
• Strong presentation skills with the ability to explain technical digital concepts to non-technical audiences
• Management of direct reports, fostering a collaborative and high-performance environment
• Proven ability to manage budgets with a focus on performance and efficiency

Desirable Attributes

• Familiarity with CRM systems (e.g. Salesforce, Sugar CRM, Hubspot, Zoho CRM, Bigin) and automation tools like Zapier, Make, N8N
• Practical use of AI tools in a marketing context – content, research, automation, campaign optimisation, analysis
• Awareness of Generative Engine Optimisation and AI brand visibility strategies
• A natural curiosity for new technology and a history of successfully implementing new digital platforms or creative tactics
• Ability to see the "big picture" while focusing on the technical details of campaign execution

About Alina Homecare

We’re a growing, people centred and award winning Home Care provider with a commitment to quality for clients and our teams. Digital Marketing is an important part of our new business and recruitment growth, and how we build brand trust. You’ll work closely with the Head of Digital Marketing in an environment where data, agility and innovation are critical. You’ll have the opportunity to take real ownership, access emerging tools and develop a team.

Work Location: Remote with frequent travel to Head Office in Leatherhead