Job Description
Digital Marketing Manager
Home Instead – SUR Group
Full-Time | Scotland
30-35K DOE
Join a Market Leader in Home Care
Home Instead SUR Group is one of Scotland’s leading providers of person-centred home care, supporting older adults to live independently with dignity in their own homes.
As we continue to scale, we are investing in a dedicated Digital Marketing Manager to build a consistent, high-performing inbound marketing engine across our territories.
Working within the Home Instead franchise network, this role combines the strength of a nationally recognised brand with the opportunity to deliver innovative, locally targeted campaigns within strict brand standards.
The Opportunity
This is a high-impact role focused on generating high-quality enquiries, improving digital performance, and supporting our capacity-led growth strategy.
You will take ownership of SEO, paid advertising, content creation, and website performance, ensuring our marketing activity drives measurable commercial outcomes.
Key Responsibilities
Digital Strategy & Performance
Develop and deliver a digital marketing strategy aligned to business growth priorities
Manage performance across multiple territories, aligning campaigns to demand and capacity
Track and improve key metrics including enquiry volume, conversion rates, and cost per lead
SEO & Organic Growth
Lead SEO strategy across all websites and service pages
Conduct keyword research aligned to care services and local markets
Improve search rankings, website traffic, and conversion performance
Develop local SEO presence across all operating regions
Paid Advertising (PPC & Paid Social)
Manage campaigns across Google Ads and paid social platforms
Optimise campaign performance to maximise ROI and enquiry quality
Target campaigns by geography, service line, and business need
Continuously test and refine campaigns using performance insights
Content Creation
Create and manage high-quality digital content including:
Website copy
Blogs and articles
Social media campaigns
Case studies and testimonials
Translate care messaging into engaging, customer-focused content
Ensure all content aligns with Home Instead’s tone of voice and brand positioning
Brand & Campaign Execution
Ensure all marketing complies with Home Instead franchisor brand guidelines
Deliver localised campaigns that remain fully aligned to national brand standards
Act as a brand guardian across all digital channels
Website & Conversion Optimisation
Improve website performance and user experience
Optimise landing pages and customer journeys to increase enquiry conversion
Implement testing strategies to continuously improve results.
Reporting & Insight
Monitor and report on campaign performance and ROI
Use data to inform decisions and improve marketing effectiveness
Provide clear performance insights to senior leadership
About You
Essential
Proven experience in digital marketing (SEO, PPC, content and social)
Strong analytical mindset with experience managing performance metrics
Experience running and optimising paid advertising campaigns
Excellent content creation and copywriting skills
Desirable
Experience in healthcare, social care or franchise environments
Knowledge of multi-location or local SEO strategies
Experience working within brand guidelines
What You’ll Bring
A results-driven, commercial mindset
Strong attention to detail and structured approach
Creativity within defined brand boundaries
Ability to collaborate across growth, operations and leadership teams
Why Join Home Instead SUR Group?
Be part of a values-led organisation making a meaningful difference in people’s lives
Opportunity to build and shape a digital marketing function from the ground up
Work within a recognised national brand with strong local growth ambitions
Play a key role in supporting a business scaling towards its next phase of growth
Apply Now
If you are a data-driven, creative digital marketer looking to make a real impact, we would love to hear from you.