Sharon Rayner

Provided strategic marketing leadership across a national portfolio of more than 80 care homes, developing integrated marketing strategies aligned with organisational priorities, occupancy growth and customer engagement.

Key responsibilities and achievements

• Contributed to an 8% increase in occupancy and a 9% increase in private average weekly fees through targeted marketing initiatives and commercial strategy.
• Led and developed a multidisciplinary marketing team comprising a Digital Manager, Internal Communications Manager, Marketing Assistant and Digital Marketing Apprentice, creating a collaborative, high-performing environment.
• Managed marketing budgets across digital marketing, communications, advertising, PR, events and promotional activity, authorising day-to-day expenditure while developing investment proposals and business cases for larger strategic projects.
• Led integrated marketing planning across more than 80 care homes, ensuring campaigns aligned with organisational priorities and local market opportunities.
• Managed relationships with internal stakeholders, external agencies and suppliers to ensure high-quality campaign delivery, effective budget management and continuous improvement.
• Used customer insight, CRM data and performance analysis to develop audience-focused marketing strategies that improved enquiry generation and customer engagement.
• Led CRM and enquiry management improvements across multiple systems, strengthening customer journey reporting and lead management.
• Acted as a trusted marketing adviser to senior operational leaders, providing strategic guidance on campaign performance, market opportunities and organisational priorities.

• National marketing leadership role supporting one of the UK's largest care providers.
• Led integrated marketing planning for 80+ care homes across the UK, aligning strategies to drive occupancy and revenue growth.
• Helped deliver an 8% increase in occupancy alongside a 9% increase in private average weekly fees through strategic marketing initiatives.
• Managed multidisciplinary marketing team, enhancing collaboration and effectiveness across digital, internal communications, and marketing functions.
• Managed marketing budgets covering digital marketing, communications, advertising, events and promotional activity.
• Developed customer-focused marketing strategies using audience insight and performance analysis to improve enquiry generation and customer engagement.
• Led CRM development and enquiry management improvements across multiple systems, strengthening customer journey reporting and lead management.
• Undertook a strategic review of outsourced contact centre performance, identifying operational inefficiencies and producing recommendations that informed the development of an internal enquiry management function.
• Worked collaboratively with Business Intelligence teams to develop Power BI reporting, providing senior leaders with improved operational and commercial insight.
• Advised senior operational leaders on marketing performance and campaign strategies, identifying commercial opportunities to optimise market positioning.
• Delivered approximately 20% savings in print expenditure through supplier review and procurement efficiencies.
• Undertook a strategic review of outsourced contact centre performance, identifying operational inefficiencies and recommending improvements that informed the development of an internal enquiry management function.
• Worked alongside Business Intelligence teams to develop Power BI reporting that improved organisational decision-making.

• Delivered integrated marketing campaigns across digital, print, PR, events and community engagement.
• Led regional marketing initiatives that contributed to increased occupancy across multiple care homes.
• Worked closely with operational teams to develop local marketing strategies.
• Built strong relationships with healthcare professionals, commissioners and community stakeholders to support business growth.
• Managed CRM systems and streamlined customer enquiry processes for multiple homes, enhancing response times.
• Ensured brand consistency while customising marketing efforts to resonate with local audiences.