About Auriens Group:
Offering unique, world-class service to clients, Auriens Group operates at the intersection of luxury later living and premium domiciliary care.
Founded to transform perceptions of retirement and elder care, the Group has rapidly established itself as a benchmark for excellence, innovation and customer satisfaction. It comprises two main divisions: Auriens Chelsea, a luxury independent living community, and Draycott Nursing & Care, a leading provider of private, elevated domiciliary nursing and care services.
Auriens Group’s reputation is built on trust, professionalism, and a relentless commitment to enhancing later life. The seamless integration of luxury living, hospitality and premium care, underpinned by innovative leadership and a hyper‑local focus, positions the group as a leader in its sector, setting new standards for quality, comfort, and peace of mind.
About the Role:
We are creating an in‑house digital role to give Auriens and Draycott stronger internal oversight across paid media, websites, analytics and marketing technology. You will work closely with our existing specialist agencies, bringing the knowledge to set clear priorities, assess recommendations and understand where performance can improve.
The two businesses have very different customer journeys. Auriens is a considered, high‑value decision that may develop over a long period; Draycott often supports families at a moment of more immediate need. The role offers the opportunity to improve digital performance across both, while helping shape how our websites and wider digital ecosystem evolve.
You will report to the Group Marketing Director and work alongside the Marketing Managers for Auriens and Draycott. This is an internal digital leadership role rather than a replacement for specialist partners: you will bring enough depth across media, websites, SEO, analytics and systems to brief agencies well, challenge recommendations constructively and help the team make better‑informed decisions.
Key Responsibilities:
- This role provides the in‑house digital expertise that connects our specialist partners and gives the business a clear view of performance. You will have full visibility of the underlying platforms and data, set priorities with the Marketing Managers and work closely with our media, web and SEO partners to improve results across both brands.
- Paid media performance across both brands: leading the internal brief, budget recommendations, testing agenda and performance review, while working with specialist agency partners on planning, buying and optimisation across paid digital channels.
- Website performance and evolution: setting priorities for UX, conversion, forms and lead capture, managing web development partners, and helping shape any future website migration or redevelopment.
- SEO and search performance: overseeing the technical and performance side of SEO with specialist partners, while the Marketing Managers retain ownership of content, messaging and editorial priorities.
- Measurement and reporting: ensuring tracking, tagging, attribution, GA4 and dashboards give us a reliable view of performance, including cost per qualified lead and the quality of enquiries generated by each channel.
- Digital systems and integrations: ensuring our websites, CRM, forms and marketing platforms connect reliably, data flows correctly, and the underlying systems support the customer journey.
- CRM technical support: overseeing the system architecture, integrations, tracking, data quality and reporting needed to support CRM activity, while the Marketing Managers retain ownership of email strategy, nurture approach, messaging and customer communications.
- Ensuring digital measurement and data collection remain compliant with relevant privacy, consent and regulatory requirements.
- Agency and supplier management: acting as the informed internal digital lead across media, web and SEO partners — setting clear briefs, reviewing recommendations and performance, connecting activity across suppliers and helping us get the best from those relationships.
- The Marketing Managers own the marketing plan, audiences, messaging, CRM communications and PR for their brands. This role brings the specialist digital knowledge to translate those plans into effective paid media, website performance, measurement and connected systems, working with external experts where they add value.
Essential Skills and Experience:
- At least five years of experience in digital marketing, performance marketing or digital experience roles, either agency-side or client-side, with clear responsibility for performance and commercial outcomes.
- Strong paid media knowledge, with enough platform and commercial understanding to assess media plans, interrogate performance, challenge optimisation decisions and make sound budget recommendations with specialist partners.
- Strong understanding of website optimisation, UX, conversion and SEO, with experience briefing, managing or working alongside development and specialist partners.
- Strong understanding of analytics and measurement, including GA4, tracking, tagging, attribution and dashboards, with the ability to identify gaps and judge whether the setup and reporting are fit for purpose.
- Good understanding of CRM and marketing technology, particularly integrations, data flows, segmentation capability and reporting. This is not an email‑content or CRM‑communications role.
- Experience managing external agencies, suppliers or client relationships in a collaborative and commercially aware way.
- Able to turn digital performance data and specialist recommendations into clear decisions for colleagues who are not digital specialists.
Desirable Experience:
- Agency-side experience in performance media, digital strategy, digital experience or client leadership.
- Experience in a considered, high‑value category such as property, healthcare, private education, luxury or financial services.
- Experience working across more than one brand, reporting tools, and close collaboration with Sales and a lead‑management pipeline.
- Collaborative by nature and comfortable working as the internal digital expert alongside Marketing Managers and specialist agency partners.
- Commercial and practical: happy to work closely with the detail, while recognising when external specialist Comfortable working in a small team where priorities are visible and the impact of the role can be seen quickly.
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