We are hiring an experienced and commercially driven Senior Marketing Executive to join our B2B Care Homes team. This is a high-impact role with primary responsibility for driving acquisition growth within a £350m market opportunity, while also owning the strategic direction of customer retention.

Reporting to the Marketing Manager, Care Homes, you will lead the development and delivery of integrated marketing campaigns that attract new care home customers and strengthen existing partnerships. Working cross-functionally with Sales and central Marketing teams, you will bring apetito’s Care Homes proposition to life through insight-led campaigns, targeted engagement activity and data-driven optimisation.

This role offers an excellent development opportunity for someone aspiring to progress to Marketing Manager level, providing exposure to commercial accountability, cross-functional leadership and end-to-end campaign ownership.

You’ll be joining a passionate, ambitious Care Homes marketing team that is determined to deliver outstanding campaigns and measurable commercial results.

Our culture is energetic, supportive and collaborative. We work hard, challenge each other positively and celebrate success. There’s a strong sense of ownership and accountability, but also a genuine one-team mentality across Marketing and Sales. You’ll have the space to bring ideas forward, test new approaches and make a visible impact in a high-growth area of the business.

If you thrive in a fast-paced environment, enjoy being stretched and want to be part of a team that combines ambition with support and positivity, this is the role for you.

This is a hybrid role, requiring you to work 3 days in the office.

apetito is the UK’s leading food supplier to the health and social care sectors serving more than 1,300 care homes, health care and education settings.

Our meals are expertly crafted by our dieticians and chefs, and then frozen to lock in the goodness.

Wiltshire Farm Foods, our sister company, is the UK’s largest ready meal supplier cooking and delivering over 330 different delicious frozen ready meals across the UK.

Key Account Acquisition | Strategic & Delivery Ownership

The Senior Marketing Executive is accountable for acquisition performance within the Care Homes division, leading strategy through to execution and optimisation.

• Strategy & Planning: Develop and own the Care Homes acquisition strategy, aligned to the £350m growth opportunity and annual marketing objectives. Translate business goals into quarterly and campaign-level acquisition plans. Prioritise activity across digital, PR, events, direct mail, partnerships, email and telesales to maximise pipeline impact. Define success metrics and monitor performance.
• Integrated Campaign Leadership: Lead the development and delivery of multi-touchpoint acquisition campaigns. Ensure campaigns are insight-led, targeted to key decision-makers and clearly differentiated. Brief and manage creative, digital, PR and internal stakeholders to deliver campaigns on time and to budget.
• Events & Acquisition Touchpoints: Lead acquisition-focused event strategy, including regional events and apetito experience days. Maximise pre-, during- and post-event lead generation and follow-up. Ensure events are fully integrated into wider acquisition campaigns and sales activity, maximising brand awareness opportunities including speaking slots & gated content promotion.
• Lead Generation & Funnel Management: Own the end-to-end lead generation and nurture journey, ensuring:
  • Consistent flow of high-quality leads into the sales pipeline
  • Strong alignment with telesales and regional sales teams
  • Work closely with sales to drive tastings and improve lead-to-win conversion
  • Continually optimise campaigns using HubSpot data and campaign insight.

Key Account Retention | Strategic Ownership & Delivery Management

Alongside acquisition, the Senior Marketing Executive owns the Care Homes retention strategy and performance outcomes.

• Retention Strategy & Direction: Develop and own the Care Homes retention strategy, aligned to a 95% retention target. Define clear priorities across value communication, product engagement and CDM enablement initiatives. Translate strategy into structured, prioritised delivery plans with measurable success criteria.
• Cross-Functional Delivery Leadership: Lead retention delivery through central marketing support functions. Provide clear strategic direction, structured briefs and aligned priorities to ensure activity is coordinated effectively and delivered to time, quality and retention objectives. Use performance data and customer insights to evaluate impact and refine retention activity.

Essential Skills

• 2+ years of proven experience in a Marketing role with responsibility for campaign strategy as well as execution.
• Experience developing and delivering acquisition strategies that drive measurable pipeline growth.
• Strong commercial acumen, with experience working to performance targets.
• Experience leading multi-channel, integrated campaigns across digital, events, PR, email and direct marketing.
• Ability to translate business objectives into clear, prioritised marketing plans.
• Confident analysing campaign and CRM data (HubSpot) to optimise performance and improve ROI.
• Strong briefing and project management capability, ensuring delivery on time and to quality standards.
• Budget management experience.
• Well versed in Microsoft Office: advanced PowerPoint and Word, intermediate Excel.
• Marketing Degree, CIM qualification or similar.

Desirable Skills

• B2B marketing experience within Care Homes, Foodservice, Healthcare or Contract Catering.
• Experience working in a long-term contract or relationship-led sales environment.
• Experience developing retention or customer engagement strategies.
• Familiar with CRM systems (HubSpot) and marketing automation.
• Understanding of the care home catering environment.
• Copywriting capability.
• Driving licence.

Essential Personal Qualities

• Commercially driven with a strong sense of ownership and accountability.
• Strategic thinker with a data-led and analytical mindset.
• Excellent communicator with strong presentation and stakeholder management skills.
• Highly organised, able to manage multiple priorities and deadlines.
• Proactive self-starter with energy, resilience and a positive mindset.
• Outcome-focused, with a drive to continuously improve performance.
• Shows passion, enthusiasm, ambition and drive.
• A team player also capable of working autonomously.
• Excellent attention to detail.
• Demonstrates honesty and integrity.
• Shows initiative in overcoming challenges.
• Willingness to travel to various customers around the UK and participate in internal and external insight gathering, events and exhibitions.
• The ability to be able to learn systems and tools quickly.

• Competitive salary – accredited Living Wage employer
• 25 days holiday per year, plus bank holidays
• Option to purchase up to 5 additional days holiday per year
• Discretionary annual bonus scheme
• Pension scheme - employer matched contributions up to 4%
• Life assurance scheme worth at least 1x annual salary
• Subsidised canteen
• Free parking
• Free turkey or voucher at Christmas
• apetito perks scheme including salary sacrifice options and retail discounts

As a family-owned business, we take great pride in being a company that makes a real difference and is dedicated to creating outstanding meals to be proud of.

We develop a range of products designed to enhance health and well-being for all our customers.

We are driven by a passion for service and dedicated to feeding some of the UK’s most vulnerable people.

We proudly support British food and farming, focusing on using the best ethical and sustainable produce in alignment with our goal to reach Net Zero by 2040.

Our ethical standards are recognised by the ETI and we are an accredited Living Wage employer.
Learn more about apetito’s commitment to a more sustainable future.

We embrace inclusion, empowering individuals from diverse backgrounds.

Our commitment to making a real difference extends to customers, communities, and staff and we're on a mission to build an inclusive workplace where everyone reaches their full potential.