Overview
Lead Growth. Build Our Brand. Drive Occupancy. For Purpose Aged Care Australia (FPACA) is a purpose-led, not-for-profit organisation entering a phase of national growth and brand transformation. We're seeking an experienced senior marketing leader to drive enterprise-wide marketing and brand initiatives that strengthen occupancy, digital engagement, community connections, and the national profile of our Homes.
The Role
This role is ideally suited to someone with experience leading marketing across a multi-site or national portfolio, who understands both strategic and operational marketing realities.
You will bring the ability to translate organisational strategy into practical marketing action, working closely with executive leaders, support office teams, and operational leaders to deliver measurable outcomes.
Reporting to the Executive General Manager – Sales and Marketing, this senior leadership position is responsible for delivering marketing strategy and campaigns across FPACA's residential aged care services. You will ensure initiatives are executed consistently, with strong governance, measurable results, and a lasting impact on brand, occupancy, and community engagement.
This role will be based at our Support Services in Cheltenham, Victoria with periodic national travel required.
Key Focus Areas
* Lead enterprise-wide marketing initiatives aligned to strategic priorities.
* Develop and execute national marketing strategies that grow occupancy and brand awareness.
* Build and maintain a consistent brand across all Homes.
* Deliver integrated marketing campaigns, digital strategies, and content programs.
* Establish clear project governance, milestones, risks, reporting, and success measures.
* Oversee digital presence, SEO/SEM, paid campaigns, and content performance metrics.
* Lead stakeholder engagement initiatives with families, health professionals, and community partners.
* Ensure marketing activities comply with Aged Care regulations, Australian Consumer Law, and Privacy obligations.
* Partner with operational leaders to support new site openings and expansion projects.
* Provide concise, high-quality reporting to executive and board forums.
About You
You Are a Senior Marketing Leader With
* Demonstrated experience leading national marketing strategies, preferably in aged care, health, or regulated sectors.
* Proven success in driving growth outcomes, brand recognition, and digital engagement.
* Strong financial and budget management capability.
* Exceptional written, verbal, and stakeholder communication skills.
* A collaborative, pragmatic leadership style with the ability to influence at all levels.
* Strategic thinking, commercial acumen, and data-driven decision-making.
Qualifications & Requirements
* Bachelor's Degree in Marketing, Communications, Business, or related discipline (mandatory)
* Minimum 5+ years' senior marketing experience
* Current National Police Check
* Right to work in Australia
* Valid driver's license and willingness to travel nationally as required
Benefits & Culture
Benefits
As a purpose-led, not-for-profit organisation, FPACA invests in our people and offers a range of benefits to support both work and life, including:
* Salary packaging – save up to $15,900 p.a. (Go Salary)
* Novated leasing and super salary sacrifice options
* State-of-the-art technology to work smarter
* Flexible work/life balance
* Team lunches & regular team-building events
* Exclusive discounts with JB Hi-Fi, Endota Spa & more
* CommBank workplace banking and HESTA member benefits
* Access to EAP counselling (free & confidential)
Why Join Us at For Purpose Aged Care?
This is a rare opportunity to make a meaningful impact in a growing, purpose-driven organisation. You will shape how marketing excellence is delivered across aged care, strengthen our national brand, and contribute to the care and wellbeing of our residents.
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