When someone you love suddenly needs care, families are pushed into a world of confusing choices with very little support. Elder exists to change that. We’re reinventing how families find and manage in-home care: because technology and AI shouldn’t make care colder; they should make it clearer, faster and more personal.

We’ve started by building an end-to-end home-care marketplace that helps families find the right carer quickly, manage care simply, and feel supported throughout the entire journey.

Elder is the UK’s leading home-care platform, connecting families with thousands of carers nationwide. Since launch, we’ve delivered 15 million+ hours of care, supported 100,000+ matches, and helped families across 500+ towns and cities.

Our platform blends smart technology with real human support to deliver a better care experience end to end:

• Fast, personalised matching to understand needs and find the right carer

• Flexible, transparent care options that fit real life: full-time, part-time, visiting or overnight

• A simple, guided journey with clarity, ongoing support, and visibility every step of the way

• A fair, flexible marketplace for carers, giving them choice, better earnings and genuine respect for their work

As the UK ages, millions more families will want to stay in their own homes for longer - and will need a trusted partner to make that possible. Elder’s long-term vision is to become the brand for ageing at home, supporting families not just with care, but with the wider challenges that come with ageing.

We’re a focused, mission-driven and high ownership team backed by long-term investors, building in one of society’s most important and emotionally charged spaces. If you want your work to matter - and you want to help families through some of the hardest moments of their lives - Elder is the place to build.

About The Role

Families come to us at moments of uncertainty. Your role is to ensure that

Families feel immediate trust and clarity: that Elder is the right partner for their loved one’s care, whether they need support today or are earlier in their journey

You will:

• Drive more value from the traffic we already have, across organic, direct, paid, and referral channels.

• Optimise the experience on elder.org to convert high-intent visitors - particularly those needing urgent care.

• Begin to build strategies that nurture non-urgent audiences so Elder stays top-of-mind as their needs evolve (this is a secondary priority to start with).

Working at the intersection of Marketing, Product, and Engineering, you’ll be responsible for identifying, designing, running, and learning from experiments at speed.

What you’ll achieve (your outcomes)

1) Convert more of our existing traffic

Maximise conversion of high-intent visitors (~80k monthly sessions) into leads and new customers.

This is the core focus of the role.

2) Begin nurturing non-urgent care audiences

Develop early segmentation and light CRM frameworks to keep Elder relevant for families who are exploring options but not yet ready to engage fully - without diluting our existing live-in care pipeline.

What you’ll be doing

Conversion Rate Optimisation (CRO) & Experimentation

• Analyse funnel metrics, intent signals, and behavioural insights to identify high-impact conversion opportunities.

• Configure landing page tracking and implement tests using A/B & multivariate tools.

• Own hypothesis creation, experiment design, execution, and interpretation.

• Make light-touch HTML/CSS or no-code edits for fast iteration; partner with Product Engineering & Design for bigger UX or journey changes.

• Rapidly test landing pages, CTAs, value messages, modules, and social proof.

Product Positioning & Messaging Optimisation

• Elevate Elder’s differentiators - speed, simplicity, transparency, and flexibility.

• Test and refine headlines, benefits, value propositions, and reassurance copy.

• Reduce abandonment caused by confusion, perceived risk, anxiety or lack of trust.

Journey & Offer Optimisation

• Identify gaps in the journey for different audience cohorts and intent levels.

• Collaborate with Product, Design & Marketing on tools, content, and product tweaks to guide users to the right fit.

• Support pricing clarity, upsell opportunities, and better matching to needs.

• Work closely with Sales to evaluate the impact of changes on lead quality.

CRM & Nurture (secondary to CRO and can ramp over time)

• Identifying high potential audience cohorts and user flows

• Explore gated content, logged-in experiences, and value exchanges.

• Develop light-touch nurture flows to keep Elder top-of-mind.

AI-Enabled Growth & Automation

You naturally use AI to move faster - this role explicitly requires it.

• Generate copy variants, analyse data, cluster insights, and test hypotheses with LLMs.

• Summarise Hotjar recordings, survey data, and user feedback using AI tools.

• Build lightweight automations (Zapier, Make, Sheets, Notion AI) to streamline workflows.

• You stay curious about emerging growth tech and pilot new tools to give Elder a speed advantage in experimentation and learning - acting as an internal AI super-user.

About you (must-haves)

• Proven experience in a fast-paced start-up or scale-up, comfortable owning strategy and hands-on delivery.

• Strong experience designing, running, and interpreting CRO experiments across web funnels.

• Deep understanding of digital customer journeys from acquisition to conversion and early retention.

• Highly data-driven, translating insights into clear hypotheses and measurable actions.

• Excellent UX, copywriting, and positioning instincts.

• Experience with analytics tools (e.g., Omni, GA, Hotjar) and experimentation platforms.

• Comfortable using no-code/low-code web tools and light HTML/CSS.

• Fluency with AI and automation for analysis, copy, and workflow optimisation.

• Collaborative and confident working cross-functionally with Marketing, Product, Engineering, and Sales.

• Strong communication and influencing skills; able to bring others along on growth decisions.

• Comfortable with autonomy, ambiguity, and rapid iteration without a rigid playbook.

• Experience with CRM/marketing automation tools (Customer.io, HubSpot)

Nice to have

• Experience in marketplaces, care, health, or regulated sectors

• Familiarity with user research or lightweight usability testing

Why join Elder?

At Elder, you’ll be part of a mission-driven, high-growth company making a meaningful difference for families every day. We combine purpose with pace, collaboration with autonomy, and experimentation with care.

Benefits include:

• Competitive salary & company bonus

• 25 days holiday + bank holidays (+1 extra day of holiday per year worked for the first 5 years)

• 6 weeks work from anywhere in the world

• Health and dental insurance

• Hybrid working - 2 days per week, Wednesdays & Thursdays, in our London office, Old Street

• Annual learning & development allowance

• MacBook and home office budget

• Cycle to work scheme

• Sponsored quarterly team and company-wide socials

• AND a genuine opportunity to be a very key part of a high-growth business

Apply now

Join a team that moves fast, builds with purpose and genuinely cares about the impact we make. We’re a diverse, focused group building one of Europe’s most ambitious, fast-moving scale-ups in one of society’s most important sectors. If you want your work to matter, this is the place to do it.

Elderly care represents one of society’s greatest challenges. Are you ready to be part of the solution? Apply today.

We ask for candidates to have the "right to work" in the UK to apply for this job.

Department: Marketing
Locations: London
Remote status: Hybrid

London

Our Perks & Benefits

Getting set up

You’ll get your very own Mac, and if working from home, we can do a quick assessment to ensure you have everything you need - from screens and keyboards to a comfy office chair.
Hybrid working

At Elder, you can split your time between working remotely and from our HQ, and you can even work abroad for up to 30 days a year.
Flexible working hours

Not a morning person? Need to pick the kids up in the afternoon? We’ll help you figure out daily hours that work for you and the business. There are only set shifts for our frontline teams.
Supporting your wellbeing

You’ll have access to free individual therapy and mental health support sessions via Vitality, and the chance to keep fit and beat the commuter crowds with our cycle to work scheme.
Free drinks and snacks

We stock our kitchen with plenty of fruit and have unlimited tea, coffee and soft drinks to fuel you up for the day. Plus, on Fridays, we keep the beer fridge full to get the weekend started.
Pay for new parents

Whether you or your partner is having a baby, or you have decided to adopt, we give new mums and dads 12 weeks of flexible parental cover at full pay.
Rollover holiday time

We all need a good break, so with Elder you’ll get 25 days off a year, plus bank holidays. If you don’t use them all up, you can carry some over to the next year too.
Pension scheme

Working in the care sector means we know the importance of getting our finances in shape for when we’re older. It’s why we help contribute towards your pension.
Stock options

You do your share of the work, so it’s only right that you should get your share of the success. Everyone who works here gets the opportunity to own a stake in the company.
Inspiring learning and CSR

From guest speakers on LGBTQ initiatives and mental health to interactive workshops and weekly spotlights, we love to share knowledge, raise awareness and shake up unconscious bias.
Growth and personal development

You’ll have access to 100’s online courses via e-learning platforms, the chance to take part in our internal Mentoring Programme, as well as daily opportunities to learn about real-life business in a disruptive scale-up, and grow and contribute beyond your role.
A jam-packed social calendar

Whether it’s down the pub after work, at your team’s sponsored quarterly social, or at an annual offsite Elder party, you’ll really get to know everyone
at the company.
Exclusive discounts

From coffee and cinema tickets to phone contracts and Apple gadgets, our Perkbox discounts can help to make your money go a bit further.
Cycle-to-work scheme

With a fully-flexible cycle-to- work scheme, you can avoid being squashed onto the tube and get the bike you want from the shop you want. For a leaner, greener way to work.
Referral scheme

Know someone who would be a brilliant fit here at Elder? As an Elder employee, you can earn bonuses each time you successfully refer a new member of the team.

Workplace Culture & Diversity

A vibrant community with care at its heart.

Our people aren’t just part of a team, they’re part of something bigger. We’re a close-knit group on a mission to reinvent what it means to age.

Elder is built around the idea that everyone should keep control, choice and independence throughout their lives. This doesn’t just apply to our customers, but to everyone who works with us too. We’re big believers in giving everyone the space, and the support they need to run with their own ideas, and ultimately shine.

It’s something that’s helped us to evolve a positive and welcoming too. Whether it’s through our weekly company catch-ups, team spotlights, or our social events, bringing people together allows us to celebrate different perspectives, experiences and talents – ensuring everyone feels like a true part of the team.

Marketing · London · Hybrid

Growth Product Marketing Manager

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