Marketing Specialist

Our purpose is Making Lives Better through Happier Aging. We help seniors stay in their homes, doing what they love with the people they love. We are more than a home care company. We care deeply, build meaningful connections and make a difference in everything we do.

At Nurse Next Door, we live Bold Kindness every day, leading with courage and compassion. We are self-led leaders who take ownership, have REAL Conversations, collaborate and continuously Find a Better Way to drive results.

As the US Marketing Specialist, you will play a key role in growing Nurse Next Door's presence across the United States, strengthening our premium brand and driving local franchise growth through impactful marketing strategies and execution.

Working from our Franchise head office, which we call HeartQuarters, located in Vancouver Canada, you will lead national online reputation and Google Review strategies, collaborate with external agencies, manage our local marketing platform and support new Franchise Partners as they launch their businesses.

Balancing national brand initiatives with local marketing execution, you will equip Franchise Partners with the tools, campaigns and resources they need to build brand awareness, connect with their communities and grow their businesses.

What You Will Lead:

Google Review & Reputation Management

• Develop and deploy a unified Google Review strategy across all US franchise locations to boost local search rankings, consumer trust, and brand credibility.
• Manage reputation management software (e.g., Birdeye) to automate review requests and monitor incoming feedback for the entire franchise network.
• Train franchise owners and their local teams on best practices for requesting Google Reviews from clients, family members, and healthcare referral partners in a compliant manner.
• Draft response templates and protocols for both positive and negative reviews, ensuring all public responses strictly adhere to HIPAA guidelines and corporate brand standards.
• Escalate and resolve critical or fraudulent reviews by managing the dispute and removal process directly with Google Support.
• Analyze review performance metrics (average ratings, review volume, and response rates) to identify top-performing locations and those needing corporate intervention.

National Brand Awareness, PR & Content

• Execute PR campaigns and draft press releases to secure national and regional media coverage in healthcare, aging, and lifestyle publications.
• Manage corporate social media channels (LinkedIn, Facebook, Instagram, YouTube) with a cohesive content strategy that positions the brand as a thought leader in home healthcare.
• Coordinate national awareness events tied to key calendar milestones, such as National Family Caregivers Month, Alzheimer’s Awareness Month, and Healthy Aging Month.
• Write and design consumer-facing content (blogs, whitepapers, social graphics) tailored to the emotional needs of family caregivers and seniors.

Franchisee Training, Onboarding & Portal Administration

• Lead the marketing onboarding process for new franchise owners, guiding them through the setup of their local digital footprint, grand opening campaigns, and initial local PR push.
• Host ongoing marketing webinars and training sessions to educate the franchise network on new brand initiatives, corporate tools, and local SEO strategies.
• Administer and curate the Digital Asset Management (DAM) system, ensuring all downloadable assets are updated, organized, and brand-compliant.
• Audit local search visibility by monitoring Google Business Profiles, local social media accounts, and location-specific web pages for brand consistency.

Vendor, Agency & National Brand Fund Management

• Serve as the day-to-day point of contact for external marketing agencies, SEO specialists, PR firms, print vendors, and software partners.
• Ensure vendor projects are delivered on time, within budget, and aligned with corporate messaging goals.
• Assist leadership in communicating the value and ROI of national marketing initiatives and the National Brand Fund to franchise advisory councils and individual owners.

Consumer Campaigns, Digital Management & Compliance

• Execute multi-channel digital campaigns (Google Ads, Meta, local SEO) focused on patient and family acquisition across different franchise territories.
• Manage consumer email workflows and newsletter templates aimed at nurturing relationships with local families, past clients, and community partners.
• Collaborate with compliance and legal teams to ensure all brand and local templates meet both corporate standards and state-level healthcare regulations.
• Track and report on KPIs, measuring both top-of-funnel brand awareness (share of voice, organic traffic, Google rating averages) and bottom-of-funnel local lead generation.

Qualifications & Requirements

• Education: Bachelor’s degree in Marketing, Public Relations, Communications, or a related field.
• Experience:
• 3+ years of US marketing experience, combining brand management/PR with location specific marketing in a franchise system or healthcare environment.
• Proven track record managing external marketing agencies or vendors.
• Hands-on experience administering a Digital Asset Management (DAM) or marketing automation platform for multiple users.
• Deep experience managing large-scale reputation management programs and Google Business Profiles.
• Skills:
• Proficiency in reputation management software (e.g., Birdeye, Podium) and social media tools (e.g., Sprout Social, Hootsuite).
• Strong working knowledge of local SEO, Google Business Profile optimization, and Google's review policies.
• Familiarity with graphic design and content creation platforms (e.g., Canva, Adobe Creative Suite) to develop brand-compliant templates.
• Exceptional presentation and coaching skills, with the ability to confidently train and guide business owners.
• Strong storytelling and copywriting skills with a deep sense of empathy for seniors and family caregivers.
• Experience: Understanding of the US home care landscape and regulatory environment (specifically HIPAA constraints regarding public responses and patient privacy) is highly preferred.