Growth Marketing Manager - New Openings

New Launch Marketing Manager

The Carter & George Practice

Reports to: Head of Marketing Location: UK-based, hybrid (ideally two days per week in our London office, with regular UK travel) Employment: Full-time, permanent

About Carter & George

The Carter & George Practice is a rapidly growing national healthcare group specialising in physiotherapy, sports medicine and Reformer Pilates.

Founder-led by Rhys Carter and England Rugby international Jamie George, our ambition is to build the UK's most trusted and recognised brand for health, movement and performance.

We combine the standards of elite sport with accessible, high-quality healthcare, helping people live healthier lives in the communities we serve.

We currently have 20 sites across the UK. As we accelerate our expansion nationwide, we are building a dedicated launch team to ensure every new location opens successfully and establishes strong commercial momentum from day one.

The Role

We are looking for a commercially driven, hands-on New Launch Marketing Manager to lead the execution of marketing activity for our new clinic and Reformer Pilates studio openings.

Your primary responsibility will be to ensure that every new location gets off to a fast start, generating strong local awareness, new patient bookings and Pilates memberships before and immediately after opening.

Working closely with our Head of Marketing, Launch Operations Manager and external strategic advisers, you will execute and continuously improve a structured launch marketing playbook.

This is an execution-focused role. We are looking for someone who enjoys delivering campaigns, analysing performance and taking ownership of results, rather than simply developing high-level strategies.

You will typically own each launch from before fit-out through to launch and beyond, before formally handing over to our Central Marketing Manager.

Success in this role will ultimately be measured by the early traction of a new site, alongside the efficiency of marketing expenditure.

Key Responsibilities

1. Pre-Launch Marketing

• Own and deliver the marketing launch plan for each new location.
• Execute our established launch marketing playbook, adapting campaigns to local demographics and market conditions.
• Build awareness and demand in the lead up to opening.
• Coordinate the production of marketing assets, local landing pages, digital campaigns and promotional materials.
• Ensure Google Business Profiles, local SEO and relevant digital channels are ready before opening.
• Work closely with the Launch Operations Manager to align marketing activity with opening dates, staffing and available capacity.

1. New Patient Acquisition

• Deliver agreed new-patient acquisition targets for each clinic launch.
• Plan, execute and optimise paid campaigns across Google, Meta and other relevant platforms.
• Monitor campaign performance, acquisition costs and conversion rates.
• Develop local partnerships, referral opportunities and community relationships.
• Work with operational teams to ensure enquiries are effectively converted into appointments.
• Identify underperforming campaigns and take prompt corrective action.

1. Reformer Pilates Membership Growth

• Develop and execute pre-launch campaigns to generate Pilates memberships.
• Build a strong pipeline of prospective members before each studio opens.
• Coordinate introductory offers, trial classes, local events and membership promotions.
• Optimise the journey from initial enquiry through to paid membership.
• Monitor membership acquisition costs, conversion rates and early retention indicators.
• Work with Operations to align membership demand with class availability and studio capacity.

1. Local Marketing and Launch Events

• Plan and deliver launch events and local promotional activity.
• Build relationships with local businesses, community groups and potential referral partners.
• Coordinate local content, photography, video and social media campaigns.
• Identify opportunities for local PR, partnerships and brand awareness.
• Ensure all marketing activity reflects C&G's brand positioning and values.

1. Performance, Reporting and Handover

• Maintain accurate launch marketing dashboards and performance reports.
• Monitor new patient numbers, membership sales, acquisition costs and campaign ROI.
• Provide regular performance updates to the Head of Marketing.
• Identify opportunities to improve the effectiveness of the launch playbook.
• Document successful campaigns, lessons learned and opportunities for improvement.
• Complete a structured handover to the Central Marketing Manager after opening, including campaign performance, ongoing activity and any outstanding growth priorities.

About You

Essential Experience and Skills

• Proven experience delivering successful customer acquisition campaigns.
• Hands-on experience with Google Ads, Meta Ads and digital marketing platforms.
• Experience managing marketing budgets and optimising cost per acquisition.
• Strong analytical skills and confidence interpreting marketing performance data.
• Excellent project management and organisational skills.
• Ability to manage multiple campaigns, deadlines and stakeholders simultaneously.
• Comfortable executing campaigns independently, with limited reliance on external agencies.
• Experience working collaboratively with operational and commercial teams.
• A proactive, commercially minded approach with a strong sense of accountability.
• Willingness to travel regularly across the UK.

Desirable Experience

• Experience within a rapidly scaling multi-site business.
• Experience launching new physical locations or consumer-facing services.
• Background in healthcare, veterinary, dental, optometry, aesthetics, leisure, fitness or wellness.
• Experience marketing membership or subscription-based products.
• Knowledge of local SEO, Google Business Profiles, CRM and marketing automation.
• Experience developing local partnerships and community marketing campaigns.

We are particularly interested in candidates who have worked within established multi-site marketing teams and can demonstrate personal responsibility for successful launches and measurable commercial outcomes.

You do not need to have held a senior leadership position, but you should have the experience, confidence and initiative to independently deliver excellent results.

What Success Looks Like

Within your first three months, you will have developed a thorough understanding of the C&G proposition, our launch marketing playbook and our commercial expectations.

You will have established effective working relationships with the Head of Marketing, Launch Operations Manager and wider leadership team, and taken ownership of the marketing plans for upcoming openings.

As you progress, we expect you to become our internal specialist in launching successful new locations, continuously improving our approach and creating a repeatable marketing model that supports our national expansion.

Ultimately, your contribution will be measured by your ability to help new clinics and Pilates studios achieve strong commercial momentum from the outset.

Pay: From £40,000.00 per year

Application question(s):

• Have you worked on new physical location launches before? Tell us about your experience.

Experience:

• Marketing: 3 years (required)

Work Location: Hybrid remote in London