Orchard Care Homes has appointed Eleanor Mercer as group head of marketing and communications.

Mercer has 15 years’ multichannel experience having previously led multidisciplinary marketing departments for brands in the retail, FMCG and charity sectors.

Mercer said: “Storytelling and life experiences are at the forefront of our marketing strategy to truly resonate with our audiences. Communications within the care sector can take on quite a clinical approach and it’s important to communicate in a more humanising and emotive way.

“It’s exciting to work for a company that is passionate about change – particularly in terms of dementia care and provision. There is so much work going on behind the scenes. My aim is to reach new audiences and continue to build on the excellent reputation of our care homes through collaboration with staff, the people living at our homes, and the wider care community.”

Hayden Knight, chief executive of Orchard Care Homes said: “We are excited to have Eleanor on board to look at our group with fresh eyes and apply some of her big brand experience to Orchard. Her head for strategy and driving the business forward with targeted communications and data-driven activities, will see us progressing in all areas of our business, and enable our staff and people living at our homes to benefit from an invigorated approach to marketing.”

Orchard Care Homes operates 23 care homes across the North of England and Midlands.