Why this role exists
MSK Clinics Group is a buy-and-build musculoskeletal healthcare group. We provide Chiropractic, Osteopathy and Physiotherapy, alongside podiatry and men’s and women’s health, across eight clinic locations today. We’re acquiring quickly and growing further through 2027.
We’re consolidating onto a single HubSpot platform for CMS, CRM and marketing automation, and rebuilding the websites in the process. Every new clinic needs high-converting location pages, fast. Every existing brand needs its content and SEO foundation rebuilt, maintained or improved. This role is the in-house builder that makes that happen, without us paying agency day rates to keep the lights on.
What you’ll own
• Booking conversion across the estate – on-site key-event rate is already strong at around 30%. These need to be held and pushed further.
• The HubSpot CMS estate end-to-end – existing brand sites, new clinic location pages.
• The content engine that supports both organic search and paid media landing pages.
• The organic social content engine across the brands – calendar, brand voice, and the reels and short video that build patient trust. Paid social sits with the Performance Marketing Manager, so the two stay joined up on creative and audiences.
• Page speed, technical SEO health and on-site conversion across every property.
What you’ll do
• Build new location pages in HubSpot CMS as each clinic onboards, often two or three a month. Speed matters – perfectionism doesn’t.
• Lead the technical migration from existing CMS platforms onto HubSpot, working alongside the HubSpot implementation partner.
• Write and deploy the on-page copy that converts – service pages, location pages, condition pages, and the patient-facing journeys from first click to booking.
• Build the landing pages the Performance Marketing Manager needs for paid campaigns, written to be fast, focused, conversion-led.
• Use AI tools to accelerate first-draft content, page variations and copy testing, then apply clinical-accuracy and brand-voice judgement to what actually goes live. AI is a velocity tool, not a quality bypass.
• Run the organic social calendar across the brands – plan, write and ship posts, reels and short video, using AI to accelerate production while keeping brand voice and clinical accuracy intact. Coordinate with the Performance Marketing Manager on paid social, and with the Onboarding & Local Presence Executive on local, clinic-level social and reviews.
• Own the on-page SEO foundation across the estate – schema, internal linking, page architecture, Core Web Vitals.
• Stay current with HubSpot CMS releases, Google search updates (algorithm and SERP feature changes), and on-page SEO best practice. We always implement to the supported best-practice playbook from HubSpot and Google, and adopt new features and schema types early where they support our patient journey.
• Partner with the Onboarding & Local Presence Executive on the website-to-Google-Business-Profile relationship for each clinic.
What you’ll bring, essential
• Three-plus years building and shipping on a modern CMS. HubSpot CMS experience strongly preferred; WordPress, Webflow, Episerver or similar acceptable if you’re ready to specialise on HubSpot fast.
• Strong on-page SEO foundation – schema, page architecture, technical SEO health, Core Web Vitals.
• Demonstrable copywriting ability. You can write a service page that books appointments, not just one that reads nicely.
• Comfortable working independently and shipping at pace. This is a builder role, not a coordinator role.
• Practical fluency with AI tools for content drafting, page variants and SEO research.
What you’ll bring, bonus
• HubSpot CMS certification or hands-on HubL experience.
• Organic social content and community management experience, ideally multi-brand.
• Healthcare, wellness, professional services or any local-search-driven category.
• Multi-location or multi-brand website experience.
• Conversion rate optimisation testing experience.
How we work
Small, senior, in-house marketing team being built from scratch. AI-augmented across every workflow we can – content, SEO research, page variants, technical audits, because we want a team of five doing the work of ten. Candidates need to be fluent or hungry to be fluent fast.
We treat platform fluency as part of the job, not an extra. HubSpot, Google search and the wider SEO landscape all move quarter by quarter. We expect everyone in the team to keep on top of those changes, follow the platforms’ own best-practice playbooks, and bring proposals to adopt new features where the evidence supports it. We don’t want to be running last year’s playbook two years from now.
Remote-first with travel to clinics, head office and agencies as the work requires. You need to see the rooms patients sit in to write pages that speak to them.
