Meet our team of executives

Martin Jones - CEO, UK

As CEO of Home Instead UK, Martin Jones is responsible for leading the entire UK operation. When his father become seriously ill, Martin experienced first-hand the varied and sometimes poor levels of care in the UK. Martin wanted to join an environment where he could help to make a difference to the lives of other older people and their families and came to Home Instead in September 2011.

Martin’s role is to continue the development of the brand in the UK, helping establish Home Instead as the UK's most admired care company and as an employer of choice within the sector. Alongside his passion to support families to enable their loved ones to live independently at home he is dedicated to providing job opportunities that are fulfilling and make best use of peoples' skills and experience. He advocates for client choice, high quality and standards and professionalising the caregiving profession to politicians, civil servants and other key external influencers.

Martin’s non-executive and Trustee roles include: Interim Chair of Age UK, Member of the Homecare Association board; Chair of The Silver Line charity; member of the Age UK Board; Trustee of TSA, the voice of technology enabled care and Trustee of The Care Workers Charity. He is also Chair of Home Instead’s charity in the UK, Home Instead Charities, and active member of Business in the Community's Age at Work leadership team, where he champions the role of older workers. 

Home Instead's managing director in the UK, Martin Jones

Ruth Brown - Director of Business Development

Ruth is responsible for the whole lifecycle of our franchisees; from recruiting new franchisees to the network, overseeing their business support as they progress along their franchise journey and supporting their retirement from our network through franchise resales.

In addition to the Business Performance and Franchise Development teams, Ruth also oversees the Live-In Care team and our Home Instead Charity, of which Ruth is proud to be a trustee.

Ruth is a board member of the bfa where she engages with franchisors from other industries to share best practices.

Head of development at Home Instead UK, Ruth Brown

Tom Robinson - Director of Finance

Tom and the finance team provide strategic and financial guidance to ensure that the company's financial commitments are met in addition to supporting all of National Office with the maintenance of a strong financial model for our franchise network.

Additionally, he oversees legal, privacy and risk for our National Office operation.

Tom Robinson, financial controller for Home Instead UK

Mark Laing - Director of IT and Innovation

Mark leads the technology strategy and innovation projects at Home Instead, he is responsible for the technology used across the network to deliver care as well as in the client’s home.

His team work to ensure all technology works in an integrated way to the benefit of our clients, CAREGivers and offices across the network, with the generation of data used to support the delivery of care and improving the way we support people to live independently in their homes for longer.

He works with universities and other organisations to shape the future of Home Care.

Mark Laing, Director of Innovation for Home Instead UK

Lee Chapman - Director of Brand and Marketing

Lee's role is to grow awareness of in-home care and how Home Instead can provide support to older people and their loved ones, as well as generating demand for the Home Instead brand, supporting the mission to establish Home Instead as the most admired care company and the best place to work in the sector.

The Brand and Marketing team are responsible for all aspects of the marketing mix including brand management, advertising and sponsorship, digital marketing, partnerships and PR and advocacy in addition to internal comms.

Lee Chapman Director of Brand and Marketing at Home Instead

Karen Dakin - Director of People

Karen’s key remit is to establish Home Instead as a recognised employer of choice in the UK so we can continue to support more clients to stay at home. That means maintaining its position as a place people aspire to work for, work with, or recommend.

Karen’s key remit is to establish Home Instead as a recognised employer of choice in the UK so we can continue to support more clients to stay at home. That means maintaining its position as a place people aspire to work for, work with, or recommend.

Karen and the People team are responsible for providing best in class approaches and resources to the network and National Office team on ways to attract, develop and retain the workforce. She will lead the 2022 initiative of professionalising the role of the CAREGiver.

Director of People at Home Instead UK, Karen Dakin