Meet our team of executives

Martin Jones, UK CEO

Martin is responsible for leading the entire UK operation and his 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.

Championing the highest levels of quality home care across the industry, Martin sits on the board of the UKHCA, the professional association of home care providers.

He works closely with Government, key organisations and charities campaigning on wider social care issues and working to ensure the voice of the older generation is heard. As chair of The Silver Line charity, which strives to end loneliness amongst seniors, Martin was co-opted to the Age Board of Trustees and works closely with the strategic team at Age UK. As a non-exec for the TSA, the voice of technology enabled care, he is passionate about promoting the benefits of technology to the older generation and how it can help them live well at home. 

He is also an active member of Business in the Community's Age at Work leadership team, championing the role of older workers as well as a trustee on the board of The Care Workers Charity, which exists to support the welfare of current, former and retired care workers.

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

Ruth Brown, Director of Business Development

Ruth has worked in franchising since graduating from university. She was latterly with Thorntons, where she was Franchise Recruitment Manager, and was responsible for growth of the franchise channel by opening new franchise stores. Ruth is responsible for business development – this includes recruiting fantastic new franchise owners and guiding them through the set-up process and early business development, corporate sales and partnerships, testing and embedding new products and services into our care offering and the company owned offices. Ruth sits on the board of the British Franchise Association and is a passionate spokesperson on ethical franchising. She joined Home Instead in March 2010.

Head of development at Home Instead UK, Ruth Brown

Tom Robinson, Director of Finance

Tom Robinson was appointed by Home Instead in 2013. Tom started his accounting career with Morris & Co. and while working there became a fellow member of the Association of Accounting Technicians and the Association of Chartered Certified Accountants. Tom has acted for various other companies in the franchising world, including Interlink Express, Cartridge World and Driver Hire. In 2007 Home Instead became a client of Morris & Co. where Tom was responsible for managing the account. While working as Home Instead’s external accountant, Tom not only acted for the franchisor, but over 40 franchise offices as well. After 6 years of working externally with Home Instead, Tom joined the team, bringing an interesting knowledge mix with both perspectives of franchisor and franchisee.

Tom Robinson, financial controller for Home Instead UK

Mark Laing, Director of Innovation

Mark is a highly skilled research and development executive with more than 30 years’ experience working at international brands in OTC and FMCG sectors. During his career, Mark has successfully led teams in food, household products, personal care, medicinal and packaging areas. In his most recent role at PZ Cussons Ltd, he was responsible for global innovation and project pipelines for personal wash brands Imperial Leather, Carex and Original Source. He also introduced key technological advances and developed and patented new products for a number of brands.

With strong technical and business experience, Mark will lead innovation projects and drive the technology strategy at Home Instead.

Photo of Mark Laing Director of Innovation

Lee Chapman, Director of Brand

With extensive experience in the industry, Lee is a brand and marketing specialist who has worked both in agency and business to position and build global brands. He started his career at worldwide advertising agency BBDO working across advertising, branding and communications before joining Deloitte Digital, building propositions and digital experiences for global brands.

Lee joined Home Instead from Virgin Money, where he led brand experience across physical stores, mobile and all customer service channels. His role as Director of Brand at Home Instead is to build awareness of in home care and how Home Instead can provide support to older people and their loved ones, as well as positioning the brand as a rewarding and fulfilling place to work.

Lee Chapman Head of Brand at Home Instead Senior Care

Karen Dakin, Director of People

Karen’s key remit is to establish Home Instead as a recognised employer of choice in the UK. That means maintaining its position as a place people aspire to work for, work with, or recommend. Her role supports the organisation’s overall mission of being the most admired care company through changing the face of ageing.

With extensive experience in the retail sector, including brands such as B&Q and Dixons, Karen has spent several years part of world-class people practice teams. Most recently, Karen was Head of Central Services at Virgin Care Ltd, which provides frontline NHS and social care services across England.

Karen joined Home Instead’s National Office as Head of People in 2017. Since then, she has focused on transforming some of the people practices, and in 2020 was promoted to People Director. In this role, Karen ensures that employees are at the heart of everything Home Instead does.

As a member of the Chartered Institute of Professional Development (CIPD), Karen has access to the latest research and insights into human resource management. This helps her to innovate Home Instead’s practices and achieve her personal goal of helping employees constantly better themselves.

People Director at Home Instead UK, Karen Dakin