Thought Leaders



When his father became seriously ill Martin experienced first-hand the varied and often poor levels of care in the UK. Martin wanted to join an organisation that made a difference to the lives of older people and their families. Martin leads the UK operation and his role is to continue to develop the brand whilst establishing Home Instead as the UK’s most admired care company and an employer of choice within the care sector. Martin is involved in lobbying activities to improve care and reduce the health/social care divide. He is also committed to improving ageism in the workplace and works with Business in the Community on their Age at Work campaign’s Leadership Team, championing the role of older workers. Martin is on the board of The Care Workers Charity; is a trustee and treasurer of The Silver Line; is a non-exec for TSA Voice, and a trustee of Home Instead’s dedicated charity, the Bring Joy Foundation. Since becoming one of the founding partners of the Care Innovation Hub, Martin is active in supporting this organisation which was created to encourage entrepreneurship in social care. Martin has also joined the Delivering Support Committee with Alzheimer’s UK as an independent member. As part of Home Instead’s Global Leadership team, Martin takes an active role shaping the future of home care at a global level, regularly speaking and attending international events.


Ruth has personally recruited and welcomed 140 of our 240 franchisees to the Home Instead network. She champions ethical franchising and franchisee recruitment. Ruth’s role is focused on the growth and development of the network, which ranges from bringing new franchisees on board to partnering with companies who share our values, to deliver the best range of services to our clients. An active member of the British Franchise Association, Ruth is chair of the Association’s Northern Forum, leading regular meetings to share members’ skills and experience to promote the excellent work of the BFA.


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.


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 leads the innovation projects and drives the technology strategy at Home Instead.


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.


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.

We are thought leaders in senior care. We are immersed in our local communities and drive positive change for individuals, families and communities through leadership, care, innovation, education, advocacy and support.

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