adopted across the Home Instead network. She has also expanded her service offering
to include Live-in Care and has plans for further diversification as part of her long- term growth strategy. A commitment to staying ahead of
industry trends led her to complete a professional diploma in digital marketing, skills she now shares with Home Instead’s national marketing and development teams.
Developing and inspiring high-performing teams People development sits at the centre of Karina’s business philosophy. Her team benefits from layered training programmes, ongoing mentorship, leadership development, and personalised progression pathways. Regular coaching, structured career plans
and weekly “gather and grow” reflection sessions ensure staff feel valued, supported and motivated, resulting in excellent retention and a strong internal pipeline for future roles, including plans for Healthcare at Home services.
Rooted in the community Karina is a well-recognised community leader across Bromley. She served for nine years on the Bromley Dementia Friendly Community steering committee and was awarded the inaugural Cora Phillips Award for outstanding contribution to dementia in the borough of Bromley. She is currently a Trustee of Age UK Bromley & Greenwich. Her franchise also delivers free Love to
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Move dementia-friendly exercise classes in partnership with healthcare and community organisations, providing up to 13 sessions each month. From annual dementia-friendly carol
services to collaborations with Primary Care Networks, her approach ensures the business is fully aligned to the needs and wellbeing of local people.
Growth with purpose Karina’s long-term strategy focuses on strengthening infrastructure, expanding services and investing heavily in people. Her custom-built office space, overseas
recruitment licensing, and readiness to acquire a second territory demonstrate her commitment to sustainable, high-quality expansion. She maintains a strong senior leadership
team capable of driving the business forward, even in her absence, ensuring stability and resilience at every level.
A franchisee setting the standard Karina’s work exemplifies what modern franchising can achieve: strong commercial performance aligned with deep community engagement, innovative thinking and exceptional care standards. Her leadership continues to influence not
just her own territory, but the wider Home Instead network, shaping best practice, inspiring other owners and contributing to the future of the brand.
homeinstead.co.uk
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