Cortland
The Director of Marketing will play a pivotal role in ensuring all marketing lead generation initiatives align with company goals and objectives, ultimately contributing to the growth and profitability of the portfolio. This position is a key contributor to the motivation of community teams and is responsible for developing the vision and leading the strategic marketing plan for our communities. The role encompasses planning, implementing, and overseeing all lead generation and marketing programs, with a focus on increasing occupancy and enhancing brand awareness.
Strategic Leadership and Execution
- Lead the development and execution of marketing strategies and programs to achieve portfolio occupancy goals by creating actionable lead generation plans.
- Analyze sub-market trends and results to inform strategic marketing and advertising initiatives that drive qualified leads and align with business goals.
- Evaluate and optimize the performance of lead generation and advertising platforms, focusing on conversions and ROI improvement.
Team Leadership and Collaboration
- Provide leadership, guidance, and performance management to direct reports, including Senior Regional Marketing Managers, Regional Marketing Managers, and Regional Marketing Specialists.
- Foster collaborative partnerships with community teams, portfolio leadership, sales performance, and corporate teams to nurture company culture and align with guiding principles.
Brand Management
- Serve as a brand ambassador, ensuring a consistent brand voice across all marketing channels.
- Ensure strong collaboration with digital marketing teams to enhance social media presence, website performance, and overall brand consistency, driving a seamless customer experience.
Performance Analysis and Optimization
- Conduct ongoing analysis of lead quality, targeting strategies, advertising, sales messaging, websites, and collateral materials.
- Measure and optimize marketing efforts based on cost-per-lead, cost-per-move-in, and conversion rates, improving ROI across campaigns.
Budget and Vendor Management
- Partner with operational and investment teams to develop marketing budgets and establish best practices.
- Provide oversight and guidance to agency partners on paid search and other digital marketing tactics.
- Build and maintain strong, collaborative relationships with Investments and Operations teams and their leadership, ensuring alignment between marketing strategies and overall business goals.
- Partner closely with these teams to develop marketing budgets, establish best practices, and support investment decisions through targeted marketing initiatives.
- Actively contribute to strategic discussions, leveraging marketing insights to enhance the performance of operational and investment objectives.
Market Insights and Due Diligence
- Stay informed of competitive communities, market trends, and sub-market dynamics to inform strategic decision-making.
- Conduct due diligence on prospective acquisitions, reviewing marketing assets and making recommendations for post-acquisition improvements.
Cross-Functional Collaboration
- Partner with support functions on quality control, training, sales performance, and community-specific needs.
Responsibilities
- Analyze and track performance marketing performance metrics
- Bachelor’s degree in Marketing, Business or related major.
- 8+ years’ direct experience in marketing and lead generation with proven results related to increased sales and revenues
- 5+ years’ supervisory experience
- Experience in the multifamily industry strongly preferred
- Strong leadership and team management skills required
- Strong attention to detail
- Strong analytical skills with expertise in performance metrics, lead generation, conversion optimization, and customer segmentation to drive data-informed marketing strategies.
- Excellent written and verbal communication skills
- Exceptional time-management and organizational skills
- Expertise in marketing technology tools, such as CRM systems, website content, and Google Analytics
- This an in-office/on-site position that may require weekly, monthly, and quarterly travel