Corporate Office
Charlotte, NC
Reports to the SVP of Property Management
The Director of Property Marketing & Digital Strategy will be responsible for all marketing efforts and strategy within the Northwood Ravin portfolio (excluding single-family home and townhome communities), including but not limited to website creations, updates, creating annual marketing budget assumptions, and proposing and executing on-site marketing plans. In addition to their portfolio marketing responsibilities, the Director of Property Marketing & Digital Strategy will oversee the digital marketing team associates.
POSITION AUTHORITY
The Director of Property Marketing & Digital Strategy has direct authority over the Graphic Designer, Digital Marketing Specialist, and Digital Marketing Associate. Director of Property Marketing & Digital Strategy is responsible for fostering a creative and healthy work environment to enhance the employee experience and individual performance while working in a fast-paced, solution-oriented environment.
Position Responsibilities:
Personnel Management
- Ensure professional development of team through ongoing training, instruction, counseling, and leadership.
- Track and analyze data of incoming and closed marketing tickets to ensure accuracy and efficiency. Roll up your sleeves, coach, and delegate as necessary.
- Host weekly marketing team meetings to:
- Review open tickets and pending projects. Help set appropriate deadlines as necessary and track progress of multi-stage projects.
- Provide feedback on closed ticket quality, if applicable.
- Review upcoming projects in pipeline and execute/delegate tasks appropriately to team members.
- Ensure communication between the marketing team and on-site team and/or various divisions is completed in a timely and purposeful manner.
- Provide feedback, goal-setting, and coaching opportunities to team members.
- Administer success plans to employee(s) requiring performance improvement, or corrective actions to employee(s) with performance concerns.
- Create, foster, and maintain a healthy/positive work environment amongst marketing team. This includes an open-door policy and conducting regular check-ins with all individual team members.
- Document performance improvement notes in Paycom. Include SVP of Property Management and HR Director directly if termination is required per company policy and guidelines.
- Ensure all administrative processes involving personnel are handled on a timely basis (i.e., performance evaluations, salary reviews, bi-weekly time sheet approvals, change of status forms, etc.).
Portfolio Marketing Strategy
(Excludes single-family rentals & townhome communities)
- Successfully market NWR managed communities to qualified prospects in order to maximize property performance.
- Propose, implement, and track new creative marketing and incentive programs.
- Track, analyze, and improve portfolio digital engagement metrics (SEO / PPC campaigns, social media, website). If digital performance needs optimization, partner with the Regional Manager to make digital strategy budget adjustments.
- Analyze traffic count / quality and identify high-exposure inventories to create and implement monthly and quarterly plans for each community within the portfolio.
- Produce weekly, monthly, and annual reports summarizing traffic trends, top traffic sources, and digital performance as needed.
- Submit annual marketing assumptions for communities during budget season.
- Attend Annual Budget Camp to aid Community Mangers and Regional Mangers in creating marketing budgets and strategies for the upcoming year.
- Review and improve site teams monthly marketing plans and make recommendations based on occupancy trend and traffic need. Ensure marketing plans are executed.
- Research and make recommendations for what companies to include in Preferred Employer Program for lease-up communities 90 days prior to starting pre-leasing.
- Monitor effectiveness of established Preferred Employer Programs.
- Support on-site teams with creating social media and digital content that is on-brand with their community. As needed or recommended, provide training for on-site team members.
- Meet with Regional Manager and Community Manager bi-weekly (virtually) to go over marketing data, marketing needs, recommendations, and current marketing spend and propose adjustments as necessary.
- Partner with Director of Sports Partnerships to optimize rent revenue opportunities.
- In conjunction with Director of SFR Marketing & Corporate Communications, ensure press releases for property announcements (Now Open / Pre-leasing, award nominations, etc.) are being submitted to local media outlets.
- Consistently review and update content on websites within the portfolio to ensure accuracy and fresh content, especially for properties in lease up,
- Propose and execute sub-market social media campaigns.
- Cultivate and manage 3rd party vendor relationships to optimize cost savings and appropriate spending allocations.
- Help plan, promote, and attend, new community soft and/or grand openings to aid with social media content, photography, and have a marketing presence to support on-site team.
- In partnership with the Director of Property marketing and Digital Strategy, ensure there is a marketing presence at local networking events (Axios, Sports Partnerships, awards ceremonies, TAA / GCAA signature events, etc.) to foster relationships with vendors, promote Northwood Ravin and/or community brand(s), and create social media content to post on appropriate accounts.
Skills & Qualifications:
- Maintain a sense of urgency.
- Minimum 5 years’ experience in marketing, communication, or related field.
- Minimum of 2 years’ experience in a Director or Assistant Director role within apartment marketing or communication field.
- Bachelor’s degree in marketing, Communications, or related field.
- Experience with Microsoft Office.
- Exceptional at writing and proofreading.
- Ability to travel approximately 25% of the time.
- Creative.
- Self-starter.
- Prioritizes business needs and works fast.
- Solution-oriented mindset.
- Team player.