The Director of Marketing is a critical role that contributes greatly to the overall image, reputation and financial performance of the company. In this role, the team member will successfully lead marketing initiatives, manage the reputation management program, and oversee relationships with local and national advertising vendors.
Marketing Initiatives: Ensure marketing resources are readily available to team members and marketing initiatives are being executed at the highest degree possible. Work with Regional Marketing Managers to create cutting edge marketing plans, and accurate progress analysis, to drive qualified traffic and increase occupancy. Complete and present a thorough market analysis report for lease-ups and newly acquired assets to upper management and owners.
Review market analysis reports, completed by Regional Marketing Managers, and assist in the presentations as needed. Manage the marketing request program and act as the liaison for the site teams and the graphic design team. Partner with the graphic design team in the creation of marketing materials to produce materials that are visually appealing while effectively communicating the desired message.
Oversee the creation and production of renewal campaign collateral, take the lead in ordering materials from vendors and distributing materials to on-site teams. Ensure that all advertising (print, online, signage, billboards, etc.) radiate photos and typography that are fresh and eye-catching, the description is creating a sense of excitement and urgency, and that the overall presentation is the best possible image of the company and its holdings. Evaluate and monitor SEM campaigns and results, fine-tune as necessary, report results.
Manage the expenses allotted for SEM keyword campaigns diligently, seek approval for increased funds when necessary. Regularly monitor the company’s SEO standing, celebrate successes and report concerns to upper management. Approve all content being posted to the company’s social media accounts, ensuring content is upholding the social media standards set by the company.
Analyze and monitor the CRM system to share data with upper management and owners. Manage the inventory of company branding collateral, order and distribute materials efficiently and ensure on-site teams are championing messaging effectively.
Reputation Management Program: Oversee and closely monitor the company’s reputation management program. Stay abreast of online rating and review websites, communicate changes and new features regularly. Facilitate reputation management training protocol with the Regional Marketing Managers, ensuring onsite teams have been properly educated on the company’s expectations and standards. Complete weekly/monthly/quarterly/annual reports and distribute results to upper management and owners.
Vendor Relationships: Approach all local/state/national vendor negotiations with a goal to achieve best pricing for materials, products and services. When applicable, negotiate multi-property contracts to realize economies of scale and savings. Communicate with onsite teams and Regional Managers of any changes in relationship status with local/state/national vendors and provide a list of active vendors. Diligently work on fixed expenses for financial plans.