Job Summary
The Director of Marketing for Lease-Up Operations reports to the Vice President of Lease-Up Operations and Transactions and is responsible for developing and managing a unique marketing platform to support the MAA Lease-Up Division. The lease-up marketing platform should encompass a strategic approach to the marketing and branding of new developments from design through stabilization. The position ensures each lease-up property is equipped with marketing tools and resources to enable on-site property teams to meet and exceed performance expectations in support of MAA development and investment goals.
Duties and Responsibilities
Develops and manages relationships with on-site property teams, Marketing, and other corporate departments (e.g., Development, Investments, Operations, Legal) to coordinate and implement lease-up marketing efforts.
Develops, reviews, presents, and approves annual marketing budgets for each development/lease-up property.Provides status reports on regular cadence.Analyzes spends and trends to ensure adherence to budget and explains any variances.
Frequently reviews the most current and effective lease-up marketing initiatives through external sources (e.g., Envida, Rentable, and Geofencing) and manage pilots specific to lease-up marketing needs.
Manages current and new external marketing vendors and advertising contracts for lease-up properties.
Manages property website on MAAC.com for all development and lease-up property webpages.
Manages, reviews, and improves lead generation programs and initiatives for lease-up properties.Assesses effectiveness of lead generation sources and adjusts accordingly.Continuously identifies opportunities to enhance and maximize lead generation.
Organically cultivates an individual brand and identity for each new lease-up property through social media platforms.Ensures lease-up brand identifies with and supports broader company branding.
Acquires and applies knowledge of each submarket for development and lease-up properties to overall marketing/brand strategy.Fosters a sense of community through interactions with prospects, residents, and local businesses.
Plans, schedules, and executes special events (e.g., grand openings, monthly resident events) to create a sense of community and fosters the MAA brand in collaboration with on-site teams.
Sources, creates, and manages any marketing collateral necessary for lease-up (e.g., print, brochures, promotional items).Works closely with company marketing partners (e.g., Brandwell).Connects with local marketing sources (e.g., local print, farmers’ markets, radio).
Sources and manages national and market level vendors for any marketing signage needs on lease-up properties.
Sources, schedules, and manages photography for all lease-up properties. Reviews and approves proofs before publishing content. Ensures all content adheres to MAA branding standards and requirements. Ensures content accurately highlights MAA brand for any content to be used online, print, or via social media accounts.
Establishes, manages, and operates social media accounts (e.g., Instagram, Facebook) for lease-up and development properties. Grows followers, likes, click-through, and, ultimately, website conversion through social media marketing. Offers content suggestions for corporate MAA social media platforms (e.g., LinkedIn).
Manages all accounts for digital marketing sources and facilitates improvement and expansion of digital marketing presence for development and lease-up properties. Regularly reviews and influences the online reputation management and presence (e.g., Apartment Ratings, Google, Yelp) of lease-up properties.
Travels as needed for meetings and events with agencies, properties, and/or industry conferences.
Performs other related duties as assigned to meet the needs of the business.
Required Qualifications
Bachelor’s degree in marketing or related field required, or an equivalent combination of education and experience
7-10 years of marketing, advertising, and/or brand management experience required
Experience with the planning and execution of advertising and/or marketing campaigns required
Preferred Qualifications
Master’s degree in business, marketing, or a related field preferred
Advertising and/or marketing experience in real estate, hospitality, or related field preferred
Property management, development and/or lease-up experience preferred
Knowledge, Skills, and Abilities
Knowledge of marketing and advertising strategies, principles, and practices
Knowledge of web and digital marketing technological capabilities and applications
Creativity and graphic design knowledge and skills
Vendor management skills, including development, interpretation and application of contractual terms and conditions
Change management knowledge and skills
Negotiation and influencing skills
Organizational and project management skills
Written and verbal communication skills, including delivering presentations
Critical thinking and problem-solving skills
Computer skills with Microsoft Office applications (Word, Excel, Outlook, PowerPoint)
Ability to travel overnight by motor vehicle and/or airplane
Physical and Environmental Requirements
The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job.
While performing the duties of this job, the employee is regularly required to talk or hear. The employee frequently is required to stand; walk; use hands to finger, handle or feel; and reach with hands and arms.
This position requires the ability to occasionally lift office products and supplies, up to 20 pounds.
This job operates in a professional office environment. This role routinely uses standard office equipment such as computers, phones, photocopiers, filing cabinets and fax machines.
Disclaimer
Please note this job description is not designed to cover or contain a comprehensive listing of activities, duties or responsibilities that are required of the employee for this job. Duties, responsibilities and activities may change at any time with or without notice.