Overview

The Durst Organization is looking for a Senior Digital Marketing Manager who will lead the organization’s digital marketing strategy with a focus on social media, content strategy for all digital platforms, and paid media. Digital platforms also include Times Square billboards, digital screens, websites, and a private-labeled app. This role will be responsible for developing multifaceted digital and performance marketing campaigns, especially to complement Residential and Commercial Marketing efforts and corporate business requirements, while working closely with other team members for reputation management on digital platforms. This role will also ensure the cohesion of Durst messaging and voice across the digital platforms and will report on the performance of all digital marketing campaigns.

The Senior Digital Marketing Manager will have the opportunity to construct and oversee an innovative digital marketing team under the direction of a Principal of The Durst Organization, in close collaboration with the Vice Presidents of Marketing and Public Affairs. Currently, the role is directly supported by in-house digital and social media staff with access to a thought-leading digital media agency, a robust in-house marketing team with dedicated leaders in Residential Leasing, Commercial Leasing, and Corporate Marketing, as well as cross-functional support from Public Affairs and a Graphic Design team.

The ideal candidate will have a strong grasp of current digital marketing tools and strategies and be able to lead integrated digital marketing campaigns from concept to execution; is passionate about the New York Real Estate market; stays abreast of the ever-changing digital media landscape; and is experienced in communicating business objectives and campaign ROI with C-level executives.

Responsibilities

• Understand key business objectives to drive the development an overarching digital marketing strategy for the organization that will complement traditional marketing efforts while managing budget and benchmarks for reporting
• Lead the development of team members within dedicated digital marketing disciplines to foster growth of the organizational focus
• Communicate best practices, business objectives, and interpret learnings from key metrics to demonstrate strategy and campaign ROI to leadership and cross-functional team members through regular meetings
• Identify new opportunities within the digital landscape to amplify The Durst Organization presence including new platforms, email or SMS marketing, content trends, or strategic partnerships and present opportunities effectively for execution
• Set social media profile infrastructure and effectuate best practices for cadence, execution, content strategy, and reputation management for The Durst Organization, Durst Residential, Durst Commercial, and other subsidiary business units.
• Oversee the execution of content, social media, and paid media strategy of the digital marketing team ensuring tactics are consistent with business objectives
• Act as the key digital expert for cross-functional projects – providing expertise on content, digital performance, KPIs, etc. – including for an organization wide app, Times Square billboards, and property digital screens
• Develop a strategy to introduce new Residential and Commercial developments across digital platforms as well as continued awareness and support for “stabilized assets” (i.e. properties that are close to or fully leased)
• Create specific digital campaigns outlining budget recommendations, multifaceted tactics, audience segmentation, and metrics for measurable reporting
• Spearhead the RFP process, agency selection, and continued management of The Durst Organization website redesign, including the management of UI/UX and content strategy; establish processes and procedures to ensure successful delivery and ongoing functionality of websites.
• Utilize strong analytical ability to evaluate end-to-end customer experience across multiple channels and customer touch points
• Measure and report performance of all digital marketing campaigns, and assess against goals (ROI and KPIs)
• Analyze metrics and qualitative reports from the digital marketing team and third-party vendors for key learnings and ROI to create a high-level report for overall attribution insights.
• Adapt to evolving digital landscape and demonstrate digital expertise to counterparts or cross-functional teams to assist in creating actionable plans with measurable insights for special projects
• Manage existing third-party agency relationships and vet opportunities to leverage new relationships to assist in the achievement of goals
• Evaluate emerging technologies. Provide thought leadership and perspective for adoption where appropriate
• Serve as a resource, advocate, and catalyst for sustainability at The Durst Organization. Apply the skills unique to the core job responsibilities for practical integration of sustainability into processes, standard operating procedures, and adopted business practices. Seek to empower colleagues, consultants, and tenants to prioritize and actively engage in environmental stewardship.

Qualifications

• Bachelor of Science in Marketing, Advertising, Digital Marketing, or related field
• Minimum of 6 years’ experience in digital marketing or social media marketing preferably in the real estate development industry
• Minimum of 2 years of experience leading a team of 2 or more people
• Strong understanding of social media and performance marketing
• Highly creative with experience in identifying target audiences and devising digital campaigns that engage, inform, and motivate
• Prior experience utilizing DSPs for programmatic ads, Facebook Ads Manager, Google Analytics, Google Adwords, Google Tags Manager, Adobe Suite, and social media software such as Sprout or Hootsuite
• Background or basic understanding of email/SMS marketing, SEO, website content management, design principles, UI/UX, and influencer marketing
• Ability to benchmark performance across all online channels and advise on KPIs for associate monitoring of spend and daily performance of all marketing channels
• Ability to build strong relationships cross-functionally as well as collaborate with outside agencies and vendors
• Up to date with the latest trends and best practices in digital marketing and measurement
• Superior written, verbal and presentation skills to communicate effectively – from interpreting key metrics in the context of reporting on business objectives to setting the voice and tone of the creative copywriting for The Durst Organization digital presence
• Working knowledge of HTML, CSS, and JavaScript development and constraints

Strong analytical skills and data-driven thinking