What are the responsibilities and job description for the Marketing Manager position at Ashton Woods Homes?
Overview
Ashton Woods is more than just a home builder. From the sale of our first home in 1989 to recently being named Builder of the Year by Builder Magazine, our focus has always been on blazing new trails and pushing the boundaries of what’s possible in homebuilding. Ashton Woods, the #1 private home builder in the United States, markets its homes through its two award-winning brands, Ashton Woods, and Starlight Homes. The Ashton Woods brand is known for designing thoughtfully curated, inspired homes for people who love design. The company’s commitment to innovation and continually evolving to meet the needs of the market is a key reason we are one of the most celebrated home builders in the nation, winning hundreds of national and local industry awards in product and community design, architecture, merchandising, sales, marketing, and customer service. Headquartered in Atlanta, Georgia; Ashton Woods sells new homes in Atlanta, Austin, Charleston, Dallas, Houston, Jacksonville, Nashville, Myrtle Beach, Orlando, Phoenix, Raleigh, San Antonio, and Tampa.
Position Overview
The Marketing Manager leads the marketing strategy and execution of programs designed to drive qualified consumers to Ashton Woods communities and ashtonwoods.com with a focus on optimizing ROI of marketing spend. The Marketing Manager also serves the broader role of brand steward for every touchpoint with the consumer.
Responsibilities
Strategic Planning and Execution:
This position operates primarily in the field requires travel to and from various locations daily. Some work will be performed in a standard office environment requiring the use of standard office equipment. Standing and walking will be required both in the field and in the office environment. The environment is fast paced and subject to numerous schedule and priority changes and short notice activity. Transportation is required; Safety concerns include dangers while driving.
Ashton Woods is more than just a home builder. From the sale of our first home in 1989 to recently being named Builder of the Year by Builder Magazine, our focus has always been on blazing new trails and pushing the boundaries of what’s possible in homebuilding. Ashton Woods, the #1 private home builder in the United States, markets its homes through its two award-winning brands, Ashton Woods, and Starlight Homes. The Ashton Woods brand is known for designing thoughtfully curated, inspired homes for people who love design. The company’s commitment to innovation and continually evolving to meet the needs of the market is a key reason we are one of the most celebrated home builders in the nation, winning hundreds of national and local industry awards in product and community design, architecture, merchandising, sales, marketing, and customer service. Headquartered in Atlanta, Georgia; Ashton Woods sells new homes in Atlanta, Austin, Charleston, Dallas, Houston, Jacksonville, Nashville, Myrtle Beach, Orlando, Phoenix, Raleigh, San Antonio, and Tampa.
Position Overview
The Marketing Manager leads the marketing strategy and execution of programs designed to drive qualified consumers to Ashton Woods communities and ashtonwoods.com with a focus on optimizing ROI of marketing spend. The Marketing Manager also serves the broader role of brand steward for every touchpoint with the consumer.
Responsibilities
Strategic Planning and Execution:
- Develop comprehensive plans from audience selection to offer and messaging strategy, vehicle selection, creative development, evaluation, and optimization in alignment with goals.
- Develop, manage, and execute annual/quarterly marketing strategies and marketing plans.
- Partner with VP of Sales to ensure marketing programs are aligned with goals.
- Manage agencies in creation of online and offline marketing initiatives including direct mail, email, collateral, signage, displays, ads (online and offline), events and web page content.
- Provide agency partners with well-thought out, effectively written creative briefs and evaluate creative output against briefs in an objective, articulate, constructive manner.
- Own the holistic lead management database messaging capabilities for the division, including all triggered emails, e-blasts, and messages sent on behalf of individual communities and/or at the request of individual sales counselors.
- Attend weekly sales meetings and conduct community visits to build rapport with sales agents.
- Serve as local market expert responsible for monitoring trends and competitive activity both online and within the community.
- Manage marketing budget and regularly analyze program performance, consistently tying results to division objectives and strategies.
- Set performance goals for and deliver programs optimizing Cost/Lead, Cost/Sale and ROI.
- Monitor community traffic on a weekly basis to identify trends, evaluate communities behind traffic / sales goals, and make marketing plan recommendations to improve performance.
- Utilize Salesforce and Pardot toolset to measure marketing effectiveness and gain insight into performance by traffic source to optimize performance and prioritize vehicles driving results.
- Review Google Analytics and digital media reports to ask probing questions, provide agency partners with appropriate guidance and regularly optimize media mix to drive ROI.
- Issue performance reports to key constituents on an ongoing and ad hoc basis.
- Visit models and sales offices, assessing model and sales office presentations, signage, and collateral presentations.
- Assist community sales with necessary on-site promotional support and self-marketing efforts.
- Evaluate and manage online content to ensure adherence to brand standards and drive consistent impact to conversion metrics.
- Book and manage new community photo shoots on a timely basis in accordance with guidelines, updating photo library and ashtonwoods.com with new model photography.
- Other tasks as assigned.
- Bachelor’s degree in marketing, Communications, or related field.
- At least 5 years of marketing experience (e.g., 360 strategic marketing plans and tactics; managing agency partners, digital and traditional (online / offline) marketing vehicles).
- Experience with data-based decision-making utilizing analytics to set and evaluate marketing programs.
- Experience using CRM and/or marketing automation to drive business results.
- Must be able to read, write, and speak fluently in English. Spanish language skills are helpful. Employees in the position are required to be able to hear and have sufficient vision to utilize all office equipment.
- Use of hands and fingers is required to utilize standard office equipment.
- Ability to drive an automobile for required travel
- Requires occasional lifting up to 20 pounds.
- These physical requirements are representative of those required to successfully perform the essential functions of this position. Reasonable accommodation will be provided to enable individuals with disabilities to perform these functions if requested.
This position operates primarily in the field requires travel to and from various locations daily. Some work will be performed in a standard office environment requiring the use of standard office equipment. Standing and walking will be required both in the field and in the office environment. The environment is fast paced and subject to numerous schedule and priority changes and short notice activity. Transportation is required; Safety concerns include dangers while driving.