Director of Marketing

Position Summary 

The Director of Marketing is a senior leadership role responsible for building, executing, and scaling Blair Cato's marketing strategy across all offices, platforms, and audiences. This is not a coordinator role. It is a builder's role. 

The right candidate will own the firm's brand identity, lead its content and social media ecosystem, manage its podcast network, coordinate CRM-integrated marketing campaigns using SugarCRM, and serve as the internal champion for AI-powered marketing tools. This person will work cross-functionally with attorneys, business development, and operations, and will be accountable to clearly defined KPIs and performance metrics. 

Key Responsibilities 

1. Brand Strategy & Identity 

• Own and protect the Blair Cato brand across all markets, channels, and communications 

• Maintain consistency in tone, visual identity, and messaging statewide, from Columbia to Horry County to Spartanburg 

• Tailor messaging and content to resonate with the firm's core realtor audience 

• Develop and manage the Dishin' SC brand hub and its sub-brands by market 

2. Content & Social Media 

• Lead social media strategy and content calendar for Facebook, Instagram, LinkedIn, and YouTube 

• Develop and schedule platform-specific content such as reels, carousels, short-form video clips, and long-form posts 

• Write or oversee copy that reflects Blair Cato's voice: professional, warm, local, and authoritative 

• Create holiday, milestone, and awareness campaigns (e.g., International Women's Day, National Homeowner Month) 

• Coordinate with attorneys to source quotes, stories, and market-specific insights for content 

3. Podcast & Video Network: Dishin' SC 

• Manage the Dishin' SC brand hub and its two flagship shows: Dishin' Dirt and Dishin' Data (AI-focused) 

• Coordinate attorney participation and episode scheduling for Dishin' Data across the firm's markets, including Columbia, Horry County, Spartanburg, Greenville, Camden, and Sumter 

• Develop episode templates, production schedules, and distribution workflows across YouTube, Spotify, Apple Podcasts, and social media 

• Support attorneys in building their individual market brands through content strategy 

• Track episode performance (views, leads attributed, social engagement) by market and share results with attorneys and leadership 

• Produce clip-based repurposing (Shorts, Reels, highlight carousels) from full-length episodes 

4. CRM-Integrated Marketing Campaigns 

• Execute tier-based marketing campaigns aligned to agent segments: Unicorn, Diamond, Platinum, and Gold 

• Segment and prioritize strategic accounts as Must Win, Must Keep, and Must Grow, aligning campaign focus and resources accordingly 

• Build and manage a seasonal campaign calendar (spring, summer, fall) and milestone-based outreach 

• Maintain the campaign calendar in SharePoint and sync it with CRM (SugarCRM) 

• Ensure every Blair Cato-attended event is logged in the CRM with appropriate lead capture 

• Distinguish and track informational vs. attendance events; build post-event follow-up workflows 

• Collaborate with business development to align campaign activity with BD rep outreach and cost allocation tracking 

• Support referral partner communications, managing targeted outreach by tier and by office 

5. AI-Powered Marketing & Innovation 

• Champion AI adoption across the marketing function, using tools to accelerate content creation, personalization, and campaign optimization 

• Work alongside the firm's AI-focused content pillar, including the Dishin' Data show, to educate agents and referral partners on AI in real estate 

• Build and maintain prompt libraries, AI-assisted workflows, and content templates 

• Stay current on emerging marketing tools and platforms; evaluate and recommend to leadership 

6. Reporting & Performance Management 

• Define, track, and report on marketing KPIs, including social growth, engagement rate, episode views, leads attributed, and campaign performance by tier 

• Provide regular dashboards to firm leadership on marketing ROI and brand health 

• Use performance data to make recommendations on content investment, platform prioritization, and attorney participation sequencing 

• Support PE readiness by ensuring marketing infrastructure is documented, measurable, and scalable 

7. Vendor & Agency Management 

• Manage relationships with photographers, videographers, graphic designers, and any contracted marketing vendors 

• Oversee production quality for all Blair Cato visual content 

• Manage the marketing budget with discipline and a clear ROI lens 

Qualifications 

Required 

• 7–10 years of marketing experience, with at least 2 years in a leadership or director-level role 

• Demonstrated experience managing social media strategy across LinkedIn, Instagram, Facebook, and YouTube 

• Experience with podcast, video, or content network production and distribution 

• Proven ability to build and execute multi-channel campaigns tied to CRM segmentation 

• Proficiency with AI tools for content creation (ChatGPT, Claude, Canva AI, or similar) 

• Strong written communication skills with a track record of producing professional, brand-consistent content 

• Experience with marketing analytics and reporting; comfort presenting data to leadership 

• Ability to work cross-functionally with attorneys, operations, and business development teams 

Preferred 

• Experience in legal services, real estate, financial services, or professional services marketing 

• Familiarity with SugarCRM, HubSpot, or similar CRM platforms 

• Experience with SharePoint-based content calendaring and workflow management 

• Knowledge of South Carolina's real estate market and legal landscape 

• Experience building or managing a personal brand for professionals or executives 

Core Competencies 

• Strategic Thinking & Brand Stewardship 

• Content Creation & Storytelling 

• Social Media & Platform Expertise 

• Podcast & Video Production Coordination 

• CRM-Integrated Campaign Management 

• AI Fluency & Innovation Mindset 

• Data Analysis & Performance Reporting 

• Cross-Functional Collaboration 

• Project Management & Execution Discipline 

• Professional Communication & Executive Presence