Director of Digital Growth & AI Marketing

Description

Director of Digital Growth & AI Marketing

Location: Texas

Overview

This is not a traditional digital marketing role. It is a growth leadership role responsible for building and operating an AI-first marketing engine across multiple (90) brands.

The expectation is not incremental improvement. The expectation is step-change performance through automation, AI, and disciplined execution.

Core Mandate

Build And Operate a Digital Growth Engine That

• Wins across SEO, AEO (Answer Engine Optimization), and AIO (AI Optimization)
• Design and manage demand strategies that adapt to occupancy, pricing posture, unit availability, and lease trade-outs. Converts demand through high-performing landing pages and funnels
• Partner with Revenue Management and Asset Management to establish demand guardrails, escalation triggers, and spend on/off ramps
• Participate in regular revenue, demand, and performance reviews and provide data-driven recommendations
• Scales content and distribution via video, social, and email ecosystems
• Leverages AI and automation to reduce manual work and increase output
• Produces measurable, repeatable growth across multiple brands
  
  

What You Will Own

• Search & AI Visibility (SEO / AEO / AIO)
• Execute strategy across traditional and AI-driven search
• Build content frameworks designed for zero-click and AI-generated environments
• Identify and prioritize ranking opportunities across all brands
• Set requirements for scalable content systems (executed by AI Architect)
• Growth Strategy & Prioritization
• Execute on what gets built, optimized, or scaled
• Translate business goals into digital growth plans
• Prioritize across 90 properties and multiple brands
• Conversion & Landing Page Performance
• Support landing page strategy, testing, and performance
• Support funnel architecture aligned to user intent
• Lead A/B and multivariate testing roadmap
• Set requirements for templates and testing infrastructure
• Video, Content & Distribution Strategy
• Execute the video-first and AI-scaled content strategy
• Align content across SEO, social, and email
• Ensure content is built for both discovery and conversion
• Direct large-scale content production (enabled through automation systems)
• Social & Email Ecosystem
• Support lifecycle marketing from lead → lease → resident → renewal
• Build behavior-driven email systems and journeys
• Position social as a distribution engine, not just brand presence
• AI-Driven Marketing Application
• Identify where AI and automation should be applied across the funnel
• Continue to define use cases for:
• Content generation
• Optimization
• Reporting
• Campaign execution
• Partner with DSAI to implement and scale these systems
• Performance & Analytics
• Responsible for performance across:
• Demand Generation
• Engagement
• Conversion
• Revenue impact
• Define success metrics and reporting frameworks
• Drive optimization based on data, not opinion
  

Partnership Model with AI Architect (Non-Negotiable Clarity)

To Ensure Speed And Eliminate Overlap

This Role (Director of Digital Growth)

Owns:

• SEO / AEO / AIO strategy
• Content strategy and priorities
• Conversion strategy and funnel performance
• Channel performance (search, video, social, email)
• Responsible for:
• Traffic growth
• Conversion improvement
• Revenue impact
  

Expectation

This role must be highly effective at translating strategy into system requirements and partnering with a technical counterpart to execute at scale.

What “Great” Looks Like

• Organic and AI-driven traffic becomes the dominant acquisition channel
• Content production scales significantly without increasing headcount
• Marketing operates as a system, not a series of campaigns
• AI is embedded into workflows, not layered on top
  
  

Required Experience

8–12 years in digital marketing with full-funnel ownership

Proven success scaling SEO and organic growth engines

Deep understanding of:

Technical SEO

Structured data / schema

AI search environments (AEO / AIO)

Strong experience in:

• Demand Generation
• Conversion rate optimization (CRO)
• Landing page strategy
• Email automation and lifecycle marketing
• Content and video strategy at scale
• Experience working alongside technical teams (engineering, systems, AI)
  
  

Technical Expectations

• Analytics: GA4, Heap or equivalent event-based platforms
• Tagging: GTM or equivalent
• SEO tools: SEMrush, Ahrefs, Screaming Frog
• CMS experience (headless environments preferred)
• Familiarity with AI tools, automation platforms, and prompt systems
• Understanding of scalable content and video production workflows
  
  

Non-Negotiables

• Builds systems, not one-off campaigns
• Makes decisions based on data and outcomes
• Comfortable operating in ambiguity and building from zero
• Does not rely on agencies for strategy
• Can partner effectively with technical counterparts without overlap