Regional Marketing Manager

Company Description

Vest Residential is a leading multifamily property management company offering comprehensive third-party property management services across the Southeast and Mid-Atlantic. Managing over 20,000 multifamily units from Florida to Virginia, Vest Residential partners with clients to take on property management responsibilities, allowing them to focus on acquiring and developing outstanding communities. Dedicated to providing exceptional service, the company excels in supporting prospects, residents, and future residents with best-in-class customer care.

Role Description

The Regional Marketing Manager is responsible for leading and executing comprehensive marketing strategies across multiple residential communities within their designated multifamily property portfolio. This role will oversee property-specific marketing initiatives to drive leasing velocity, manage property brands, and ensure the effective deployment of marketing initiatives tailored to each community's unique needs. The Regional Marketing Manager will serve as a liaison between the corporate marketing team and regional/onsite teams, managing digital advertising, property-specific marketing budgets, collateral development, website content, signage, and promotional campaigns to optimize lead generation and enhance resident engagement.  

Key Responsibilities

Strategic Leadership and Portfolio Oversight 

• Portfolio Management: Manage marketing operations for an expanded portfolio of properties, ensuring alignment with property branding and internal marketing team initiatives. 
• Collaboration with Regional Leadership and Onsite Teams: Work closely with regional leadership and property managers to troubleshoot marketing/traffic issues, offer marketing guidance and support, and provide marketing and digital advertising recommendations. Develop and implement strategies that drive portfolio-wide success. 
• On-Site Communication: Serve as the primary communication lead during crises or reputational challenges, managing timely and effective responses. 

Brand and Digital Marketing Management 

• Oversee Property Branding: Ensure consistent application of brand elements, including digital advertising, website content, signage, collateral, and photography, across all communities. 
• Website and Digital Audits: Perform routine audits on community websites, ILS listings, Google My Business profiles, and digital advertisements to verify accuracy and optimize lead generation. 
• Content and Social Media Advertising Management: Work with Digital Marketing Analyst to provide insights on community-specific social media advertising needs, and supply photos and content specific to properties for social media channels and campaigns (e.g., Facebook, Instagram, LinkedIn). Audit property content creation, postings, and engagements to ensure that teams are meeting goals. 
• PPC and Google Ads Management: Monitor Google Ads and G5 digital advertising campaigns, adjusting spend and targeting strategies based on monthly performance analysis. 

Traffic Generation and Leasing Velocity 

• Marketing Campaigns for Leasing: Develop and implement promotional campaigns to drive leasing activity, adjusting strategies to meet the leasing velocity goals for each community. 
• Audit Platform Rates and Engagement: Perform weekly or as needed audits to determine on-site team engagement, areas for improvement, template needs, etc. 
• Lead Quality and Conversion Improvement: Collaborate with onsite teams to enhance lead-to-tour-to-lease conversion rates by providing training, optimizing response quality, and adjusting ILS strategies as needed. 
• Implementation of Marketing Programs and Strategies: Lead the implementation of advanced marketing technologies and programs where applicable to increase leasing velocity or enhance resident engagement programs. 

Resident Engagement, Community Support and Collaboration 

• Daily Support for Regional and Onsite Teams: Respond to daily marketing requests from onsite property teams offering support in updating digital flyers, initiating drip campaigns, and addressing immediate marketing needs. Route requests to appropriate marketing team member if necessary (i.e. flyer requests to Creative Marketing Specialist, digital ad needs to Digital Marketing Specialist, etc.) 
• Resident Events and Engagement Initiatives: Oversee and support planning, promotion, and execution of resident events and engagement programs to foster community satisfaction, enlisting help from Digital Marketing Specialist when needed. 
• Onboarding and Transition Management: Facilitate property transitions by managing domain setup, social media access, website configuration, and digital advertising for new acquisitions or dispositions while utilizing the Click-Up master onboarding checklist.  

Reporting, Analysis, and Budget Management 

• Monthly Marketing Performance Reviews: Prepare and present monthly performance reports to for property Owner Groups/Asset Management, tracking traffic volume, lead conversion rates, advertising spend and performance, and budget adherence, as well as any insights or changes. Reports to be delivered via email or meeting, up to Regional Marketing Manger’s discretion. 
• Google Analytics and Performance Tracking: Monitor and analyze marketing performance using Google Analytics, ROI metrics, and traffic data to track key performance metrics, regularly reviewing data to optimize campaign effectiveness and refine community marketing strategies. 
• Budget Oversight: Monitor and manage marketing spends for each community, making recommendations and submitting budget adjustments as necessary.  
• Budget Reporting: Present quarterly reports with actionable insights to VP of Marketing, ensuring alignment with corporate objectives. 

Vendor and Partner Relations 

• Relationship Management: Maintain strong relationships with high-profile vendors and service providers (such as G5, Zillow, Apartments.com, etc.) and negotiate contracts for approval by VP of Marketing. 
• Property-Specific Partnerships and Community Outreach: Provide guidance for on-site teams for community outreach initiatives to establish partnerships with local businesses and influencers to amplify brand visibility and community engagement. 

Qualifications

• Marketing strategy, campaign planning, and branding skills
• Experience in market analysis, data interpretation, and lead generation
• Proficiency in digital marketing platforms, advertising, and social media management
• Ability to collaborate with property management teams and adhere to company branding standards
• Strong organizational, communication, and project management skills
• Proficiency in industry-standard marketing tools and software
• Ability to travel within the Southeast USA (NC, SC, GA specifically) approximately 15% of the time
• Bachelor’s degree in Marketing, Business Administration, or a related field preferred
• Experience in the multi-family real estate or property management sector is a plus