Director of Marketing

Director Of Marketing

The Director of Marketing is responsible for driving portfolio performance through strategic marketing and brand positioning. This role leads the development and implementation of integrated marketing strategies. A top candidate will join the team with a knowledge of YARDI.

The Director partners closely with Regional Managers, Community Managers, and Executive Leadership to ensure marketing initiatives align with Carlisle's business practices and financial objectives. This position plays a critical role in improving lead generation, conversion ratios, resident retention, and overall property performance.

Marketing Leadership & Strategy

• Develop and execute comprehensive marketing strategies to drive qualified traffic, brand awareness, and leasing velocity.
• Ensure consistent branding and messaging across all properties and corporate channels.
• Create and maintain standardized marketing policies, best practices, and toolkits for property teams.
• Stay current on industry trends, emerging technologies, and competitive positioning strategies.

Digital Marketing & Online Presence

• Oversee property website design, functionality, content accuracy, and user experience.
• Manage SEO and SEM strategies in partnership with third-party agencies to optimize paid and organic traffic.
• Oversee Internet Listing Services (ILS) performance, integrations, pricing negotiations, and ROI analysis.
• Manage Google Business profiles, online reputation strategies, and review response protocols to maintain strong ratings and mitigate negative reviews.
• Administer and establish best practices for property and corporate social media platforms (LinkedIn, Facebook, Instagram, X, YouTube, etc.).
• Operate and grow the corporate LinkedIn presence with relevant, engaging content aligned with business development goals.

Analytics, Reporting & Performance Metrics

• Establish and monitor key marketing KPIs including leads by source, cost per lead, cost per lease, conversion ratios, website traffic, and review scores.
• Analyze marketing funnel performance and identify opportunities for improvement.
• Provide monthly reporting and actionable insights to executive leadership and operations teams.
• Evaluate marketing spend efficiency and recommend budget reallocations to maximize ROI.

Marketing Budgeting & Asset Support

• Partner with Regional and Community Managers to develop and manage annual marketing budgets.
• Provide strategic recommendations on rent positioning, advertising specials, amenities, and promotional campaigns based on performance data.
• Assist with marketing due diligence for acquisitions and repositioning strategies for underperforming assets.
• Support disposition strategies by enhancing brand positioning and occupancy stabilization efforts.

Engagement & Retention Initiatives

• Develop resident engagement best practices and support on-site teams with event strategy and retention campaigns.
• Design and distribute corporate communications, including newsletters and promotional materials.
• Oversee procurement of marketing and promotional materials portfolio-wide.
• Promote a sales-driven culture while maintaining compliance and customer service excellence.

Technology & Systems Integration

• Oversee marketing technology platforms including, ILS integrations, website platforms, and automation tools.
• Ensure seamless integration between marketing platforms and property management systems.
• Evaluate and recommend new tools to enhance lead generation, conversion efficiency, and reporting accuracy.

Business Development Support

• Collaborate with executive leadership on RFP responses and business development presentations.
• Produce and maintain marketing collateral and business development materials.
• Support new property onboarding with marketing strategy
• Build strong relationships with industry partners, vendors, ownership groups, and referral networks.

Qualifications

• Knowledge of YARDI preferred
• Bachelor's degree in Marketing, Business, Communications, or related field preferred.
• 35+ years of progressive experience in multifamily marketing
• Strong analytical capabilities with the ability to translate data into strategic action.
• Experience managing digital marketing platforms, ILS channels, and SEM