The Demand Generation Strategist is responsible for developing and executing AVE's demand generation strategy across our portfolio of communities nationwide. This position drives the top-of-funnel awareness, qualified traffic, and lead generation that fuel occupancy and revenue growth.
As the Demand Generation Strategist, you will collaborate closely with the EVP of Marketing Communications and VP of Revenue & Data Strategy to translate market trends and property performance into campaigns that generate demand. You will lead marketing strategy discussions with Property Leadership, coordinate execution through the AVE Marketing Creative Production Team, and partner with Sales Leadership to support B2B partnerships and referral marketing efforts.
Your role will be multifaceted, encompassing demand generation and channel mix strategy, campaign planning and calendar management, digital marketing (SEO/GEO/PPC and paid media), conversion rate optimization, performance analysis, and marketing technology. You will manage our digital agencies and own paid media budgets across all AVE markets.
This role will have a hybrid schedule, which will be a mix of working onsite 3 days per week at one of our residential locations in New Jersey or the Greater Philadelphia Area and 2 days per week from home, with additional 25% travel required as needed throughout all AVE markets nationwide. This role will be required to work onsite 5 days per week for the first 90 days for training and onboarding.
Responsibilities:Demand Generation
- Develop and execute AVE's marketing and advertising strategy to drive demand, awareness, and engagement across markets, in collaboration with the EVP of Marketing Communications and VP of Revenue & Data Strategy
- Develop and execute top-of-funnel marketing strategies to increase brand awareness and generate demand across all AVE markets
- Optimize channel mix, conversion rates, and cost per lease across advertising sources based on the needs and performance of each market
- Manage print and digital collateral strategies for each property, partnering with the Marketing Creative Team to support property goals and ensure timely execution
Campaign Strategy
- Analyze market trends, property performance, and business needs to inform campaign strategies and goals
- Lead marketing strategy discussions with property leadership to develop campaigns and coordinate execution through the AVE Marketing Creative Team
- Manage the campaign calendar to ensure brand initiatives and property-specific campaigns are planned, prioritized, and executed effectively
- Partner with Sales Leadership to develop and execute marketing campaigns that support B2B partnerships and business development efforts
Digital Marketing
- Develop and execute strategic digital marketing initiatives in partnership with property and brand leadership to enhance online visibility, drive qualified traffic, and generate leads across AVE communities
- Manage relationships with digital agencies supporting SEO, GEO, and PPC, as well as third-party platforms and media partners, to ensure performance aligns with established goals
- Manage paid media campaigns in collaboration with agency and Social teams, monitoring performance against established KPIs and identifying opportunities for optimization
- Manage paid media budgets and optimize monthly spend to support demand and lead generation goals
- Collaborate with the Web Team to optimize landing pages and other digital environments to drive conversions for high intent prospects
- Develop SEO roadmaps aligned with company objectives, market opportunities, and target audience needs
- Partner with the Content Team and agency partners to ensure website copy, landing pages, and blog content follow SEO best practices
- Collaborate with the Brand Communications Team to ensure digital marketing initiatives align with AVE's brand voice and regional and local positioning strategies
Performance Optimization and Analytics
- Develop and present quarterly performance reports to brand and property leadership, highlighting demand-generation and lead-generation results, trends, and opportunities
- Collaborate with the Web Director to identify and implement conversion rate optimization (CRO) opportunities across prospect-facing web environments
- Analyze marketing and prospect data to help develop and refine prospect personas and audience segments
- Conduct monthly competitive and market analyses for each property to identify trends, inform campaign strategy, and ensure marketing initiatives remain responsive to market conditions
- Monitor campaign and channel performance and recommend optimizations based on KPIs, lead quality, conversion performance, and business needs
Marketing Technology
- Continuously enhance our marketing tech stack, researching and analyzing new features within existing systems as well as proactively seeking out new solutions to ensure our brand utilizes best-in-class products that scale
- Oversee digital sales tool optimization and implementation to develop ideal strategy for deployment of assets across marketing channels
- Identify emerging digital trends and technology solutions to enhance the renter journey
Requirements:- Bachelor's degree in marketing, business, or a related field
- Minimum of 5-7 years of experience in marketing, with a focus on hands-on development of digital and traditional marketing strategies and driving results, preferably in multi-family or hotel/hospitality
- Extensive experience in consumer/prospect journey strategy and implementation with technology, ideally within the property management industry (Yardi/RentCafé, Entrata, etc.)
- Proven experience developing and managing search engine marketing (PPC/SEO) strategy to drive traffic and customer acquisition
- Multi-family lease-up strategy experience desirable
- Proven track record of successfully developing and executing marketing campaigns that drive growth and brand recognition
- Strong leadership experience influencing change internally/selling programs to executives desirable
- Exceptional communication and interpersonal skills with attention to detail and the ability to convey complex business strategies clearly
- Strong knowledge of emerging marketing trends and technologies
- Demonstrates strong business judgment and sound decision-making skills; identifies, prioritizes, and articulates highest impact initiatives
- Experience managing external partners and agencies
- Strong analytical skills and experience using web analytics tools (e.g., Google Analytics) and ability to make data driven decisions
- Ability to collaborate effectively with cross-functional teams
- Strong project management skills and ability to manage multiple projects simultaneously
- Supervisory or managerial experience a plus
- Certifications in digital marketing or related fields (e.g., Google certification) are desirable
CompensationIndividual compensation decisions will vary as the annual base compensation range provided is approximate and determined by a variety of factors including but not limited to experience, qualifications, education, and geographic location. AVE also offers additional bonus potential paid out on a monthly and/or quarterly basis (dependent upon the position), which is not included in the base compensation range listed above. All applicants who meet the general job requirements as outlined in the description are encouraged to apply.
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The Perks- Fun, positive, and collaborative work environment
- Robust training program and ongoing professional development opportunities
- Comprehensive benefits package including: PTO, medical, vision, dental, and 401k (permanent full-time roles only)
- Enjoy a special day to celebrate in your birthday month each year with paid Birthday Time Off (permanent part-time and full-time roles only)
- Opportunities to give back including: participation in AVE's regular drives and fundraisers in addition to paid Volunteer Time Off each year to volunteer with your non-profit organization of choice (permanent part-time and full-time roles only)
- Complimentary furnished apartment stays at any AVE location nationwide for personal travel (permanent part-time and full-time roles only)
- A career home! Tons of potential for long-term career advancement within a rapidly expanding organization
