LocationCharleston - 997 Morrison Drive, Suite 402
Job DescriptionAs
Director of Marketing (Demand Generation), you own the full marketing-driven demand funnel from first touch through qualified lead, tour intent, and application. You are accountable for generating high-quality, conversion-ready demand and optimizing it into efficient, scalable leasing outcomes across all markets.
You are responsible for ensuring marketing is not just driving traffic - but delivering measurable, revenue-impacting pipeline.
**Location: onsite in Charleston, SC 29403 (Charleston Technology Center)**
Essential Job FunctionsPipeline & Funnel Ownership- Own full funnel: traffic lead tour application lease
- Set and hit pipeline targets
- Build forecasting models
- Improve lead quality and conversion rates
Performance Marketing & Channel Optimization- Own end-to-end acquisition strategy across all paid and owned channels (ILS, paid search, SEO, paid social, email, website)
- Allocate and reallocate budget dynamically based on cost per lease and marginal ROI, not channel preference
- Design and execute a rigorous testing roadmap across targeting, creative, bidding, and landing experiences
- Identify scaling levers and aggressively double down on high-performing channels; eliminate underperforming spend quickly
- Continuously improve lead quality, not just volume
Lease-Up & Market-Level Demand Strategy- Own demand generation strategy for all new community lease-ups from pre-leasing through stabilization
- Build qualified pipeline ahead of delivery timelines to ensure zero lag in occupancy ramp
- Develop market-specific strategies based on competitive dynamics, pricing sensitivity, and renter behavior
- Prioritize markets and allocate resources based on performance and opportunity, not evenly across the portfolio
Revenue Alignment & Funnel Conversion- Own alignment between marketing, leasing, and operations to drive end-to-end conversion performance
- Analyze and improve conversion rates at every stage: lead tour application lease
- Establish tight feedback loops with leasing teams to identify friction points and lost opportunities
- Use demand data to inform pricing, incentives, and positioning decisions in real time
Data, Attribution & Performance Management- Utilize the Maymont data science team and own full-funnel reporting, forecasting, and marketing performance analysis across all markets
- Implement and refine attribution models to understand true channel contribution
- Make fast, high-confidence decisions with imperfect data; adjust strategy in real time based on performance signals
Creative & Conversion Strategy- Ensure all messaging, creative, and digital experiences are built to drive conversion, not just engagement
- Partner with creative resources to produce and iterate on high-performing assets quickly
- Continuously test and optimize landing pages, CTAs, and user journeys to improve conversion rates
- Maintain brand consistency, but prioritize performance and clarity over aesthetics
Team & Vendor Leadership- Lead a marketing team with clear roles, responsibilities, and performance expectations
- Establish and enforce accountability systems tied to measurable business outcomes (not activity)
- Develop talent through structured coaching, feedback, and training programs
- Set and track performance metrics across all marketing functions (pipeline, CAC, conversion, ROI, etc.)
- Create a culture of ownership where underperformance is addressed quickly and directly
- Translate company goals into clear, executable marketing plans with defined owners
- Manage agencies and vendors with strict performance expectations tied to measurable outcomes
- Create a culture of speed, experimentation, fun, and continuous optimization
Additional Responsibilities- Perform other duties as assigned to support business objectives
Performance Expectations & Key Metrics:Performance will be evaluated based on measurable outcomes aligned with company and departmental goals. Metrics may include:
- Qualified Lead Volume: Consistently generating high-intent demand that converts into tours and applications, not just raw lead volume
- Cost Efficiency (Cost per Lease): Driving down acquisition costs while maintaining or improving conversion performance
- Marketing Funnel Conversion Rates: Improving performance across marketing-controlled stages (traffic lead tour intent application) and influencing downstream conversion
- Pipeline Contribution to Occupancy & Revenue: Directly impacting market- and community-level leasing performance through marketing-driven demand and conversion improvements
Required QualificationsEducation- Bachelor's degree in Marketing, Business Administration, Communications, or a related field
Experience- 8+ years of progressive marketing experience with a strong focus on demand generation or growth
- Proven ownership of pipeline/revenue
- Demonstrated success in Multifamily, Single-Family Rentals (SFR), or Build-to-Rent (BTR) marketing or an adjacent consumer real estate vertical
- Proven ability to manage marketing strategy across a large, multi-market portfolio simultaneously
- Experience setting and managing marketing budgets with accountability to ROI
- Track record of leading and developing high-performing marketing teams
Skills & Competencies- Deep expertise in performance marketing: paid media, ILS optimization, SEO/SEM, email, and digital channels
- Strong analytical mindset with experience using CRM and reporting platforms (Salesforce, HubSpot, Tableau, or similar)
- Exceptional communication and presentation skills - comfortable in executive-level discussions and community-level conversations alike
Preferred Qualifications- Experience with BTR or multifamily lease up communities from pre-leasing through stabilization
- Familiarity with property management and marketing tech stacks common in SFR/MF (Entrata, RealPage, Yardi, Rently, Engrain, MRI, Tour24, or similar)
- Experience operating inside a high-growth, PE- or institutional-backed real estate platform
- Passion for resident experience and a customer-first marketing philosophy
- MBA or equivalent advanced degree
