The Director of Marketing is a senior leadership role responsible for developing and executing the comprehensive marketing strategy for Chesapeake Homes. This position owns brand positioning, demand generation, digital presence, and community marketing - and leads the marketing team to deliver measurable results aligned to company revenue and growth goals. The Director reports to the President and partners closely with the Sales department to drive pipeline, buyer engagement, and long-term brand equity.
ROLE DETAILSReports To: President
Direct Reports: Marketing Manager(s), Marketing Coordinators, Digital Marketing Specialist, Online Sales
Department: Marketing
STRATEGIC LEADERSHIP- Develop and own the annual marketing strategy aligned to company sales goals and growth targets
- Define department-wide KPIs and establish reporting cadences to executive leadership on marketing performance
- Lead brand positioning strategy, ensuring consistent messaging and identity across all communities, channels, and customer touchpoints
- Identify market opportunities, emerging trends, and competitive threats, and translate insights into actionable strategy
- Partner with the Director of Sales / CEO to align marketing investment with revenue priorities and new community launches
TEAM LEADERSHIP & DEVELOPMENT- Recruit, hire, develop, and retain a high-performing marketing & online sales teams including Marketing Coordinators, Digital Marketing, and Online Sales Counselor staff
- Set clear performance expectations, conduct regular reviews, and provide ongoing coaching and professional development
- Define team structure and delegate responsibilities appropriately, ensuring execution at the coordinator level
- Foster a culture of accountability, creativity, and continuous improvement within the marketing department
BUDGET & VENDOR MANAGEMENT- Own the annual marketing budget - develop and present budget allocations to leadership
- Approve marketing expenditures, vendor contracts, and agency relationships
- Evaluate and optimize spend across all channels, measuring cost-per-lead and return on marketing investment
- Negotiate contracts and manage relationships with creative agencies, media partners, and vendors
BRAND & CREATIVE DIRECTION- Own and steward the Chesapeake Homes brand - define standards, guidelines, and visual identity
- Provide strategic creative direction for all collateral including ads, brochures, flyers, invitations, and signage
- Approve all external-facing copy for website, advertising, and marketing materials
- Oversee product photography, video production, and visual storytelling across communities
- Direct sales office design, and corporate branding for new communities
DIGITAL MARKETING STRATEGY- Set strategy and own outcomes for all digital marketing channels including SEO, paid digital, email, and social media
- Oversee website strategy, user experience, and ongoing content direction - delegate maintenance to the team
- Direct social media strategy and brand voice across platforms (Facebook, LinkedIn, Houzz, Pinterest, YouTube, and others)
- Oversee management of external listing platforms (BDX, Zillow, etc.) and ensure accuracy and performance
- Lead the development and deployment of email marketing campaigns aligned to buyer journey stages
- Own CRM strategy, data integrity, and lead management processes in partnership with the online sales team
COMMUNITY & MARKET OUTREACH- Serve as a senior representative of Chesapeake Homes in key industry organizations (Home Builders Association, SMC, Realtors Association, etc.)
- Build and maintain strategic relationships with realtor partners, community stakeholders, and media contacts
- Direct the planning and execution of realtor and community events in partnership with the sales team
- Coordinate marketing efforts for new community launches including signage, model setup, and promotional campaigns
SALES PARTNERSHIP & MARKET INTELLIGENCE- Partner with Sales leadership to align on lead generation goals, buyer pipeline, and community-level marketing support
- Present marketing strategy, performance metrics, and new initiatives in sales leadership meetings
- Monitor competitive activity, pricing trends, and market dynamics - deliver regular reporting to leadership
- Own customer feedback programs including survey strategy, online reviews, and reputation management (with the assistance of the Customer Experience Manager)
- Solicit and integrate field feedback from sales staff to continuously improve marketing effectiveness
