Responsibilities

The Director - Property Marketing on the Global Property Marketing team is responsible for leading property marketing across an assigned regional portfolio (West, Sunbelt, or Midwest/Canada) spanning multiple asset classes and stages of the property lifecycle.

As the senior Property Marketing partner to the region, the Director works closely with regional leadership, Development, Asset Management and Management Services to develop portfolio and asset-level marketing strategies aligned to business plans, investment objectives and performance priorities.

The role requires cross-sector experience and a strong understanding of portfolio, market and customer dynamics, with the ability to identify where marketing can have the greatest impact and translate that into strategies that drive asset and portfolio performance.

Global Property Marketing is a newly formed global function dedicated to elevating property marketing across the Hines real estate portfolio. Embedded alongside Development, Asset Management and Management Services, GPM brings together market and customer intelligence, product and placemaking expertise, and best-in-class property marketing capability to shape strategy across the full property lifecycle. The function connects the investment thesis to positioning, experience, demand generation and go-to-market strategy - strengthening market position, accelerating demand and driving measurable asset and portfolio performance.

Portfolio & Asset Strategy

• Own marketing strategy across a portfolio of assets, ensuring alignment with asset-level business plans and investment objectives

• Partner with Asset Management, Development, and Management Services to shape asset strategy, including positioning, target customers, and commercial approach

• Provide input into early-stage product strategy, amenity mix, and customer experience to ensure strong market alignment

• Support assets across multiple classes (e.g., residential, PBSA, mixed-use, commercial), adapting strategy based on lifecycle stage and market dynamics

Brand, Positioning & Customer Strategy

• Define and evolve clear, differentiated positioning for each asset, grounded in market insight, customer segmentation, and competitive context

• Ensure alignment with the broader brand while enabling each asset to express a distinct, locally relevant identity

• Translate strategy into compelling narratives that resonate with target audiences and support leasing and revenue objectives

Go-to-Market Strategy & Execution

• Lead the development of go-to-market strategies for launches, lease-up, repositioning, and stabilization phases

• Define channel strategy, campaign approach, and phasing aligned to asset lifecycle and timelines

• Oversee execution of integrated campaigns across digital, brand, property level PR, and partnerships, ensuring consistency and quality

Portfolio Performance & Optimization

• Establish and track KPIs tied to commercial outcomes (leasing, lead conversion, occupancy, revenue)

• Leverage data and insights to continuously optimize performance and inform decision-making

• Partner with Global Digital Marketing Operations to ensure adoption of platforms, tools, and reporting frameworks

Stakeholder & Cross-Functional Leadership

• Act as the primary marketing partner to Development, Asset Management, and Management Services and regional leadership.

• Lead cross-functional coordination across assets and teams, ensuring marketing strategies are connected, sequenced, and optimized at a portfolio level rather than in isolation

• Drive alignment across global frameworks and local market execution, ensuring consistency in approach while enabling thoughtful adaptation to market conditions

• Influence senior stakeholders by bringing clear, data-driven marketing perspectives that shape asset decisions, investment priorities, and go-to-market approaches

Agency & Delivery Oversight

• Oversee agency relationships across the portfolio, ensuring strong strategic input and high-quality execution

• Drive consistency in briefing, scope, and performance management across partners

• Embed best practices and scalable approaches across the portfolio

Minimum Requirements include: 

• 8–12+ years of experience in property marketing, real estate, development, property management or a related multi-asset environment

• Demonstrated experience leading marketing strategy across a portfolio of assets

• Strong understanding of property, product, customer and market dynamics, with experience translating these into positioning, placemaking, demand and go-to-market strategy

• Commercially minded, with the ability to connect marketing strategy and investment to leasing, occupancy, revenue, absorption and broader asset performance

• Experience working across multiple stages of the property lifecycle, including development, launch, stabilization, repositioning and/or ongoing operations

• Strong strategic judgment and the ability to prioritize resources and marketing investment across a portfolio based on business need, market opportunity and performance

• Proven ability to work effectively in a matrixed organization

• Experience leading agencies and specialist partners, with the ability to move confidently between strategy and execution

• Results-oriented: Focused on achieving measurable outcomes and delivering high-quality results through consistent performance and goal-oriented actions.

• Flexible: Able to pivot and adjust approaches in response to changing circumstances, needs, and priorities.

• Change agent: Actively drives transformation and improvement, advocating for innovation and continuous development within the firm.

• Strategy-led: Makes decisions based on long-term vision and strategic objectives, ensuring alignment with overall business goals.

• Adaptable: Comfortable with uncertainty and able to thrive in dynamic environments, swiftly adjusting to new challenges and opportunities.

• Fiscally Responsible: Committed to managing resources efficiently, ensuring financial sustainability, and making sound budgetary decisions to support business growth.

• Building Alliances: Forms mutually beneficial relationships with other individuals or groups.

• Personal Learning: Actively seeks to expand one’s knowledge base and learn from experiences.

• Compensation
  • Los Angeles & Chicago: $150,000 - $215,000 + Bonus
  • Houston, Dallas, & Atlanta: will be discussed