Role OverviewAs a Regional Marketing Manager, you motivate and empower community teams while developing and executing lead-generation campaigns, marketing programs, and strategic initiatives that support the multifamily communities in your portfolio. Your work increases prospective resident engagement, strengthens brand presence across markets, and enables on-site teams to convert leads more efficiently. You help ensure consistent marketing performance, elevate resident and prospect experience, and drive alignment between community operations and Cortland's overall marketing strategy. Your impact will result in higher-quality leads, improved occupancy, stronger revenue performance, and more cohesive marketing execution across the portfolio-all contributing to Cortland's growth and market leadership.
- Analyze submarket trends and results to develop a strategic marketing and advertising plan designed to drive qualified sales and leads
- Build and establish a collaborative partnership with onsite community teams, portfolio leadership, and corporate teams to nurture and enrich Cortland's culture, guiding principles, and mission
- Partner with the social media and website teams to assess online presence, image, reputation, ratings, and brand consistency as it relates to the overall customer experience and brand message; strategize and recommend enhancements, campaigns, and solutions to improve overall results and customer experience
- Work with Operations and Investments teams to develop budgetary numbers, guidelines, best practices, and expected results as it relates to all aspects of marketing, curb appeal, and collateral at the community and portfolio level
- Assist and support Branding, Design, and Investments teams in creating and maintaining brand identification, marketing collateral, product enhancements, and overall design
- Ensure consistency between the brand and the customer base identified in the business strategy and plan for the investment
- Strategically identify and vet beneficial partnerships that will support the company mission and vision, promote community lifestyles, and further overall investment strategy required to strengthen the overall performance
- Conduct ongoing reviews of advertising, messaging, websites, and collateral materials for accuracy and relevance as it relates to verbiage, messaging, brand identification, creativity, contact information, and results
- Research competitive communities, market shifts, employment trends, sub-market changes, new product development or renovation, primary businesses, market trends, and differentiators that may impact asset value or performance
- Understand and discuss communities in the area, pricing, product, promotion, and their customer demographic and employment base
- Understand and proactively manage effectiveness of lead generation and advertising platforms to drive qualified sales leads
- Provide all guidance, recommendation and reporting related to results and effectiveness to all your assigned communities and portfolio
- Oversee the management and execution of strategies and programs that support the achievement of the portfolio's performance goals by creating and implementing action plans around lead generation
- Evaluate and understand advertising on a cost-per-lead and cost-per-move-in basis; navigate accordingly the entry and/or exit into a specific advertising space
- Make recommendations regarding the completion of effective outreach marketing, on-site curb appeal, resident functions, advertising campaigns, and resident retention efforts through building positive awareness about the property within the local neighborhood and community
Qualifications- Superb 5+ years of direct marketing, lead generation, and industry experience with proven results related to increased sales, lead generation, and revenues
- Bachelor's degree in related field or equivalent progressive experience in marketing
- Excellent customer service skills while maintaining the highest standards of professionalism
- Strong verbal and written communication skills
- Self-starter and have the ability to multi-task while having the ability to work independently within identified parameters
- Proficiency in word processing, spreadsheets, and database management programs; general software knowledge including: Outlook, Excel, Word, and the Real Page product suite
- Must have a valid driver's license; must be able to lift up to 50 pounds, bend, walk and climb stairs
- Ability to travel 40% for community visits
