Director of Marketing

Hawthorne Residential Partners - Greensboro, NC

Full-time - Senior

Greensboro, NC

Real Estate

About the position

The Director of Marketing is a key leadership role within Hawthorne Residential Partners, responsible for developing and executing strategic marketing initiatives that drive occupancy, brand awareness, lead generation, and revenue growth across our portfolio of properties. This position requires a dynamic and experienced marketing professional with a deep understanding of the multifamily industry, a proven track record of leading successful marketing teams, and the ability to translate corporate goals into actionable marketing strategies. The role is expected to embody Hawthorne's Live It culture, characterized by serving people and communities with kindness, leading with a servant's heart, and making memorable moments an integral part of our business approach. Work will be performed independently on routine and regular assignments at Hawthorne's corporate office. Responsibilities include but are not limited to: developing and implementing comprehensive marketing strategies that align with corporate objectives and support business growth; leading the marketing team in the creation and execution of marketing plans for individual properties; monitoring market trends, competitor activities, and industry best practices to inform strategic decisions; and overseeing the maintenance of the company's brand identity, ensuring consistency across all marketing channels and materials. The Director will also work closely with property managers to develop localized marketing strategies that drive leasing, retention, lead generation, and overall property performance, while analyzing and optimizing marketing initiatives to improve property-level performance. Additionally, the Director of Marketing will be responsible for developing and managing the marketing budget, ensuring efficient allocation of resources across projects and initiatives, and tracking and reporting on the effectiveness of marketing spend. This position reports directly to the Senior Vice President of Marketing and may entail working hours as needed to perform the position requirements satisfactorily, including potential overnight travel.

Responsibilities

• Develop and implement comprehensive marketing strategies that align with corporate objectives and support business growth.
• Lead the marketing team in the creation and execution of marketing plans for individual properties, ensuring alignment with overall brand strategy.
• Monitor market trends, competitor activities, and industry best practices to inform strategic decisions.
• Lead, mentor, and develop a high-performing marketing team, fostering a collaborative and innovative work environment.
• Set clear performance goals, conduct regular reviews, and provide ongoing feedback and professional development opportunities.
• Collaborate with cross-functional teams to ensure marketing initiatives support broader business objectives.
• Oversee the maintenance of the company's brand identity, ensuring consistency across all marketing channels and materials.
• Maintain the company's #1 ranking in the Online Reputation Assessment (ORA) score, ensuring that all properties uphold the highest standards in online reputation management.
• Work closely with property managers to develop and implement localized marketing strategies that drive leasing, retention, lead generation, and overall property performance.
• Analyze and optimize marketing initiatives to improve property-level performance, including occupancy rates, lease renewal rates, resident satisfaction, and lead conversion rates.
• Support new property launches with tailored marketing plans that generate excitement, lease-up velocity, and quality leads.
• Regularly assess the performance of marketing campaigns and strategies at the property level, making data-driven adjustments to achieve optimal results.
• Develop and manage the marketing budget, ensuring efficient allocation of resources across projects and initiatives.
• Track and report on the effectiveness of marketing spend, adjusting as necessary to achieve optimal results.

Requirements

• Bachelor's degree in Marketing, Business Administration, or a related field.
• 8+ years of experience in marketing, with at least 3 years in a leadership role within the multifamily industry.
• Proven track record of developing and executing successful marketing strategies in a multifamily or real estate environment.
• Experience in managing and mentoring a team of marketing professionals.
• Strong leadership and team management skills with the ability to inspire and motivate others.
• Excellent communication and presentation skills, with the ability to effectively articulate marketing strategies to senior leadership.
• Strong analytical skills, with the ability to interpret data and make data-driven decisions.
• Proficiency in marketing software and tools, including CRM systems, marketing automation platforms, and analytics tools.

Nice-to-haves

• Experience with Yardi Voyager knowledge preferred.
• Multi-family, apartment management marketing experience.

Benefits

• Health insurance
• Dental insurance
• Opportunities for advancement
• Retirement plan