Marketing Manager

Marketing Manager

Develops and executes marketing initiatives, programs, and strategies to enhance and maximize the continuous operational efficiency of apartment communities with a primary emphasis on new development lease-ups. This role demands a multitasking, high-energy individual capable of thriving in a fast-paced environment to support the dynamic needs of the organization.

The ideal candidate will demonstrate:

• Outstanding verbal and interpersonal communication skills
• Strong critical thinking and problem-solving abilities
• A creative mindset with a strong focus on lead generation
• Adaptability, initiative, and attention to detail

Most importantly, the Marketing Manager must 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.

Summary of functions:

• The Marketing Manager leads the development and execution of leasing and marketing strategies for a designated portfolio of new development and/or underperforming communities.

Responsibilities include:

• Overseeing lead generation and marketing initiatives
• Improving lead performance at focus assets
• Ensuring brand consistency and adherence to leasing and marketing procedures
• Directly supervising and mentoring Marketing Specialist(s)
• Collaborating cross-functionally with Operations and other departments

This role plays a vital part in launching new communities, stabilizing high-priority properties, and driving overall marketing performance.

The primary focus areas encompass:

• Spearheading the lease-up of assigned New Development projects and associated resources.
• Supporting the prevention and recovery of designated Priority Properties.
• Driving brand awareness and ensuring compliance with national campaigns and programs.

Reporting to the Senior Vice President of Marketing, this role collaborates closely with Asset Management, Clients/Partners, Construction/Design, Regional Vice Presidents, and Regional Managers to establish leasing goals, rates, targets, and strategic plans for achieving budgeted occupancy. The Marketing Manager must demonstrate comprehensive knowledge of all marketing platforms, systems, and processes, collaborating closely with specialists within the Corporate Marketing Team.

Essential functions:

• Marketing and Development Support:
• Oversee all marketing elements for new developments, from pre-leasing preparation through grand opening events
• Ensure timely execution of marketing checklists
• Conduct monthly Internet Advertising Audits
• Monitor lead performance and traffic trends
• Participate in regular leasing and marketing calls and meetings

Strategic Planning and Execution:

• Develop and execute marketing strategies to meet leasing and financial goals
• Partner with community teams and leadership to implement advertising and promotional plans
• Ensure properties align with national branding and marketing initiatives
• Analyze market data and competitive trends to create action plans that improve performance

Operational Oversight and Continuous Improvement:

• Cross-reference advertising sources and lead performance reports
• Recommend adjustments to improve lead quality and lease conversion
• Identify training needs and support onsite teams through coaching and development
• Lead or support programs such as cross-marketing, concierge services, social media campaigns, and event activations
• Conduct market research and special projects as assigned

Digital Marketing & Analytics:

• Review and interpret digital marketing performance reports provided by the Corporate Marketing Team
• Use performance insights to make strategic marketing recommendations and identify opportunities for optimization
• Collaborate with the Corporate Marketing Team to align campaign performance, digital strategy, and lead quality
• Apply data-driven thinking to support decision-making at the property and portfolio level

Education/Experience Requirements:

• A business or marketing-related degree or an equivalent qualification is mandatory.
• A minimum of 5 years of experience in a marketing role is required, with specific emphasis on on-site and corporate lease-up experience.
• Knowledge of relevant products and industry is a prerequisite.

Organizational Relationships:

The position reports directly to the SVP of Marketing with interaction and direction provided by the Regional Vice Presidents and Regional Managers when working with properties in their portfolio.

Attendance/Travel Requirements:

This exempt position may require work outside standard business hours as needed to fulfill job responsibilities. Travel is required, including visits to new development communities and focus properties within the assigned portfolio.

While local candidates are preferred, non-local candidates will be considered if they are able to commit to spending several days each month at the corporate office in Greensboro, N.C. Regular in-office collaboration is an important aspect of this role.

Transportation: Must have a reliable vehicle to fulfill all the job's functions. Must have proof of liability insurance for same. Bondable and Valid Driver's License required.

Supervisory Responsibilities: Yes

FLSA Status: Exempt

Physical Demands: Must be able to perform the physical functions of the position, which may include but are not limited to: Must be able to see, hear, talk, sit, stand, walk, reach, climb, stoop, kneel and crouch. Must be able to lift a minimum of 60 lbs. as needed.

Communication: Must be able to communicate effectively both verbally and in written form with Senior Leadership team, Regional Managers, corporate team members, and outside vendors etc.

Language Skills: Ability to read, write and verbally communicate in English.

Working Environment: The work environment characteristics described here are representative of those an employee encounters while performing the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

Education and Experience: Bachelor's degree in marketing or any related field from an accredited institution. Five (5) years experience in multi-family property management industry required.

Demonstrates commitment to deliver outstanding customer service. Experience with project management required.

Skills: The position requires the ability to deal well with people and exhibit strong leadership skills. Evidence of leadership qualities must be exhibited with the region, the company and/or the industry.

Reasoning Ability: Must be able to apply principles of logical thinking to define problems, collect pertinent data, establish facts, draw valid conclusions and initiate appropriate course of action.

Mathematical Skills: The position requires the ability to perform advanced business mathematical functions.

Software Knowledge: Microsoft Word, Microsoft Outlook, Microsoft Excel, Yardi Voyager, Knock CMS, & RentCafe knowledge preferred.

Pre-employment Testing: Successfully complete pre-employment psychological and basic skills exam, including interest patterns. Pass drug test and background check requirements.

Personal Appearance: Dress, grooming and personal cleanliness standards contribute to the business image of Hawthorne Residential Partners. During business hours or when representing the company, you are expected to present a clean, neat and tasteful appearance.