Senior Marketing Director, Multifamily (Conventional & Affordable)

Reports to: Chief Operating Officer
Team: Marketing (Brand, Digital, Field Marketing, Reputation, Creative)
Location: Austin Operations Office

Role Summary

The Senior Marketing Director will lead portfolio-wide marketing efforts across a mix of conventional and affordable housing communities (e.g., 50/80, LIHTC/HUD). This role is responsible for driving qualified traffic, sustaining strong occupancy, and enhancing resident retention—while ensuring full compliance with Fair Housing and affordable housing regulations. You will oversee strategy, budgets, people, vendors, and technology to deliver measurable NOI growth.

Key Responsibilities

Portfolio Strategy & Planning

• Develop annual and quarterly marketing plans by asset type: lease-ups, stabilized, value-add, and affordable properties (including AFHMP alignment when applicable).
• Establish performance KPIs by asset (CPL, CPQL, conversion rates, occupancy, absorption, renewals, reputation/ORA).
• Manage and optimize the marketing budget, including forecasting, ROI tracking, and mix adjustments based on results.

Demand Generation & Digital Marketing

• Oversee the full digital ecosystem: SEO/SEM, paid social, programmatic, ILS, map/search listings, and Google Business profiles.
• Optimize property websites and landing pages for conversion, accessibility (WCAG), and online application flows.
• Build and refine multi-channel nurture programs (email/SMS) with compliant opt-in/opt-out practices (CAN-SPAM/TCPA).

Brand, Creative, & Content

• Evolve brand standards and ensure property-level creative consistency.
• Develop campaigns for grand openings, renovations, and seasonal demand fluctuations.
• Manage creative assets, including photography, video, and virtual tours.
• Ensure consistent use of Equal Housing logos and compliance with non-discriminatory language.

Affordable Housing Marketing

• Oversee compliant marketing for LIHTC/HUD/PBRA/HOME assets, including AFHMP execution, income/rent limit updates, waitlist communications, multilingual outreach, and community partnerships.
• Collaborate with compliance teams to align advertising copy, eligibility language, and document retention practices.

Reputation & Resident Experience

• Manage online reputation and reviews (Google, Facebook, Apartments.com, Yelp), ensuring timely responses and community engagement.
• Drive resident retention strategies: renewal campaigns, satisfaction surveys, resident events, and referral programs.

Leadership & Field Enablement

• Lead, mentor, and develop a high-performing team (internal and agency partners).
• Provide on-site teams with actionable playbooks: tour scripts, outreach calendars, and follow-up cadences.
• Partner cross-functionally with Operations, Asset Management, and Compliance to align marketing with leasing velocity and revenue objectives.

Data, Technology, & Vendor Management

• Own the marketing technology stack and its integrations with PMS/CRM systems (e.g., Yardi, RealPage, Entrata, Knock, Funnel, Rent Dynamics).
• Establish standardized reporting on lead-to-lease funnels, channel attribution, and budget performance.
• Negotiate and manage contracts with ILS platforms, media partners, and agencies.

Qualifications

• 7–10+ years of experience in real estate/property marketing, with multifamily expertise required; affordable housing experience strongly preferred.
• Demonstrated success managing multi-site portfolios and leading lease-up campaigns.
• Proficiency in SEO/SEM, paid media, ILS optimization, analytics, and conversion rate optimization.
• Experience with PMS/CRM workflows, call tracking, UTM management, and BI tools (Looker, Power BI, Data Studio).
• Working knowledge of Fair Housing, AFHMP, and advertising compliance for LIHTC/HUD programs.
• Strong budgeting, vendor management, and presentation skills.
• Exceptional communication and leadership skills with on-site and cross-functional teams.

Success Metrics (First 6–12 Months)

• Achievement of portfolio occupancy and absorption targets.
• Improved cost-per-lease and time-to-lease versus baseline.
• Increased digital conversion rates across lead-to-lease funnel.
• Enhanced reputation/ORA scores with timely response SLAs met.
• Fully compliant marketing campaigns for affordable assets, including accurate eligibility messaging and timely waitlist updates.
• Standardized reporting and budget governance implemented.

Preferred Experience

• Experience launching new markets or rebranding value-add acquisitions.
• Bilingual skills (Spanish or other languages) for community outreach.
• Previous responsibility for central leasing or contact center enablement.

Compensation & Benefits

• Competitive base salary plus performance-based bonus.
• Comprehensive company-paid benefits (medical, dental, vision).
• Compensation package commensurate with experience and market standards.

EEO & Fair Housing Statement

We are proud to be an Equal Opportunity Employer and fully support Fair Housing principles. All marketing, advertising, and resident communications must comply with Equal Housing standards and applicable program regulations.