Director of Digital Marketing & Automation
Posted on Jun 1, 2020 by Prometheus Real Estate Group
Were excited for you to join us in our mission to pursue good living for the greater good. This means providing the very best living experience for our Neighbors, while doing good in our communities and beyond. It also means supporting you in your career goals with the very best working experience, and that starts with us having fun in the work we do together.
ABOUT THE ROLE
Our Director of Digital Marketing & Automation will be responsible for driving demand/lead generation through development of marketing strategies, implementation of campaigns through Pardot (Salesforce marketing automation) and maximizing performance of our external digital marketing agency.
AVERAGE % OF TIME
KPIs Occupancy, NRI, cost per lead, cost per lease
Facilitate internal communication between digital agency and stakeholders Goal setting, data storytelling, strategic priorities and decision making
Work with agency and in-house creative team to make ongoing creative/campaign optimizations
Assess marketing performance in the areas of occupancy/retention, advertising efficiency and revenue growth. Gain a deep understanding of ROI for each marketing activity so team can determine best allocation of resources, time and marketing dollars
Ensure that inventory and pricing are driving the advertising strategy in order to maximize lead generation and revenue growth, while balancing cost per lead
MARKETING STRATEGY & CAMPAIGN MANAGEMENT
KPIs Lead generation, lead to lease conversion
Drive the strategy and execution of all lead generation email programs
Work closely with digital advertising agency and internal teams to Identify growth opportunities and turn data into actionable insights that will help the organization achieve assigned sales targets.
Develop customer journey maps and continually test and learn to refine direct customer communications.
Develop audience insights that inform email marketing programs, and assist in planning and executing robust email marketing programs, including series-based emails (welcome series, loyalty, abandoned cart, post purchase and lapsed buyer)
Manage schedule of all email deployments including email marketing calendar, design, build, proof and deploy to optimize user response and evenly distribute daily/weekly email volume
Setup and deploy with Salesforce to engage new prospects and existing
Ensure emails are optimized for both web and mobile
Build and actively manage email send lists
Continuously conduct A/B tests and analyze results to garner insights and optimize future email campaigns
Analyze campaign performance and suggest improvements
Collaborate with internal and external stakeholders to ensure brand and legal guidelines are followed in emails
Provide regular and comprehensive updates on KPI's, including conversion, lifetime value, bounce rate, engagement rates, etc.
Required Qualifications, Skills, And Experience
Minimum of 8 years of email marketing and marketing automation experience (Pardot, Marketo, etc).
Demonstrated experience with developing email campaigns that drive sales
Expertise in data-driven marketing and customer segmentation
Knowledge of email best practices including subject lines, messaging, segmentation, list management, deliverability and CAN-SPAM/anti-spam laws
Highly analytical with a balance of creative and analytical mindset
Expertise in online metrics and best practices. Knowledge of Company Data Studio a plus
Experience with A/B testing
Decisive and logical at thoroughly evaluating issues. Excellent planning, execution and project-management skills.
Proven experience leading cross-functional marketing planning and coordination
Insatiable curiosity and desire to work through problem solving to develop new methods and practices. Clear thinking around where to focus; recommendations based on sound analysis. Methodical and hands-on as well as detail-oriented
A team player and builder, receptive to ideas from others. Shares information and keeps team members and partners informed. Works effectively with others to identify and resolve issues. Excellent interpersonal skills and an ability to interact successfully with all levels of management as well as a diverse work force
Advanced executive level presentation skills
Multifamily/real estate experience preferred
BA/BS in business, marketing, or equivalent required