- Manages day-to-day activities of the marketing team members and motivates the team to achieve organizational goals.
- Resolves conflicts and facilitate resolution to ensure objective fulfillment and swift response to marketing issues and opportunities.
- Manage Marketing Directors and subsequent teams to ensure consistency of Berkshire's communications, training, and marketing of Berkshire's brand.
- Establishes and maintains a consistent corporate image throughout all product lines, promotional materials, and events.
- Actively promote company-wide brand initiatives and ensures the Company's mission, vision and values are tied to all campaigns.
- Oversee firms third party Digital Marketing Services.
- Oversee property and company social media reputation management, and content management on all platforms.
- Involvement with appropriate Multi-Housing and Apartment Associations
- Ensure marketing analytics strategy is being utilized to make data driven decisions connected to operational business plans.
- Oversee day-to-day strategic marketing direction in partnership with operational VP's, and Property Management teams.
- Be the project lead on key initiatives ensuring timelines are met and all key stakeholders are engaged, contributing and apprised of statuses.
- Responsible for analyzing and approving all ad spends, digital activities as part of the property marketing plan and within budgeted guidelines.
- Lead strategic planning including corporate/product positioning, market and competitive analysis, customer segment selection and penetration plans.
- Implement brand plans with Marketing Director- Brand that analyze consumer behavior, assess brand health, deliver brand consistency, market share and volume.
- Identify opportunities to reach new marketing segments and expand market share.
- Direct the design and production of marketing and leasing materials.
- Monitor relative performance against industry peers including but not limited to performance, new products and reputation.
- Facilitate the evaluation, design, and update overall effectiveness of property websites.
- Using industry and external industry resources, continuously evaluate and identify additional forms of effective advertising.
- Partner with various team members in the creation of marketing and leasing components of the annual budgets for each of the sites. Recommendations to be based upon occupancy goals, financing parameters, market conditions and economic trends.
- Define and direct marketing programs for demand creation, lease up strategy for developments and acquisitions, lead generation and interface with operations for lead tracking and management.
- Provide feedback on physical aspects of sites including but not limited to; common areas, office condition/layout, exterior condition/curb appeal, clubhouse and signage. Requires physical visits to sites as determined by the VP of Marketing.
- Develop and track metrics and success criteria for all marketing programs and activities.
- Conduct and analyze prospect, customer, and resident research to evolve marketing focus.
- Analyze new technology trends (hardware and software) relating to the marketing and sales process.
- Attend and participate in regularly scheduled property management meetings and all other meetings that require marketing's insight.
- Develops and executes comprehensive marketing plans and programs, both short and long range, to support sales and revenue objectives of organization.
- Supports and analyzes Search Engine Optimization (SEO) and Search Engine Marketing (SEM) ad campaigns ensuring digital spends are effective and generating positive ROI.
- Create, instruct, review, and adjust Berkshire University marketing/sales related course material. Evaluate course material annually.
- Any special projects or duties assigned by VP of Marketing.
- Contribute to the methodology for branding the entire Berkshire portfolio working with the VP of Marketing, Head of Property Management, MD|COO Property Operations and SVPs including, but not limited to, naming sites at takeover, common office set up, common dress code and signage.
- Responsible for image control for site and Berkshire logo branding (i.e. standards, usage, content consistency in print and internet use).
- Bachelor's Degree with emphasis in Marketing, related major or similar.
- At least 5 years' experience managing a marketing team of five or more.
- Direct experience in the multifamily industry is required.
- At least 5 years' experience developing and marketing a national brand.
- High proclivity of analytics to use data as a vehicle and generate plans / strategy; strong mathematical and analysis skills required.
- Thorough knowledge of advertising principles, media and market research and marketing special events
- Development and Lease-up experience preferred.
- Able to manage multiple projects and priorities and utilize outside agencies and vendors.
- Create systems for measuring marketing effectiveness.
- Experienced with management of direct or indirect staff.
- Able to manage geographically various markets and asset class.
- Project Management
- Creative and cost conscious, able to manage department with an in-house focus.
- Able to communicate effectively, both oral and in writing, with all levels of management, business representatives/vendors and the general public
- Able to plan, organize, and effectively present ideas and concepts to groups.
- Able to assimilate information from a variety of sources, analyze information and recommend courses of action to be taken.
- In depth experience with social media platforms and content management
- Understand graphic design components and software.
- Experience with Yardi and Rent Cafe a plus.
- Understanding and experienced in Microsoft Suite of Products and the Internet
- Able to adapt to new technology and make recommendations on the appropriate technology used for the sales process.
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Assistant Vice President, Marketing - Boston, United States - Berkshire Residential Investments
Description
Company OverviewBerkshire Residential Investments is a people-first real estate investment company who values not only the impact we make as a company, but the time we spend together in our high-performing teams. We value individual skills and perspectives to allow us to best serve our employees, investors, residents, and other stakeholders.
If you're interested in a workplace where everyone feels empowered to bring their full, authentic selves to work each day, come join our talented and growing team at Berkshire Residential Investments. Our environment of entrepreneurial spirit, culture of expertise and our people-first approach will allow you to thrive while continuing to grow in your career.
Position Summary
The Assistant Vice President of Marketing will report to the Vice President of Marketing and drive the day-to-day aspects of Berkshires property strategy regarding operational marketing, brand, lead funnel, reputation, and digital marketing ecosystem. Key aspect of duties will include oversight of the firms two Marketing Directors (Analytics and Brand), the overall property operations website platform, reputation management systems, marketing analytics, technology, marketing media strategies and support of BerkshireTHRIVE.
Under the direction of the Vice President of Marketing, this position will also be responsible for executing the company's key initiatives, exceeding marketing/sales goals, portfolio marketing performance goals, and overall brand management and promotion of Berkshires consistency and integrity of our brand.
Responsibilities include, but are not limited to:
LEADERSHIP, OVERSIGHT AND COMMUNICATION RESPONSIBILITIES:
Knowledge/Experience:
Berkshire Residential values diversity, equity, inclusion and belonging. Berkshire is committed to providing equal opportunity in all practices, including employees and applicants for employment. We ensure that decisions affecting employees are made without regard to their race, color, creed, national origin, age, disability, gender, gender identity, sexual orientation, or any other protected status.
