Regional Marketing Manager

Job description

SUMMARY

The Regional Marketing Manager assists the Supervisor in developing and executing all plans and strategies created to raise occupancy and awareness of properties within the Vesta portfolio. The Regional Marketing Manager is responsible for collaborating with the marketing team, onsite teams, and regional leadership to create customized tactical marketing strategies and ensure consistent deployment across their portfolio. They will partner with groups internal and external to implement a strategic marketing plan that aligns with the community and portfolio goals.

DUTIES AND RESPONSIBILITIES

1. Reputation Management - Oversees the reputation of all Vesta Realty property pages (Google, Facebook, Apartments.com). Ensures that every review on all platforms is responded to professionally, whether personally or with the assistance of a reputation management vendor. Develops ideas for improving ratings and maintaining a positive image of Vesta properties.
2. Social Media Management - Adheres to the Vesta Realty social media strategy of frequent posts with quality, branded, and hyper-local content. Collects and edits social media calendars for assigned communities on a monthly basis and ensures that all content is posted.
3. Customer Experience Management - Performs daily reviews of Lead Management System messaging to ensure response rates and customer service is meeting Vesta standards. Interacts with residents and prospects via social media engagement and private messages to answer questions, address concerns, and ensure leads are added to the Lead Management System.
4. Vendor Relations - Attends at minimum, quarterly performance reviews with current vendors, evaluates performance, makes recommendations, and gives directions.
5. Acquisitions/Disposition Oversight and Transition of Marketing Items - Assists in acquisition and disposition assignments by managing the transfer of digital assets, setup of new advertising and campaign agreements, transition, and updates of social channels, and onboarding new team members by reviewing Vesta policies, procedures, and practices related to marketing and advertising. Maintain inventory for new acquisition gifts and assemble 50-60 gifts for each property takeover.
6. Budget and Forecast - Assists in creating a marketing budget on an annual basis. Uses financial analysis to ensure marketing spend is successful at each community.
7. Strategic Marketing - Stays up to date with trends in the industry and revises marketing plans to ensure all properties and corporate are exceeding the competition. Analyze performance and KPIs of communities to make recommendations, adjustments, and changes to marketing sources and spend. Generates lead volume. Evaluate conversion data and communicate with operational leadership on performance trends and developments.
8. Marketing Audits - Continuously performs audits to ensure all marketing information is accurate, up to date, and complete. Types of audits include, but are not limited to photography, website, ILS, reviews, and report completion.
9. Site-Level Training and Involvement - Works with Supervisor to research, create, and conduct portfolio training for new programs and continuing education of marketing initiatives. Assists properties in the planning process for resident events sends out mass digital communication before the event, ensures the events have been properly marketed to maximize participation, and recaps on all events to evaluate the success and likelihood of repeating the event. Project manages the development of community-specific digital assets and collateral materials, communication pieces, promotional materials, websites, and training materials for an assigned portfolio of communities.
10. Website Management, Design, and Updates - Updates the websites with any changes to content, photos, and specials. Evaluate SEO keywords implemented in the text of the website to determine if a refresh needs to be made. Ensures that the Property Management Software is integrated with all digital channels and assists IT when an error is discovered.
11. Digital Marketing - Maintains intermediate knowledge of digital marketing, search engine optimization, search engine marketing, and social media optimization. Monitors performance of SEO and SEM to identify potential risks, make improvements, or maintain performance to maintain KPIs. Makes recommendations for campaigns and spend.
12. ILS Management and Updates - Manages all information on internet listing sites and ensures marketing content is up to date at all times. Resolves syndication issues identified by operations. Provides technical guidance and support to onsite and corporate teams as well as colleagues to include troubleshooting challenges discovered as onsite teams audit digital ad channels for accuracy.
13. Photography and Videography - Coordinates all photo and video shoots with the onsite teams and regional managers, whether shoots are for a specific listing site or for all online sources. Updates the website and all other online sources with photography and branded lifestyle. Conduct photoshoots for all properties when necessary while using various photographic techniques and lighting equipment; edit and transform all photos for the website and social media use.
14. General Community Performance Analysis - Examines trends at communities in a portfolio to determine ways to improve performance. Examples include occupancy trends, traffic numbers, conversion ratios, and follow-up engagement. Makes suggestions, recommendations and communicates with Regional Managers based on analysis. Conducts weekly touchpoints, at minimum, with Operations through calls/meetings to discuss client expectations, marketing goals, and marketing support to enhance property performance.
15. Management of Internal Marketing Initiatives - Assists Supervisor in coordinating and communicating company events using social media and internal company email platforms when assigned. Assists Supervisor in ensuring all action items relating to marketing for corporate events are completed. Assists Supervisor in designing and maintaining inventory of corporate promotional materials and uniforms. Assists Supervisor in executing external marketing opportunities with TAA and AACO with the possibility of expanding to additional Apartment Associations. Assists Supervisor in creating content and print items for other departments in the corporation when requested. Conducts headshot photography for all corporate members.
16. Travel to Communities - Travel to communities to meet and develop relationships with on-site team members. Conducts in-person training on marketing and customer service-related topics.

REQUIREMENTS

1. Two years related experience and/or training, or any equivalent combination of education and experience that provides the required knowledge, skills, and abilities.
2. Industry experience preferred.
3. Ability to apply common sense understanding to carry out instructions furnished in written, oral, or diagram form. Ability to deal with problems involving a few concrete variables in a variety of situations.
4. Excellent writing, communication, and presentation skills. Exceptional analytical and problem-solving capabilities. Ability to communicate effectively and efficiently via email. Ability to present information in one-on-one or small group situations to both internal and external customers.
5. Intermediate familiarity with key marketing strategies, metrics, and leveraged data to make strategic business decisions.
6. Proficiency in Facebook, Instagram, Twitter, LinkedIn, and others.
7. Ability to drive to different Vesta properties.
8. Ability to travel to on-site work location. (Remote work is not offered)