The Regional Marketing Strategist's role is to provide expert-level assessment and strategic direction for marketing efforts at regional, submarket and property levels that will ultimately increase revenue and drive occupancy.
-Drive the overall strategy for designated portfolio and submarkets based on proactive data/metrics and performance triggers, relative to prioritization and classification (depth of review/assistance)-Focus on increasing occupancy and revenue by providing support, guidance and direction to community and regional staff in the development and implementation of strategic marketing programs
ESSENTIAL JOB FUNCTIONS
Strategy Development & Implementation
-Create a portfolio strategy that addresses regional marketing efforts (in tandem with the Director of Marketing Strategy and operational VPs)-Develop marketing and media plans for properties within designated portfolio-Work with Marketing Account Manager and Marketing Account Coordinator to implement the strategies-Work with Marketing Account Manager and Marketing Account Coordinator to monitor community marketing initiatives in accordance with the strategic plan and adjust based on specific needs to maximize traffic and closing performance (support would be for the entire portfolio with specific attention to and prioritization of key assets)-Maintain relationships with Alliance operations and development associates for designated portfolio-Evaluate marketing efforts for new properties transitioning in to the Alliance portfolio within a designated region and generate marketing recommendations to drive occupancy based on budget-Regularly travel to designated submarkets for in-person marketing assessments, training and consultation-Maintain a strong focus on generating new ideas through creative strategy; continually research and make recommendations on new opportunities and marketing channels in local markets Digital/Social-Maintain in-depth knowledge of online marketing channels-Provide PPC and SEO recommendations that aid property performance-Work with the Social Media Manager to provide recommendations regarding social engagement, reputation management and promotional efforts Outreach & Retention -Track and review outreach efforts for all communities within designated portfolio on a quarterly basis; provide direction, feedback and recommendations, and outline best practices for onsite associates-Maintain in-depth knowledge of market changes and trends that affect outreach efforts at the property level, and provide recommendations based on these findings -Create and manage national and regional networks of employer contacts and programs-Assist properties with development of resident retention programs and events
-Attend multiple training courses in AU as content experts-Assist in the development of course material-Support marketing initiatives at the community level by reinforcing monthly marketing calls and new resources/roll-outs -Evaluate on-site marketing efforts, providing training and coaching to staff as needed-Coordinate with Regional Performance Directors for marketing efforts with crossover between marketing and training
Data & Metrics
-Review a combination of community metrics that include asset management data, associate performance, competitive market conditions and advertising source analytics to generate a unique marketing strategy at each community -Revisit and adjust the marketing efforts upon consistent review of data sources to ensure business and revenue objectives are met -Monitor and track all advertising source effectiveness and provide recommended changes as needed, based on ROI -Review and analyze reports to identify large-scale trends in traffic and conversions-Review lead-management efforts and metrics (to include online leads and electronic communication) to ensure timeliness and professionalism of property response
-Communicate consistently with all VPs and Regional Managers in designated portfolio -Effectively facilitate the rollout of any corporate marketing initiatives to on-site teams and Regional Managers-Maintain in-depth knowledge of industry trends; effectively make recommendations to operations and development teams for marketing needs based on overall goals-Facilitate regional budget presentations -Act as point of contact for local media vendors and regional advertising opportunities-Demonstrate excellent communication skills, organizational style and attention to detail-Possess ability to multi-task, act under pressure, and work with multiple internal and external team members across several disciplines and locations-Other duties as required
REQUIREMENTS-College degree and 4+ years of multifamily experience in an agency or marketing discipline-Strong verbal and written communication skills -Proficiency in Microsoft suite of programs to include Word, Excel, PowerPoint. -Ability to work independently and takes initiative while contributing to the overall success of the Alliance marketing department and team.-Effectively organize, prioritize and time manage workload.-Maintains discretion in working with sensitive and confidential information.-This position requires ongoing travel to assigned region and/or portfolio.
Alliance Residential Company is a fully-integrated multifamily real estate operating company focused on the development, acquisition, construction and management of residential and mixed-use communities in the United States. Headquartered in Phoenix, Alliance has 26 regional offices divided among six regions throughout the U.S. Over the past 13 years, Alliance has become one of the largest private... apartment owners and the 15th largest management company in the nation, boasting a $7.0+ billion portfolio, 59,000 units in 24 metropolitan markets and a presence in 15 states.