Digital Marketing Manager

About the role

DTN is a Michigan-based property management, construction, development, and ownership company with over 50 years of experience. The company focuses on creating unique living experiences for residents across its multifamily properties. The Digital Marketing Manager will oversee digital marketing strategy, software implementation, and analytics to enhance brand awareness, drive traffic to property and company websites, and maintain a strong social media presence. The role involves driving qualified leads, improving conversion performance, supporting resident experience, and leveraging digital tools to improve operational efficiencies.

Responsibilities

• Collaborate with Operations and Executive Leadership to align marketing initiatives with occupancy, revenue, customer experience, and portfolio performance goals.
• Coach and support onsite teams on digital marketing platforms, CRM systems, reputation management tools, AI technology, reporting tools, and marketing best practices.
• Support digital marketing strategy, campaign execution, launch planning, and performance reporting.
• Assist with annual marketing budget planning, forecasting, vendor evaluations, and performance reviews.
• Develop, manage, and monitor digital marketing budgets to ensure efficient resource allocation and achievement of portfolio performance goals.
• Analyze portfolio performance data and provide strategic recommendations on budget allocation, marketing initiatives, operational improvements, campaign optimization, and revenue growth opportunities.
• Develop, maintain, and distribute recurring reporting on website traffic, lead sources, advertising performance, conversion metrics, occupancy trends, reputation scores, SEO rankings, and marketing ROI.
• Oversee listing accuracy, content quality, and performance across internet listing services including Apartments.com, Zillow, Rent.com, Apartment List, Apartment GEO Fencing, and future partners.
• Manage relationships with third-party marketing agencies, advertising partners, technology vendors, and internet listing service providers to ensure performance expectations and deliverables are met.
• Monitor lead volume, cost per lead, cost per lease, conversion rates, occupancy impact, campaign performance, and ROI while providing optimization recommendations.
• Audit and adjust Google Ads, geofencing campaigns, creative assets, and advertising strategies based on performance, portfolio needs, and ROI.
• Drive traffic through optimized organic and paid social campaigns, backlink strategies, and ongoing monitoring of corporate and property social media channels.
• Oversee and manage the DTN Perks Program, including mailbox management, vendor relationships, commission reconciliation, and payroll coordination.
• Manage monthly marketing checklists and updates, including website updates, business listing management, office hours updates, and digital asset maintenance.
• Oversee DTN’s reputation management program through Soci, including review responses, customer service, portfolio standards, escalation procedures, resident feedback analysis, and reputation performance reporting.
• Maintain and update troubleshooting guides, resources, and best practices for site teams using primary software platforms and marketing processes.
• Develop and facilitate training programs for marketing technology platforms including ChatIQ, CRM IQ, reputation management platforms, social media, and digital leasing tools.
• Manage and troubleshoot DTN’s online leasing efforts, including online leasing documents, forms, and addendums.
• Manage WeCare inquiries from residents, coordinate with leasing offices regarding fees, leases, and community policies, and support resident feedback responses with Operations and property teams.
• Support mass emails from the corporate level for campaigns, updates, and announcements, as directed.
• Manage the RentCafe White Label app for the DTN Resident App experience, troubleshoot app functionality, and evaluate discrepancies from the resident portal.
• Evaluate emerging technology, artificial intelligence, and automation opportunities to improve operational efficiencies, customer experience, lead conversion, and reporting capabilities.
• Serve as the primary administrator and strategic owner of marketing technology platforms and support integrations and data flow between property management software, CRM systems, websites, digital advertising platforms, and marketing technology solutions.
• Set up and manage lead sources, tracking emails, tracking numbers, user access, and troubleshoot CRM systems while partnering with Operations and onsite teams to improve lead management, leasing workflows, automation, follow-up execution, and conversion performance.
• Maintain consistency of DTN branding, messaging, photography, videography, virtual tours, and digital assets across all websites, social channels, advertising platforms, and marketing materials.
• Manage Google, Bing, and Apple Business Profiles, local search optimization efforts, maps listings, and online visibility to improve rankings, reputation, and lead generation across the portfolio.
• Work with the Director of Marketing and Marketing Managers to maintain fresh website content, optimize SEO, improve conversion performance, ensure mobile responsiveness, manage landing pages, revise alt tags, and enhance user experience.
• Manage paid search, display advertising, retargeting campaigns, geofencing, SEO initiatives, social media advertising, ILS performance, and other digital marketing efforts based on portfolio needs and performance.
• Oversee digital marketing strategy and lead generation initiatives across DTN’s portfolio to drive qualified traffic, leads, leases, and occupancy performance.

Qualifications

• 3+ years of experience in property management, hospitality, or retail industries.
• Strong attention to detail and commitment to representing the DTN brand.
• Proficiency with computers and software platforms including Microsoft Word, Outlook, Excel, and PowerPoint.
• Experience using industry software is preferred.
• Reliable transportation for daily job responsibilities and travel.
• Strong analytical skills with the ability to interpret performance data, identify trends, and make strategic recommendations.
• Experience managing digital advertising campaigns, marketing technology platforms, CRM systems, AI tools, and analytics platforms.
• Experience managing third-party vendors, agency relationships, marketing budgets, and performance expectations.
• Excellent project management, communication, and cross-functional collaboration skills.
• Ability to train, support, and influence onsite teams to drive adoption of marketing technology and digital best practices.

Benefits

• Health, Vision, and Dental Coverage
• Competitive 401K package
• Paid Time Off/Paid Holidays
• 8 Hours Paid Annual Volunteer Time
• Education Reimbursement
• Mileage Reimbursement
• Rental Discount at Select DTN Properties
• Ongoing Training, Mentorship and Job Shadowing
• Growth Opportunity

Schedule

Monday–Friday, 8:00 AM–5:00 PM