Director of Marketing (Demand Generation)

Purpose

At Maymont Homes, our mission is to positively impact the lives in the communities we serve. We believe in creating opportunities for families and enhancing the communities we support.

About the role

Join a purpose-driven team where your work creates opportunity, sparks innovation, and helps families across the country feel truly at home. The Director of Marketing (Demand Generation) owns the full marketing-driven demand funnel from first touch through qualified lead, tour intent, and application.

Responsibilities

• Own full funnel: traffic lead → tour → application → lease
• Set and hit pipeline targets
• Build forecasting models
• Improve lead quality and conversion rates
• Own end-to-end acquisition strategy across all paid and owned channels (ILS, paid search, SEO, paid social, email, website)
• Allocate and reallocate budget dynamically based on cost per lease and marginal ROI, not channel preference
• Design and execute a rigorous testing roadmap across targeting, creative, bidding, and landing experiences
• Identify scaling levers and aggressively double down on high-performing channels; eliminate underperforming spend quickly
• Continuously improve lead quality, not just volume
• Own demand generation strategy for all new community lease-ups from pre-leasing through stabilization
• Build qualified pipeline ahead of delivery timelines to ensure zero lag in occupancy ramp
• Develop market-specific strategies based on competitive dynamics, pricing sensitivity, and renter behavior
• Prioritize markets and allocate resources based on performance and opportunity, not evenly across the portfolio
• Own alignment between marketing, leasing, and operations to drive end-to-end conversion performance
• Analyze and improve conversion rates at every stage: lead → tour → application → lease
• Establish tight feedback loops with leasing teams to identify friction points and lost opportunities
• Use demand data to inform pricing, incentives, and positioning decisions in real time
• Data, Attribution & Performance Management: Utilize the Maymont data science team and own full-funnel reporting, forecasting, and marketing performance analysis across all markets
• Implement and refine attribution models to understand true channel contribution
• Make fast, high-confidence decisions with imperfect data; adjust strategy in real time based on performance signals
• Ensure all messaging, creative, and digital experiences are built to drive conversion, not just engagement
• Partner with creative resources to produce and iterate on high-performing assets quickly
• Continuously test and optimize landing pages, CTAs, and user journeys to improve conversion rates
• Maintain brand consistency, but prioritize performance and clarity over aesthetics
• Lead a marketing team with clear roles, responsibilities, and performance expectations
• Develop talent through structured coaching, feedback, and training programs
• Establish and enforce accountability systems tied to measurable business outcomes (not activity)
• Create a culture of ownership where underperformance is addressed quickly and directly
• Translate company goals into clear, executable marketing plans with defined owners
• Manage agencies and vendors with strict performance expectations tied to measurable outcomes
• Create a culture of speed, experimentation, fun, and continuous optimization

Qualifications

• Bachelor's degree in Marketing, Business Administration, Communications, or a related field
• 8+ years of progressive marketing experience with a strong focus on demand generation or growth
• Proven ownership of pipeline/revenue
• Demonstrated success in Multifamily, Single-Family Rentals (SFR), or Build-to-Rent (BTR) marketing or an adjacent consumer real estate vertical
• Proven ability to manage marketing strategy across a large, multi-market portfolio simultaneously
• Experience setting and managing marketing budgets with accountability to ROI
• Track record of leading and developing high-performing marketing teams

Skills & Competencies

• Deep expertise in performance marketing: paid media, ILS optimization, SEO/SEM, email, and digital channels
• Strong analytical mindset with experience using CRM and reporting platforms (Salesforce, HubSpot, Tableau, or similar)
• Exceptional communication and presentation skills - comfortable in executive-level discussions and community-level conversations alike

Preferred Qualifications

• Experience with BTR or multifamily lease up communities from pre-leasing through stabilization
• Familiarity with property management and marketing tech stacks common in SFR/MF (Entrata, RealPage, Yardi, Rently, Engrain, MRI, Tour24, or similar)
• Experience operating inside a high-growth, PE- or institutional-backed real estate platform
• Passion for resident experience and a customer-first marketing philosophy
• MBA or equivalent advanced degree