Marketing Manager

Responsibilities

• Develop comprehensive plans from audience selection to offer and messaging strategy, vehicle selection, creative development, evaluation, and optimization in alignment with goals.
• Develop, manage, and execute annual/quarterly marketing strategies and marketing plans.
• Partner with VP of Sales to ensure marketing programs are aligned with goals.
• Manage agencies in creation of online and offline marketing initiatives including direct mail, email, collateral, signage, displays, ads (online and offline), events and web page content.
• Provide agency partners with well-thought out, effectively written creative briefs and evaluate creative output against briefs in an objective, articulate, constructive manner.
• Own the holistic lead management database messaging capabilities for the division, including all triggered emails, e-blasts, and messages sent on behalf of individual communities and/or at the request of individual sales counselors.
• Attend weekly sales meetings and conduct community visits to build rapport with sales agents.
• Serve as local market expert responsible for monitoring trends and competitive activity both online and within the community.
• Manage marketing budget and regularly analyze program performance, consistently tying results to division objectives and strategies.
• Set performance goals for and deliver programs optimizing Cost/Lead, Cost/Sale and ROI.
• Monitor community traffic on a weekly basis to identify trends, evaluate communities behind traffic / sales goals, and make marketing plan recommendations to improve performance.
• Utilize Salesforce and Pardot toolset to measure marketing effectiveness and gain insight into performance by traffic source to optimize performance and prioritize vehicles driving results.
• Review Google Analytics and digital media reports to ask probing questions, provide agency partners with appropriate guidance and regularly optimize media mix to drive ROI.
• Issue performance reports to key constituents on an ongoing and ad hoc basis.

Qualifications

• Bachelor’s degree in marketing, Communications, or related field.
• At least 5 years of marketing experience (e.g., 360 strategic marketing plans and tactics; managing agency partners, digital and traditional (online / offline) marketing vehicles).
• Experience with data-based decision-making utilizing analytics to set and evaluate marketing programs.
• Experience using CRM and/or marketing automation to drive business results.