Associate Director, Marketing (Private Label)

POSITION: Associate Director of Marketing (Private Label)

COMPENSATION: Pursuant to Colorado regulations if this job is performed in Colorado the salary range is $120000-$125000 with an opportunity for a bonus. ââEligible to participate in the company benefits plan. We offer health vision dental and pet insurance. We offer a 401(k) retirement plan student loan assistance licensing and continuing education reimbursement parental leave and housing allowances or gifts.

REPORTS TO: Associate Director of Sales & Marketing Private Label

SUMMARY:

The Associate Director of Marketing is the central engine driving all marketing strategy execution and analytical reporting for both the corporate brand and every individual residential property within the portfolio. This role demands an extremely hands-on approach requiring the Associate Director to directly build manage and optimize all foundational digital channels.

The successful candidate will be a high-performance digital operator who can seamlessly transition between granular execution (e.g. bid adjustments in Google Ads) and high-level strategic planning (e.g. launching a new developments brand identity). The primary objective is to deliver measurable low-Cost-Per-Lead (CPL) and low-Cost-Per-Lease (CPLease) results to support aggressive leasing and occupancy goals.

Key Responsibilities

1. Paid Search (PPC) Management:

• • • Build launch and continuously optimize Google PPC (Search Display Retargeting) campaigns for every community focusing on maximizing conversion volume within defined CPL targets.
    • Develop and iterate on granular keyword strategy (including extensive negative keyword lists) compelling ad copy testing intelligent bid adjustments based on performance and precise conversion tracking/reporting.

2. Paid Social & Video Advertising:

• • • Design and manage high-performing campaigns across Meta (Facebook/Instagram) TikTok and YouTube.
    • Implement advanced targeting strategies including lookalike audiences robust retargeting pools and hyper-local geo-fencing focused on key demand generators (e.g. universities large employment nodes and competitor properties).

3. Search Engine Optimization (SEO) Strategy:

• • • Own and execute a comprehensive SEO strategy to ensure first-page organic rankings for mission-critical search terms.
    • Key SEO targets include: Property Name student housing Luxury apartments in City and long-tail searches like Studio apartments near Campus/Employer.
    • Regularly audit technical SEO site architecture and content performance.

4. Property Website Management & Optimization:

• • • Directly manage all property websites (CMS hosting security).
    • Focus relentlessly on Conversion-Rate Optimization (CRO) through multivariate testing of key page elements.
    • Ensure strict compliance with ADA (Accessibility) standards.
    • Manage all content updates performance monitoring (site speed mobile UX) and critical third-party integrations (e.g. ILS feeds online scheduling tools chatbot deployment).

5. Analytics Attribution and Reporting:

• • • Own the entire GA4 (Google Analytics 4) implementation ensuring accurate event and goal tracking.
    • Design maintain and operationalize performance dashboards to provide a single source of truth for marketing data.
    • Conduct rigorous attribution analysis to accurately measure the contribution of each channel and optimize spend allocation.

B. Leasing Funnel Optimization & CRO

1. Lead Generation Campaigns:

• • • Develop and launch high-converting landing pages specifically tailored for seasonal pre-leasing campaigns and complex renovation lease-ups to drive immediate lead volume.

2. Continuous Testing:

• • • Conduct structured monthly A/B testing on key conversion elements across websites and landing pages including Call-to-Action (CTA) placement/copy hero images floorplan presentation layouts and headline value propositions.

3. KPI Management:

• • • Continuously monitor leasing Key Performance Indicators (KPIs) in partnership with the Operations team (e.g. application volume closing ratios lease velocity) and use these metrics to refine and re-allocate digital marketing spend in real-time.

C. Brand Development & Creative Direction

1. New Development Brand Creation:

• • • Lead the comprehensive brand identity development for all new real estate developments: defining logos color palettes core messaging pillars website wireframes physical signage and printed collateral packages.

2. Content Production Oversight:

• • • Direct and manage the production of all creative assets including professional photoshoots high-quality drone and architectural footage lifestyle video reels for social media precise floorplan graphics and seasonal ad creative for all platforms.

3. Brand Governance:

• • • Act as the brand steward ensuring absolute consistency in voice visual identity and messaging across every internal and external touchpoint.

D. Social Media Management (Deeply Hands-On Community Engagement)

1. Channel Management:

• • • Directly manage and execute content for all community-level Instagram TikTok and Facebook accounts.

2. Influencer & Ambassador Programs:

• • • Develop launch and manage localized influencer and brand ambassador programs including strategic Name Image and Likeness (NIL) partnerships specifically for student housing assets to drive authentic peer-to-peer marketing.

3. Content & Engagement:

• • • Implement weekly content calendars manage post scheduling and actively lead community engagement and response management across all platforms to foster loyalty and manage reputation.

E. B2B & Market-Level Partnerships

1. Strategic Outreach:

• • • Establish and nurture robust professional relationships with key market-level partners who drive qualified high-value leads. This includes:
      • University Housing Offices and Admissions Departments.
      • Major Campus Clubs Organizations and Athletic Departments.
      • HR Departments of significant local Corporate Employers.
      • Neighborhood Associations and Chambers of Commerce.

2. Program Implementation:

• • • Create and manage structured employer referral programs sponsor targeted campus/community events and develop proprietary outreach lists for hyper-local B2B marketing campaigns.

F. Corporate Marketing & Investor Relations

1. Corporate Brand Management:

• • • Manage the brand identity website and digital presence for both Charles Street Residential (property operations) and Charles Street Development Co. (investment/development activities).

2. Investor Collateral:

• • • Produce polished investor-facing marketing collateral including pitch decks for new deal acquisitions materials for recapitalizations and institutional case studies.

3. Executive Content:

• • • Oversee the creation of corporate videos high-level case studies documenting successes and the compilation of annual corporate reports.

G. Comprehensive Performance Reporting

1. Weekly Marketing Dashboards:

• • • Generate and distribute detailed weekly marketing dashboards to the executive and operations teams providing transparent data on:
      • Leads broken down by source (e.g. Google PPC Social Organic ILS).
      • Accurate Cost Per Lead (CPL) and Cost Per Lease (CPLease) metrics.
      • PPC conversion data and quality scores.
      • Website traffic patterns behavior flow and technical health.
      • Social engagement and growth metrics.

2. Executive Review:

• • • Present a comprehensive results-driven monthly marketing performance review to the Principals and senior executives offering actionable insights and recommendations for strategic adjustments.

QUALIFICATIONS:

• Bachelors Degree in Marketing Public Relations Communications or a related field preferred or combined level of related years of work experience and direct capabilities and skill set.
• Student housing marketing experience required. Multi-family and BTR marketing preferred.
• Ability to quickly analyze and obtain a deep understanding of New Development markets.
• Ability to thrive in a fast-paced environment and manage multiple marketing campaigns and brands simultaneously.
• Strong attention to detail highly organized and committed to perfection
• Must be creative efficient and willing to learn.
• Exceptional writing grammar and proofreading skills.
• Overnight travel up to 30% may be required to attend company functions training property visits and other situations necessary for the accomplishment of special projects that may be assigned from time to time.

WORK ENVIRONMENT

The work environment characteristics described here are representative of those a Team Member encounters while performing the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions. Incumbents work in an office environment.

PHYSICAL DEMANDS

The physical demands described here are representative of those that must be met by a Team Member to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

While performing the duties of this job the Team Member is regularly required to use hands to finger type handle or feel and talk or hear. The Team Member is frequently required to stand; walk; reach with hands and arms and stoop or squat. The Team Member is often required to sit. The Team Member must be able to push pull lift carry or maneuver office products and supplies of up to twenty (20) pounds. Specific vision abilities required by this job include close vision distance vision color vision peripheral vision depth perception and ability to adjust focus.

Routine local travel is required to attend training classes client visits or other situations necessary for the accomplishment of some or all of the daily responsibilities of this position. Overnight travel may be required to attend company functions training property visits and other situations necessary for the accomplishment of special projects that may be assigned from time to time.

The above job description is not intended to be an all-inclusive list of duties and standards of the position. Incumbents will follow any other instructions and perform any other related duties as assigned by their Team Leader.

Required Experience:

Director