Senior Marketing Manager

Habitat America • Annapolis, MD, United States • $200k - $250k / year • 1m ago

Summary: Acquisition of new customers to our apartment communities through various marketing efforts. The Marketing Manager will evaluate and identify ways to attract potential customers and new contacts through events/programs, presentations, and cold calling. The Senior Marketing Manager will work closely to assist the Vice President of Corporate Marketing and manage the Marketing Associate team.

The responsibilities of the Senior Marketing Manager position:

Position: Monday through Friday unless otherwise noted.
Setting the example: Upon arrival at the sites, the Senior Marketing Manager will evaluate people, product, and price. Telephone and closing techniques will be evaluated through phone and traffic cards. If training is required, this will be communicated to the VP of Corporate Marketing. Curb appeal will be inspected to ensure it meets the standards of property owners and Habitat America. The Senior Marketing Manager will assist with asking for reviews, trash pickup, and balloon installation. The goal is to ensure models, offices, and all common areas are maintained daily to create a warm invitation of home. The Senior Marketing Manager will answer phone calls or lease to prospective residents if in the office when site team members are busy.
Instruction: The Senior Marketing Manager will take direction from the VP of Corporate Marketing who will assign tasks/projects.
Requested Information: Prior to the arrival of the Senior Marketing Manager, a market survey will be produced by the site, and all plans in place will be forwarded to the Senior Marketing Manager with a copy to the VP of Corporate Marketing.
S&T: Review the Community Analysis weekly. Discuss occupancy challenge communities with the VP of Corporate Marketing. Be prepared to probe for potential challenges or acknowledge improvement.
Action Plan: Lead brainstorming meetings to develop a 30-45 day action plan for occupancy challenged communities. The Senior Marketing Manager will need to spend two days learning the product and market area prior to beginning the marketing plan. Update the market survey. Find out where competitors are advertising, renovating, occupancy, concessions, and exterior signage. Recommend additional strategies for promoting challenged communities and communities in the lease-up phase. Collect all Internet and print advertisements from the manager and send them to the VP of Corporate Marketing. Upon approval, the Senior Marketing Manager will order marketing materials through the Marketing Department. The Senior Marketing Manager will email the VP of Corporate Marketing updates on completed tasks and any pertinent information.
Schedule of Marketing Associate's: Collaborate with the VP of Corporate Marketing to create a calendar for Marketing Associate's site visits.
Training: The Senior Marketing Manager will train Marketing Associates on how to perform Site Visits, prepare reports, and manage time effectively. The Senior Marketing Manager will train Marketing Associates on how to develop and complete a market survey.
Special Projects: The Senior Marketing Manager will perform administrative tasks assigned by the VP of Corporate Marketing when required. The Senior Marketing Manager will assign special projects and assist Marketing Associates with them.
Visuals: The Senior Marketing Manager will produce mini models when needed and will carry a package of balloons, guest cards, and smile cards at all times.
Communication: Emails summarizing efforts accomplished will be sent daily by the Senior Marketing Manager to the manager with a copy to the Vice President of Corporate Marketing. Those emails will then be forwarded to the appropriate Regional Manager, as necessary.
Trade shows: The Senior Marketing Manager will attend Trade Shows and other community events. The Senior Marketing Manager may schedule a Marketing Associate to assist another Marketing Associate with expos/events. The Senior Marketing Manager and Marketing Associate will attend recommended marketing seminars approved in advance.
Marketing Plan and Budget Approvals: The Senior Marketing Manager will follow the approved marketing plan established by the Vice President of Corporate Marketing and Regional Manager. It is the responsibility of the Senior Marketing Manager to update the plan daily and be prepared to send it in a moment's notice.
Additional Owners Information: The Senior Marketing Manager will be required to attend conference calls or owner's meetings to discuss marketing initiatives. Preparedness is a must.
HA Representation: The Senior Marketing Manager will always be professionally dressed. Nametags/pins will be worn at all times. HA shirts are allowed at specific times if approved in advance by the VP of Corporate Marketing. Always maintain a positive attitude.
Activities: Plan for expected turnover after filling a community. This will take place 120 days prior to the larger number of apartments occupied in a short time period. The Senior Marketing Manager will supervise the Marketing Associate's execution of resident retention events inviting the public to attend. This will draw newcomers to the community while retaining the current resident base. Interact with the manager in scheduling different activities for the property.
Misc: Complete guest/smile card audits. The Senior Marketing Manager will maintain sales activity records on all properties. The Senior Marketing Manager will assign Marketing Associate's portfolios to manage. Complete appropriate training courses on time. Work with Marketing Associates to proactively call existing customers to ensure customer satisfaction and to develop additional prospects. Plan call campaigns. Train to become proficient in Theme Tree setups and train Marketing Associates in the process. The Senior Marketing Manager will attend weekly marketing meetings and lead meetings when the VP of Corporate Marketing is unavailable. The Senior Marketing Manager will schedule and lead all Kick Off meetings.
Additional Marketing Associate Outreach Training: The Senior Marketing Manager will review the job description with the Marketing Associate. The Senior Marketing Manager will train Marketing Associates on how to perform outreach by allowing the Marketing Associate to shadow for a week prior to sending them out into the field. Marketing Associate training will include: explaining the difference between a Lease up and a Stabilized Community, shopping a competitor, knowing your market, marketing plan, budget, Habitat Connect, marketing order form, branding, reviews, professionalism, site inspection, guest card audit, people skills (communicating with the site team), reviewing the S&T report, calling leads, call campaigns, follow-ups, touring, closing techniques, applications, models, time management, preparedness, weekly outreach reports, email etiquette, events, Theme Trees, ADP, expense report/mileage report, check request, etc. The Senior Marketing Manager is responsible for other duties as assigned, which are not limited to the outline above.