Job Description

Key Responsibilities

• Establish demand governance practices that determine when to scale, moderate, suppress, reallocate, or pause spend based on economic outcomes rather than lead volume alone.
• Partner with Revenue Management and Operations to ensure demand generation strategies account for pricing power, scarcity, renewal risk, availability, seasonality, unit mix, and leasing capacity.
• Own demand generation budget decisions (2.5M) based on marginal return, revenue yield, pricing power, portfolio priorities, and unit-level availability.
• Ensure demand generation is synchronized with revenue management strategy to maximize portfolio yield and protect effective rent.

• Own full-funnel performance insight from lead to contact, contact to tour, tour to application, and tour/application to lease.
• Diagnose where and why prospects fall out of the funnel, distinguishing demand issues from pricing, operational, leasing execution, availability, or follow-up constraints.
• Translate funnel insights into actionable recommendations for channel mix, spend levels, targeting, suppression, pricing escalation, operational follow-up, or leasing process improvement.
• Translate funnel insights into actionable recommendations for SEO improvements.
• Partner with Sales leadership to improve lead management, speed-to-lead, conversion quality, and funnel visibility.

• Differentiate between activity that converts and demand that converts at the right price, velocity, floor plan, unit type, and occupancy objective.
• Evaluate demand quality by source, campaign, market, community, floor plan, price point, and customer segment.
• Optimize channel mix and spend based on incremental value, not just aggregate lead volume or surface-level efficiency metrics.

Required Qualifications

• Strong commercial orientation with the ability to connect marketing activity to pricing power, revenue yield, unit availability, funnel velocity, and marginal return.
• Experience managing significant paid media or demand generation budgets with accountability for both efficiency and revenue outcomes.
• Experience diagnosing full-funnel performance issues and distinguishing demand generation opportunities from sales, pricing, operational, or availability constraints.
• Ability to define and measure lead quality in terms of revenue, price realization, velocity, unit mix, and customer acquisition value.
• Familiarity with AI tools, automation platforms, predictive analytics, prompt systems, and marketing workflows.
• Ability to partner cross-functionally with Sales, Operations, Revenue Management, Finance, Data, and Technology teams.
• 7+ years of experience in demand generation, growth marketing, digital marketing, or a related field.
• Demonstrated leadership experience managing teams, budgets, and cross-functional initiatives.
• Bachelor’s degree in Marketing, Business, or a related field (MBA preferred).

Key Success Metrics

• Revenue-qualified demand generated.
• Marginal return on demand generation spend.
• Effective rent protection and pricing dilution avoidance.
• Demand quality by channel, campaign, market, community, floor plan, and unit mix.
• Lead-to-contact, contact-to-tour, tour-to-application, and tour/application-to-lease conversion rates.
• Cost per total revenue-qualified lead, not just paid lead.
• Incremental demand value relative to spend or investment in SEO.
• Budget reallocation effectiveness.
• Reduction of uneconomic, low-quality, or operationally constrained demand.

Role Impact

Technical expectations

• Advanced proficiency with Google Ads, GA4, Google Tag Manager, Google Search Console, and HEAP Analytics.
• Experience with paid media platforms across paid search, display, retargeting, and paid social.
• Proficiency with CRM and marketing automation platforms, including lead routing, lead scoring, nurture workflows, campaign tracking, and source attribution.
• Strong understanding of marketing attribution and tracking infrastructure, including UTMs, pixels, conversion events, offline conversion imports, and data quality controls.
• Experience with SEO platforms such as SEMrush, Ahrefs, Screaming Frog, or equivalent tools.
• Familiarity with CMS and landing page platforms, including A/B testing, form optimization, and conversion path tracking.
• Ability to partner with Data and Technology teams on platform integrations, attribution models, signal design, data pipelines, automated decisioning, and dashboard development.
• Strong ability to audit and manage agency/vendor technology setups, including campaign structure, tagging, tracking, reporting accuracy, and platform recommendations.