Marketing Specialist (Private Label)

POSITION : Marketing Specialist

COMPENSATION : Pursuant to Colorado regulations if this job is performed in Colorado the salary range is $70000 - $90000 plus bonus potential. âEligible 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 Operations

Summary

The Marketing Specialist is a hands-on technical expert and systemic creative responsible for driving quality lead generation and ensuring every community has a vibrant high-performing social and digital presence. By optimizing the traditional and digital funnel designs and campaigns you will ensure every prospect touchpoint contributes to high-quality leads that support the portfolios occupancy goals

Responsibilities

Digital Strategy & Portfolio Optimization

• Serve as the primary digital performance strategist for the assigned portfolio ensuring campaigns spend and optimizations directly support leasing and occupancy goals.

• Gather digital marketing recommendations spend options and digital channel proposals from Agency Fifty3 ILS partners and additional marketing vendors.

• Analyze community-specific data (historical leads GA4 data market velocity current occupancy seasonality) to determine the ideal digital marketing mix per property.

• Present digital strategy recommendations expected impact and budget allocation guidance to Portfolio Manager and Associate Director of Operations.

• Manage and optimize Internet Listing Service (ILS) platforms (e.g. Rent. Zumper Zillow) ensuring compelling content competitive pricing display accurate amenities and optimized tracking.

• Monitor ILS performance monthly and recommend spend shifts package adjustments or strategic changes to improve lead quality and CPL.

• Maintain consistent and accurate property profiles across directory sites including:

• Google Business Profile

• Yelp

• Yext (ensuring listings syndication accuracy review tracking and SEO strength)

• Ensure all directory profiles are optimized for local search visibility reputation management and conversion.

Website & Online Presence Management

• Ensure the accuracy functionality and visual quality of all community websites including updates content refreshes new photos specials floor plan updates and troubleshooting issues.

• Conduct monthly website audits to assess SEO health user experience compliance page speed broken links content accuracy and form functionality.

• Manage and maintain all vanity numbers ensuring routing tracking and call attribution are functioning as intended.

• Partner with marketing agency and internal stakeholders to ensure new websites or redesigns follow brand standards and operational needs.

Social Media & Designs

• Canva Brand Governance: Act as the primary Brand Approver within Canva. Design organize and maintain a library of high-impact customizable templates that allow on-site teams to create on-brand content in minutes.

• Content Resource Development: Build Plug-and-Play social kits for major student housing milestones (Move-in Renewal Pre-leasing 100% and Red Light recovery).

• Visual Standards: Set the bar for High Quality. You arent just looking for pretty pictures; you are looking for visuals that stop the scroll and drive engagement.

• On-Site Empowerment: Conduct regular Creative Clinics to teach on-site teams how to capture better iPhone content write punchier captions and use the latest social trends to tell their local story.

• Content Mapping: Develop monthly content themes that align with the Student Housing lifecycle ensuring we are speaking to the students needs at the exact right time.

• Data-Driven Strategy: Use social media tools to monitor portfolio-wide and property-specific metrics. You dont just report numbers; you provide the Why and the Next Step.

• Oversee all digital output. This position will have final approval on 100% of posts sent by the onsite teams.

Attribution Tracking & ROI Measurement

• Campaign & Event Execution: Partner with external marketing agencies and internal stakeholders to plan execute and analyze targeted marketing initiatives including campus activations local business partnerships resident programs and prospect events.

• Establish KPIs for all events and external partnershipstracking metrics such as cost per attendee lead attribution resident satisfaction scores and partner renewal rates to refine the community relations playbook.

• Actively benchmark market and campus-area competitor outreach efforts identifying underserved local partnership niches and innovative engagement tactics to maintain a competitive advantage.

• Strategic Oversight: Review and manage the monthly marketing calendar to ensure all initiatives are executed to standard drive measurable attendance and generate high-intent leads.

• Brand Collaborations: Establish and nurture cross-promotional partnerships with local businesses universities and commercial brands to broaden market reach and community visibility.

• On-Site Team Enablement: Lead regular Creative Clinics for on-site staff providing actionable training on trend-forward event staging interactive prospect outreach and local relationship building.

Collateral Merchandising & Signage Governance

• Promos and Merchandise: Curate negotiate and manage centralized approved vendor catalogs for property-branded swag seasonal promotional drops and move-in gifts providing cost savings and brand consistency for on-site ordering.

• Marketing Collateral Systems: Ensure communities know about and user the Canva platform for print and digital collateral kits (flyers one-sheets door hangers rate cards). Work with AF3 to ensure catalog of templates meets the needs of onsite teams with fresh and trendy designs

• Signage Strategy: Provide guidelines and placement frameworks for temporary and seasonal signage (A-frames bandit signs campus banners directional wayfinding) to maximize curb appeal and drive-by discovery.

Reputation Management

• Actively monitor Opiniion private feedback loops to identify resident dissatisfaction early flagging operational bottlenecks service failures or maintenance complaints to on-site leadership before issues escalate into public negative reviews

• Coach leasing and maintenance teams on best practices for generating authentic resident reviews running periodic team incentive challenges tied to verified review growth and customer satisfaction milestones.

• Reputation Playbooks: Provide on-site teams with actionable toolkits for reputation building (Opiniion sentiment tracking Google Business Profile review generation campaigns and review response guidelines).

• Design launch and monitor automated multi-channel review campaigns via Opiniion across key resident milestones (post-tour move-in completed maintenance and lease renewal)A/B testing messaging to optimize conversion rates while tracking review velocity Net Promoter Score (NPS) and platform performance on Google and ApartmentRatings.

Qualifications

• 46 years of experience in digital marketing ideally within multifamily student housing real estate or high-volume B2C environments.

• Intermediate to advanced working knowledge of AI tools including Gemini (or equivalents).

• Demonstrated experience analyzing paid media SEO and ILS performance and providing data-driven optimization recommendations.

• Proven hands-on experience managing and updating websites in WordPress and understanding of UX fundamentals.

• Deep understanding of lead funnels digital attribution conversion paths and performance metrics.

• Proficiency with Google Analytics 4 (GA4) Google Tag Manager (GTM) and tracking ecosystem best practices is required.

• Strong organizational skills and ability to manage multiple projects across dozens of communities simultaneously.

• Excellent written and verbal communication skills with the ability to translate technical data into actionable business recommendations.

• Familiarity with Fair Housing laws digital accessibility considerations and industry regulations.

• Ability to embody and model the Cardinal Culture and Core Values daily.

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 and also have frequent exposure to outside of apartment buildings and in all areas of the property including amenities and have frequent exposure to outside elements where temperature weather odors and/or landscape may be unpleasant and/or hazardous.

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 regularly required to stand; walk; reach with hands and arms and climb stoop or squat. Incumbents must be able to physically access all exterior and interior parts of the property and amenities and must be able to work inside and outside in all weather conditions including but not limited to rain snow heat hail wind and sleet.

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.

Equal Opportunity Employer This employer is required to notify all applicants of their rights pursuant to federal employment laws. For further information please review the notice from the Department of Labor.

Required Experience:

IC