Marketing Manager

LSA is seeking a strategic and performance-oriented marketing leader to oversee portfolio marketing initiatives that drive qualified traffic, support lease-up success and strengthen brand performance across a diverse portfolio that includes conventional multifamily, mixed-income and senior housing communities.

This role blends:

• property marketing strategy
• digital performance oversight
• lease-up planning
• brand stewardship
• resident engagement
• innovation and emerging marketing technology

The ideal candidate brings strong marketing instincts, data fluency and appreciation for the nuances of serving diverse resident audiences, including affordable and senior communities.

Core Responsibilities

Strategic Portfolio Marketing

• Develop portfolio-wide marketing strategies aligned with occupancy, leasing and revenue goals
• Create customized marketing plans for underperforming assets and new communities
• Advise leadership on positioning, customer behavior and competitive opportunities
• Support annual planning, budgets and advertising strategy

Lease-Up & Community Launches

• Lead go-to-market strategies for new developments, acquisitions and repositionings
• Develop scalable lease-up playbooks and launch tools
• Oversee branding, signage, digital assets and pre-leasing communications
• Support traffic and absorption strategies from preleasing through stabilization

Digital Performance & Demand Generation

• Oversee performance of digital advertising including PPC, paid social, retargeting, ILS and localized digital campaigns
• Evaluate lead generation performance, campaign ROI and conversion opportunities
• Partner with agencies and vendors to optimize media strategy and technology tools
• Explore and apply emerging technologies, including AI-enabled tools and automation, to improve performance and efficiency

(Again, sophisticated but not unicorn-crazy.)

Brand, Reputation & Resident Engagement

• Maintain brand standards across communities and corporate marketing
• Oversee digital presence, reputation management and social strategy
• Support storytelling, resident communications and engagement initiatives
• Identify opportunities for innovation in content, partnerships and resident experience

Specialized Portfolio Strategy

This is where the mixed-income / senior nuance becomes a differentiator:

• Develop marketing approaches sensitive to the unique positioning, compliance considerations and resident journeys within mixed-income and senior housing communities
• Support outreach strategies tailored to diverse demographics, referral networks, waitlists and community-based partners
• Apply an understanding of accessibility, trust-building, inclusive messaging and mission-driven communications in support of these communities
• Ensure marketing strategies balance performance goals with resident-centered and community-focused priorities

Qualifications

Required

• 5–7+ years of experience in multifamily, real estate or performance-driven marketing
• Experience with lease-up or property launch marketing developing integrated marketing strategies tied to occupancy or revenue goals
• Working knowledge of digital advertising, campaign analytics and lead generation
• Experience managing agencies, vendors or cross-functional partners
• Microsoft, Canva, Adobe Creative Cloud
• Strong project management and communication skills

Preferred

• Familiarity with mixed-income, affordable and/or senior housing marketing considerations
• Familiarity with PPC, retargeting, geofencing and digital demand generation
• Exposure to marketing automation, analytics platforms and emerging AI tools
• Understanding of Fair Housing-compliant communications and inclusive messaging

Ideal Candidate Profile

The ideal candidate is:

• Part strategist, part operator
• Data-informed and creatively minded
• Comfortable managing partners and evaluating performance
• Curious about emerging technology and innovation
• Sensitive to the unique marketing dynamics of conventional, mixed-income and senior housing communities

Success in This Role

Within the first year this person will help:

• Increase qualified traffic and improve lead-to-lease performance
• Support successful lease-ups and stabilized occupancy
• Improve efficiency and ROI of marketing investments
• Strengthen portfolio brand consistency
• Introduce scalable tools, technologies and innovations that support long-term growth