Director of Sales & Marketing, New Development

Director of Sales and Marketing, New Development

POSITION: Director of Sales and Marketing, New Development

COMPENSATION: Pursuant to Colorado regulations, if this job is performed in Colorado, the salary range is $147,800 - $179,000 plus bonus potential. Eligible 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: Vice President, New Development

SUMMARY: The Director of Sales and Marketing, New Development is responsible for providing strategic budget advisory and cost management for function-wide marketing initiatives and leading all sales and marketing-related efforts specifically associated with Cardinal Group's New Development properties. This role possesses high-level decision-making authority and exerts wide-ranging internal influence, serving as the primary point of communication for internal Operations leadership and external clients.

The Director is accountable for overall function performance while managing and supporting the New Development team, ensuring optimal sales and marketing performance for new development properties. This leader translates organizational priorities into strategic projects and long-term lease-up strategies.

This client-facing position requires exceptional communication skills, the ability to articulate Cardinal's expertise in new development marketing including branding, campaign execution, and vendor management and the capacity to provide strategic thought leadership to both Operations stakeholders and Clients throughout the development process.

This role will focus heavily on building distinctive brands, providing strategic budget advice, integrating innovative marketing strategies, and developing Standard Operating Procedures (SOPs) to ensure consistent execution. The Director will be fully accountable for overall function performance and the success of all sales and marketing initiatives across the New Development portfolio.

Strategic Leadership:

The Director serves as the critical bridge between institutional-grade asset requirements and on-the-ground operational execution. This leader drives daily team execution through the development of the "Operating System," including standardized Redbooks and processes. Responsibilities include the implementation of a "Master Brand Ecosystem" featuring scalable, umbrella brand platforms and "Phased, Data-Driven Execution" that utilizes analytics to pivot strategy in real-time.

Key Responsibilities:

• Strategy and Execution Leadership: Drive the overall strategy and execution for the New Development marketing team to ensure alignment with organizational OKRs. Foster a culture of consistency and high performance while providing high-level oversight to roles such as the Creative Project Manager and National Sales and Marketing Specialists.
• Branding and Identity Management: Act as either a project manager or a consultant, or with direct agency oversight for projects related to property naming, branding, identity creation, and development of brand narratives specifically for new developments. Involvement level is determined by the Director of New Developments based on project needs.
• Marketing Campaigns: Conceptualize, develop, and oversee execution of custom marketing campaigns to drive leasing goals and brand awareness on specific properties and across the portfolio of New Developments.
• Vendor Management: Manage relationships with internal and external marketing agencies, ILS providers, photographers/videographers, vendors, and other partners, focusing on innovative marketing solutions.
• Design Project Oversight: Oversee the review and approval process of all design projects related to new development properties. Provide recommendations on preferred vendors specializing in new development projects, and lead the presentation of design options and approved designs to clients for feedback.
• Innovative Strategies: Drive property performance by identifying and implementing new marketing strategies and technologies. Foster creativity within the New Development team through brainstorming sessions and develop innovative marketing solutions for onsite teams.
• Strategic Planning: Lead strategic planning for department-led onsite sales and marketing initiatives, with a strong emphasis on brand positioning and market differentiation.
• Sales Training: Collaborate with the Learning and Development department to ensure training programs are tailored to the specific needs of New Developments. Develop and implement specialized training initiatives for onsite teams involved in lease-up and new property launches, prioritizing training on new marketing strategies, brand messaging, and sales techniques specific to New Developments.
• Budget Advisory and Cost Management: Act as a strategic partner to the Operations team by providing data-driven recommendations on marketing investments. Oversee the solicitation and selection of competitive bids for marketing initiatives (such as branding and digital strategy), advise on cost efficiencies, and proactively lead budget re-projections based on the evolving needs of the lease-up lifecycle.
• Business Development: Meet with potential clients to present key marketing and sales strategies, and effectively convey the strength and capabilities of the Cardinal New Development platform.
• Performance Monitoring: Utilize reporting dashboards to monitor marketing tactic and property performance, with a focus on brand impact and campaign effectiveness.

Stakeholder Communication: Maintain regular communication with key Operations stakeholders involved in new developments. Build strong partnerships and collaborative relationships focused on new development property performance, managing client expectations, and ensuring alignment on key areas of focus and priority projects for new development communities.

Change Management: Provide effective change management oversight for the rollout of new sales and marketing programs and initiatives, marketing campaign launches, and new vendor relationships specifically for new development properties. Ensure successful adoption of Cardinal Group Companies initiatives by key stakeholders in the context of new development projects.

Strategic Support: Operate as a level of higher strategic support to New Development Portfolio Managers and onsite teams. Provide ongoing coaching and thought leadership related to sales and marketing strategy and property positioning.

Marketing Resource Utilization: Utilize and promote the use of approved marketing resources tailored for new developments, such as specialized Annual Marketing Plan templates, Outreach Marketing Plan templates, social media planning tools, virtual tour platforms, and other tools needed in the evolving new development market.

SOP Management: Create, manage, and update the New Development Marketing Standard Operating Procedures (SOPs) and new development Redbooks to ensure continued accuracy, innovation, and relevance to the unique challenges and opportunities of marketing new development properties.

CX3 Collaboration: Meet with the CX3 team regularly to stay updated on their services. Confidently articulate these services to clients. Review reports and benchmarking to identify optimization opportunities for properties.

AF3 Collaboration: Meet with AF3 regularly to understand their offerings and pricing. Explore opportunities for increased collaboration. Act as a liaison between AF3 and the New Development team.

New Development Platform Promotion: Collaborate with the Director of New Developments to create and execute strategies to promote Cardinal's new development platform.

Embody Cardinal Culture: Embody the Cardinal Culture and Cardinal Core values every day in all interactions and responsibilities related to New Developments.

QUALIFICATIONS:

• Bachelor's 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.

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