Digital Marketing Manager

Job Title: Digital Marketing Manager
Reports to: Director of Marketing

Company Overview
For more than 50 years, DTN has been one of Michigan's leading property management, construction, development, and ownership companies of multifamily properties. DTN seeks to create and deliver unique experiences for those choosing a DTN home or apartment.

Job Summary
The Digital Marketing Manager is responsible for the implementation, oversight and troubleshooting of various marketing-related software programs and digital marketing strategy within DTN. This role requires being adept at enhancing brand awareness, driving traffic to more than 100 property websites as well as the company website and maintaining a social presence across all digital channels. This role also focuses on driving qualified leads, improving conversion performance, enhancing resident experience, and supporting operational efficiencies through digital tools and analytics.

  As a Digital Marketing Manager, your primary responsibilities include:

• Collaborate with Operations and Executive Leadership to align marketing initiatives with occupancy, revenue, customer experience, and portfolio performance goals.
• Coach, and support onsite teams on digital marketing platforms, CRM systems, reputation management tools, AI technology, reporting tools, and marketing best practices.
• Support digital marketing strategy, campaign execution, launch planning, and performance reporting.
• Assist with annual marketing budget planning, forecasting, vendor evaluations, and performance reviews.
• Develop, manage, and monitor digital marketing budgets while ensuring efficient allocation of resources and achievement of portfolio performance goals.
• Analyze portfolio performance data and provide strategic recommendations regarding budget allocation, marketing initiatives, operational improvements, campaign optimization, and revenue growth opportunities.
• Develop, maintain, and distribute recurring reporting on website traffic, lead sources, advertising performance, conversion metrics, occupancy trends, reputation scores, SEO rankings, and marketing return on investment.
• Oversee listing accuracy, content quality, and performance across internet listing services including Apartments.com, Zillow, Rent.com, Apartment List, Apartment GEO Fencing, and future listing partners.
• Manage relationships with third-party marketing agencies, advertising partners, technology vendors, and internet listing service providers to ensure performance expectations and deliverables are achieved.
• Monitor lead volume, cost per lead, cost per lease, conversion rates, occupancy impact, campaign performance, and return on investment while providing recommendations for optimization.
• Audit and adjust Google Ads, geofencing campaigns, creative assets, and advertising strategies based on performance, portfolio needs, and return on investment.
• Social Media - Drive traffic through optimized organic and paid social campaigns, backlink strategies, and ongoing monitoring of corporate and property social media channels.
• Oversee and manage the DTN Perks Program, including mailbox management, vendor relationships, commission reconciliation, and payroll coordination.
• Manage monthly marketing checklists and updates, including website updates, business listing management, office hours updates, and digital asset maintenance.
• Oversee DTN's reputation management program through Soci, including review responses, Customer Service, portfolio standards, escalation procedures, resident feedback analysis, and reputation performance reporting.
• Maintain and update troubleshooting guides, resources, and best practices for site teams using primary software platforms and marketing processes.
• Develop and facilitate training programs for marketing technology platforms including ChatIQ, CRM IQ, reputation management platforms, social media, and digital leasing tools.
• Manage and troubleshoot DTN's online leasing efforts, including online leasing documents, forms, and addendums.
• Manage WeCare inquiries from residents, coordinate with leasing offices regarding fees, leases, and community policies, and support resident feedback responses with Operations and property teams.
• Support mass emails from the corporate level for campaigns, updates, and announcements, as directed.
• DTN Resident App - Management of the RentCafe White Label app for the DTN Resident App experience. Troubleshoot app functionality and discrepancies from the resident portal.
• Evaluate emerging technology, artificial intelligence, and automation opportunities that improve operational efficiencies, customer experience, lead conversion, and reporting capabilities.
• Serve as the primary administrator and strategic owner of marketing technology platforms.
• Support integrations and data flow between property management software, CRM systems, websites, digital advertising platforms, and marketing technology solutions.
• CRM - Set up and manage lead sources, tracking emails, tracking numbers, user access, and troubleshooting while partnering with Operations and onsite teams to improve lead management, leasing workflows, automation, follow-up execution, and conversion performance.
• Maintain consistency of DTN branding, messaging, photography, videography, virtual tours, and digital assets across all websites, social channels, advertising platforms, and marketing materials.
• Manage Google, Bing, and Apple Business Profiles, local search optimization efforts, maps listings, and online visibility to improve rankings, reputation, and lead generation across the portfolio.
• Work with the Director of Marketing and Marketing Managers on websites to maintain fresh content, optimize SEO, improve conversion performance, ensure mobile responsiveness, manage landing pages, revise alt tags, and enhance the overall user experience.
• Manage paid search, display advertising, retargeting campaigns, geofencing, SEO initiatives, social media advertising, ILS performance, and other digital marketing efforts based on portfolio needs and performance.
• Oversee digital marketing strategy and lead generation initiatives across DTN's portfolio to drive qualified traffic, leads, leases, and occupancy performance.
• Support mass emails from the corporate level for campaigns, updates, and announcements, as directed.
• Manage and troubleshoot DTN’s Online Leasing efforts. Manage online leasing documents, and create new addendums as directed.

Core Candidate Qualities:

• 3+ years of experience in property management, hospitality or retail industries
• An eye for detail – Our properties and team members are representing the DTN brand
• Proficient with computers and various software platforms including but not limited to Microsoft Word, Outlook, Excel and PowerPoint
• Experience using industry software is preferred
• Reliable transportation to get to work daily and conduct daily job responsibilities
• Strong analytical skills with the ability to interpret performance data, identify trends, and make strategic recommendations.
• Experience managing digital advertising campaigns, marketing technology platforms, CRM systems, AI tools, and analytics platforms.
• Experience managing third-party vendors, agency relationships, marketing budgets, and performance expectations.
• Excellent project management, communication, and cross-functional collaboration skills.
• Ability to train, support, and influence onsite teams to drive adoption of marketing technology and digital best practices.

Benefits:

• Health, Vision, and Dental Coverage
• Competitive 401K package
• Paid Time Off/Paid Holidays
• 8 Hours Paid Annual Volunteer Time
• Education Reimbursement
• Mileage Reimbursement
• Rental Discount at Select DTN Properties
• Ongoing Training, Mentorship and Job Shadowing
• Growth Opportunity

Expected Schedule: Monday-Friday (8AM-5PM)

If you are interested in joining our company but do not feel you meet the requirements for this position, APPLY anyway! We are always looking for talented and motivated individuals to join our team in various departments. We will review your resume and will reach out if there are any other roles that closely match your qualifications!

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