Director of Demand Generation

Description

Position Purpose

Turn market demand into signed leases at every Lion community while building a marketing team and onsite partnerships where people, performance and purpose reinforce one another.

Role Summary

The Director of Demand Generation is responsible for creating demand to meet occupancy and reputation goals for Lion's communities. This role owns the strategy, budget and channels that bring in prospects and convert them into tours, applications, and signed leases.

Working with regional and onsite teams, the Director proactively anticipates where occupancy is soft, acts quickly and shows the return on every marketing dollar. This is a hands-on leadership role that both sets the plan and runs campaigns while building knowledge and fostering collaboration across teams.

Key Responsibilities

• Strategy and budget: Build and manage the annual demand generation plan and marketing budget. Allocate spend by community based on occupancy, lease expirations and lead-to-lease performance.
• Digital and paid media: Own paid search, paid social, internet listing services (ILS), retargeting, and display. Optimize cost per lease, not just cost per lead.
• Website and SEO: Drive traffic and conversion on community websites. Oversee local SEO/GEO/AEO, listings and online reputation.
• Lead management: Make sure every lead is captured, routed and followed up on quickly. Partner with leasing teams on CRM workflows, call tracking and response times.
• Recovery campaigns: Launch targeted plans for acquisitions and communities that fall below occupancy targets.
• Resident retention: Support renewal campaigns with property management to achieve desired retention.
• Reporting and attribution: Report weekly on traffic, leads, tours, applications, leases and spend by source and community. Turn the data into clear actions.
• Vendors and agencies: Select and manage agencies, ILS partners and marketing technology providers. Hold them to performance and contract terms.
• Brand consistency: Keep messaging, creative and pricing presentation consistent across all channels and communities.
• Team leadership: Hire, coach and develop marketing team members, with a development plan for every team member and a ready successor for key roles. Work with training to transfer knowledge to onsite teams related to lead nurturing and marketing strategy.
• Cross-functional partnership: Work with Operations, Investments/Acquisitions, Learning & Development and regional leaders so marketing standards, training and tools reach every community.

Leadership Expectations

Like every Lion leader, this role is responsible for three outcomes: business results, resident experience, and team member experience. Strong lead numbers alone won't earn a top rating if they come at the expense of the team or residents. The role also models Lion's people-centric standard: results, relationships, development, culture and future leadership.

Core Competencies and What it Looks Like in This Role:

• Inspire trust: Shares spend, results and misses openly with leadership and onsite teams
• Develop people: Coaches marketing staff and prepares them for advancement
• Drive accountability: Balances empathy with high standards for the team, agencies and vendors
• Lead through change: Guides teams through new channels, tools and market shifts
• Build collaborative relationships: Works across operations, training and regions instead of in a marketing silo
• Resident-centric decision making: Attracts residents who stay and protects asset value
• Inclusive leadership: Builds a team where everyone contributes and belongs
• Continuous improvement: Tests, measures and retires what doesn't work

Reports to: Chief Operating Officer

Location: Nashville Corporate Office, or Remote in specific markets (NC, TX, GA), with travel to communities as needed

Why You'll Love It Here!

At Lion Real Estate Group, we're focused on building a strong, collaborative team that takes pride in what we do. As we continue to grow our multifamily portfolio, we're looking for motivated professionals who want to make a meaningful impact, contribute new ideas, and grow alongside the company.

You'll have the opportunity to work closely with experienced leadership, take ownership of important processes, and play a key role in supporting our expanding real estate operations.

Benefits Offered:

• Medical Insurance (77% of employee/dependent premium paid by Lion)
  • Heath Savings Account (HSA)
• Dental Insurance (99% of employee premium paid by Lion)
• Vision Insurance (99% of employee premium paid by Lion)
• Voluntary Plans including Life/AD&D, Accident, Critical Illness, Hospital Indemnity, and Pet Insurance
• 401(k) Retirement Savings Plan (6% Company Match)
• Paid Time Off Policies:
  • Vacation
  • Sick Leave
  • Bereavement Leave
  • Holidays (New Years Day, MLK Day, Presidents Day, Memorial Day, Juneteenth, Independence Day, Labor Day, Thanksgiving Day, Day After Thanksgiving, Christmas Eve, Christmas Day)
• Paid Parental Leave
• Employee Assistance Program
• Volunteer Time Off
• Rewards Program

About Lion Real Estate Group

Lion Real Estate Group is a real estate investment and property management firm specializing in value-add multifamily communities. With a growing portfolio across multiple U.S. markets, our team is committed to improving the communities we own and operate while delivering strong operational and financial performance.

Join our team and help us build what's next!

Lion Real Estate Group is an Equal Opportunity Employer. We are committed to providing equal employment opportunities to all qualified applicants without regard to any characteristic protected by applicable law.

Requirements

Required

• 5+ years in demand generation or performance marketing, including 2+ years leading people
• Experience in multifamily, real estate or another multi-location, high-volume business
• Proven results with paid search, paid social, SEO and ILS channels
• Strong analytical skills, with experience building dashboards and attribution reports
• Experience managing a multi-million-dollar marketing budget and outside agencies
• Bachelor's degree in marketing, business or a related field, or equivalent experience

Preferred

• Hands-on experience with property management and CRM platforms (such as Yardi, RealPage, Entrata, Knock or Funnel)
• Knowledge of fair housing advertising rules