Digital Marketing & Lead Generation Manager

Job Description

A Digital Marketing & Lead Generation Manager reporting to the Chief Sales and Marketing Office r owns how prospects find Lakeshore communities, click, call, and land in our CRM. This role runs our community websites, paid media, and local listings, manages the digital media budget, and is accountable for qualified leads, cost per lead, and lead-to-sale conversion across our manufactured housing and RV communities.

\n

\n

KEY Responsibilities:

\n

Websites & Conversion:

\n

\n
• Own all Lakeshore community websites, including hosting, domains, uptime, and updates (currently on GoDaddy).
\n
• Keep community content, available homes, pricing, and promotions current, including pop-ups and featured offers.
\n
• Maintain the custom property sites (including Cameron and Harbor Belle RV Resort) and their booking or inquiry paths.
\n
• Improve conversion: forms, click-to-call, chat, page speed, and mobile experience.
\n
• Own local and on-site SEO for every community.
\n

\n

\n

Paid Media:

\n

\n
• Plan, build, and optimize Google Ads (Search, Performance Max, Local) and Meta (Facebook and Instagram) campaigns.
\n
• Run community-level demand campaigns alongside home-level and site-level ads, rather than a fixed number of homes per community.
\n
• Own the monthly media budget and reallocate it by cost per qualified lead and lead-to-sale, not by impression or click volume.
\n
• Manage listing and marketplace channels where they produce leads (for example MHVillage for homes and RV booking platforms for Harbor Belle).
\n

\n

\n

Lead Capture, Routing & Reporting:

\n

\n
• Make sure every lead source (web, phone, social, listings) is tracked and lands in Yardi CRM IQ with the correct source and community.
\n
• Set up and maintain call tracking, UTM standards, pixels, and conversion events.
\n
• Partner with the sales team and our AI lead-response agent so every lead gets a fast first response and a clean handoff.
\n
• Publish a weekly dashboard by community: leads, cost per lead, tours or bookings, and sales.
\n

\n

\n

Local Listings & Social:

\n

\n
• Take ownership of all community Google Business Profiles and Facebook pages, consolidating admin access under Lakeshore.
\n
• Keep hours, photos, and offers accurate, and manage review requests and responses.
\n
• Post a steady cadence of community and available-home content
\n

\n

\n

Vendors & Transition:

\n

\n
• Lead the handover from 3rd Party Vendor: logins, ad accounts, pixels, domains, hosting, and historical performance data.
\n
• Brief and manage the graphic designer and any other freelancers or vendors.
\n

\n

\n

First 90 Days:

\n

\n
• Days 1 to 30: take full control of all accounts and domains from Lead Crossing, audit tracking, and set a baseline for leads and cost per lead by community.
\n
• Days 31 to 60: rebuild paid campaign structure, fix lead routing into CRM IQ, and launch the weekly dashboard.
\n
• Days 61 to 90: hit agreed lead targets for priority communities, including the Harbor Belle RV season and Bay City home sales.
\n

\n

\n

\n
• Other duties deemed necessary by supervisor
\n

\n

\n

REQUIRED SKILLS & Qualifications:

\n

\n
• 4 or more years in digital marketing with hands-on Google Ads and Meta Ads management and budget ownership.
\n
• Experience running websites on a CMS (WordPress or similar), including hosting and DNS basics.
\n
• Strong analytics: GA4, Google Tag Manager, call tracking, and conversion tracking.
\n
• CRM experience; Yardi, Entrata, or another property management CRM is a plus.
\n
• Real estate, manufactured housing, multifamily, RV, or hospitality marketing experience preferred.
\n
• Comfort working remotely with on-site community teams and a small corporate team.
\n
• Basic Canva or Adobe skills for quick edits; full design work goes to the designer.
\n
• Bachelor's degree in marketing, business, or a related field preferred, or equivalent experience.
\n
• Ability to travel occasionally to communities.
\n

\n

\n

FLSA CLASS:   Exempt

\n

REPORTS TO: Chief Sales and Marketing Officer

\n

SUPERVISORY RESPONSIBILITIES:  This position manages the part-time or contract graphic designer and outside vendors ; no direct reports

\n

JOB CATEGORY: Marketing

\n

POSITION CLASS: Marketing

\n

POSITION CODE: DMLGMGR

\n

\n

COMPETENCIES:   

\n

\n
• Treats everyone with respect, compassion and kindness – Builds internal respect and loyalty with customers. Demonstrate concern for customers. Effectively responds to customer needs. This includes responding timely to requests, listening to others, and seeking to understand others when there are differences of opinion, finding ways to build on each other’s ideas. Acts with empathy and focus, while able to resolve problems.
\n
• Demonstrate integrity, transparency and doing things the right way – Makes lemonade out of lemons. This includes following policies, demonstrating financial responsibility with Lakeshore assets, complying with state and federal law, and practicing safety. Conforms to the highest professional standard. Turns challenges into wins.
\n
• Collaboration and teamwork – Involve key stakeholders in decision making. This includes developing and maintaining positive work relationships. Enhances the level of mutual cooperation. Actively participates in team-oriented objectives and activities. Focuses on team success, over individual.
\n
• Solves problems and is transparent about outcomes – Champions new initiatives beyond the scope of the department. Seeks to improve in all aspects of work performance. Creates an environment of continuous improvement and innovation. Encourages people to maintain high standards of quality and thoroughness.
\n
• Serves our employees and residents to improve their lives – This includes maintaining the property that creates curb appeal, a welcoming community environment, supports individual and family activities, creates a sense of neighborhood. At work, continually challenges self to grow and develop to be the best you can be at work.
\n

\n

\n

LOCATION: Illinois or Remote

\n

\n

Physical Requirements:

\n

\n
• Prolonged periods sitting and working at a computer.
\n
• Occasional travel to communities, including walking community grounds.
\n
• The employee will occasionally lift packages up to 20 lbs.
\n
• While performing the duties of this job, the noise level in the work environment is usually moderate.
\n

\n



\n

Compensation:  $85,000 to $95,000 base salary plus quarterly performance bonus

\n

\n

Lakeshore Management is an Equal Opportunity Employer. All qualified applicants will receive consideration for employment without regard to age, race, color, religion, sex, gender identity, sexual orientation, disability, national origin, or protected veteran status. We encourage applicants to confidentially self-identify when applying. Employment with Lakeshore Management is contingent upon the successful completion of a pre-employment background screening, including a drug test, as permitted by applicable law. We are a smoke-free and drug-free workplace, committed to the safety and health of all employees. Recruiters and agencies: Submissions are not accepted without a signed agreement in place. Only candidates whose qualifications closely align with the requirements of the role will be contacted. This is a Safety sensitivity role.