Director of Marketing

Position Summary

The Director of Marketing isresponsible for driving portfolio performance through strategic marketing andbrand positioning. This role leads the development and implementation ofintegrated marketing strategies. A topcandidate will join the team with a knowledge of YARDI.

The Director partners closelywith Regional Managers, Community Managers, and Executive Leadership to ensuremarketing initiatives align with Carlisle's business practices and financialobjectives. This position plays a critical role in improving lead generation,conversion ratios, resident retention, and overall property performance.

MARKETING LEADERSHIP & STRATEGY

Brand & Portfolio Marketing Strategy

• Develop and execute comprehensive marketing strategies to drive qualified traffic, brand awareness, and leasing velocity.
• Ensure consistent branding and messaging across all properties and corporate channels.
• Create and maintain standardized marketing policies, best practices, and toolkits for property teams.
• Stay current on industry trends, emerging technologies, and competitive positioning strategies.

Digital Marketing & Online Presence

• Oversee property website design, functionality, content accuracy, and user experience.
• Manage SEO and SEM strategies in partnership with third-party agencies to optimize paid and organic traffic.
• Oversee Internet Listing Services (ILS) performance, integrations, pricing negotiations, and ROI analysis.
• Manage Google Business profiles, online reputation strategies, and review response protocols to maintain strong ratings and mitigate negative reviews.
• Administer and establish best practices for property and corporate social media platforms (LinkedIn, Facebook, Instagram, X, YouTube, etc.).
• Operate and grow the corporate LinkedIn presence with relevant, engaging content aligned with business development goals.

Analytics, Reporting & Performance Metrics

• Establish and monitor key marketing KPIs including leads by source, cost per lead, cost per lease, conversion ratios, website traffic, and review scores.
• Analyze marketing funnel performance and identify opportunities for improvement.
• Provide monthly reporting and actionable insights to executive leadership and operations teams.
• Evaluate marketing spend efficiency and recommend budget reallocations to maximize ROI.

Marketing Budgeting & Asset Support

• Partner with Regional and Community Managers to develop and manage annual marketing budgets.
• Provide strategic recommendations on rent positioning, advertising specials, amenities, and promotional campaigns based on performance data.
• Assist with marketing due diligence for acquisitions and repositioning strategies for underperforming assets.
• Support disposition strategies by enhancing brand positioning and occupancy stabilization efforts.

Engagement & Retention Initiatives

• Develop resident engagement best practices and support on-site teams with event strategy and retention campaigns.
• Design and distribute corporate communications, including newsletters and promotional materials.
• Oversee procurement of marketing and promotional materials portfolio-wide.

• Promote a sales-driven culture while maintaining compliance and customer service excellence.

Technology & Systems Integration

• Oversee marketing technology platforms including, ILS integrations, website platforms, and automation tools.
• Ensure seamless integration between marketing platforms and property management systems.
• Evaluate and recommend new tools to enhance lead generation, conversion efficiency, and reporting accuracy.

Business Development Support

• Collaborate with executive leadership on RFP responses and business development presentations.
• Produce and maintain marketing collateral and business development materials.
• Support new property onboarding with marketing strategy
• Build strong relationships with industry partners, vendors, ownership groups, and referral networks.

Qualifications

• Knowledge of YARDI preferred
• Bachelor's degree in Marketing, Business, Communications, or related field preferred.
• 3-5+ years of progressive experience in multifamily marketing
• Strong analytical capabilities with the ability to translate data into strategic action.
• Experience managing digital marketing platforms, ILS channels, and SEM

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