Property Management Marketing and Social Media Manager

Summary:

The Property Management Marketing and Social Media Manager is responsible for overseeing all marketing activities across OneWall Communities' portfolio of approximately 7,500 multifamily units across multiple markets. This position serves as the central marketing resource for the organization, providing strategic direction, analytical insights, and hands-on support to property teams while maintaining corporate marketing standards and brand integrity. The Marketing and Social Media Manager will leverage data analytics to optimize traffic generation, improve conversion rates, and drive occupancy across the portfolio while supporting the company's growth as a third-party property management platform.

Essential Duties and Responsibilities:

Portfolio Marketing Oversight

• Develop and implement comprehensive marketing strategies across all OneWall Communities properties to maximize occupancy and rental revenue
• Oversee marketing performance for approximately 7,500 units across multiple markets, ensuring consistent execution of marketing initiatives at the property level
• Establish and monitor key performance indicators (KPIs) for each property including website traffic, lead generation, conversion rates, and cost per lease
• Conduct regular property visits to assess marketing execution, train on-site teams, and identify opportunities for improvement
• Partner with Regional Property Managers and property teams to align marketing strategies with leasing goals and market conditions

Data Analytics & Performance Management

• Analyze marketing data from Internet Listing Services (ILS) platforms including Apartments.com, Rent.com, Zillow, and other lead sources to optimize advertising spend and placement
• Monitor and report on website analytics, traffic sources, user behavior, and conversion funnels using Google Analytics and property management software
• Review competitive market data and pricing strategies to ensure optimal positioning for each property
• Provide regular performance reports to executive leadership with actionable recommendations for improvement
• Track marketing budgets across the portfolio and ensure efficient allocation of resources based on performance metrics
• Evaluate ROI on all marketing channels and make data-driven recommendations for budget adjustments

Digital Marketing & Lead Generation

• Manage and optimize the company's digital presence including websites, SEO/SEM strategies, and paid advertising campaigns
• Oversee Internet Listing Service (ILS) strategies, including content optimization, photo quality, and ad placement to maximize lead generation
• Implement and manage marketing automation tools, CRM systems, and lead management processes to improve conversion rates
• Develop and execute social media strategies that drive engagement and generate qualified leads
• Monitor online reputation across all properties and implement reputation management strategies including review response protocols

Corporate Marketing Support

• Serve as the primary marketing resource for property teams, providing guidance, training, and support on marketing best practices
• Develop marketing collateral, templates, and resources that can be utilized across the portfolio while maintaining brand standards
• Coordinate with third-party vendors, agencies, and service providers to ensure quality and cost-effectiveness
• Manage the onboarding and rebranding of newly acquired or third-party managed communities
• Support business development efforts with marketing materials, presentations, and case studies for prospective third-party management clients

Brand Management & Communications

• Maintain and protect the OneWall Communities brand standards across all properties and marketing channels
• Create and distribute corporate communications, investor updates, and internal newsletters as needed
• Develop and implement resident retention marketing programs and initiatives
• Oversee the design and functionality of company and property websites, ensuring optimal user experience
• Manage marketing asset libraries, photography, and creative resources for the portfolio

Strategic Initiatives

• Identify market trends, competitive threats, and opportunities for differentiation across OneWall's markets
• Recommend and implement new marketing technologies, platforms, or strategies to improve performance
• Support the company's expansion into new markets including market research and go-to-market strategies
• Collaborate with executive leadership on strategic planning and growth initiatives
• Stay current on multifamily industry trends, best practices, and emerging marketing technologies
• Complete OneWall University courses by the required deadline
• Performs other related duties as assigned

Competencies:

Analytical Thinking - Gathers and analyzes data effectively; Identifies trends and patterns; Translates data into actionable insights; Makes evidence-based recommendations; Demonstrates strong quantitative reasoning skills

Adaptability - Accepts criticism and feedback; Adapts to changes in the work environment; Changes approach or method to best fit the situation; Manages competing demands across multiple properties and markets

Attendance & Punctuality - Arrives at meetings and appointments on time; Begins working on time; Ensures work responsibilities are covered when absent; Keeps absences within guidelines; Schedules time off in advance

Communications - Exhibits good listening and comprehension; Expresses ideas and thoughts verbally and in writing; Keeps others adequately informed; Selects and uses appropriate communication methods; Presents complex information clearly to diverse audiences

Customer Service - Displays courtesy and sensitivity; Manages difficult or emotional situations; Meets commitments; Responds promptly to internal and external customer needs; Supports property teams effectively

Initiative - Takes independent action; Seeks out opportunities for improvement; Volunteers for additional responsibilities; Identifies problems and proposes solutions proactively

Judgment - Displays willingness to make decisions; Exhibits sound and accurate judgment; Includes appropriate people in decision making process; Makes timely decisions; Supports and explains reasoning for decisions

Leadership - Inspires and motivates property teams; Provides clear direction and expectations; Shares expertise and mentors others; Holds self and others accountable; Builds strong cross-functional relationships

Planning & Organization - Integrates changes smoothly; Plans for additional resources; Prioritizes and plans work activities across multiple properties; Sets goals and objectives; Uses time efficiently; Works in an organized manner; Manages multiple projects simultaneously

Problem Solving - Develops alternative solutions; Gathers and analyzes information skillfully; Identifies problems in a timely manner; Resolves problems in early stages; Works well in group problem solving situations

Quality - Fosters quality focus in others; Improves processes; Measures key outcomes; Sets clear quality requirements; Solicits and applies feedback from property teams

Technical Proficiency - Demonstrates expertise in marketing technologies and platforms; Learns new systems quickly; Applies technical knowledge to solve business problems

Supervisory Responsibilities:

This position may supervise marketing coordinators, graphic designers, or other marketing support staff as the department grows. Currently no direct reports.

Education and Experience Requirements:

Bachelor's degree in Marketing, Business Administration, Communications, or related field required. Minimum of 3-5 years of marketing experience, preferably in multifamily property management, real estate, or hospitality industries. Demonstrated experience with digital marketing, data analytics, and performance optimization required. Experience managing marketing across multiple locations or properties strongly preferred.

Certificates and Licenses:

Certified Apartment Marketing Professional (CAMP) designation preferred but not required.

Knowledge, Skill and Ability Requirements:

Language Skills:

Ability to read, analyze, and interpret marketing data, analytics reports, competitive analyses, and market research. Ability to write clear, compelling marketing copy, strategic plans, performance reports, and executive presentations. Ability to effectively present information and respond to questions from property teams, executive leadership, and external partners.

Mathematical Skills:

Ability to calculate and analyze marketing metrics including conversion rates, cost per lead, ROI, market share, and other key performance indicators. Ability to create and manage budgets. Strong proficiency with Excel including formulas, pivot tables, and data visualization.

Reasoning Ability:

Ability to solve practical problems and deal with a variety of variables across multiple properties and markets. Ability to interpret data and translate insights into actionable strategies. Ability to think strategically while also executing tactically.

Computer Skills:

Required: Advanced proficiency with Microsoft Office Suite (Excel, Word, PowerPoint, Outlook). Experience with Google Analytics or similar web analytics platforms. Familiarity with property management software and CRM systems. Experience with Internet Listing Services (Apartments.com, Rent.com, etc.).

Preferred: Experience with marketing automation platforms, Adobe Creative Suite, content management systems, social media management tools, SEO/SEM platforms, and project management software.

Special Requirements:

Travel:

25-30% travel expected, primarily within Maryland, Pennsylvania, Texas, Georgia, and Florida markets for property visits, market tours, and team meetings. Some overnight travel required.

Physical Demands:

While performing the duties of this job, the employee is regularly required to sit and use a computer for extended periods. The employee must be able to communicate effectively via phone and video conference. The employee is occasionally required to stand, walk, and travel to property sites which may include climbing stairs, walking properties, and touring apartment units. The employee must occasionally lift and/or move up to 25 pounds.

Work Environment:

The work environment is primarily a corporate office setting with moderate noise levels. However, regular property visits will require working in various property environments including construction sites, vacant units, and outdoor property grounds. The employee must be comfortable working independently and managing their own schedule while also collaborating with remote teams.