POSITION: Director of Marketing (Private Label)

COMPENSATION: Pursuant to Colorado regulations, if this job is performed in Colorado, the salary range is $120,000-$125,000 with an opportunity for a bonus. Eligible to participate in the company benefits plan. We offer health, vision, dental, and pet insurance. We offer a 401(k) retirement plan, student loan assistance, licensing and continuing education reimbursement, parental leave, and housing allowances or gifts.

REPORTS TO: VP Student Housing Operations, Private Label

Summary The Director of Marketing is the central engine driving all marketing strategy, execution, and analytical reporting for both the corporate brand and every individual residential property within the portfolio. This role demands an extremely hands-on approach , requiring the Associate Director to directly build, manage, and optimize all foundational digital channels.

The successful candidate will be a high-performance digital operator who can seamlessly transition between granular execution (e.g., bid adjustments in Google Ads) and high-level strategic planning (e.g., launching a new development's brand identity). The primary objective is to deliver measurable, low-Cost-Per-Lead (CPL) and low-Cost-Per-Lease (CPLease) results to support aggressive leasing and occupancy goals.

Key Responsibilities

Paid Search (PPC) Management:

Build, launch, and continuously optimize Google PPC (Search, Display, Retargeting) campaigns for every community, focusing on maximizing conversion volume within defined CPL targets.
Develop and iterate on granular keyword strategy (including extensive negative keyword lists), compelling ad copy testing, intelligent bid adjustments based on performance, and precise conversion tracking/reporting.

Paid Social & Video Advertising:

Design and manage high-performing campaigns across Meta (Facebook/Instagram), TikTok, and YouTube.
Implement advanced targeting strategies, including lookalike audiences, robust retargeting pools, and hyper-local geo-fencing focused on key demand generators (e.g., universities, large employment nodes, and competitor properties).

Search Engine Optimization (SEO) Strategy:

Own and execute a comprehensive SEO strategy to ensure first-page organic rankings for mission-critical search terms.
Key SEO targets include: “[Property Name] + student housing,” “[Luxury apartments in [City]]” and long-tail searches like “Studio apartments near [Campus/Employer].”
Regularly audit technical SEO, site architecture, and content performance.

Property Website Management & Optimization:

Directly manage all property websites (CMS, hosting, security).
Focus relentlessly on Conversion-Rate Optimization (CRO) through multivariate testing of key page elements.
Ensure strict compliance with ADA (Accessibility) standards.
Manage all content updates, performance monitoring (site speed, mobile UX), and critical third-party integrations (e.g., ILS feeds, online scheduling tools, chatbot deployment).

Analytics, Attribution, and Reporting:

Own the entire GA4 (Google Analytics 4) implementation, ensuring accurate event and goal tracking.
Design, maintain, and operationalize performance dashboards to provide a single source of truth for marketing data.
Conduct rigorous attribution analysis to accurately measure the contribution of each channel and optimize spend allocation.

B. Leasing Funnel Optimization & CRO

Lead Generation Campaigns:

Develop and launch high-converting landing pages specifically tailored for seasonal pre-leasing campaigns and complex renovation lease-ups to drive immediate lead volume.

Continuous Testing:

Conduct structured, monthly A/B testing on key conversion elements across websites and landing pages, including Call-to-Action (CTA) placement/copy, hero images, floorplan presentation layouts, and headline value propositions.

KPI Management:

Continuously monitor leasing Key Performance Indicators (KPIs) in partnership with the Operations team (e.g., application volume, closing ratios, lease velocity) and use these metrics to refine and re-allocate digital marketing spend in real-time.

C. Brand Development & Creative Direction

New Development Brand Creation:

Lead the comprehensive brand identity development for all new real estate developments: defining logos, color palettes, core messaging pillars, website wireframes, physical signage, and printed collateral packages.

Content Production Oversight:

Direct and manage the production of all creative assets, including professional photoshoots, high-quality drone and architectural footage, lifestyle video reels for social media, precise floorplan graphics, and seasonal ad creative for all platforms.

Brand Governance:

Act as the brand steward, ensuring absolute consistency in voice, visual identity, and messaging across every internal and external touchpoint.

D. Social Media Management (Deeply Hands-On Community Engagement)

Channel Management:

Directly manage and execute content for all community-level Instagram, TikTok, and Facebook accounts.

Influencer & Ambassador Programs:

Develop, launch, and manage localized influencer and brand ambassador programs, including strategic Name, Image, and Likeness (NIL) partnerships specifically for student housing assets to drive authentic peer-to-peer marketing.

Content & Engagement:

Implement weekly content calendars, manage post scheduling, and actively lead community engagement and response management across all platforms to foster loyalty and manage reputation.

E. B2B & Market-Level Partnerships

Strategic Outreach:

Establish and nurture robust professional relationships with key market-level partners who drive qualified, high-value leads. This includes:

University Housing Offices and Admissions Departments.
Major Campus Clubs, Organizations, and Athletic Departments.
HR Departments of significant local Corporate Employers.
Neighborhood Associations and Chambers of Commerce.
Program Implementation:

Create and manage structured employer referral programs, sponsor targeted campus/community events, and develop proprietary outreach lists for hyper-local B2B marketing campaigns.

F. Corporate Marketing & Investor Relations

Corporate Brand Management:

Manage the brand identity, website, and digital presence for both Charles Street Residential (property operations) and Charles Street Development Co. (investment/development activities).

Investor Collateral:

Produce polished, investor-facing marketing collateral, including pitch decks for new deal acquisitions, materials for recapitalizations, and institutional case studies.

Executive Content:

Oversee the creation of corporate videos, high-level case studies documenting successes, and the compilation of annual corporate reports.

G. Comprehensive Performance Reporting

Weekly Marketing Dashboards:

Generate and distribute detailed weekly marketing dashboards to the executive and operations teams, providing transparent data on:

Leads broken down by source (e.g., Google PPC, Social, Organic, ILS).
Accurate Cost Per Lead (CPL) and Cost Per Lease (CPLease) metrics.
PPC conversion data and quality scores.
Website traffic patterns, behavior flow, and technical health.
Social engagement and growth metrics.
Executive Review:

Present a comprehensive, results-driven monthly marketing performance review to the Principals and senior executives, offering actionable insights and recommendations for strategic adjustments.

Qualifications

Bachelor’s Degree in Marketing, Public Relations, Communications, or a related field preferred, or combined level of related years of work experience and direct capabilities and skill set.
Student housing marketing experience required. Multi-family and BTR marketing preferred.
Ability to quickly analyze and obtain a deep understanding of New Development markets.
Ability to thrive in a fast-paced environment and manage multiple marketing campaigns and brands simultaneously.
Strong attention to detail, highly organized and committed to perfection
Must be creative, efficient, and willing to learn.
Exceptional writing, grammar, and proofreading skills.
Overnight travel up to 30% may be required to attend company functions, training, property visits, and other situations necessary for the accomplishment of special projects that may be assigned from time to time.

WORK ENVIRONMENT The work environment characteristics described here are representative of those a Team Member encounters while performing the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions. Incumbents work in an office environment.

PHYSICAL DEMANDS The physical demands described here are representative of those that must be met by a Team Member to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

While performing the duties of this job, the Team Member is regularly required to use hands to finger, type, handle, or feel and talk or hear. The Team Member is frequently required to stand; walk; reach with hands and arms, and stoop, or squat. The Team Member is often required to sit. The Team Member must be able to push, pull, lift, carry, or maneuver office products and supplies of up to twenty (20) pounds. Specific vision abilities required by this job include close vision, distance vision, color vision, peripheral vision, depth perception and ability to adjust focus.

Routine local travel is required to attend training classes, client visits, or other situations necessary for the accomplishment of some or all of the daily responsibilities of this position. Overnight travel may be required to attend company functions, training, property visits, and other situations necessary for the accomplishment of special projects that may be assigned from time to time.

The above job description is not intended to be an all-inclusive list of duties and standards of the position. Incumbents will follow any other instructions, and perform any other related duties, as assigned by their Team Leader.

Director of Marketing (Private Label)

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