Director of Demand Generation

Brookfield Asset Management•Charleston, SC

1d•Onsite

About The Position

As Director of Demand Generation, you own the full marketing-driven demand funnel from first touch through qualified lead, tour intent, and application. You are accountable for generating high-quality, conversion-ready demand and optimizing it into efficient, scalable leasing outcomes across all markets. You are responsible for ensuring marketing is not just driving traffic - but delivering measurable, revenue-impacting pipeline. Location: onsite in Charleston, SC 29403 (Charleston Technology Center)

Requirements

Bachelor's degree in Marketing, Business Administration, Communications, or a related field
8+ years of progressive marketing experience with a strong focus on demand generation or growth
Proven ownership of pipeline/revenue
Demonstrated success in Multifamily, Single-Family Rentals (SFR), or Build-to-Rent (BTR) marketing or an adjacent consumer real estate vertical
Proven ability to manage marketing strategy across a large, multi-market portfolio simultaneously
Experience setting and managing marketing budgets with accountability to ROI
Track record of leading and developing high-performing marketing teams
Deep expertise in performance marketing: paid media, ILS optimization, SEO/SEM, email, and digital channels
Strong analytical mindset with experience using CRM and reporting platforms (Salesforce, HubSpot, Tableau, or similar)
Exceptional communication and presentation skills - comfortable in executive-level discussions and community-level conversations alike

Nice To Haves

Experience with BTR or multifamily lease up communities from pre-leasing through stabilization
Familiarity with property management and marketing tech stacks common in SFR/MF (Entrata, RealPage, Yardi, Rently, Engrain, MRI, Tour24, or similar)
Experience operating inside a high-growth, PE- or institutional-backed real estate platform
Passion for resident experience and a customer-first marketing philosophy
MBA or equivalent advanced degree

Responsibilities

Own full funnel: traffic lead → tour → application → lease
Set and hit pipeline targets
Build forecasting models
Improve lead quality and conversion rates
Own end-to-end acquisition strategy across all paid and owned channels (ILS, paid search, SEO, paid social, email, website)
Allocate and reallocate budget dynamically based on cost per lease and marginal ROI, not channel preference
Design and execute a rigorous testing roadmap across targeting, creative, bidding, and landing experiences
Identify scaling levers and aggressively double down on high-performing channels; eliminate underperforming spend quickly
Continuously improve lead quality, not just volume
Own demand generation strategy for all new community lease-ups from pre-leasing through stabilization
Build qualified pipeline ahead of delivery timelines to ensure zero lag in occupancy ramp
Develop market-specific strategies based on competitive dynamics, pricing sensitivity, and renter behavior
Prioritize markets and allocate resources based on performance and opportunity, not evenly across the portfolio
Own alignment between marketing, leasing, and operations to drive end-to-end conversion performance
Analyze and improve conversion rates at every stage: lead → tour → application → lease
Establish tight feedback loops with leasing teams to identify friction points and lost opportunities
Use demand data to inform pricing, incentives, and positioning decisions in real time
Utilize the Maymont data science team and own full-funnel reporting, forecasting, and marketing performance analysis across all markets
Implement and refine attribution models to understand true channel contribution
Make fast, high-confidence decisions with imperfect data; adjust strategy in real time based on performance signals
Ensure all messaging, creative, and digital experiences are built to drive conversion, not just engagement
Partner with creative resources to produce and iterate on high-performing assets quickly
Continuously test and optimize landing pages, CTAs, and user journeys to improve conversion rates
Maintain brand consistency, but prioritize performance and clarity over aesthetics
Lead a marketing team with clear roles, responsibilities, and performance expectations
Establish and enforce accountability systems tied to measurable business outcomes (not activity)
Develop talent through structured coaching, feedback, and training programs
Set and track performance metrics across all marketing functions (pipeline, CAC, conversion, ROI, etc.)
Create a culture of ownership where underperformance is addressed quickly and directly
Translate company goals into clear, executable marketing plans with defined owners
Manage agencies and vendors with strict performance expectations tied to measurable outcomes
Create a culture of speed, experimentation, fun, and continuous optimization
Perform other duties as assigned to support business objectives