Director of Demand Generation

Lion Real Estate Group•Nashville, TN

About The Position

The Director of Demand Generation creates demand to meet occupancy and reputation goals for Lion Real Estate Group communities. The role owns the strategy, budget, and channels that attract prospects and convert them into tours, applications, and signed leases. Working with regional and onsite teams, the Director anticipates occupancy challenges, responds quickly, and demonstrates the return on marketing spend. This is a hands-on leadership role that develops and executes campaigns while building knowledge and collaboration across teams. The Director builds and manages the annual demand generation plan and marketing budget; oversees paid media, community websites, SEO, listings, reputation, lead management, recovery and renewal campaigns, reporting, vendors, and brand consistency; and hires, coaches, and develops marketing team members. The role also partners with Operations, Investments/Acquisitions, Learning & Development, and regional leaders to bring marketing standards, training, and tools to every community. The position is accountable for business results, resident experience, and team member experience, and models Lion's people-centric standards through trust, staff development, accountability, adaptability, collaboration, resident-centered decisions, inclusive leadership, and continuous improvement. It reports to the Chief Operating Officer. The work location is the Nashville Corporate Office or remote in specific markets (NC, TX, GA), with travel to communities as needed.

Requirements

At least 5 years in demand generation or performance marketing, including at least 2 years leading people.
Experience in multifamily, real estate, or another multi-location, high-volume business.
Proven results with paid search, paid social, SEO, and ILS channels.
Strong analytical skills and experience building dashboards and attribution reports.
Experience managing a multi-million-dollar marketing budget and outside agencies.
Bachelor's degree in marketing, business, or a related field, or equivalent experience.

Nice To Haves

Hands-on experience with property management and CRM platforms such as Yardi, RealPage, Entrata, Knock, or Funnel.
Knowledge of fair housing advertising rules.

Responsibilities

Build and manage the annual demand generation plan and marketing budget.
Allocate marketing spend by community based on occupancy, lease expirations, and lead-to-lease performance.
Own paid search, paid social, internet listing services (ILS), retargeting, and display, optimizing cost per lease.
Drive traffic and conversion on community websites; oversee local SEO/GEO/AEO, listings, and online reputation.
Ensure every lead is captured, routed, and followed up on quickly; partner with leasing teams on CRM workflows, call tracking, and response times.
Launch targeted recovery campaigns for acquisitions and communities below occupancy targets.
Support renewal campaigns with property management to achieve desired resident retention.
Report weekly on traffic, leads, tours, applications, leases, and spend by source and community, and turn data into clear actions.
Select and manage agencies, ILS partners, and marketing technology providers, holding them to performance and contract terms.
Maintain consistent messaging, creative, and pricing presentation across channels and communities.
Hire, coach, and develop marketing team members; create a development plan for every team member and prepare a successor for key roles.
Work with training to transfer knowledge to onsite teams on lead nurturing and marketing strategy.
Partner with Operations, Investments/Acquisitions, Learning & Development, and regional leaders so marketing standards, training, and tools reach every community.
Share spend, results, and misses openly with leadership and onsite teams; guide teams through new channels, tools, and market shifts.
Build collaborative relationships across operations, training, and regions; make resident-centric decisions, foster an inclusive team, and continuously test, measure, and retire ineffective approaches.

Benefits

Medical insurance, with 77% of employee/dependent premium paid by Lion.
Health Savings Account (HSA).
Dental insurance, with 99% of employee premium paid by Lion.
Vision insurance, with 99% of employee premium paid by Lion.
Voluntary plans including Life/AD&D, Accident, Critical Illness, Hospital Indemnity, and Pet Insurance.
401(k) Retirement Savings Plan with a 6% company match.
Paid time off policies including vacation, sick leave, bereavement leave, and holidays.
Paid parental leave.
Employee Assistance Program.
Volunteer Time Off.
Rewards Program.