Director - Property Marketing

Hines•Atlanta, GA

About The Position

The Director, Property Marketing, is responsible for leading the strategic development and execution of property marketing across the Sunbelt market spanning multiple asset classes. Reporting to the Senior Director, Portfolio Marketing – Americas, this role aligns asset strategy, customer insight, brand positioning, and go-to-market execution to drive measurable commercial outcomes across the full asset lifecycle. Operating within the Global Property Marketing framework, the Director ensures each asset is clearly positioned in market, supported by effective and targeted go-to-market strategies, and contributing to broader portfolio performance and long-term value creation. This role further strengthens a portfolio-led approach to property marketing, embedding marketing early in the asset lifecycle and deepening cross-functional partnership to drive consistent, commercially focused outcomes.

Requirements

8+ years of experience in marketing, ideally within real estate, property management or multi-asset environments
Experience managing marketing across a portfolio of assets and/or multiple asset classes
Strong expertise in brand positioning, customer strategy, and go-to-market execution
Commercially minded, with the ability to connect marketing activity to leasing, revenue, and asset performance
Experience working in a matrixed organization
Focused on achieving measurable outcomes and delivering high-quality results through consistent performance and goal-oriented actions.
Able to pivot and adjust approaches in response to changing circumstances, needs, and priorities.
Actively drives transformation and improvement, advocating for innovation and continuous development within the firm.
Makes decisions based on long-term vision and strategic objectives, ensuring alignment with overall business goals.
Comfortable with uncertainty and able to thrive in dynamic environments, swiftly adjusting to new challenges and opportunities.
Committed to managing resources efficiently, ensuring financial sustainability, and making sound budgetary decisions to support business growth.
Forms mutually beneficial relationships with other individuals or groups.
Actively seeks to expand one’s knowledge base and learn from experiences.

Responsibilities

Own marketing strategy across a portfolio of assets, ensuring alignment with asset-level business plans and investment objectives
Partner with Asset Management, Development, and Management Service to shape asset strategy, including positioning, target customers, and commercial approach
Provide input into early-stage product strategy, amenity mix, and customer experience to ensure strong market alignment
Support assets across multiple classes (e.g., residential, PBSA, mixed-use, commercial), adapting strategy based on lifecycle stage and market dynamics
Define and evolve clear, differentiated positioning for each asset, grounded in market insight, customer segmentation, and competitive context
Ensure alignment with the broader brand while enabling each asset to express a distinct, locally relevant identity
Translate strategy into compelling narratives that resonate with target audiences and support leasing and revenue objectives
Lead the development of go-to-market strategies for launches, lease-up, repositioning, and stabilization phases
Define channel strategy, campaign approach, and phasing aligned to asset lifecycle and timelines
Oversee execution of integrated campaigns across digital, brand, property level PR, and partnerships, ensuring consistency and quality
Establish and track KPIs tied to commercial outcomes (leasing velocity, lead conversion, occupancy, revenue)
Leverage data and insights to continuously optimize performance and inform decision-making
Partner with Global Digital Marketing Operations to ensure adoption of platforms, tools, and reporting frameworks
Act as the primary marketing partner to Development, Asset Management, and Management Services and regional leadership within the cluster.
Lead cross-functional coordination across assets and teams, ensuring marketing strategies are connected, sequenced, and optimized at a portfolio level rather than in isolation
Drive alignment across global frameworks and local market execution, ensuring consistency in approach while enabling thoughtful adaptation to market conditions
Partner closely with Global Marketing, Communications, Digital, and Place & Destination Marketing to translate positioning into cohesive, end-to-end customer experience and activation
Influence senior stakeholders by bringing clear, data-driven marketing perspectives that shape asset decisions, investment priorities, and go-to-market approaches
Oversee agency relationships across the portfolio, ensuring strong strategic input and high-quality execution
Drive consistency in briefing, scope, and performance management across partners
Embed best practices and scalable approaches across the portfolio