Marketing Manager

Ashton Woods•Charleston, SC

14d•Hybrid

About The Position

The Marketing Manager leads the marketing strategy and execution of programs designed to drive qualified consumers to Ashton Woods communities and ashtonwoods.com with a focus on optimizing ROI of marketing spend. The Marketing Manager also serves the broader role of brand steward for every touchpoint with the consumer.

Requirements

Bachelor’s degree in marketing, Communications, or related field.
At least 5 years of marketing experience (e.g., 360 strategic marketing plans and tactics; managing agency partners, digital and traditional (online / offline) marketing vehicles).
Experience with data-based decision-making utilizing analytics to set and evaluate marketing programs.
Experience using CRM and/or marketing automation to drive business results.
Must be able to read, write, and speak fluently in English.
Ability to drive an automobile for required travel.

Nice To Haves

Spanish language skills are helpful.

Responsibilities

Develop comprehensive plans from audience selection to offer and messaging strategy, vehicle selection, creative development, evaluation, and optimization in alignment with goals.
Develop, manage, and execute annual/quarterly marketing strategies and marketing plans.
Partner with VP of Sales to ensure marketing programs are aligned with goals.
Manage agencies in creation of online and offline marketing initiatives including direct mail, email, collateral, signage, displays, ads (online and offline), events and web page content.
Provide agency partners with well-thought out, effectively written creative briefs and evaluate creative output against briefs in an objective, articulate, constructive manner.
Own the holistic lead management database messaging capabilities for the division, including all triggered emails, e-blasts, and messages sent on behalf of individual communities and/or at the request of individual sales counselors.
Attend weekly sales meetings and conduct community visits to build rapport with sales agents.
Serve as local market expert responsible for monitoring trends and competitive activity both online and within the community.
Manage marketing budget and regularly analyze program performance, consistently tying results to division objectives and strategies.
Set performance goals for and deliver programs optimizing Cost/Lead, Cost/Sale and ROI.
Monitor community traffic on a weekly basis to identify trends, evaluate communities behind traffic / sales goals, and make marketing plan recommendations to improve performance.
Utilize Salesforce and Pardot toolset to measure marketing effectiveness and gain insight into performance by traffic source to optimize performance and prioritize vehicles driving results.
Review Google Analytics and digital media reports to ask probing questions, provide agency partners with appropriate guidance and regularly optimize media mix to drive ROI.
Issue performance reports to key constituents on an ongoing and ad hoc basis.
Visit models and sales offices, assessing model and sales office presentations, signage, and collateral presentations.
Assist community sales with necessary on-site promotional support and self-marketing efforts.
Evaluate and manage online content to ensure adherence to brand standards and drive consistent impact to conversion metrics.
Book and manage new community photo shoots on a timely basis in accordance with guidelines, updating photo library and ashtonwoods.com with new model photography.
Other tasks as assigned.