Marketing + Social Media Specialist

Cardinal Group Companies•Tallahassee, FL

13h•$65,000 - $70,000•Onsite

About The Position

The Portfolio Marketing Director sets and protects the brand for every Charles Street Partners (CSP) property. The role owns social media strategy and content creation, campaign activations, graphic design, and internal storytelling across all channels. The goal is consistent branding that people recognize and that improves the experience for residents and prospects. The Director manages several property accounts and platforms at once. They keep workflows organized, execute on time, and make sure every touchpoint reflects the CSP brand. The role also works closely with onsite leasing teams to help drive occupancy, conversion, and resident retention.

Requirements

Own social media strategy and content creation
Campaign activations
Graphic design
Internal storytelling across all channels
Manage several property accounts and platforms at once
Keep workflows organized
Execute on time
Ensure every touchpoint reflects the CSP brand
Work closely with onsite leasing teams to help drive occupancy, conversion, and resident retention
Write, edit, and publish content for each property on all platforms
Run daily social media operations across multiple accounts using Hootsuite
Manage inboxes and direct messages
Improve marketing automation and lead nurturing across email, content, landing pages, and other digital channels
Create go-to-market materials for new properties and hospitality ventures
Work with onsite teams to produce leasing, marketing, and operational collateral
Standardize branding across the portfolio
Design, source, and produce branded merchandise
Plan and run annual photo and video shoots
Recruit, manage, and directly supervise a team of student influencers and athletes
Build strong relationships with influencer and athlete partners
Manage all of their communication, coordination, and content timelines
Track results with custom UTM links and referral codes
Visit each out-of-market property at least once per quarter
Train every site team on marketing best practices at least once per semester
Propose and launch at least one new marketing initiative per quarter

Nice To Haves

Entrata (for lead tracking)
Hootsuite (for social media operations)

Responsibilities

Work with onsite teams to plan and run lease-up campaigns, resident retention initiatives, and promotional events.
Run 100% of planned events on schedule. Submit a recap for each one within 5 business days that covers attendance, leads captured, and cost.
Capture at least [25] qualified leads at each tabling event or housing fair.
Train and support leasing staff on marketing and leasing tasks, including lead follow-up, so every lead in Entrata is followed up with and closed out.
Improve lead-to-tour conversion by 10% and tour-to-lease conversion by 5% compared with the same period last year.
Help the Tallahassee properties reach 50% pre-leased by January 1 and a 33% renewal rate by the end of the Renewal Launch window.
Write, edit, and publish content for each property on all platforms: Instagram (Reels, static posts, and Stories), Facebook (Reels and static posts), TikTok.
Publish at least two grid posts, three Story posts, and one Reel or TikTok per property each week, meeting that schedule at least 95% of the time.
Send each property's monthly content calendar for approval by the 25th of the month before.
Run daily social media operations across multiple accounts using Hootsuite.
Manage inboxes and direct messages, including community engagement, replies, and escalations when needed.
Answer all DMs and comments within 48 hours (within 24 hours during business hours).
Grow organic engagement 15% and followers 10% year over year across the portfolio.
Grow leads that come from social media 10% year over year, tracked through UTM links.
Improve marketing automation and lead nurturing across email, content, landing pages, and other digital channels.
Create go-to-market materials for new properties and hospitality ventures (such as Sliced Pizzeria), including web and social assets, printed collateral, and launch kits.
Work with onsite teams to produce leasing, marketing, and operational collateral for each property's needs. All requests will go through a centralized ticketing system.
Complete standard collateral requests within 5 business days and rush requests within 48 hours, meeting those deadlines at least 90% of the time.
Standardize branding across the portfolio while keeping each property's own identity (e.g., LV, Hub, Verve).
Design, source, and produce branded merchandise for each property within the approved budget.
Plan and run annual photo and video shoots for property websites and social channels, finished before each year's Renewal Launch.
Hold a quarterly content day at each assigned property, for at least 2 per property per year.
Recruit, manage, and directly supervise a team of student influencers and athletes who handle on-campus marketing and events.
Build strong relationships with influencer and athlete partners, and manage all of their communication, coordination, and content timelines.
Track results with custom UTM links and referral codes. A referral source question will be added to the leasing application.
Visit each out-of-market property (Indianapolis, Cincinnati, and Pittsburgh) at least once per quarter.
Train every site team on marketing best practices at least once per semester.
Propose and launch at least one new marketing initiative per quarter.