Position Summary
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.
Essential Job Functions
Pipeline & Funnel Ownership
· Own full funnel: traffic lead → tour → application → lease
· Set and hit pipeline targets
· Build forecasting models
· Improve lead quality and conversion rates
Performance Marketing & Channel Optimization
· 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
Lease-Up & Market-Level Demand Strategy
· 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
Revenue Alignment & Funnel Conversion
· 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
Data, Attribution & Performance Management
· 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
Creative & Conversion Strategy
· 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
Team & Vendor Leadership
· 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
Additional Responsibilities
· Perform other duties as assigned to support business objectives
Performance Expectations & Key Metrics:
Performance will be evaluated based on measurable outcomes aligned with company and departmental goals. Metrics may include:
· Qualified Lead Volume: Consistently generating high-intent demand that converts into tours and applications, not just raw lead volume
· Cost Efficiency (Cost per Lease): Driving down acquisition costs while maintaining or improving conversion performance
· Marketing Funnel Conversion Rates: Improving performance across marketing-controlled stages (traffic → lead → tour intent → application) and influencing downstream conversion
· Pipeline Contribution to Occupancy & Revenue: Directly impacting market- and community-level leasing performance through marketing-driven demand and conversion improvements
Required Qualifications
Education
· Bachelor's degree in Marketing, Business Administration, Communications, or a related field
Experience
· 10+ 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
Skills & Competencies
· 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
Preferred Qualifications
· 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
Benefits:
- 401(k)
- 401(k) matching
- Dental insurance
- Employee assistance program
- Employee discount
- Flexible spending account
- Health insurance
- Health savings account
- Life insurance
- Paid time off
- Parental leave
- Professional development assistance
- Referral program
- Relocation assistance
- Retirement plan
- Tuition reimbursement
- Vision insurance
Work Location: In person
