Pay: $140,000.00 per year
Job description:
Director of Digital Marketing
OnPlace Collective | Residential Master-Planned Communities
POSITION SUMMARY
OnSpire is seeking a Director of Digital Marketing to lead the design, build, deployment, and ongoing management of an integrated digital marketing infrastructure across a portfolio of residential master-planned communities. This is a senior, hands-on leadership role for an innovative thinker who excels in systems, processes, technology, and data.
The Director serves as the internal digital authority across the portfolio, working as part of the OnSpire agency team to support qualified traffic generation, lead conversion, and performance tracking across communities. This is not a campaign management role. It is a platform leadership role that will lead the industry in reporting, digital advertising, ROI, and ROAS.
KEY RESPONSIBILITIES
Digital Strategy & Architecture
- Design and own the portfolio-wide digital marketing strategy and lead a team to ensure each community’s digital presence is on-brand, high-performing, and built on a scalable template framework.
- Define channel strategy across paid search, paid social, programmatic display, SEO, email, and emerging AI channels, directing execution, maintaining strategic ownership, and translating insights, reports, and analytics into clear next steps and forward-looking strategy.
- Build and maintain a master digital playbook that standardizes how OnPlace Collective and OnSpire serve the full spectrum of its client portfolio, from large-scale land developers to small, boutique, and custom-level clients, ensuring consistent quality, strategic rigor, and efficient execution at every scale.
Website & Digital Infrastructure
- Oversee a scalable community website infrastructure program as well as a custom design process, including rollout, adaptation, and ongoing management of community websites across the portfolio.
- Manage website performance, internally or externally, covering lead capture, optimization, landing page development, UX improvements, and accuracy.
- Own the martech stack, including CRM, marketing automation, analytics platforms, tag management, and integrations, ensuring all systems are properly configured, integrated, and producing reliable data.
Paid Media & Performance Marketing
- Set performance targets and KPIs for paid digital programs (Meta, Google, programmatic) across all communities.
- Review and approve project-specific media plans and budgets; hold internal and external teams accountable to spend efficiency, lead quality, and cost-per-sale metrics.
- Maintain working knowledge of audience targeting, bidding strategy, and campaign architecture to effectively lead and challenge agency recommendations.
SEO & Content Strategy
- Direct SEO strategy across the portfolio, including keyword architecture, on-page optimization, technical SEO standards, and local search performance.
- Collaborate with content and creative teams to ensure digital content supports both search visibility and lead conversion.
- Lead OnPlace Collective’s paid and organic social strategies in alignment with SEO and optimization efforts to drive performance across both traditional search and AI-powered search channels.
CRM, Email & Lead Nurture
- Oversee the prospect database and CRM system, ensuring leads are captured, segmented, and nurtured effectively from first inquiry through contract.
- Direct email marketing strategy, including welcome sequences, lifestyle nurture, event communications, and re-engagement campaigns, built within each community workflow.
- Create, integrate, and deploy a digital sales strategy within HubSpot that supports the growth and scalability of OnPlace Collective across its full client portfolio.
Analytics, Reporting & Optimization
Define and direct the performance reporting framework: monthly dashboards, quarterly reviews, and ad hoc analysis tied to conversion outcomes.
- Track the full funnel, from initial conversion point through visit, registration, and contract, and use that data to continuously optimize spend allocation and campaign strategy.
- Maintain source attribution standards across the portfolio so marketing investment can be tied directly to sales results.
Team & Agency Leadership
- Serve as the primary internal interface with the OnSpire agency team on all digital matters, setting direction, reviewing deliverables, and ensuring accountability.
- Build and manage an internal digital marketing team as the portfolio grows.
- Act as a strategic advisor to community marketing leads and the broader leadership team on digital best practices, platform changes, and emerging opportunities.
SUCCESS METRICS
- Within the first 90 days, internal and external partners identified, a foundational framework created, and HubSpot deployment underway alongside other integrated systems to support scalable, manageable, and efficient workflows across a 20+ community portfolio. Complete the initial digital marketing launch with a defined ad placement strategy and Hubspot reporting system strategy.
- Within five months, the standardized digital playbook executed across all active projects, the reporting framework live, and performance metrics recorded consistently.
- By the end of 2026, the integrated marketing system will be running at full capacity, with the infrastructure, processes, and team in place to seamlessly introduce new projects and clients into the platform.
REQUIRED QUALIFICATIONS
- 8+ years of digital marketing experience, with at least 3 years in a director-level or equivalent leadership role.
- Demonstrated experience building or scaling a multi-brand or multi-location digital marketing infrastructure; experience managing agency relationships and holding partners accountable to performance outcomes.
- Deep expertise across paid media platforms (Google Ads, Meta Ads Manager, programmatic DSPs), SEO tools (SEMrush, Ahrefs, or equivalent), and web analytics (Google Analytics 4, Looker, or similar).
- Hands-on experience with CRM platforms and marketing automation tools (Salesforce, HubSpot, or comparable systems), plus working knowledge of website management, tag management (GTM), and marketing data infrastructure.
- Ability to think in systems, translate complex digital performance data into clear strategic recommendations for executive leadership, and manage multiple priorities across a large, fast-moving portfolio.
PREFERRED QUALIFICATIONS
- Experience in real estate, homebuilding, or master-planned community marketing environments.
- Familiarity with long-cycle, high-consideration consumer marketing and multi-location local marketing strategies.
- Experience building and leading internal digital teams alongside external agency partners.
COMPENSATION & BENEFITS
- Competitive base salary commensurate with experience.
- Performance bonus tied to portfolio-level marketing and sales outcomes.
- Benefits package including health, dental, vision, and 401(k).
- Hybrid position based in Texas or Florida with the ability to travel on occasion.
Benefits:
- 401(k)
- 401(k) matching
- Dental insurance
- Health insurance
- Life insurance
- Paid time off
- Professional development assistance
- Vision insurance
License/Certification:
- Driver's License (Required)
Willingness to travel
Pay: $140,000.00 per year
Benefits:
- 401(k)
- 401(k) matching
- Health insurance
- Life insurance
- Paid time off
- Professional development assistance
- Vision insurance
License/Certification:
- Driver's License (Required)
Ability to Commute:
- Houston, TX 77024 (Preferred)
Work Location: Hybrid remote in Houston, TX 77024
