Head of Marketing - SelectLeaders

Position Overview

The Head of Marketing  will be responsible for conceiving, implementing, and sustaining a comprehensive marketing strategy for this premier owner, operator, and developer of manufactured home communities. The company intends to develop a "best in class" marketing and sales capability by maximizing the effective use of technology while giving careful consideration in certain markets to more traditional real estate marketing channels. In addition, the company expects to create distinct brands for its active adult portfolio and its all-age portfolio and to capitalize on this branding by establishing an identity for each property as the lifestyle leader in its market area.

The Head of Marketing must create and execute marketing programs focused on an online strategy that results in significant lead generation to support a regionally based sales management team and property based sales force in their efforts to acquire new residents. In addition, this individual will manage advertising, media, and branding initiatives for our client's manufactured housing retirement communities and for the entry-level manufactured housing homebuyer in the company's all-age communities. Depending on the experience, breadth and strength of the candidate, the company may elect to have the regional sales management team report directly to the Head of Marketing.

Key responsibilities include:

• Create and execute the company's overall marketing strategy
• Assist with the creation of distinct brands for the company's active adult and all-age community portfolios
• Leverage the two brands and work with regional operations and sales management teams to establish an identity for each property as the lifestyle leader in its market area.
• For each brand, develop and direct multimedia marketing campaigns including online initiatives, corporate sponsorship, partner sites, promotion and advertising
• Work very closely and successfully with the sales team to ensure revenue targets are achieved through a robust lead generation platform
• Drive company marketing, position and messaging strategy, and create best in class website materials, marketing collateral and content
• Establish and manage strategic partnerships within associated industries and online distribution channels
• Build and manage a marketing team

CANDIDATE PROFILE

The successful candidate should possess the following:

• Minimum of 15 years of marketing experience; 10 years of progressive experience in multi-disciplined marketing management, with 5 plus years demonstrated success in a digital/online marketing environment
• Strong results orientation, with a track record of developing successful online programs that yield a high rate of return
• Strong knowledge of online marketing and audience development including metrics, setting goals and generating forecasts and budgets
• Successful experience leading the development and implementation of online ustomer acquisition programs and/or lead generation platforms
• Experienced in new media and leveraging emerging business trends (social media, SEO/SEM etc.)
• Ability to be both strategic and tactical; ideally from the retirement community, master planned community, homebuilding, hospitality, cruise, travel and leisure industries
• Strong customer focus and understanding of both the senior consumer and the entry level homebuyer, as well as a demonstrated ability to market/sell to each
• Savvy and passionate about numbers, market indicators, metrics and demographic trends, and must have the appropriate financial management experience and analytical skills to translate hard data into strategic plans
• Working knowledge of the marketing of retirement communities or manufactured housing a plus
• Direct management of sales managers or sales teams a plus
• Prior experience in an entrepreneurial culture that places a premium on innovation and performance