Property Marketing Director

Job Description

Job Description

Background

2Life Communities has been at the heart of positive change in the affordable senior housing ecosystem since 1965. We develop, manage, and advocate for high-quality, affordable housing and services that support aging in community, helping older adults and their families enjoy stability, dignity, and peace of mind. Our mission is to ensure that every older adult has the opportunity to live a full life of connection and purpose in a dynamic, supportive environment.

Position summary

The property marketing director oversees all marketing efforts for 2Life’s affordable and direct rental housing portfolio. With both strategic and tactical responsibilities, the top priority for this position is to lead and execute all marketing efforts in service of 2Life’s affordable and direct rental housing portfolio, supporting occupancy, waitlist, and brand goals, including both upcoming and future 2Life properties.

Working across teams, the director develops and executes marketing strategies, builds community relationships, and partners closely with site staff, sales counselors, the Opus Communities marketing and sales team, real estate development, operations, compliance, advocacy, and community life to ensure each property is well represented and consistently filled.

Essential job functions

Marketing strategy and demand generation

• Serve as the primary marketing and communications lead for 2Life’s affordable and direct rental housing portfolio, supporting occupancy, waitlist, and brand goals, including upcoming and future 2Life properties.

• Develop and execute integrated marketing strategies to generate awareness, interest, and strong waitlists.

• Maintain a consistent focus on demand generation for direct rental apartments, including coordinated strategies across Shillman House, Golda Meir House, and Brown Family House.

• Conduct market research on local trends, rental demand, and competitors. Serve as the team’s subject-matter expert in senior housing marketing.

• Set marketing goals and campaign strategies using a mix of tactics, including events, PR, web, social, email, and print.

• Track and report on marketing performance, occupancy trends, and market conditions, and provide recommendations to inform strategy.

Leasing support and sales alignment

• Partner closely with sales counselors, site staff, and the Opus Communities marketing and sales team to align marketing strategies with leasing needs, outreach priorities, and sales performance goals.

• Ensure marketing efforts support the full prospective resident journey from first inquiry through move-in.

• Collaborate across 2Life and Opus Communities to support shared learning, coordinated outreach, consistent messaging, and effective lead generation.

• Use insights from sales counselors, Opus colleagues, site teams, prospects, and market activity to refine campaigns, messaging, and outreach strategies.

• Serve as the primary marketing contact for property executive directors on resident communications.

Community engagement and partnerships

• Build and maintain relationships with local community-based organizations (e.g., senior centers, ASAPs, healthcare providers, media outlets) in both communities where we have existing 2Life developments as well as communities where we are adding new developments.

• Coordinate outreach and communications activities with advocacy, community life, compliance, and development teams.

• Plan and execute outreach and lead generation activities such as open houses, senior resource fairs, resident meet-and-greet events, presentations, and community partner events to drive awareness, support leasing, and increase brand visibility for both existing and new developments.

Development marketing and milestone events

• Lead marketing efforts for real estate development milestones, including groundbreakings and ribbon cuttings.

• Ensure new and existing communities are well positioned with key stakeholders and the public.

• Execute affirmative marketing plans and required outreach activities for new and existing communities.

Brand management and marketing execution

• Ensure consistent branding and messaging across all communications and marketing materials.

• Provide guidance on property signage, design, and overall brand representation.

• Develop and manage marketing assets, including digital, print, and presentation materials.

Other duties and responsibilities

• Manage internal and external communications initiatives.

• Maintain working knowledge of Opus Communities and direct rental sales priorities to support coordinated marketing, cross-referrals, and organizational alignment.

• Contribute to team project tracking systems to ensure visibility into marketing activities and timelines.

• Serve as a resource and trainer to staff across the organization as appropriate.

• Support broader departmental and organizational goals and objectives.

Preparation, knowledge, skills, and abilities

• 8+ years of property marketing, field marketing, or related experience.

• Excellent written and verbal communication skills, with experience producing a wide range of marketing materials.

• Ability to lead initiatives and coordinate cross-functional efforts with attention to detail.

• Experience and comfort with public speaking.

• Knowledge of the affordable housing market, particularly in Massachusetts.

• Strong interpersonal, organizational, and communication skills.

• Experience working with media and print vendors.

• Experience with digital marketing tools (e.g., Drupal, HootSuite, Act-On, GA4, Search Console, Salesforce, Canva, Google Suite).

• Ability to clearly articulate 2Life’s mission, vision, and impact to external audiences.

Supervisory responsibility

At present, this position will not have management responsibility.

Working conditions / physical demands

• This position will have a hybrid working environment, with part of the week at 2Life’s Brighton headquarters, and part of the week working from home.

• Regular travel to 2Life’s properties, events, and community engagements is required, including occasional off-hours work.

We don’t just offer a job; we invest in your entire life. Our "Total Rewards" package adds an extra 27% to 30%+ in value on top of your base salary.

• Comprehensive Health: Premium Medical, Dental, and Vision coverage for you and your family.
• Future-Proofing: 401(k) retirement planning and employer-paid Life, AD&D, and Disability insurance (Short & Long Term).
• Rest & Recharge: Generous paid vacation, official holidays, plus 2 floating holidays to use whenever you need a break.
• Family-Friendly: Inclusion for your "+1" and dependents, plus Pet Insurance for your furry family members.

The above statements intend to describe the general nature and level of work performed by people assigned to do this job. The above does not intend to be an exhaustive list of all responsibilities and duties required.

We desire to build and cultivate an inclusive environment that brings together a diverse workforce with unique experiences, backgrounds, talents, and perspectives.

External and internal applicants, as well as position incumbents who become disabled as defined under the Americans with Disabilities Act must be able to perform the essential job functions (as listed) either unaided or with the assistance of a reasonable accommodation to be determined by management on a case by case basis.

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