Growth Marketing Manager

Job Description

Job Description

The Growth Marketing Manager is responsible for driving qualified leasing demand and optimizing marketing performance across the Samuels & Associates commercial real estate portfolio. This role focuses on data-driven digital marketing strategies that generate leads, increase tours, and improve conversion to signed leases.

Working closely with the marketing team, property teams, and external partners, the Growth Marketing Manager develops and executes performance marketing strategies across paid media, search, and digital platforms, while continuously optimizing the leasing funnel from initial discovery through conversion.

This role plays a critical part in supporting property-level financial performance by improving marketing efficiency, increasing lead quality, and driving measurable leasing outcomes.

Roles & Responsibilities:

Lead Generation & Digital Acquisition

• Develop and manage paid media strategies across Google, Meta, geofencing, and digital display platforms to drive qualified leasing leads.
• Oversee and optimize ILS (Internet Lead Source) platforms including Apartments.com, Zillow, and related channels.
• Identify and test new digital acquisition channels to expand reach and improve lead generation.
• Collaborate with property teams to align marketing campaigns with leasing goals and availability.

Search Optimization

• Manage SEO strategy in partnership with external vendors to improve visibility and organic traffic for residential properties.
• Monitor and adapt to evolving search behaviors, including emerging AI-driven search and discovery platforms.
• Optimize property content, listings, and digital presence to improve search rankings and discoverability.
• Identify opportunities to enhance presence across both traditional and AI-powered search environments.

Conversion Optimization & Marketing Analytics

• Optimize the leasing funnel from click → lead → tour → lease, identifying opportunities to improve conversion at each stage.
• Oversee residential website performance, including landing page optimization and user experience improvements.
• Develop and maintain marketing dashboards that track key performance metrics, including cost per lead, cost per tour, cost per lease, and channel attribution.
• Analyze campaign performance and provide actionable recommendations to improve results.
• Partner with leasing and property teams to identify opportunities to improve lead quality and conversion rates.

Marketing Technology & AI Enablement

• Evaluate and implement marketing technologies that improve campaign performance, automation, and efficiency.
• Identify and test AI-driven tools for:
  • Audience targeting and segmentation
  • Campaign optimization
  • Creative testing
  • Marketing analytics and reporting
• Stay current on emerging technologies and platforms that impact multifamily marketing and renter discovery.
• Collaborate with internal stakeholders and external partners to integrate new tools into marketing workflows.

Lease-Up & Portfolio Support

• Support marketing strategies for new property lease-ups, including campaign development, platform setup, and vendor coordination.
• Partner with property teams to develop targeted campaigns based on leasing velocity, seasonality, and market conditions.
• Provide ongoing support to optimize marketing performance across stabilized assets.

Training & Education

• Lead training initiatives on new marketing technologies and platforms, including onboarding, best practices, and ongoing education for property teams.
• Develop and implement training programs to support new processes and technology rollouts, ensuring seamless adoption and operational consistency.
• Partner with cross-functional teams to translate new tools and systems into practical, user-friendly workflows for on-site teams.
• Drive customer service excellence through marketing-led training initiatives, aligning brand standards with the resident and prospect experience.
• Create and maintain training materials, playbooks, and resources to support continuous learning and performance improvement across the portfolio.

Vendor & Budget Management

• Manage relationships with digital marketing agencies, SEO partners, and advertising vendors.
• Oversee digital marketing budgets, ensuring efficient allocation of spend to maximize ROI.
• Evaluate vendor performance and recommend adjustments to improve results.

Qualification and Skills:

• 5–8 years of experience in growth marketing, digital marketing, or performance marketing, ideally within multifamily, real estate, hospitality, or related industries.
• Strong understanding of digital acquisition channels including paid search, paid social, and programmatic advertising.
• Experience managing SEO/SEM strategies and digital marketing vendors.
• Proven ability to analyze marketing data and optimize campaigns based on performance metrics.
• Experience building and interpreting marketing dashboards and attribution models.
• Familiarity with marketing technology platforms, CRM systems, and analytics tools (Google Analytics, etc.).
• Exposure to or interest in AI-driven marketing tools and automation.
• Strong analytical thinking, problem-solving skills, and attention to detail.
• Ability to manage multiple projects and priorities in a fast-paced environment.
• Collaborative mindset with strong communication skills.
• Role expected to grow in scope and responsibility over time, in alignment with evolving business needs and the individual’s performance, initiative, and ability to take on increased ownership.