Dir, Digital Marketing

Overview

The Michaels Organization is a national leader in residential real estate offering full-service capabilities in development, property management, construction, and investment. At Michaels, our teammates strive to fulfill our promise of creating communities that lift lives – ones that jumpstart housing, education, civic engagement, and neighborhood prosperity. With this passion at the forefront of our business, Michaels teammates can be proud to be a part of the extraordinary, every day. 

 

The Director of Digital Marketing will be responsible for The Michaels Organization's strategy development and implementation of digital marketing tactics for TMO's real estate portfolio (Student, Market, Affordable, Attainable, and Military. Using paid media, organic, social, email, GMB, geofencing, ILSs etc. to drive qualified traffic to our communities in the most economical manner. Measuring and sharing performance via a consistent reporting package.  This role will be responsible for communicating tactics that are being used proactively to anticipate traffic needs of the communities to Management Leadership. Additionally, this position serves as a mentor and key resource for digital marketing excellence, troubleshooting challenges, supporting initiatives, and driving innovative digital practices, including the implementation and training of property technology (PropTech) solutions.

Responsibilities

1.  Develop, implement, and manage strategic digital marketing plans including SEO/SEM, social media advertising, email marketing, retargeting, and content marketing to drive leasing performance and brand visibility. Guiding and advising marketing leads in discussion on increases, decreases, and strategy suggestions on a daily/weekly basis. Providing updated unit availability on a bi-weekly basis

2. Oversee digital marketing budgets, ensuring effective allocation of resources and continuous monitoring of ROI.

3. Coach and mentor regional and onsite teams to effectively engage in digital marketing practices and the use of PropTech solutions, ensuring consistency and excellence in execution.

4. Manage relationships with digital agencies, ILS vendors, and external partners, ensuring all marketing initiatives adhere to brand standards and organizational objectives.

5. Utilize advanced analytics tools such as Google Analytics, Power BI, and Tableau to monitor campaign effectiveness, analyze market conditions, and inform strategic recommendations.

6. Conduct regular competitive analyses and market research to identify trends, opportunities, and best practices, continuously enhancing digital marketing effectiveness.

7. Lead website management efforts to optimize user experience, SEO performance, brand consistency, and integration of emerging digital technologies.

8. Act as the primary digital marketing point of contact for new business opportunities, actively participating in business development and client pitches.

9. Facilitate digital marketing meetings, providing updates, training, and guidance on strategic initiatives, new marketing channels, and PropTech implementations.

10. Oversee the implementation and ongoing training of property technology solutions, ensuring alignment with organizational goals and smooth adoption by property teams.

Qualifications

Required Experience:

●      Minimum 5 years of progressive experience in digital marketing, with at least 2 years specifically in multifamily housing marketing.

●      Demonstrated success in managing complex, multi-channel digital marketing campaigns.

●      Proven ability to analyze data and apply insights strategically to improve marketing performance and drive occupancy.

●      Experience with implementation, training, and adoption of property technology (PropTech) solutions.

 

Required Education/Training:

●      Bachelor's degree in Marketing, Business, Communications, or a related field.

●      Certifications in Google Analytics, Google Ads, or similar digital marketing certifications preferred.

 

 

Required Skills and Abilities:  

●      Advanced knowledge of digital marketing practices including SEO, SEM, paid social, email marketing, retargeting, and content marketing.

●      Expertise in analytics tools such as Google Analytics, Power BI, and Tableau.

●      Exceptional project management skills, capable of managing multiple campaigns and projects simultaneously.

●      Strong leadership, coaching, and mentoring skills, able to effectively develop and support teams.

●      Excellent communication and interpersonal skills, capable of engaging and influencing stakeholders at all organizational levels.

●      Proficiency in implementing and training