Category Growth Marketing Manager

The Category Growth Marketing Manager (Short-term Rental or Furnished Apartment Focus) will develop and implement AVE's brand marketing strategy to promote the company's short-term, furnished rental solutions and drive demand and awareness nationwide. This senior-level marketing professional will develop and implement strategic plans specifically focused on enhancing our online visibility, driving traffic, increasing leads, and generating short-term furnished bookings in order to achieve the company's objectives and targets across every region.

As the Category Growth Marketing Manager, you will play a pivotal role in shaping and executing the furnished/short-term rental marketing strategy of AVE by Korman Communities nationwide. This strategic marketing role will be multifaceted, and you will lead all short-term/furnished rental marketing initiatives from strategy development all the way through execution. You must also be a collaborative team player with the ability to work closely and effectively with both senior leadership as well as cross-functional teams.

This position offers a unique opportunity to make a significant impact on the growth and success of our company as our portfolio of luxury, flexible-stay, residential communities continues to expand across the country.

The Category Growth Marketing Manager will report directly to the COO.

This role will have a hybrid schedule, which will be a mix of working onsite and from home, with up to 25% travel required as needed throughout all AVE markets nationwide.

Responsibilities:

Marketing Strategy/Leadership

• Analyze existing opportunities across the AVE portfolio and identify new B2B, B2C, and B2G marketing strategies and opportunities within markets with the goal of driving furnished demand and awareness. (i.e. Economic Business Council, Chambers, Advertising)
• Meet with onsite leadership at all communities to uncover furnished focused marketing opportunities specific to each individual region, develop marketing strategies and campaigns and mange execution to drive furnished sales goals
• Develop and implement a strategic brand marketing plan focused on AVE's furnished program to achieve company objectives and targets, with a primary focus on enhancing our online visibility, driving traffic to our website and deliver an elevated user experience
• Own the Development of the Furnished Go To Market strategy for new markets to achieve community-specific goals and drive furnished leasing velocity from pre-leasing through stabilization
• Develop outreach strategy for furnished individual referral business and drive activity
• Serve as Marketing Lead in B2B Marketing Calls for corporate business and project manage execution
• Collaborate with AVE sales leadership to support all furnished business opportunities, events, and initiatives targeting sports, entertainment, corporate business, etc. in every market
• Participate in department and interdepartmental planning and management teams, and work cross-functionally to improve processes within the organization
• Serve as a change agent to bring digital thinking and make end to end consumer experiences a priority for the organization
• Stay informed about industry trends and best practices in digital marketing, continuously seeking opportunities to innovate and improve our online marketing efforts

Digital

• Collaborate with Web Marketing Manager to develop and execute e-commerce strategies to drive furnished bookings and to enhance the UX for CRO including site navigation, content development, check-out funnel, and promotional campaigns
• Deliver market insights and furnished business priorities to Senior Growth Marketing Manager to drive Search Engine Marketing optimization (Paid/SEO)
• Develop strategies to elevate the furnished lead experience and collaborate on CRM software integration with Operations, Sales, and IT to deliver lead intel and performance metrics
• Collaborate with internal social media specialists to develop a comprehensive Paid Social Strategy across multiple platforms for furnished, notably LinkedIn and Meta advertising
• Develop furnished focused email marketing strategy, segmentation, and automation to nurture customer relationships and drive conversions and collaborate with internal email marketing specialist on execution
• Communicate rich media asset needs to AVE brand Design Team
• Act as booking channel manager and own all aspects of implementing furnished listings on 3rd party platforms including but not limited to Airbnb, VRBO, Furnishedfinder, Booking.com, etc. to optimize all AVE properties on these platforms
• Manage strategy and partnerships with online listing sites/furnished distribution channels to drive traffic and increase furnished bookings across the AVE portfolio
• Identify new third-party furnished booking site opportunities

Requirements:

• Proven success in a strategic marketing role in the furnished rental, short-term rental, vacation rental, or extended-stay hotel space required
• B2B and B2C marketing experience required; B2G marketing experience strongly preferred
• Bachelor's degree in marketing, business, or a related field; advanced degree strongly preferred
• Proven experience in digital marketing, with a focus on web marketing and UX
• Proven track record of successfully developing and executing marketing campaigns that drive growth and brand recognition
• Strong analytical skills and experience using web analytics tools (e.g., Google Analytics) to track and analyze website performance
• Excellent communication skills and ability to collaborate effectively with cross-functional teams
• Creative thinking and ability to develop innovative digital marketing strategies
• Strong project management skills and ability to manage multiple projects simultaneously
• Adaptability and strong stake holder management skills at leadership level
• Demonstrates strong business judgment and sound decision-making skills; identifies, prioritizes, and articulates highest impact initiatives
• Experience managing external partners and agencies
• Ability to travel up to 25% to all AVE communities nationwide

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