Marketing Specialist

At Haley, your career is more than just a job—it’s an opportunity to grow, thrive, and make a meaningful daily impact! We are committed to supporting what matters most to you: your well-being and your future. We offer a competitive compensation and benefits package, exciting bonus opportunities, 401K with company matching, and more.

Position Purpose

The Marketing Specialist will oversee marketing initiatives across all properties, with a focus on enhancing performance in underperforming communities. This role involves analyzing occupancy trends, advertising efforts, and traffic data to develop effective marketing strategies. Working closely with the Vice President of Marketing& Sales, Director of Leasing & Reputation, Regional Managers (RMs), Regional Vice Presidents (RVPs), and Community Managers (CMs), the Marketing Specialist will create tailored marketing plans to enhance occupancy and revenue, ensuring an optimized online presence and effective advertising spending.

Essential Responsibilities

• Performance Analysis: Evaluate occupancy rates, advertising effectiveness, ad spend, traffic, and conversion data across properties, prioritizing support for communities with marketing challenges or low occupancy. Collaborate with RMs and RVPs to identify issues and implement solutions to generate leads.
• Develop and execute customized strategic and tactical marketing plans with CMs, RMs, and RVPs for individual properties to boost occupancy and revenue.
• Proactively address downward occupancy trends using leasing and tracking reports to anticipate issues and implement corrective measures.
• Monitor and assess the performance of advertising efforts, focusing on traffic versus qualified traffic conversion that results in increased leasing. Recommend budget adjustments to maximize ad spend ROI.
• Create, maintain, and manage all websites. Ensure websites, Internet Listing Service (ILS) listings, online profiles, and social media content are current and optimized for user experience and lead generation.
• Use Google Analytics and other tools to track website traffic, ad source performance changes, SEO, page rankings, and keywords. Adjust digital marketing strategies accordingly to optimize online presence.
• Serve as the primary contact and solution provider for third-party vendors (e.g., call centers, media partners, web providers), ensuring alignment on marketing objectives.
• Oversee the design, creation, and implementation of marketing materials such as signage, digital and print collateral (brochures, outreach materials, mailers, site maps, preferred employer, resident referral, etc.), 2D/3D floor plans, and rebranding packages, working with third-party vendors as necessary.
• Stay updated on industry trends, competition, and marketing tools. Analyze market economic, demographic, and technological shifts to identify trends and new opportunities.
• Assist the VP of Marketing & Sales with strategic marketing plans by conducting market research, evaluating advertising costs, and performing additional tasks.
• Conduct audits on digital media performance to maintain a high standard of marketing quality.
• Support the marketing strategy during the acquisition of new properties.
• Oversee resident event marketing to ensure high participation and positive resident experiences.
• Develop and manage a social media content calendar to ensure a consistent brand presence.
• Drive inbound leads and work to improve conversion rates of organic and owned traffic sources.
• Provide regular detailed reports on marketing performance, ROI, leads, and leads by sources, and other KPI’s or items for review with the VP of Marketing & Sales.
• Maintain constant communication and collaboration with the VP of Marketing & Sales.
• Models the work performance, work ethic, attitude, and behavior expected of all team members.
• On-time, consistent attendance is an essential function of the position.

Core Competencies for this Position

• Accountability/Results/Initiative
  • Assumes accountability, setting high standards and proactively managing tasks. Addresses issues promptly, seeks growth opportunities, acts independently, and responds swiftly to urgent needs with resourcefulness.
• Adaptability
  • Adapts well to change, manages shifting priorities, and remains productive amid challenges, adjusting methods to fit the situation.
• Administrative Compliance
  • Adheres to SOPs, guidelines, and company policies, complies with rules, and applies feedback. Seeks clarification when needed and adjusts behavior to meet expectations.
• Attendance
  • Consistently follows timekeeping guidelines, plans absences in advance, and ensures punctuality for work and meetings, arranging coverage when necessary.
• Business Acumen
  • Demonstrates a strong understanding of profitability drivers, including market trends, competitive positioning, and cost control. Aligns work outcomes with key business drivers and company goals.
• Interpersonal Skills
  • Shows genuine empathy and respect for others, maintaining their self-esteem and providing support as needed. Actively listens, encourages input, and builds positive relationships with composure in challenging situations.
• Problem Analysis/Solving
  • Uses logical reasoning to analyze data, identify trends, and make informed decisions. Synthesizes information, recognizes patterns, and applies past experiences to find optimal solutions. Involves team members as needed, justifies actions, and considers impacts on all parties to implement timely solutions.
• Productivity
  • Consistently meets efficiency standards and goals, maintains focus amid distractions, and works to improve productivity. Meets deadlines and proactively communicates risks to timelines.
• Professional Impact
  • Projects confidence and professionalism, commanding respect with a composed demeanor and appropriate appearance. Communicates assertively, remains approachable, and stays calm under pressure.
• Safety/Security/IT Security & Compliance
  • Adheres to and promotes safety, security, and IT protocols, ensuring a safe work environment and compliance with data privacy and cybersecurity practices. Identifies risks, reports hazards, and encourages others to follow safety and security measures.
• Strategic Focus
  • Anticipates future trends to align with organizational goals, continuously analyzes strategic priorities, and evaluates strengths, weaknesses, opportunities, and threats. Adapts strategies with resourcefulness and professional insight in response to changing conditions.
• Technical KSA's
  • Maintains a high level of professional and technical expertise in job-related areas. Keeps up to date with industry trends and advancements.
• Occupancy Rate (%)
  • Ensures optimal occupancy rates by implementing effective marketing and leasing strategies. Identifies trends in vacancy and swiftly takes action to minimize downtime between leases, maintaining consistent revenue streams.
• Leads/Traffic Growth
  • Overseeing the generation, tracking, and conversion to drive occupancy and revenue growth through marketing initiatives, ensuring increased leads/traffic year over year by month.

Job Specifications

• Minimum 2-3 years of combined experience in leasing and marketing within the multifamily industry, with solid knowledge of leasing operations and industry marketing strategies.
• Proven ability to develop, analyze, and evaluate marketing efforts to drive results.
• Advanced skills in MS Office (Word, Excel, PowerPoint) and familiarity with lead management and property management systems.
• Skilled in online marketing strategies, including website navigation, internet tools, and social media.
• Superior verbal and written communication skills.
• Demonstrated organizational and project management skills with the ability to meet deadlines, occasionally requiring extended hours.
• Strong critical thinking skills with experience handling variable, non-standardized situations.
• Capable of understanding and following instructions provided in various formats, including written, verbal, diagrammatic, or scheduled directives
• Familiarity with property management software, CRM systems, Google Analytics/AdWords, and website content management systems is preferred.
• A bachelor’s degree in marketing, business administration, organizational development, or a related field is preferred.
• Occasional travel, less than 5%.

Physical Requirements

• Constant need to stand or walk. (50%)
• Constant need to sit. (50%)
• Constant need to perform activities such as: (66-100%)

• Consistent need to lift or carry 1-10 lbs. (66-100%)
• Frequent need to lift or carry 10-20 lbs. (33-66%
• Occasional need to carry 20 lbs. (1-33%)
• Constant need to see and observe. (66-100%)
• Constant need to hear and speak. (66-100%)

Working Conditions

Disclaimer

The above statements describe the general nature and level of work being performed by people assigned to this classification. They are not intended to be construed as an exhaustive list of all responsibilities, duties, and skills required for personnel so classified.