Regional Marketing Manager

Summary : The goal of this role is to understand the business and business drivers and develop and recommend marketing, communications strategies and tactics, and harness the resources available to them to execute. The end in mind for the Regional Marketing Manager is to execute strategies to drive quality traffic to assigned communities across all marketing channels. This individual will be responsible for the planning and execution of community-level marketing and advertising programs in support of multiple locations. This role will also help implement global programs across locations, preparing for the launch of new locations as assigned, and provide ongoing support and mentoring of each community’s TCC / TCA Team. The RMM acts as point person for the sales and general managers of each community and is their liaison to Central Services’ sales and marketing leaders, and our network of marketing providers.

Essential Duties and Responsibilities :

• Reviews and utilizes market research to understand market requirements for existing and future products
• Comprehensive understanding of consumer research, current market conditions and competitor information as they relate to traffic and sales
• Thorough understanding of marketing media performance data in order to assess health of traffic trends and recommend solutions or plan adjustments as needed; regular evaluation of traffic data per community to assess impact of tactics in place or put in place
• Develops and implements effective marketing strategies and tactics for new and existing communities
• Consistently and fully leverages marketing channels for maximum contribution. Critically evaluates marketing communications for effectiveness and goal I would add using data and analysis tools and other resources
• Seeks new and effective ways to drive qualified traffic to support sales goals
• Monitors, reviews and reports on all marketing activity and results to key stakeholders
• Actively plan and manage the marketing budget for each community using the marketing budget tool and can provide recommendations for adjusted spend when necessary to protect AOP
• Create comprehensive Communication Plans for all new introductions / grand openings
• Understands, utilizes and also helps develop Marketing SOP’s
• Consistently seeks out industry trends and best practices and makes recommendations for enhanced marketing execution; end in mind is identifying teach to learn opportunities to share with peers.
• Establishes community marketing goals as part of annual budget and strategic planning to ensure achievement of traffic and sales AOP
• Develops and executes marketing plans and programs, both short and long range, to ensure the profitable growth of each assigned community.
• Works with writers and graphic designers and oversees copywriting, design, layout, and production of promotional materials under the guidance of department leaders.
• Skilled in evaluating marketing creative concepts and copy and contributing written content as well as effective edits
• Ability to effectively present marketing ideas to internal teams and outside parties and garner support and clarity.
• Excellent presentation skills and demonstrated ability to effectively reach a resistant audience
• Consistently seeks feedback from community and functional leaders for areas of improvement and manages self to improve in areas of opportunity.
• Assist in the hiring, training, planning, assigning work, coaching, of TCC and TCA team members.
• Addresses community needs or challenges in a strategic manner with a focus on data driven approach in developing an Action Plan
• Effectively manages 5 communities with the capacity to add new communities to workload
• Working command of media channels and their applications; provides effective direction to media partners to support marketing goals
• Actively seeks opportunities to generate PR for communities
• Effective deployment of online strategies as well as ongoing analysis of performance
• Consistent, successful implementation of all marketing SOP’s Consistent Review and QA of community websites and management of content updates

Knowledge / Experience :

Skills / Abilities :

Professional Performance Standards

Responsible and accountable for executing the specific responsibilities listed above in complete conformance with goals, expectations and schedule commitments of the Division.

Physical Demand / Work Environment

The physical demands and work environment characteristics described here are representative of those that must be met by an associate to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

While performing the duties of this job, the associate is regularly required to talk and hear. The associate frequently is required to walk and sit, and occasionally is required to stand. The associate must occasionally lift and / or move up to approximately 25 pounds.

The noise level in the work environment is usually quiet to moderate.

Professional Development Statement

This position is expected to maintain a program for his / her own professional development and shall do so by creating, maintaining and executing his / her Professional Development Plan per company standards.

Shea Homes Active Lifestyle Communities is an equal opportunity employer and considers qualified applicants for employment without regard to race, color, creed, religion, national origin, sex, sexual orientation, gender identity and expression, age, disability, or Vietnam era, or other eligible veteran status, or any other protected factor.

EOE / M / F / D / V