[Remote] Portfolio Marketing Manager

Note: The job is a remote job and is open to candidates in USA. Lawson is a recognized leader in multifamily real estate with over fifty years of experience, dedicated to providing exceptional living experiences. The Portfolio Marketing Manager will lead marketing strategies across Lawson’s multifamily portfolio, focusing on driving occupancy, brand awareness, and enhancing resident experiences through data-informed marketing programs.ResponsibilitiesManage and optimize all Internet Listing Service (ILS) platforms, including listing accuracy, pricing, photos, specials, and availability syndicationOversee paid digital advertising campaigns (Google Ads, Meta, programmatic, etc.), including budget allocation, targeting strategy, creative direction, and performance optimizationLead search engine optimization (SEO) strategy and implementation across community websites and directory listingsManage and maintain community websites, ensuring content is current, on-brand, ADA/WCAG accessible, and optimized for lead conversionCoordinate professional photography, videography, and virtual tour production for all communities; maintain organized media librariesOversee reputation management strategy across all review platforms (Google, Yelp, ApartmentRatings, etc.); develop response protocols and monitor sentiment trendsDesign and execute email drip campaigns for prospects and residents, including pre-leasing, move-in, renewal, and re-engagement sequencesManage Resident Satisfaction Surveys, analyze results, and translate feedback into actionable recommendations for operations and leadershipDevelop and execute a social media strategy across platforms (Instagram, Facebook, TikTok, etc.) that reflects each community’s personality while maintaining brand consistencyLead brand positioning efforts for the portfolio, ensuring cohesive visual identity, voice, and messaging standards across all touchpointsProduce and maintain current site maps, digital and print floor plans, and community-specific collateral including brochures, flyers, and special advertising piecesManage the design, procurement, and installation of exterior signage, monument signs, banners, curb appeal enhancements, and other physical marketing materialsStay current on AI-driven tools and platforms shaping apartment marketing and renter search behavior, including AI-powered search engines, chatbots, generative content tools, and automated advertising platformsMonitor how AI-generated search results and large language model (LLM) responses surface Lawson communities, and develop strategies to optimize our presence and accuracy within these emerging discovery channelsEvaluate and selectively integrate AI tools into marketing workflows — including content creation, ad copy generation, image production, and lead response automation — while maintaining brand standards and Fair Housing complianceEnsure AI-assisted content is reviewed for accuracy, inclusivity, and adherence to Fair Housing guidelines before publication or distributionEducate and train on-site teams on appropriate and responsible use of AI tools in leasing and marketing contexts, including awareness of risks such as biased outputs, inaccurate information, and Fair Housing exposurePartner with operations and leadership to develop internal guidelines governing the responsible use of AI in marketing and resident communicationsTrack industry trends in AI adoption within multifamily marketing and provide leadership with regular insights and recommendations on tools, risks, and competitive positioningAdminister and optimize the CRM platform, ensuring data integrity, workflow accuracy, pipeline visibility, and adoption by leasing teamsDeliver ongoing education to on-site staff, reinforcing best practices for lead handling, follow-up cadence, tour conversion, and objection managementProvide leadership with visibility into pipeline health and campaign ROITrack, analyze, and report on key marketing KPIs including traffic sources, lead volume, lead-to-tour and tour-to-lease conversion rates, cost per lead (CPL), and cost per leaseUse data insights to continuously refine marketing strategies, reallocate spend, and identify underperforming communities or channelsPresent regular performance updates to leadership with clear recommendations and action plansEnsure all marketing materials, advertising, and outreach efforts meet Affirmative Marketing obligations and Fair Housing requirementsMaintain accessible marketing standards in accordance with ADA and WCAG guidelines across digital and print platformsStay current on applicable federal, state, and local advertising and fair housing regulations and proactively communicate changes to the teamBuild and maintain community partnerships and local outreach programs that drive qualified traffic and support community goodwillPlan and execute pre-leasing campaigns for upcoming communities, renovations, or lease-ups, coordinating across operations, construction, and leadershipOther duties as assignedSkillsBachelor's degree in Marketing, Communications, Business, or a related field preferred; equivalent professional experience considered3–5+ years of marketing experience, preferably in multifamily residential real estate or property management including affordable housing portfoliosDemonstrated experience managing digital advertising campaigns, ILS platforms, CRM systems, and social media channelsFamiliarity with Fair Housing laws and Affirmative Marketing requirementsStrong analytical mindset with the ability to interpret campaign data and translate insights into actionProficiency with marketing tools and platforms (e.g., Google Ads, Meta Business Suite, Canva/Adobe Creative Suite, Yardi/RealPage, or similar)Exceptional written and verbal communication skillsHighly organized with the ability to manage multiple projects and communities simultaneouslySelf-directed and solutions-oriented with a collaborative team spiritBending, kneeling, stretching, squatting, lifting to fifteen (15) poundsAbility to travel to communities within the Lawson portfolio as neededBenefitsMedical, dental, vision, life insurance401 (k) optionsPTOA competitive salaryA bonus structureCompany OverviewLawson specializes in real estate development, construction management, property management and asset management. It was founded in 1972, and is headquartered in Virginia Beach, Virginia, USA, with a workforce of 201-500 employees. Its website is https://lawsoncompanies.com/.