Director of Growth Marketing

Description

Overview

The Director of Demand Generation (Growth) is a senior marketing leader responsible for building, governing, and optimizing multi-channel programs that drive revenue-qualified demand, customer acquisition, portfolio yield, and profitable growth. This role owns full-funnel performance strategy, conversion optimization, campaign reporting, and advertising budget, partnering closely with Sales, Operations, Revenue Management, Data, and Technology teams to improve lead quality, funnel velocity, pricing alignment, and measurable business outcomes.

This role is not solely responsible for generating more leads. It is responsible for ensuring the demand engine produces the right demand, at the right price, for the right unit mix, at the right time. The Director will have clear authority to recommend, moderate, suppress, reallocate, or pause demand spend when incremental demand becomes uneconomic, operationally constrained, or dilutive to pricing power.

Key Responsibilities

Demand Governance and Alignment

• Establish demand governance practices that determine when to scale, moderate, suppress, reallocate, or pause spend based on economic outcomes rather than lead volume alone.
• Partner with Revenue Management and Operations to ensure demand generation strategies account for pricing power, scarcity, renewal risk, availability, seasonality, unit mix, and leasing capacity.
• Own demand generation budget decisions (2.5M) based on marginal return, revenue yield, pricing power, portfolio priorities, and unit-level availability.
• Ensure demand generation is synchronized with revenue management strategy to maximize portfolio yield and protect effective rent.

Full-Funnel Performance Diagnosis

• Own full-funnel performance insight from lead to contact, contact to tour, tour to application, and tour/application to lease.
• Diagnose where and why prospects fall out of the funnel, distinguishing demand issues from pricing, operational, leasing execution, availability, or follow-up constraints.
• Translate funnel insights into actionable recommendations for channel mix, spend levels, targeting, suppression, pricing escalation, operational follow-up, or leasing process improvement.
• Translate funnel insights into actionable recommendations for SEO improvements.
• Partner with Sales leadership to improve lead management, speed-to-lead, conversion quality, and funnel visibility.

Revenue-Qualified Lead Quality

• Differentiate between activity that converts and demand that converts at the right price, velocity, floor plan, unit type, and occupancy objective.
• Evaluate demand quality by source, campaign, market, community, floor plan, price point, and customer segment.
• Optimize channel mix and spend based on incremental value, not just aggregate lead volume or surface-level efficiency metrics.

Required Qualifications

• Strong commercial orientation with the ability to connect marketing activity to pricing power, revenue yield, unit availability, funnel velocity, and marginal return.
• Experience managing significant paid media or demand generation budgets with accountability for both efficiency and revenue outcomes.
• Experience diagnosing full-funnel performance issues and distinguishing demand generation opportunities from sales, pricing, operational, or availability constraints.
• Ability to define and measure lead quality in terms of revenue, price realization, velocity, unit mix, and customer acquisition value.
• Familiarity with AI tools, automation platforms, predictive analytics, prompt systems, and marketing workflows.
• Ability to partner cross-functionally with Sales, Operations, Revenue Management, Finance, Data, and Technology teams.
• 7+ years of experience in demand generation, growth marketing, digital marketing, or a related field.
• Demonstrated leadership experience managing teams, budgets, and cross-functional initiatives.
• Bachelor's degree in Marketing, Business, or a related field (MBA preferred).

Key Success Metrics

• Revenue-qualified demand generated.
• Marginal return on demand generation spend.
• Effective rent protection and pricing dilution avoidance.
• Demand quality by channel, campaign, market, community, floor plan, and unit mix.
• Lead-to-contact, contact-to-tour, tour-to-application, and tour/application-to-lease conversion rates.
• Cost per total revenue-qualified lead, not just paid lead.
• Incremental demand value relative to spend or investment in SEO.
• Budget reallocation effectiveness.
• Reduction of uneconomic, low-quality, or operationally constrained demand.

Role Impact

This role is the governor of the demand generation engine, ensuring marketing investment is synchronized with sales execution, revenue management, pricing strategy, availability, leasing capacity, and portfolio yield.

The Director of Demand Generation will not simply create more leads. This role will ensure that demand generation produces profitable, revenue-qualified demand that supports sustainable growth, protects effective rent, and maximizes portfolio performance.

Technical expectations

• Advanced proficiency with Google Ads, GA4, Google Tag Manager, Google Search Console, and HEAP Analytics.
• Experience with paid media platforms across paid search, display, retargeting, and paid social.
• Proficiency with CRM and marketing automation platforms, including lead routing, lead scoring, nurture workflows, campaign tracking, and source attribution.
• Strong understanding of marketing attribution and tracking infrastructure, including UTMs, pixels, conversion events, offline conversion imports, and data quality controls.
• Experience with SEO platforms such as SEMrush, Ahrefs, Screaming Frog, or equivalent tools.
• Familiarity with CMS and landing page platforms, including A/B testing, form optimization, and conversion path tracking.
• Ability to partner with Data and Technology teams on platform integrations, attribution models, signal design, data pipelines, automated decisioning, and dashboard development.
• Strong ability to audit and manage agency/vendor technology setups, including campaign structure, tagging, tracking, reporting accuracy, and platform recommendations.