Director of Marketing & Leasing

Position Summary

The Director of Marketing & Leasing is responsible for driving portfolio performance through strategic marketing, brand positioning, leasing execution, and revenue optimization. This role leads the development and implementation of integrated marketing strategies while simultaneously overseeing leasing performance across the portfolio to maximize occupancy, rental income, and asset value.  A top candidate will join the team with a deep knowledge of YARDI, preferably YARDI CRM, Site Manager and Revenue IQ.

The Director partners closely with Regional Managers, Community Managers, and Executive Leadership to ensure marketing and leasing initiatives align with Carlisle’s business practices and financial objectives. This position plays a critical role in improving lead generation, conversion ratios, resident retention, and overall property performance.

MARKETING LEADERSHIP & STRATEGY

Brand & Portfolio Marketing Strategy

• Develop and execute comprehensive marketing strategies to drive qualified traffic, brand awareness, and leasing velocity.
• Ensure consistent branding and messaging across all properties and corporate channels.
• Create and maintain standardized marketing policies, best practices, and toolkits for property teams.
• Stay current on industry trends, emerging technologies, and competitive positioning strategies.

Digital Marketing & Online Presence

• Oversee property website design, functionality, content accuracy, and user experience.
• Manage SEO and SEM strategies in partnership with third-party agencies to optimize paid and organic traffic.
• Oversee Internet Listing Services (ILS) performance, integrations, pricing negotiations, and ROI analysis.
• Manage Google Business profiles, online reputation strategies, and review response protocols to maintain strong ratings and mitigate negative reviews.
• Administer and establish best practices for property and corporate social media platforms (LinkedIn, Facebook, Instagram, X, YouTube, etc.).
• Operate and grow the corporate LinkedIn presence with relevant, engaging content aligned with business development goals.

Analytics, Reporting & Performance Metrics

• Establish and monitor key marketing KPIs including leads by source, cost per lead, cost per lease, conversion ratios, website traffic, and review scores.
• Analyze marketing funnel performance and identify opportunities for improvement.
• Provide monthly reporting and actionable insights to executive leadership and operations teams.
• Evaluate marketing spend efficiency and recommend budget reallocations to maximize ROI.

Marketing Budgeting & Asset Support

• Partner with Regional and Community Managers to develop and manage annual marketing budgets.
• Provide strategic recommendations on rent positioning, advertising specials, amenities, and promotional campaigns based on performance data.
• Assist with marketing due diligence for acquisitions and repositioning strategies for underperforming assets.
• Support disposition strategies by enhancing brand positioning and occupancy stabilization efforts.

Engagement & Retention Initiatives

• Develop resident engagement best practices and support on-site teams with event strategy and retention campaigns.
• Design and distribute corporate communications, including newsletters and promotional materials.
• Oversee procurement of marketing and promotional materials portfolio-wide.

LEASING STRATEGY & PERFORMANCE OVERSIGHT

Portfolio Leasing Leadership

• Establish and enforce standardized leasing processes across all properties aligned with Carlisle’s operational standards.
• Drive leasing performance by partnering with Regional Managers and Community Managers to improve traffic-to-lease conversion ratios.
• Develop and implement leasing playbooks, scripts, training programs, and accountability measures.
• Monitor daily, weekly, and monthly leasing activity to ensure properties are pacing to occupancy and revenue targets.

Occupancy & Revenue Optimization

• Maintain portfolio-wide oversight of occupancy trends, pre-leasing performance, and exposure rates.
• Collaborate with leadership on rent pricing strategies, concessions, and lease trade-out decisions.
• Identify underperforming assets and implement targeted leasing action plans.
• Work closely with operations to reduce vacancy days and increase renewal capture rates.

Leasing Analytics & Conversion Management

• Track critical leasing KPIs including closing ratios, lead response time, tour-to-lease conversion, renewal rates, and cost per lease.
• Audit lead management systems and CRM utilization to ensure consistent follow-up and lead nurturing.
• Implement accountability measures to ensure timely response to inquiries and professional leasing execution.
• Analyze competitive market data to refine pricing and positioning strategies.

Training & Development

• Develop and lead leasing training programs for on-site teams and Regional Managers.
• Conduct property audits to ensure leasing standards, customer experience, and presentation meet company expectations.
• Promote a sales-driven culture while maintaining compliance and customer service excellence.

Technology & Systems Integration

• Oversee marketing and leasing technology platforms including CRM systems, ILS integrations, website platforms, and automation tools.
• Lead rollout and adoption of new leasing technologies and digital engagement tools.
• Ensure seamless integration between marketing platforms and property management systems.
• Evaluate and recommend new tools to enhance lead generation, conversion efficiency, and reporting accuracy.

Business Development Support

• Collaborate with executive leadership on RFP responses and business development presentations.
• Produce and maintain marketing collateral and business development materials.
• Support new property onboarding with branding, positioning, and leasing strategy implementation.
• Build strong relationships with industry partners, vendors, ownership groups, and referral networks.

Qualifications

• Deep knowledge of YARDI, preferably YARDI CRM and Revenue IQ
• Bachelor’s degree in Marketing, Business, Communications, or related field preferred.
• 5–8+ years of progressive experience in multifamily marketing and/or leasing leadership.
• Demonstrated success improving occupancy, leasing velocity, and marketing ROI.
• Strong analytical capabilities with the ability to translate data into strategic action.
• Experience managing digital marketing platforms, ILS channels, and CRM systems.
• Proven ability to train and motivate leasing teams to exceed performance goals.

Key Competencies

• Strategic marketing leadership
• Sales and leasing performance management
• Revenue and occupancy optimization
• Advanced marketing analytics
• Technology implementation and integration
• Executive communication and cross-functional collaboration
• Creative thinking with strong operational discipline

Experience with all classes of properties from value-add to luxury lease-up is strongly preferred. While a Greensboro-based position, candidates in the NC/SC region with ability to travel as required may also be considered.

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