Marketing Manager

ABOUT GREYSTAR

Greystar is a leading, fully integrated global real estate company offering expertise in property management, investment management, development and construction services in institutional-quality rental housing, logistics, and life sciences sectors. Headquartered in Charleston, South Carolina, Greystar manages and operates over $315 billion of real estate in 250 markets globally with offices throughout North America, Europe, South America, and the Asia-Pacific region. Greystar is the largest operator of apartments in the United States, manages more than 1,000,000 units/beds globally, and has a robust institutional investment management platform comprised of more than $78 billion of assets under management, including over $36 billion of development assets. Greystar was founded by Bob Faith in 1993 to become a provider of world-class service in the rental residential real estate business. To learn more, visit www.greystar.com.

JOB DESCRIPTION SUMMARY

The Manager, Multifamily UK & Ireland, supports our Customer Marketing Team in delivering the marketing and campaign strategy from conception to execution. In this role, you will manage and deliver marketing campaigns for our multifamily brands including Greenford Quay, Ten Degrees and Sailmakers.

We are looking for an experienced Marketer who leads with passion and takes a data-led, strategic and customer-first approach to deliver high-quality marketing execution that drives brand value and maximizes occupancy, resulting in optimum leasing, customer satisfaction and financial performance in line with business plans. This role forms part of the Customer Marketing team, reporting to the Senior Manager, Marketing UK & Ireland, and is based in London, UK.

JOB DESCRIPTION

Key Role Responsibilities:

• Manage UK & Ireland Multifamily brands, ensuring all team members know their target audience, product, and strategy whilst ensuring taking key stakeholders on the journey.
• Create integrated marketing campaigns that are customer-first and maximize conversion and retention opportunities across all customer touchpoints and journeys.
• Ensure the team delivers to deadline and has strong stakeholder relations both internally and externally.
• Accountable for acquisition and resident retention marketing for Greenford Quay, and other developments within the Greystar Portfolio with future growth planned over the coming years.
• Support the strategy of building and enhancing residents' CRM communications (E-CRM/via email) platform.
• Manage plans with insights and our customers at the heart. Monitor market and customer trends that impact the effectiveness of our portfolio.
• Work with the Marketing leadership team and wider teams to build company-owned brands and brand playbooks that form part of our strategic business model.
• Continuously identify areas for improvement, offer suggestions to improve efficiency and productivity, and implement ideas that achieve operational excellence.
• Keep abreast of current changes in technology, processes, and standards within the industry and area(s) of responsibility by attending internal and external training classes.
• Follow established policies and procedures by monitoring and ensuring compliance with regulatory requirements, organizational standards, and operational processes related to area(s) of responsibility and reporting violations or infractions to appropriate individual(s).
• Demonstrate appropriate safe behaviours by Company, property, and departmental policies, procedures, and standards by immediately reporting any mechanical or electrical equipment malfunctions, employee/visitor/resident injuries or accidents, or other safety issues to appropriate individual(s).

Role Scope:

• This role is essential to build and drive the multifamily asset marketing team and covers marketing strategy development, execution, and brand & reputation management.
• Reports into the Senior Marketing Manager, UK & Ireland.

Brand Management

• Own the brand management strategy for Greenford Quay and other brands in the Greystar portfolio, collaboratively working with the Customer Strategy and Insights team to ensure effective tracking of brand health, perception, and positioning.
• Drive the consumer-facing Earned Media strategy through collaboration with the appointed PR agency and the Snr Director, Global Affairs.
• Act as the Brand Guardian, leading the Customer Reviews strategy with Homeviews and Reputations.com from a marketing point of view.

Marketing Strategy and Execution

• Collaborate with the Strategic Marketing Services (Design, Digital and Performance Marketing) to create integrated marketing campaigns that are customer-first and maximize conversion and retention opportunities across all customer touchpoints and journeys.
• Work with the Marketing Leadership Team to set and deliver the marketing strategies for the multifamily portfolio in the UK and Ireland.
• Integrate Customer Segmentations into Media Mix planning, taking into consideration Paid, Earned, Shared, and Owned media.
• Manage the team to deliver campaigns that are resident-first in their approach, working closely with other teams to deliver a consistent customer journey and experience.
• Understand the investment strategy of each portfolio and asset, ensuring our marketing strategy and budget planning support the underwrite and disposition strategy.

Budgeting & KPI Reporting

• Drive the marketing budgeting process, acting as the voice of the customer for the leasing, marketing, and customer experience journeys.
• Accountable for tracking and managing the portfolio and asset level budgets, POs, and Invoicing, ensuring effective, transparent, and accurate budgeting and invoicing processes.
• Ensure all campaigns have accurately recorded/reported KPIs and ROI and that new opportunities or changes are communicated internally.
• Ensure the multifamily asset marketing team provides reporting on spending to budget for marketing campaigns & activities.
• Prepare presentations on budget spend and contribute to performance reporting, including budget spend, ROI and CPL when required.
• Understand the Corporate Finance and Property Finance processes to ensure budget reporting is accurate and any over/underspends are managed and communicated appropriately.

Key Relationships:

• Work closely with the Operations Team (which includes leasing), the central Sales Team, and Asset Management Team to understand and deliver against company targets.
• Develop and maintain positive relationships with peers in the Customer Marketing and Insights team, particularly with the Snr Manager, Customer Strategy and Insights, and Snr Manager, Performance Marketing.
• Work closely with other Marketing Managers and Directors to drive decision making across the UK & Ireland for our multifamily assets and portfolios.
• Collaborate with counterparts in European regions to deliver efficiencies and consistencies across Europe – sharing knowledge and best practices where possible.
• Ensure that the team manages external suppliers and assesses them half-yearly to drive efficiency and performance.

Knowledge & Qualifications:

• Degree level education or equivalent experience.
• IT literate and proficient with PowerPoint, Word, Outlook, and Excel (to at least Intermediate level).
• Basic understanding of reporting including Google Analytics.

Experience & Skills:

• Exceptional written, presentation, and verbal communication skills and the ability to interact with influence and impact at all levels.
• Experience writing effective marketing material including presentations and copy.
• Experience in the full creative process – briefing, planning, developing, execution, and evaluation.
• Working knowledge of marketing research techniques, including customer segmentation.
• Experience of creating marketing metrics and reporting on ROI.
• Demonstrated experience supporting the creation and implementation of marketing campaign plans.
• Strong organizational skills along with a proven ability to manage multiple projects and/or priorities.
• Excellent grammar and spelling.
• The ability to work well in a fast-paced and changing environment, including the tenacity to overcome obstacles and barriers with a high level of self-confidence.
• Strong attention to detail and accuracy.
• Positive attitude and the ability to work independently and make sound decisions.