Director of Marketing (Demand Generation)

Location Charleston - 997 Morrison Drive, Suite 402 Business Our Growth, Your Opportunity At Maymont Homes, our success starts with people, our residents and our team. We are transforming the single-family rental experience through innovation, quality, and genuine care. With more than 20,000 homes across 47+ markets, 25+ build-to-rent communities, and continued expansion on the horizon, we are more than a leader in the industry—we are a company that puts people and communities at the heart of everything we do. As part of Brookfield, Maymont Homes is growing quickly and making a lasting impact. We are also proud to be Certified™ by Great Place to Work®, a recognition based entirely on feedback from our employees. This honor reflects the culture of trust, collaboration, and belonging that makes Maymont a place where people thrive. Join a purpose-driven team where your work creates opportunity, sparks innovation, and helps families across the country feel truly at home. Job Description As Director of Marketing (Demand Generation), you own the full marketing-driven demand funnel from first touch through qualified lead, tour intent, and application. You are accountable for generating high-quality, conversion-ready demand and optimizing it into efficient, scalable leasing outcomes across all markets. You are responsible for ensuring marketing is not just driving traffic - but delivering measurable, revenue-impacting pipeline. Location: onsite in Charleston, SC 29403 (Charleston Technology Center) Essential Job Functions Pipeline & Funnel Ownership Own full funnel: traffic lead → tour → application → lease Set and hit pipeline targets Build forecasting models Improve lead quality and conversion rates Performance Marketing & Channel Optimization Own end-to-end acquisition strategy across all paid and owned channels (ILS, paid search, SEO, paid social, email, website) Allocate and reallocate budget dynamically based on cost per lease and marginal ROI, not channel preference Design and execute a rigorous testing roadmap across targeting, creative, bidding, and landing experiences Identify scaling levers and aggressively double down on high-performing channels; eliminate underperforming spend quickly Continuously improve lead quality, not just volume Lease-Up & Market-Level Demand Strategy Own demand generation strategy for all new community lease-ups from pre-leasing through stabilization Build qualified pipeline ahead of delivery timelines to ensure zero lag in occupancy ramp Develop market-specific strategies based on competitive dynamics, pricing sensitivity, and renter behavior Prioritize markets and allocate resources based on performance and opportunity, not evenly across the portfolio Revenue Alignment & Funnel Conversion Own alignment between marketing, leasing, and operations to drive end-to-end conversion performance Analyze and improve conversion rates at every stage: lead → tour → application → lease Establish tight feedback loops with leasing teams to identify friction points and lost opportunities Use demand data to inform pricing, incentives, and positioning decisions in real time Data, Attribution & Performance Management Utilize the Maymont data science team and own full-funnel reporting, forecasting, and marketing performance analysis across all markets Implement and refine attribution models to understand true channel contribution Make fast, high-confidence decisions with imperfect data; adjust strategy in real time based on performance signals Creative & Conversion Strategy Ensure all messaging, creative, and digital experiences are built to drive conversion, not just engagement Partner with creative resources to produce and iterate on high-performing assets quickly Continuously test and optimize landing pages, CTAs, and user journeys to improve conversion rates Maintain brand consistency, but prioritize performance and clarity over aesthetics Team & Vendor Leadership Lead a marketing team with clear roles, responsibilities, and performance expectations Establish and enforce accountability systems tied to measurable business outcomes (not activity) Develop talent through structured coaching, feedback, and training programs Set and track performance metrics across all marketing functions (pipeline, CAC, conversion, ROI, etc.) Create a culture of ownership where underperformance is addressed quickly and directly Translate company goals into clear, executable marketing plans with defined owners Manage agencies and vendors with strict performance expectations tied to measurable outcomes Create a culture of speed, experimentation, fun, and continuous optimization Additional Responsibilities Perform other duties as assigned to support business objectives Performance Expectations & Key Metrics: Performance will be evaluated based on measurable outcomes aligned with company and departmental goals. Metrics may include: Qualified Lead Volume: Consistently generating high-intent demand that converts into tours and applications, not just raw lead volume Cost Efficiency (Cost per Lease): Driving down acquisition costs while maintaining or improving conversion performance Marketing Funnel Conversion Rates: Improving performance across marketing-controlled stages (traffic → lead → tour intent → application) and influencing downstream conversion Pipeline Contribution to Occupancy & Revenue: Directly impacting market- and community-level leasing performance through marketing-driven demand and conversion improvements Required Qualifications Education Bachelor's degree in Marketing, Business Administration, Communications, or a related field Experience 8+ years of progressive marketing experience with a strong focus on demand generation or growth Proven ownership of pipeline/revenue Demonstrated success in Multifamily, Single-Family Rentals (SFR), or Build-to-Rent (BTR) marketing or an adjacent consumer real estate vertical Proven ability to manage marketing strategy across a large, multi-market portfolio simultaneously Experience setting and managing marketing budgets with accountability to ROI Track record of leading and developing high-performing marketing teams Skills & Competencies Deep expertise in performance marketing: paid media, ILS optimization, SEO/SEM, email, and digital channels Strong analytical mindset with experience using CRM and reporting platforms (Salesforce, HubSpot, Tableau, or similar) Exceptional communication and presentation skills - comfortable in executive-level discussions and community-level conversations alike Preferred Qualifications Experience with BTR or multifamily lease up communities from pre-leasing through stabilization Familiarity with property management and marketing tech stacks common in SFR/MF (Entrata, RealPage, Yardi, Rently, Engrain, MRI, Tour24, or similar) Experience operating inside a high-growth, PE- or institutional-backed real estate platform Passion for resident experience and a customer-first marketing philosophy MBA or equivalent advanced degree Why work for Maymont Homes? Our Mission - "We Positively Impact the Lives in the Communities We Serve." Every role contributes to this purpose, helping families find a place to call home while making a difference in the communities we support. Certified Great Place to Work® - Our people make us who we are. This certification celebrates the values and culture that fuel collaboration, innovation, and care. Outstanding Benefits - Backed by Brookfield, our benefits include a 5% 401(k) match, wellness credits that reduce healthcare costs, and up to 160 hours of PTO annually for full-time employees. Career Growth - With continued expansion planned for Maymont, you'll find meaningful opportunities to grow your skills, advance your career, and make an impact. Strong Foundation - As part of Brookfield Asset Management, one of the world's largest real estate asset managers, we have the stability, resources, and vision to keep growing. Equal Opportunity Employer: Minorities/Religion/Sex/Protected Veterans/Disability/Sexual Orientation/Gender Identity/Marital Status/Pregnancy/Age/National Origin/Genetic Information. #MYMT At Brookfield Properties, our success starts with our people. People like you. We develop, operate, and manage more than 600 locations, 1500+ buildings and over 280 million square feet of real estate across the globe. It's a feat that wouldn't be possible without our team, a diverse group of creative visionaries and innovative experts who are relentless in pursuit of one goal: to ensure our buildings don't simply meet the needs of our tenants, residents, and communities — but exceed them, every day.