The posting
Position Purpose
The Director of Multifamily Marketing leads portfolio marketing for HTG Management’s more than 5,500 apartment homes across Florida, including affordable (LIHTC, HUD and other regulated affordable programs) and workforce housing communities. This role develops and executes marketing strategies that generate qualified demand, accelerate lease ups, support stabilized occupancy of at least 98%, and strengthen the company’s reputation while using marketing dollars effectively to support net operating income.
Reporting to the Executive Vice President of Property Management, the Director owns portfolio marketing strategy, budgets, campaigns, digital channels, community branding, and reputation management. The Director partners with Centralized Leasing and Property Operations to convert marketing demand into signed leases and identify where the prospect experience needs improvement.
This is a hands on leadership role for someone who can set strategy, manage vendors, and deliver campaigns. Success requires a strong understanding of the different marketing needs of LIHTC, HUD, Workforce, and other regulated affordable communities.
Candidates must reside in Florida and be willing to travel as needed.
Essential Responsibilities
Marketing Strategy and Financial Accountability
- Develop annual portfolio and community marketing plans with defined audiences, positioning, campaign calendars, budgets, and measurable lead, conversion, and cost per lease goals.
- Own the annual marketing budget, monitor expenses and commitments by community and channel, and reallocate approved resources based on leasing results, market conditions, and community needs.
- Review occupancy trends, upcoming availability, notice exposure, and leasing performance with Operations. Prioritize communities below or at risk of falling below 98% stabilized occupancy and implement corrective marketing plans with owners, deadlines, and weekly follow up.
- Present a monthly executive dashboard that explains performance, budget variances, risks, recommended actions, and the expected effect on leasing and occupancy.
- Evaluate ILS contracts, agencies, advertising platforms, and other marketing vendors. Negotiate terms within delegated authority, track renewal dates, and hold partners accountable for service, reporting, and results.
Lease Ups and Community Transitions
- Lead marketing plans for new construction, renovations, and repositioning, from market research and initial branding through stabilization.
- Launch preleasing campaigns well ahead of anticipated Temporary Certificate of Occupancy (TCO) dates. Coordinate interest lists, approved waitlist communications, outreach, websites, listings, signage, photography, and virtual tours with Development, Compliance, and Operations.
- Track weekly leasing pace against approved absorption schedules and pro forma assumptions. Anticipate changes in delivery dates and recommend adjustments to campaigns, outreach, spending, and approved concessions.
- Establish launch checklists, accountable owners, and readiness deadlines; transition acquired communities into HTG’s marketing platforms and brand standards.
Affordable Housing Marketing and Outreach
- Partner with Compliance to develop, implement, update, and document applicable Affirmative Fair Housing Marketing Plans (AFHMP)and marketing obligations under Land Use Restriction Agreements (LURA) and other program requirements.
- Execute targeted outreach to populations identified as least likely to apply under approved plans. Maintain outreach records, advertising samples, partner contacts, and campaign evidence to support monitoring and audits.
- Build productive referral relationships with Public Housing Authorities, employers, social service providers, and community organizations to expand access to housing opportunities.
- Ensure marketing materials accurately communicate approved rents, eligibility information, availability, and application procedures.
- Coordinate review of Fair Housing content, Equal Housing Opportunity identification, accessibility, and applicable language access requirements with Compliance.
- Conduct recurring competitor and market reviews covering rents, concessions, availability, amenities, resident experience, and digital presence; translate findings into clear community positioning and marketing actions.
- Recommend pricing and concession strategies to Operations and Asset Management within applicable rent restrictions and approval procedures; support approved renewal, referral, and resident retention campaigns.
Digital Marketing and Leasing Technology
- Direct community websites, search engine optimization, local search and Google Business Profiles, paid search, paid social, email campaigns, and internet listing services, including Apartments.com, Zillow, and appropriate affordable housing channels.
- Maintain accurate community information, availability messaging, creative assets, and calls to action across channels. Test campaign creative, landing pages, and the online application experience to improve conversion.
- Serve as the marketing business owner for lead attribution, tracking, reporting, and prospect communications within EliseAI, Yardi Voyager 8, RentCafe, and related tools.
- Track the prospect journey by source from inquiry through tour, application, approval, signed lease, and move in. Establish consistent reporting definitions, investigate attribution gaps, and distinguish marketing performance from leasing, screening, or operational barriers.
- Review lead response and follow up trends with Centralized Leasing, recommend improvements to AI supported workflows, and test new tools against defined business outcomes and approved data practices.
Online Reputation and Resident Feedback
- Lead reputation management across Google, Apartments.com, Facebook, Yelp, ApartmentRatings, and other relevant channels. Establish community improvement goals supporting a portfolio Google rating target of at least 4.0 stars, with a defined measurement method and property level visibility.
- Establish review monitoring and response standards, targeting a professional response within 24 to 48 hours. Escalate urgent safety, discrimination, legal, or other serious concerns immediately through established channels and protect resident privacy in public responses.
- Create consistent opportunities for residents to share honest feedback following move ins, completed work orders, renewals, and events. Follow each platform’s rules; do not purchase reviews, offer prohibited incentives, or selectively request only positive feedback.
- Analyze review themes and survey results, work with Regional Property Managers on recurring service concerns, and track progress on agreed actions. Train teams on appropriate review requests and escalation procedures.
Brand Standards and Communications
- Maintain consistent HTG Management and community brand standards across websites, advertising, signage, presentations, photography, video, virtual tours, and printed materials.
- Partner with HTG’s Corporate Senior Marketing Manager on corporate brand alignment, grand openings, public-facing materials, and executive-approved incident communications. Support Operations with resident communications and community events.
- Perform other duties assigned by management.
Required Skills, Knowledge and Abilities
Required Experience and Capabilities
- Working knowledge of LIHTC and HUD marketing requirements, Fair Housing advertising, affirmative marketing, and the effects of income limits, rent restrictions, set-asides, and waitlist procedures on marketing strategy.
- Proven results in digital advertising, SEO, ILS optimization, reputation management, budget ownership, and marketing analytics; ability to turn performance data into practical action.
- Experience with multifamily CRM and property marketing systems, lead attribution, and AI-supported leasing workflows; ability to work effectively in HTG’s EliseAI, Yardi Voyager 8, and RentCafe environment.
- Strong communication, project management, vendor negotiation, and team development skills; ability to manage competing priorities and multiple lease ups while remaining hands on.
Education and Experience
- At least five years of progressive multifamily marketing experience, including at least three years leading marketing teams, portfolio initiatives, or a marketing function.
- Demonstrated marketing responsibility for a portfolio of 5,000 or more apartment homes, including affordable, workforce or market rate housing, with successful new construction lease up experience.
- Bachelor’s degree in marketing, communications, business, or a related field preferred; equivalent relevant experience considered.
- Florida multifamily market experience and direct experience with EliseAI, Yardi Voyager 8, and RentCafe preferred.
Certifications
- Fair Housing certification or company approved training required within six months of hire.
- Google Ads, Google Analytics, CAM, or CPM credentials are a plus.
Physical Requirements
The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable Accommodations may be made to enable individuals with disabilities to perform the essential functions.
The employee must frequently lift and/or move up to 10 pounds and occasionally lift and/or move up to 25 pounds. While performing the duties of this job, the employee is regularly required to talk or hear. The employee is frequently required to stand; walk and sit. The employee is occasionally required to use hands to finger, handle, or feel; reach with hands and arms; climb or balance and stoop, kneel, crouch, or crawl.
Must reside in Florida and be available for travel to communities, meetings, and events, including overnight travel as needed.
