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About the Role
The Marketing Manager leads marketing strategy and execution to drive qualified consumers to Ashton Woods communities and ashtonwoods.com, focusing on optimizing marketing spend ROI. This role also acts as a brand steward for all consumer touchpoints.
Responsibilities
- Develop comprehensive marketing plans from audience selection to offer and messaging strategy, vehicle selection, creative development, evaluation, and optimization.
- Develop, manage, and execute annual/quarterly marketing strategies and plans.
- Partner with VP of Sales to ensure marketing programs align with goals.
- Manage agencies in the creation of online and offline marketing initiatives, including direct mail, email, collateral, signage, displays, ads, events, and web content.
- Provide agency partners with creative briefs and evaluate creative output against briefs.
- Own the holistic lead management database messaging capabilities, including triggered emails, e-blasts, and messages for individual communities or sales counselors.
- Attend weekly sales meetings and conduct community visits to build rapport with sales agents.
- Serve as a local market expert, monitoring trends and competitive activity.
- Manage marketing budget and analyze program performance, tying results to division objectives.
- Set performance goals and deliver programs optimizing Cost/Lead, Cost/Sale, and ROI.
- Monitor community traffic weekly to identify trends, evaluate performance, and recommend marketing plan adjustments.
- Utilize Salesforce and Pardot to measure marketing effectiveness and gain insights into performance by traffic source.
- Review Google Analytics and digital media reports to optimize media mix and drive ROI.
- Issue performance reports to key constituents.
- Assess model and sales office presentations, signage, and collateral.
- Assist communities with on-site promotional support and self-marketing efforts.
- Evaluate and manage online content for brand adherence and conversion metric impact.
- Book and manage new community photo shoots, updating the photo library and website.
- Perform other assigned tasks.
Requirements
- Bachelor’s degree in marketing, Communications, or related field.
- At least 5 years of marketing experience, including 360 strategic marketing plans and tactics, managing agency partners, and digital/traditional marketing vehicles.
- Experience with data-based decision-making using analytics to set and evaluate marketing programs.
- Experience using CRM and/or marketing automation to drive business results.
- Ability to read, write, and speak fluent English; Spanish language skills are helpful.
- Sufficient vision and hearing to utilize office equipment.
- Use of hands and fingers to utilize standard office equipment.
- Ability to drive an automobile for required travel.
- Occasional lifting up to 20 pounds.
- Ability to perform essential functions of the position with reasonable accommodation for disabilities.
Skills
- Marketing Strategy
- Marketing Execution
- ROI Optimization
- Brand Stewardship
- Strategic Planning
- Creative Brief Development
- Lead Management
- Performance Measurement
- Analytics
- Budget Management
- Salesforce
- Pardot
- Google Analytics
- Digital Media Reporting
- Content Management
Location
- Atlanta, Georgia
Work Type
- Hybrid
- Field
- Office Environment
Experience Level
- 5+ years
Education Level
- Bachelor's degree
About the Company
- Ashton Woods is a private home builder focused on innovation and pushing boundaries in homebuilding.
- The company operates through two brands: Ashton Woods and Starlight Homes.
- Ashton Woods brand is known for designing thoughtfully curated, inspired homes.
- Ashton Woods has won numerous national and local industry awards.
- Headquartered in Atlanta, Georgia, Ashton Woods sells new homes in multiple US markets.