Job Description
Reports to: President, Property Management
Status: Full-Time, Exempt
Travel: <20% (strategic site visits, leadership meetings, key owner engagements)
About Us
RKW Residential and A Residential are the property management arms of Alfred, a leading property technology company transforming residential real estate.
We operate a nationally scaled multifamily platform supported by centralized systems, shared technology, and a data-driven operating model. Our approach blends performance marketing, brand strategy, and operational excellence to deliver measurable results for owners and meaningful living environments for residents.
As we continue to scale and integrate, we are hiring a VP, Community Marketing & Revenue Strategy to lead property-level lead generation, leasing performance, and marketing technology optimization across the platform.
Role Overview
This is a revenue-driving executive role.
The VP, Community Marketing & Revenue Strategy is accountable for generating qualified leads at the property level and converting those leads into signed leases. This leader owns the strategy, systems, team structure, marketing technology enablement, and performance metrics that directly impact occupancy and revenue.
Primary focus: Traffic, tours, leases, renewals, and reputation performance.
This role is measured on results, not activity.
- Key Responsibilities1. Lead Generation & Lease Performance
- Own property-level marketing performance across the portfolio
- Drive qualified traffic, tour volume, and signed leases
- Develop scalable lead-generation frameworks for stabilized and lease-up assets
- Align digital advertising, on-site marketing, pricing strategy, and reputation management
- Establish performance standards directly tied to occupancy and revenue outcomes 2. Marketing Technology & Digital Performance
- Directly lead the Director of Marketing Technology & IT Solutions
- Ensure digital advertising, SEO, paid media, and CRM systems are optimized for conversion
- Align campaign strategy with asset-level business plans and pricing strategies
- Build performance dashboards focused on:
- Lead volume
- Conversion rates
- Cost per lease
- Lease velocity
- Reputation metrics
- Oversee utilization and optimization of key platforms, including:
- RealPage
- Yardi
- Funnel
- Reputation
- Satisfacts
- Sprig
- Canva
This leader must be highly fluent in marketing systems, data analytics, and full-funnel performance optimization.
- 3. Community Marketing & Field Alignment
- Lead Property Marketing Managers to ensure local execution supports revenue goals
- Standardize scalable playbooks that connect on-site initiatives to measurable traffic
- Ensure tight alignment between digital funnel strategy and property-level execution
- Create accountability structures for property-level marketing results 4. Brand Strategy & Owner Advisory
- Directly manage the Brand Strategist
- Oversee asset positioning, rebrands, lease-ups, and competitive differentiation strategies
- Ensure brand narrative translates into leasing velocity and market share growth
- Present marketing strategy and performance insights to ownership groups Brand strategy must drive performance.
- 5. Resident Experience Partnership
- Partner closely with the Associate Director, Brand Experience
- Align resident engagement efforts with renewal and reputation strategy
- Maintain clear ownership boundaries:
- This role drives marketing performance
- Resident experience execution occurs in partnership
- 6. Analytics, Budget & Executive Reporting
- Establish portfolio-level KPIs for traffic, conversion, occupancy, renewal, and reputation
- Manage marketing budget allocation across digital and field channels
- Optimize spend based on ROI and performance data
- Deliver executive-level reporting for leadership and ownership groups Preferred QualificationsExperience
- 10+ years in multifamily or hospitality marketing leadership
- 5+ years leading multi-site portfolios
- Experience leading marketing technology and digital functions
- Experience working directly with third-party owners and institutional clients
- Proven success in increasing occupancy and lease performance Technical Expertise
- Strong familiarity with RealPage, Yardi, Funnel, Reputation platforms, Satisfacts, Sprig, Canva
- Experience with CRM systems and marketing automation platforms
- Strong analytical and dashboard fluency required Leadership Traits
- Revenue-oriented and performance-driven
- Strategic yet operationally disciplined
- Executive communicator
- Data-informed decision maker
- Strong cross-functional collaborator
- High accountability standards What Success Looks Like
- Increased qualified traffic and improved conversion rates
- Reduced cost per lease
- Strong digital-to-field alignment
- Clear, data-backed owner reporting
- Measurable lift in occupancy and renewal performance
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