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Division Marketing Mgr in Orlando
A perfect blend of Analytical, Creative & Execution. to $100k
Operational Marketing fortop Nat'l Fortune 200 Builder
Residential Neighborhood Development
America’s�Most Admired�
Major Objectives or Outcomes to be Accomplished:
Work with strategic marketing to define strategic targets by neighborhood, understand their buying motivations, needs and desires in a community and home and develop appropriate marketing materials, model and sales presentations and tactical, targeted marketing plans to reach them.
Absolute Requirements:
Bachelor’s Degree in Marketing or a related field; An advanced degree is a plus
Past experience in marketing, demonstrated use of strategic research and marketing planning and budgeting (2-5 years)
Specific marketing experience in direct and/or database or segmentation marketing and marketing automation programs
Exceptional dBase management proficiency, CRM, Marketing First, Excel, Prism, Personix etc.
Internet Marketing experience a plus
Direct Marketing savvy (preferred over mass marketing)
Behavioral traits, Attitudes and Skills Required:
Three-pronged skills: Analytical detail, strategic vision and ability to execute with excellence
Mixture of creative and analytical; Must be able to understand and act on research findings
High level of interpersonal and communication skills
Ability to persuade
Very good listener
Exceptional administrative and organizational skills
Multi-task; Juggle many tasks at one time
Ability to see the big picture – Business acumen
Responsible for driving the implementation, management and measurement of tactical marketing programs that result in timely, qualified leads, traffic and sales for Division.
Implement segmented direct and database marketing approaches including marketing automation to drive leads to prospects to buyers to referrers at a lower cost per sale.
Open neighborhoods, set up sales offices and models in alignment with targeted segments. Create neighborhood sales promotional materials and sales support tools to capture marketing knowledge and drive the feedback loop for ever improving sales conversion rates.
Develop overall branding programs and plans that integrate look and feel of brand and neighborhoods to deliver a high value proposition to consumers over their lifetime with goal of measuring and enhancing lifetime value from both sales and referrals.
Develop marketing budgets that leverage ROI, effective spending and are reconciled with accounting for enhanced measurement, analysis and improvements.
Manage external vendors, setting expectations for delivery, accountability for performance and contribution to lowering cost per sale and increasing return on marketing investment.
Work with On Line Sales Consultant, Design Center Staff and other internal teams to deliver a consistent message and experience to home buying prospects.
Manage and enhance the web site to deliver on the brand promise and home buying experience including neighborhood and plan descriptions and images, pricing and features and selling of benefits of both Corporate and the local neighborhood.
Work with strategic marketing to oversee and implement ongoing research needs to support the marketing decision process including TIS surveys, on-going prospect and buyer research and other ad-hoc research that may be necessary to improve marketing performance.
Interactions:
Division President – regularly – present and review marketing plan, measures and results
Regional and Divisional Sales Manager – regularly – present and review marketing plan, measures and results; enlist their support to obtain quality customer data for improving the process
Strategic Marketing Manager – regularly – review and direct marketing research needs for strategy development, tactical assessments and overall marketing planning
Regional and Corporate Marketing Support – to be alignment with overall Regional and Corporate strategies and goals
Corporate IT and Database Marketing – to support operational needs
On Line Sales Consultant – regularly – to coordinate presentation of product, segments to targeted and selling features and integration with other marketing materials
Design Center Manager – project based – go over merchandizing of models with options and flooring and window coverings
Architects – as needed – help with efficient designing of home, renderings
Designers – project based – help locate and design built-ins, and options to be installed
Purchasing – project based – options that are to be installed
Landscape architect – project based – to go over model homes landscaping
The Job:
Manage daily marketing and advertising functions (or coordinate with external vendors) including development of targeted creative and tactics, list purchases. Marketing tactics will be focused, highly targeted and measurable and will only employ mass tactics in combination with targeted approaches where clear return can be delivered and measured.
Insure Corporate and neighborhood branding is adhered to among Regional, Divisional and vendor staff and integrated among all tactics.
Drive measurement of marketing tactical effectiveness and adjust plans accordingly, including creative and copy testing.
Prepare and present specific marketing plans and results to management and sales team on a regular basis.
Analyze traffic and sales results, research findings, segmentation performance to drive future improvement in planning and implementation
Develop and produce sales collateral materials including floor plan brochures, folders, price sheets, specification sheets, etc. Work with sales teams to insure the right tools are provided and the right information is collected to feed improvements going forward.
Work with land, architects, strategic marketing and product development to develop new neighborhoods and homes that speak to the life stage and lifestyle experiences of the target consumer.
Maintain website including plans, pricing, promotions, neighborhood opening lists and product features including 360 degree images, virtual tours and interactive floor plans.
Develop annual budget and track progress. Approve invoices for payment and reconcile with accounting monthly to insure proper coding and tracking.
Merchandise model homes and sales centers in alignment with target segments. Work with sales teams to insure high quality presentation, attention to detail of space and community concept.
Design Model home complexes, design centers, sales offices and sales office displays.
Work with strategic marketing to implement market research projects as needed to improve marketing performance and effectiveness. Use this research on an ongoing basis.
Manage all signage related to job sites and model home complexes.
Managing:
Initially no direct reports; potentially 1-2. However, work closely with other Division team members including On Line Sales Consultant and Strategic Marketing team.
Challenges:
Converting analytical information into action
Working with sales and Division personnel to obtain regular, accurate prospect and buyer data
Ever-changing environment
Maintaining message consistency, tactical integration and brand presence in marketplace
Meeting neighborhood opening deadlines
Leadership style used to Manage individual in this Position?
Highly results oriented
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HR - Organizational Development
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Testimonials
". . commitment to the task was outstanding. It was a tough choice. Please note the attached description for our next challenge." Rick M- VP Land Acquisition, Fairfax, VA.
