Director of Marketing

US-MA-Boston
Job ID
1450
Function
Marketing
177 Milk Street

Overview

Related Beal is one of the most active developers in Boston and has a longstanding reputation for delivering landmark-quality residential and commercial buildings. The vertically integrated real estate company is active across nearly every asset class including residential housing (luxury, workforce and affordable), commercial office and retail, hospitality, life sciences and mixed-use properties.

 

With a portfolio which includes The Clarendon, One Back Bay, 131 Beverly Street, Congress Square and Parcel 1b, Related Beal’s breadth of development experience and operational expertise is unmatched in the industry. Its approach includes combining the seasoned professionalism of a collaborative multidisciplinary team with an innovative, entrepreneurial spirit. The company is dedicated to the highest standards of design and construction and consistently focuses on delivering projects that positively impact all stakeholders including residents, tenants, neighborhoods and business partners.

Responsibilities

Strategy and Planning

 

  • Develop marketing, messaging and communication plans for Related Beal and its properties.
  • Develop and execute individual property campaigns to effectuate sales and leasing efforts. 
  • Determine property marketing budgets in tandem with development teams and management.                        
  • Conduct and present competitive market research and findings to direct strategy and planning.                                    
  • Collaborate with executives to ensure marketing programs are furthering business needs.

 

Property Marketing

 

  • Develop and implement brand “DNA” for each property based on unit mix, architecture and design, amenities, services and special features.
  • Identify, select and manage appropriate digital, creative, web design and social media agencies to create unique marketing proposition for each offering, brand name and messaging platform, through digital, print, websites, search engine optimization, video, floor plans, brochures and HTML email templates.
  • Promote marketing programs to direct sales and leasing targets, define and track metrics and  results, adapt for various cycles in leasing and sales programs and where otherwise warranted.
  • Provide tools for in-house and third-party brokers through traditional established channels.
  • Work with leasing and sales teams to program customer centers and model residences.

 

Corporate Marketing

 

 

  • Ensure consistent communication of corporate brand, position and value proposition to all constituencies.
  • Develop corporate marketing materials which will be used for presentations and meetings with various counterparties including industry groups, community organizations, potential business partners and prospective tenants.                         
  • Maintain company website.

 

Promotions

 

  • Establish cross-branding partnerships with internal and external affiliates in order to enhance the value of marketing campaigns and provide distribution to partner customer lists.
  • Establish communication framework with stakeholders at Related corporate to understand and utilize ongoing and future marketing initiatives.
  • Plan and oversee events including property launches, broker and customer functions.

Qualifications

  • Minimum of 6-10 years of relevant brand strategy, marketing and digital experience.
  • A proven track record of developing and implementing marketing campaigns that drive revenue and conversion.
  • Experience in developing and implementing strategic and tactical marketing plans.
  • Experience creating and managing brands with solid understanding of branding principals (note, specific brand repositioning experience a plus).
  • A highly entrepreneurial, self-motivated, results-oriented individual.
  • A mature professional with excellent judgment and intuitive interpersonal skills.
  • Understanding of needs of premier and emerging luxury brands.                                  
  • Experience, knowledge and understanding of the broader Boston real estate market and its various submarkets.
  • Excellent written and verbal communication skills.
  • Strong results-driven project management skills and an ability to manage multiple priorities and meet overlapping deadlines.
  • Experience managing or working with marketing and public relations agencies.
  • Excellent understanding of creative process and design execution.
  • Experience in building/utilizing digital tools including mobile websites, social media and search engine optimization and website management and development.
  • Strong sense of integrity and ethics. Values entrepreneurialism. Demonstrates strong intellectual curiosity; always seeking new approaches and challenging the organization to new levels of success.
  • Undergraduate degree required.

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