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Sr. Director, Demand Generation

3 months ago

Richardson, Texas, United States RealPage Full time
The Sr. Director, Demand Gen (B2B2C) reports to the Chief Marketing Officer.

This position drives RealPage's resident marketing campaign efforts, enhancing the resident experience and fueling significant revenue growth from RealPage's consumer-related products including payments, renters insurance, credit rent reporting, and offers from affiliate partners and third-party sponsorships.

This role will develop and execute direct-to-resident multi-channel campaigns and enable our clients to market offers and services to their residents.

This position partners with the Resident Experiences,

Services and Product organizations to build and implement a holistic consumer strategy that en

gages and monetizes the resident experience.

PRIMARY RESPONSIBILITIES
Support the delivery of an outstanding resident experience via automated and personalized multi-channel marketing communications.
Drive automation and operational excellence.
Identify opportunities and develop behavioral triggers/events across the resident lifecycle, with an emphasis on personalization.
Identify and secure offers from partner affiliate brands that provide value to a variety of resident segments and personas.
Ensure compliance and proper legal documentation for resident-facing offers and promotions.

Develop testing strategies, performance tracking, and analysis and reporting methodologies that will enable campaign optimization and demonstrate financial impact to the business.

Own multi-channel, direct-to-resident (B2C) communication and campaign development and execution from end-to-end.

Drive strategy development, creative development, customer segmentation and analysis, campaign intake, planning and project management, resident personas and journey development and ongoing campaign optimization.

Be the business owner of the systems, tools and processes used to drive resident engagement, communications, and promotional campaigns. Take ownership of available resident data and data enrichment programs and processes.
Lead the development and execution of testing strategies, performance tracking, reporting and business impact analysis. Communicate these findings with stakeholders and executives on an as-needed, monthly, and quarterly basis.

Drive the development and execution of programs that leverage the unique position of the property management company (PMC) as a trusted intermediary with residents (B2B2C) to promote RealPage's products, services and offers.

Drive strategy development, creative development, program intake, planning and project management, and ongoing PMC program optimization.
Be the business owner of the data, systems, tools, and processes used to drive PMC communications and engagement.
Lead the development and execution, performance tracking, reporting and business impact analysis of PMC programs. Communicate these findings with stakeholders and executives on an as-needed, monthly, and quarterly basis.
Build and manage a cohesive team to great success. Lead and coach team members to grow and thrive as professionals and individuals.

QUALIFICATIONS
Bachelor's degree in marketing, business administration, or a related field.
10 years' experience in consumer marketing leadership roles.

Proven track record in generating and capturing demand for consumer products through both direct and indirect marketing motions (B2C and B2B2C).

A deep understanding of consumer psychology and the ability to take that knowledge marry it with campaign performance and resident behavior/interest data to identify and build actionable segments that have meaning and drive results.

Ability to craft compelling messages that drive consumer engagement and purchases across multiple channels (email, SMS, in-app).
Knowledge and direct hands-on experience with the consumer engagement / communications technology stack , Braze, Iterable, etc.).

Experience with data and technology projects to drive automation, integrations and data enrichment that are needed to power targeted segmentation and personalization.

Experience building a performance measurement engine that tracks end-to-end behavior and results and delivers intuitive reports.

Able to perform data analysis to garner meaningful insights to optimize campaigns and demonstrate the program's impact to the business.

Proven end-to-end ownership of both direct and indirect consumer campaigns, with flawless execution and above-target results.
Ability to succeed in a Matrix style environment, building relationships across organizations to deliver results.
REQUIRED KNOWLEDGE/SKILLS/ABILITIES
Experienced team leader and developer of talent.
Committed to operational excellence.
Analytical, problem-solver, resourceful, and collaborative.

Expert in performance tracking, data analysis and reporting; a good eye for data interpretation and telling the story through data.

Proficiency in utilizing data-driven insights and customer segmentation to inform marketing strategies and campaigns.
Strong project management skills, with the ability to prioritize and manage multiple initiatives and deadlines.
Exceptional communication, presentation, and interpersonal skills.

Deep understanding of consumer psychology and a passion for the consumer segmentation and understanding of their unique needs and preferences.


BONUS knowledge / skills:
Behavioral analysis
Perceptual mapping
Conjoint analysis
Psychographic mining techniques

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