Marketing Manager

Company: Valiance Capital

Job Title: Marketing Manager

Location: Berkeley, CA

Department: Property Management - Marketing

Reports To: Marketing & Leasing Director, Director of Property Management

Interdepartmental Collaboration: Leasing, Resident Services

Compensation: $70k - $75k DOE

Position Overview:

The Marketing Manager will be responsible for leading the vision, strategy, and execution of all marketing initiatives across the portfolio. This role oversees brand management, digital marketing, leasing campaigns, community engagement, and market research to drive occupancy and strengthen brand reputation.

The ideal candidate is a creative and analytical leader who thrives in a fast-paced environment, understands the student housing market, and can translate business goals into effective marketing strategies. You will manage a growing team, collaborate cross-functionally with property and corporate leaders, and ensure that every campaign, message, and visual reflects the culture and standards of The Berkeley Group.

Key Responsibilities:

Strategic Marketing Leadership

• Develop and implement an annual marketing plan for the full student housing portfolio, including property-specific goals, timelines, and budgets.
• Lead brand positioning efforts to strengthen The Berkeley Group's presence in the UC Berkeley market and beyond.
• Partner with leadership and the leasing team to establish marketing priorities based on occupancy trends, pre-lease goals, and renewal performance.
• Analyze marketing data, leasing velocity, and campaign results to inform decision-making and identify areas for improvement.
• Oversee and maintain consistent brand identity, ensuring all materials meet company standards and reflect our values.

Digital Marketing & Advertising

• Oversee all digital advertising and lead-generation campaigns (Google Ads, Meta, ILS platforms, etc.) to maximize visibility and conversions.
• Direct the creation and management of social media content across platforms (Instagram, TikTok, Facebook, etc.) to build community engagement and brand awareness.
• Manage the company's website content, property listings, and SEO strategy to ensure accurate, optimized, and compelling information.
• Supervise the design and production of digital and print collateral, including brochures, flyers, email campaigns, and video content.
• Track performance analytics for each channel, providing regular reporting to senior leadership.

Community Engagement & Event Programming

• In collaboration with Resident Services, conceptualize and oversee community and leasing events (move-ins, open houses, resident mixers, campus collaborations) that enhance the resident experience and strengthen brand connection.
• Build partnerships with UC Berkeley student organizations, local businesses, and campus departments to expand outreach and brand recognition.
• Direct and support on-site event logistics with the Marketing team and property teams.

Team Leadership & Collaboration

• Supervise, mentor, and develop marketing team members, including but not limited to Marketing Assistants and/or Marketing Interns.
• Foster strong collaboration between the Marketing team, Leasing, and Resident Services to ensure cohesive messaging and goals.
• Act as the primary liaison between the Property Management and Development teams for property launches, rebrands, and major renovations.
• Partner with the Director of Property Management on strategic initiatives related to brand expansion and new market opportunities.

Market Research & Innovation

• Conduct ongoing market analysis, competitor research, and resident demographic studies to identify emerging trends and opportunities.
• Recommend pricing and promotional strategies based on market insights and occupancy data.
• Explore innovative technologies and partnerships to enhance marketing efficiency, brand storytelling, and resident engagement.

Administrative & Reporting

• Manage the marketing budget, vendor relationships, and contract proposals for all marketing-related services.
• Maintain a marketing calendar outlining campaigns, events, deadlines, and reporting cycles.
• Prepare regular performance summaries and present insights and recommendations to executive leadership.
• Ensure compliance with Fair Housing, DRE, and company policies in all marketing communications.

Other duties as assigned by Manager.