Director of Marketing (Demand Generation)

About the role

Location Charleston - 997 Morrison Drive, Suite 402 Business Our Growth, Your Opportunity At Maymont Homes, our success starts with people, our residents and our team. We are transforming the single-family rental experience through innovation, quality, and genuine care. With more than 20,000 homes across 47+ markets, 25+ build-to-rent communities, and continued expansion on the horizon, we are more than a leader in the industry-we are a company that puts people and communities at the heart of everything we do. As part of Brookfield, Maymont Homes is growing quickly and making a lasting impact. We are also proud to be Certified™ by Great Place to Work®, a recognition based entirely on feedback from our employees. This honor reflects the culture of trust, collaboration, and belonging that makes Maymont a place where people thrive. Join a purpose-driven team where your work creates opportunity, sparks innovation, and helps families across the country feel truly at home. Job Description As Director of Marketing (Demand Generation) , you own the full marketing-driven demand funnel from first touch through qualified lead, tour intent, and application. You are accountable for generating high-quality, conversion-ready demand and optimizing it into efficient, scalable leasing outcomes across all markets. You are responsible for ensuring marketing is not just driving traffic - but delivering measurable, revenue-impacting pipeline. **Location: onsite in Charleston, SC 29403 (Charleston Technology Center)** Essential Job Functions Pipeline & Funnel Ownership Own full funnel: traffic lead → tour → application → lease Set and hit pipeline targets Build forecasting models Improve lead quality and conversion rates Performance Marketing & Channel Optimization Own end-to-end acquisition strategy across all paid and owned channels (ILS, paid search, SEO, paid social, email, website) Allocate and reallocate budget dynamically based on cost per lease and marginal ROI, not channel preference Design and execute a rigorous testing roadmap across targeting, creative, bidding, and landing experiences Identify scaling levers and aggressively double down on high-performing channels; eliminate underperforming spend quickly Continuously improve lead quality, not just volume Lease-Up & Market-Level Demand Strategy Own demand generation strategy for all new community lease-ups from pre-leasing through stabilization Build qualified pipeline ahead of delivery timelines to ensure zero lag in occupancy ramp Develop market-specific strategies based on competitive dynamics, pricing sensitivity, and renter behavior Prioritize markets and allocate resources based on performance and opportunity, not evenly across the portfolio Revenue Alignment & Funnel Conversion Own alignment between marketing, leasing, and operations to drive end-to-end conversion performance Analyze and improve conversion rates at every stage: lead → tour → application → lease Establish tight feedback loops with leasing teams to identify friction points and lost opportunities Use demand data to inform pricing, incentives, and positioning decisions in real time Data, Attribution & Performance Management Utilize the Maymont data science team and own full-funnel reporting, forecasting, and marketing performance analysis across all markets Implement and refine attribution models to understand true channel contribution Make fast, high-confidence decisions with imperfect data; adjust strategy in real time based on performance signals Creative & Conversion Strategy Ensure all messaging, creative, and digital experiences are built to drive conversion, not just engagement Partner with creative resources to produce and iterate on high-performing assets quickly Continuously test and optimize landing pages, CTAs, and user journeys to improve conversion rates Maintain brand consistency, but prioritize performance and clarity over aesthetics Team & Vendor Leadership Lead a marketing team with clear roles, responsibilities, and performance expectations Establish and enforce accountability systems tied to measurable business outcomes (not activity) Develop talent through structured coaching, feedback, and training programs Set and track performance metrics across all marketing functions (pipeline, CAC, conversion, ROI, etc.) Create a culture of ownership where underperformance is addressed quickly and directly Translate company goals into clear, executable marketing plans with defined owners Manage agencies and vendors with strict performance expectations tied to measurable outcomes Create a culture of speed, experimentation, fun, and continuous optimization Additional Responsibilities Perform other duties as assigned to support business objectives Performance Expectations & Key Metrics: Performance will be evaluated based on measurable outcomes aligned with company and departmental goals. Metrics may include: Qualified Lead Volume: Consistently generating high-intent demand

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