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Vice President of Brand Strategy and Marketing - Residential + Retail

Company: JBG SMITH Properties
Location: Bethesda
Posted on: September 12, 2020

Job Description:

Vice President of Brand Strategy and Marketing – Residential + Retail Location US-MD-Bethesda

Type Full-time

Overview JBG SMITH is an S&P 400 company that owns, operates, invests in, and develops a dynamic portfolio of high-growth mixed-use properties in and around Washington, DC. Through an intense focus on placemaking, JBG SMITH cultivates vibrant, amenity-rich, walkable neighborhoods throughout the Capital region, including National Landing where it serves as the exclusive developer for Amazon’s new headquarters. JBG SMITH’s portfolio currently comprises 20.8 million square feet of high-quality office, multifamily and retail assets, 98% of which are Metro-served. It also maintains a robust future pipeline encompassing 18.7 million square feet of mixed-used development opportunities.

The newly created VP, Brand Strategy and Marketing – Residential + Retail leadership role, will be responsible for enhancing awareness of the JBG SMITH brand, and its branded property assets, in residential channels (B2C), and retail channels (B2C/B2B), as the foundation for generating demand, traffic, acquisition (new leases) and strengthening retention.

This new leader will be responsible for partnering with the Asset Management and Leasing teams to increase brand awareness, drive qualified traffic, build loyalty, and enhance customer engagement. Additionally, the leader will be responsible for directly managing a team of dedicated brand and marketing professionals in the development of portfolio-wide, and property-specific, integrated marketing initiatives across all facets of marketing including digital marketing, social media, public relations, brand partnerships, experiential marketing and community activation.

Responsibilities The new Vice President of Brand Strategy and Marketing - Residential + Retail, will evaluate and optimize the current go-to-market strategy and tactical plans for targeting, engaging and acquiring residential tenants for its more than 10,000 apartments across all real estate tiers as well as supporting retail leasing and placemaking goals. Given the typical consumer path to making a leasing decision, plans will include partnering with, and marketing through, a variety of external digital platforms, social media channels as well as targeted print and digital media.

Lead high-priority marketing initiatives across residential and retail portfolios, including brand strategy and naming initiatives, integrated campaign development and management of data-driven marketing insights.

Leverage lifestyle and luxury trends and consumer insights to ensure on-strategy brand and marketing approach.

Partner with Asset Management and Property Management leadership to develop detailed performance-driven marketing plans for full residential portfolio, that are aligned with business goals and objectives.

Develop and manage cross-portfolio strategic partnerships and revenue-generating sponsorship opportunities to strengthen retail and residential engagement and further differentiate the JBGS portfolio.

Partner with Corporate Communications on development of PR strategy and social media communications across owned, earned and paid channels.

Work closely with Retail Leasing and Placemaking teams to lead brand positioning efforts, develop compelling B2B selling strategies and support retail tenant business performance.

Proactively manage and analyze budget performance against marketing plans, including absorption schedules to determine effectiveness.

Recommend marketing best practices and resources for Property Management teams to execute on-property marketing campaigns such as virtual tours, marketing tool kits (brochures, flyers, collateral materials, signage packages) as well as digital/print advertising for high-profile projects.

Participate in cross-functional team efforts to design the next generation of residential marketing and leasing tools that focus on enhancing the experience at key touchpoints in the customer journey.

Lead the evolution of the residential digital ecosystem to ensure it represents the depth and breadth of the residential portfolio and appeals to relevant target segments from affordable to luxury

Consistently apply a data-driven mind-set to consumer and competitive insights. This may include designing, fielding and managing research and analytics to drive smart decision-making across the marketing funnel.

Qualifications Bachelor’s degree in Brand Management, Brand Marketing or related field required, MBA preferred.

15+ years of integrated marketing experience, in luxury or lifestyle-oriented categories required; including experience with innovative performance marketing strategies and technology platforms.

Dynamic and inspiring leader with a track record of leading high-performing teams in a fast-paced environment. Previous supervisory experience required.

Relevant experience driving customer acquisition and retention strategies across industries required; Customer Experience (CX) design and journey mapping design experience preferred.

Significant experience with developing and implementing data-driven marketing strategies that maximize return-on-investment (ROI).

Demonstrated ability to anticipate and solve practical problems or resolve issues, generate solutions and have a close attention to detail.

Proven ability to partner with cross-functional teams, resulting in strong collaboration and foster open communication with business partners and senior leadership.

Must be able to demonstrate sound business judgement and ability to work closely with senior leaders in the organization.

JBG SMITH is committed to hiring and retaining a diverse workforce. We are an Equal Opportunity Employer, making decisions without discrimination on the basis of race, color, religion, sex, national origin, age, veteran status, disability, sexual orientation, genetic information or any other protected class, in accordance with applicable law.

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Keywords: JBG SMITH Properties, Bethesda , Vice President of Brand Strategy and Marketing - Residential + Retail, Other , Bethesda, Maryland

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