Vice President of Brand Strategy and Marketing – Residential +
Retail Location US-MD-Bethesda
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
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
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
Lead high-priority marketing initiatives across residential and
retail portfolios, including brand strategy and naming initiatives,
integrated campaign development and management of data-driven
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
Develop and manage cross-portfolio strategic partnerships and
revenue-generating sponsorship opportunities to strengthen retail
and residential engagement and further differentiate the JBGS
Partner with Corporate Communications on development of PR
strategy and social media communications across owned, earned and
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
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
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
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,
15+ years of integrated marketing experience, in luxury or
lifestyle-oriented categories required; including experience with
innovative performance marketing strategies and technology
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
Demonstrated ability to anticipate and solve practical problems
or resolve issues, generate solutions and have a close attention to
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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