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Senior Director, Brand Strategy and Marketing - Residential

Company: JBG SMITH Properties
Location: Bethesda
Posted on: May 3, 2021

Job Description:


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 Senior Director, Brand Strategy and Marketing - Residential leadership role, will be responsible for partnering with the development and asset management teams to develop portfolio-level brand strategies and property-specific brand development, based on deep consumer insights, that deliver luxury consumer experiences and elevate and enhance awareness of the master JBG SMITH brand and its property assets, drive customer demand, acquisition, and strengthen customer retention.


The new Senior Director of Brand Strategy and Marketing - Residential will be responsible for supporting JBG Smith's leasing and placemaking goals by developing sub-neighborhood and project-specific branding derived from market and consumer insights, inclusive of brand positioning and customer experience, brand ID, and go-to-market strategy and tactical marketing plans across all real estate tiers.

Essential Duties and Responsibilities:

  • Lead the brand positioning and brand building efforts in partnership with development, architecture/design, and operations leads
  • Work closely with internal and agency partners to develop brand positioning, pillars and proof points across product and service touchpoints
  • Partner with architecture and design leads on design strategy through asset development process
  • Translates internal and external research and trends into actionable brand strategies. Analyzes data to frame up a business issue/concept; determines feasibility; partners with development/operations to deliver on strategies.
  • Educates/communicates on brand strategy, positioning, voice, strategic pillars and competitive environment
  • Lead high-priority marketing initiatives across the residential portfolio, including integrated campaign development and management of data-driven marketing insights.
  • 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 in brand-building and across the marketing funnel.
  • Partner with Corporate Communications and marketing activation team & agency on brand and asset launch communications across owned, earned and paid channels.
  • Proactively manage and analyze budget performance against brand & marketing plans, including absorption schedules to determine effectiveness.
  • Partner with digital marketing team on performance marketing efforts and the evoloution of the digital platform


  • Bachelor's degree in Brand Management, Brand Marketing or related field required, MBA preferred.
  • 8-10 years of brand management, brand marketing experience in luxury or lifestyle-oriented categories required
  • Integrated marketing experience, including experience with immersive marketing strategies and technology platforms.
  • Relevant experience driving customer acquisition and retention strategies across industries required; Customer Experience (CX) design and journey mapping design experience preferred.
  • 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.

Keywords: JBG SMITH Properties, Bethesda , Senior Director, Brand Strategy and Marketing - Residential, Other , Bethesda, Maryland

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