BRANDING AND ENGAGEMENT COORDINATOR - Cambridge Apartments

The Branding and Engagement Coordinator is responsible for developing, coordinating, and executing marketing outreach strategies aimed at enhancing the online reputation, resident retention, resident satisfaction, social media presence, referrals, and event planning for properties under Beacon Ownership. This position focuses on centralizing and streamlining marketing efforts, enabling on-site teams to concentrate on leasing and property management while boosting overall engagement and community involvement.

ESSENTIAL FUNCTIONS, DUTIES, AND RESPONSIBILITIES

• Market Analysis & Strategy: Analyze target demographics and local market/consumer trends to develop and improve local marketing efforts that meet specific property goals.
• Online Reputation Management: Focus on increasing review scores on search engines and online listing services. Maintain high review scores and ensure positive feedback from residents and prospects.
• Social Media Management: Develop and manage social media content for platforms such as Facebook, Instagram, and TikTok. Create and maintain a content calendar that includes property updates, photos, resident testimonials, events, and local community highlights.
• Referral Programs: Implement and manage resident and employee referral programs. Develop incentives for referrals from residents, employees, and local businesses or large employers.
• Local Partnerships: Establish and maintain relationships with local realtors, businesses, and websites to increase brand visibility and engagement within the community.
• Community Engagement & Events: Plan, coordinate, and execute resident events, ensuring vendor participation, budget monitoring, and tracking attendance and expenses.
• Marketing Collateral: Coordinate the production of marketing materials and ensure timely distribution for outreach marketing campaigns.
• Vendor Communication: Reach out to vendors to request and evaluate bids for services related to marketing and engagement activities.

PERFORMANCE GOALS

• Reputation Management: Achieve a 4.0+ rating across all internet search engines and listing services within one year. Increase review scores by at least 0.1 point every two months. Secure 3-5 new 5-star reviews per month, with no negative reviews.

• Social Media Marketing: Optimize and update social media profiles within the first month, then share engaging content 2-3 times per week. Increase social media followers by at least 10 per month.
• Partnerships & Referrals: Establish at least one new partnership with a major employer and one local business offering referral incentives, recommending the property to employees and customers.
• Community Involvement: Secure property sponsorships for local initiatives or host at least one community gathering every quarter to increase community presence.
• Renewal Retention: Maintain a 75% renewal capture rate each month by focusing on retention strategies and enhancing long-term resident satisfaction.

JOB QUALIFICATION REQUIREMENTS

To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements detailed herein represent the required knowledge, skill, and ability. Reasonable accommodation may be made to enable individuals with disabilities to perform essential functions.

Knowledge/Experience:

• 2-3 years in marketing, social media, or community engagement, ideally in multifamily real estate.
• Strong understanding of marketing strategies, digital platforms, and branding techniques.
• Experience coordinating events, managing vendors, and tracking success.
• Ability to analyze data and track marketing effectiveness.
• Bachelor’s degree in Marketing, Communications, Public Relations, or a related field, or equivalent experience.

Interpersonal Skills and Competencies

• Excellent verbal and written communication for creating engaging content and effectively conveying information.
• Strong organizational skills to manage multiple campaigns and deadlines efficiently.
• Proficiency in Facebook, Instagram, and TikTok, with experience in content creation, scheduling, and social media management.
• Ability to generate content ideas, write copy, and design visuals for digital campaigns that resonate with target audiences.
• Ability to assess and adjust marketing efforts based on data to improve effectiveness and outcomes.
• A strong team player, able to collaborate across departments and contribute to team goals.
• Experience managing vendor relationships and contracts, ensuring smooth external communications and business dealings.
• Able to work independently, adjusting to changing priorities and handling tasks with minimal supervision.
• Focus on engaging and retaining residents and prospects, with a clear understanding of community involvement and resident satisfaction.
• Efficient at prioritizing tasks and managing time to meet deadlines and drive marketing goals like improving reviews and engagement.

Technical Skills & Competencies

• Competence in Word, Excel, and Outlook for day-to-day communication and reporting.
• Familiarity with property management platforms such as Yardi, RealPage, or Entrata for managing resident and leasing data.
• Experience working with website management systems or CMS platforms for content updates and online marketing efforts.

Licenses/Certificates:

• Valid driver’s license with a clean driving record and current auto insurance.

Additional Competencies & Other Requirements:

• As an Arlington Properties associate you represent Arlington Properties. While you are on the job, Arlington Properties expects you to wear clothing and accessories that are appropriate in a professional business environment. If a uniform is required at your property, you are expected to wear it. Refer to Arlington Properties Dress Code Guidelines for additional information.

PHYSICAL AND VISUAL ACTIVITIES

The Branding and Engagement Coordinator will spend a significant amount of time using a computer and mobile devices to manage social media platforms, create content, and oversee digital marketing campaigns. This role requires regular visual assessments of marketing materials to ensure consistency and design quality across various channels. The position typically involves extended periods of sitting at a desk or workstation for tasks such as reviewing content, analyzing data, and strategizing marketing efforts. There will also be occasional standing and walking for site visits, event planning, and engaging with residents or local businesses for partnership opportunities. Additionally, the coordinator must be able to interpret data effectively and adjust marketing strategies as needed, which requires keen attention to detail. While the physical demands are generally light, the role may occasionally involve lifting and carrying marketing materials or promotional items (up to 20 pounds), especially when organizing events or on-site community activities.

WORKING ENVIRONMENT

The Branding and Engagement Coordinator will primarily work in an office setting, with frequent site visits to Arlington Properties' locations. The role requires a combination of indoor work in a standard office environment, where the coordinator will use computers, phones, and other office equipment, and outdoor activities for community engagement, event planning, and local partnerships. The coordinator will frequently interact with internal teams, vendors, and residents, requiring a collaborative and dynamic atmosphere. There may be exposure to various weather conditions during site visits and community events. The position also involves the use of technology, including property management software and social media platforms, to perform daily tasks and achieve marketing objectives. While the job is generally sedentary, it does require the ability to manage multiple priorities and deadlines in a fast-paced, ever-evolving environment.