Digital audit & SOPs: Audit website, SEO, AEO/GEO, paid media, email, organic social, reputation and listings across six operating companies and the corporate brand, then build formal portfolio-wide SOPs.
Paid media at scale: Own Google and Meta campaigns end to end at the property and corporate level. This may mean hundreds of concurrent campaigns, with hands-on management of spend, duration and performance in compliance with Fair Housing advertising requirements.
Budget guidance: Serve as the go-to advisor for VPs of Marketing and Marketing Managers on which levers to pull and at what spend, backed by data.
SEO, AEO & GEO: Lead technical and on-page SEO and ongoing optimization for AI answer and generative search platforms as search evolves.
Performance reporting: Build and own unified reporting that rolls up from Collective to portfolio company to property level, plus periodic competitive benchmarking.
PropTech & AI: Bring PropTech experience and ideas for integrating AI tools into team workflows and into how the tech stack shapes the customer journey.
Account consolidation: Migrate digital marketing accounts and platforms, including relevant property management and CRM access, into a centralized, company-owned structure. Scope expands as this matures.
Websites: Own website strategy and execution across all portfolio company sites. Support the CMO-led corporate redesign with UX input, and own connecting campaigns to the site after launch.
Email: Own corporate email strategy and execution, and set the standard for portfolio companies.
Organic social: Set portfolio-wide strategy and standards, partnering with the portfolio teams who produce the content.
Reputation: Optimize Google Business Profiles and manage online reputation across all six operating companies.
ILS data: Coordinate with Marketing Managers, who own listing content, to ensure accurate data and reporting from ILS and syndication platforms such as Apartments.com, Zillow Rental Manager, and RentCafe.
Vendor accountability: Hold every web, SEO, paid-media, email, reputation, and listing vendor to a defined standard.