Manager, Property Marketing – Living

Overview:

When you join Hines, you will embark on a career journey fueled by vision and guided by leaders who set the standards of our industry. Our legacy is rooted in innovation and excellence, earning us a spot on Fast Company’s esteemed annual list of the World’s Most Innovative Companies, as well as recognition as one of U.S. News & World Report’s Best Companies to Work For in 2024. Discover endless opportunities to grow and make your mark at Hines.

Responsibilities:

The Manager, Property Marketing – Living is responsible for the development and execution of marketing strategies across a portfolio of Living assets, including Purpose-Built Student Accommodation (PBSA), Build-to-sale (BTS) and Build-to-Rent (BTR) portfolios. Reporting to the Director of Property Marketing France with a dotted line to the Managing Director of Aparto this role supports the delivery of portfolio and asset-level marketing strategies that drive leasing performance, resident engagement, and asset value across the full lifecycle – planning, pre-launch through stabilization and retention. Operating within the Global Property Marketing and Living framework, the Manager ensures each asset is effectively positioned in market and supported by targeted, insight-led campaigns tailored to the sectors, including academic leasing cycles, community-driven demand, and resident experience. The role requires a strong understanding of Living customer segments and lifecycle dynamics, including pre-leasing, peak leasing periods, move-in, and renewal cycles across PBSA, BTS and BTR assets. A critical component of the role is partnering closely with Asset Management and Leasing/Sales teams to align marketing activity with commercial objectives, optimize the leasing funnel, and drive occupancy, demand quality, and retention performance across the portfolio.

Portfolio & Asset Marketing Execution

Support the development and lead execution of marketing strategies across a portfolio of PBSA, BTS and BTR assets

Align campaigns with asset-level business plans, leasing targets, and operational priorities

Partner closely with Management Services, Asset Management and Leasing/Sales teams to translate commercial objectives into marketing strategies that deliver on leasing velocity and occupancy targets.

Coordinate marketing activity across PBSA and BTR assets to support effective sequencing, prioritization, and performance across the Living portfolio

Provide market and customer insights to support and inform decision-making

Contribute to early-stage planning by bringing customer and market perspective to the table

Contribute to early-stage asset planning, ensuring customer insight informs product, amenity, and resident experience decisions

Brand, Positioning & Customer Strategy

Implement asset positioning and messaging tailored to target resident segments (e.g., students, young professionals)

Apply understanding of Living customer segments (e.g., domestic vs international students, young professionals) to inform targeting, messaging, and channel strategy

Support customer segmentation and targeting strategies to drive qualified demand

Ensure brand consistency while adapting messaging for local market relevance and Living audiences

Go-to-Market Campaign Delivery

Execute go-to-market strategies across key phases including pre-launch, lease-up, and stabilization

Manage integrated campaigns across digital, social, paid media, PR, and partnerships (e.g., universities, agents)

Coordinate campaign timelines, content, and channel execution to align with leasing cycles (particularly for PBSA)

Work in lockstep with Leasing/Sales teams to ensure alignment on lead management, campaign phasing, and conversion priorities

Support delivery of marketing strategies across key lifecycle moments, including pre-leasing, peak leasing periods, move-in, and renewal cycles

Leasing Performance & Optimization

Monitor and report on performance metrics including leads, conversions, leasing velocity, occupancy, and cost per lease

Partner with Management Services, Asset Management and Leasing/Sales teams to review performance, identify gaps, and adjust marketing activity to improve conversion and absorption

Optimize campaigns and channel mix based on performance data and commercial priorities

Support lead tracking, and marketing funnel effectiveness in partnership with operations teams

Provide actionable insights to inform campaign optimization and leasing performance across assets

Resident Engagement & Retention Support

Collaborate with on-site teams to support resident engagement initiatives and community-building

Support and deliver marketing initiatives that promote resident experience, community, and sense of place across assets

Contribute to marketing initiatives that support retention, renewals, and brand advocacy

Support reputation management, including reviews and social media engagement

Cross-Functional Collaboration

Act as a key marketing partner to Management Services, Asset Management and Sales teams

Ensure marketing activities are aligned with leasing strategies and operational delivery

Collaborate with Global Marketing, Digital, and Communications teams to ensure consistency and adoption of best practices

Agency & Partner Management

Manage day-to-day relationships with agencies and external partners

Support briefing, campaign delivery, and performance tracking across creative, media, and digital

Ensure quality, consistency, and timely delivery of all marketing outputs

Qualifications:

Minimum Requirements include:

5-10 years of experience in marketing, ideally within real estate, property management or multi-asset environments

Experience managing marketing across a portfolio of assets and/or multiple asset classes

Strong expertise in brand positioning, customer strategy, and go-to-market execution

Commercially minded, with the ability to connect marketing activity to leasing, revenue, and asset performance

Experience working in a matrixed organization

Closing:

At Hines, we strive for excellence as a leading global real estate investment manager, driven by our by our belief that real estate is fundamentally about people. Our diverse portfolio spans $93.2 billion¹ of assets across such property types as living, office, retail, mixed-use, logistics and life science projects – all designed to enhance value, connection and inspiration. Our strategic approach integrates local expertise with global knowledge, taking calculated risks aligned with our convictions to exceed expectations and tailor solutions to our clients' needs.

While our projects are renowned for enhancing cities and pioneering sustainable practices, we recognize that the true driving force behind Hines' success is our 5,000 dedicated employees in 30 countries who draw on our 65-year history to build the world forward. This is why we prioritize investing in our people, offering comprehensive training, competitive compensation, robust benefits and generous vacation packages. By centering our focus on the growth and wellbeing of our team, we cultivate an inclusive environment where everyone, including our clients, can thrive.

Hines is proud to be named to Fast Company’s prestigious annual list of the World’s Most Innovative Companies for 2024. ¹Includes both the global Hines organization and RIA AUM as of December 31, 2023.

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