Portfolio Marketing Manager in Remote, Virginia at Lawson Operating Company

The Portfolio Marketing Manager serves as the strategic and executional lead for all marketing activity across Lawson’s multifamily portfolio. This role is responsible for driving occupancy, building brand awareness, and delivering an exceptional prospect and resident experience through thoughtful, data-informed, and compliant marketing programs. This position partners cross-functionally with on-site teams, operations, and leadership to position each community for success.

As part of Lawson, recognized as a Best Places to Work in Multifamily award winner with more than fifty years of experience developing, building, and managing multifamily real estate in Virginia, you’ll be valued in a supportive environment that appreciates your contributions.

Lawson offers a collaborative workplace culture, competitive benefits, and ample opportunities for professional growth. Contribute to a team dedicated to providing exceptional living experiences for our residents while advancing your career!

Roles/Responsibilities:

Digital Presence & Lead Generation

• Manage and optimize all Internet Listing Service (ILS) platforms, including listing accuracy, pricing, photos, specials, and availability syndication
• Oversee paid digital advertising campaigns (Google Ads, Meta, programmatic, etc.), including budget allocation, targeting strategy, creative direction, and performance optimization
• Lead search engine optimization (SEO) strategy and implementation across community websites and directory listings
• Manage and maintain community websites, ensuring content is current, on-brand, ADA/WCAG accessible, and optimized for lead conversion
• Coordinate professional photography, videography, and virtual tour production for all communities; maintain organized media libraries

Reputation & Resident Engagement

• Oversee reputation management strategy across all review platforms (Google, Yelp, ApartmentRatings, etc.); develop response protocols and monitor sentiment trends
• Design and execute email drip campaigns for prospects and residents, including pre-leasing, move-in, renewal, and re-engagement sequences
• Manage Resident Satisfaction Surveys, analyze results, and translate feedback into actionable recommendations for operations and leadership

Social Media & Brand

• Develop and execute a social media strategy across platforms (Instagram, Facebook, TikTok, etc.) that reflects each community’s personality while maintaining brand consistency
• Lead brand positioning efforts for the portfolio, ensuring cohesive visual identity, voice, and messaging standards across all touchpoints
• Produce and maintain current site maps, digital and print floor plans, and community-specific collateral including brochures, flyers, and special advertising pieces
• Manage the design, procurement, and installation of exterior signage, monument signs, banners, curb appeal enhancements, and other physical marketing materials

Artificial Intelligence & Emerging Search

• Stay current on AI-driven tools and platforms shaping apartment marketing and renter search behavior, including AI-powered search engines, chatbots, generative content tools, and automated advertising platforms
• Monitor how AI-generated search results and large language model (LLM) responses surface Lawson communities, and develop strategies to optimize our presence and accuracy within these emerging discovery channels
• Evaluate and selectively integrate AI tools into marketing workflows — including content creation, ad copy generation, image production, and lead response automation — while maintaining brand standards and Fair Housing compliance
• Ensure AI-assisted content is reviewed for accuracy, inclusivity, and adherence to Fair Housing guidelines before publication or distribution
• Educate and train on-site teams on appropriate and responsible use of AI tools in leasing and marketing contexts, including awareness of risks such as biased outputs, inaccurate information, and Fair Housing exposure
• Partner with operations and leadership to develop internal guidelines governing the responsible use of AI in marketing and resident communications
• Track industry trends in AI adoption within multifamily marketing and provide leadership with regular insights and recommendations on tools, risks, and competitive positioning

Sales Enablement & CRM

• Administer and optimize the CRM platform, ensuring data integrity, workflow accuracy, pipeline visibility, and adoption by leasing teams
• Deliver ongoing education to on-site staff, reinforcing best practices for lead handling, follow-up cadence, tour conversion, and objection management
• Provide leadership with visibility into pipeline health and campaign ROI

Performance Tracking & Analytics

• Track, analyze, and report on key marketing KPIs including traffic sources, lead volume, lead-to-tour and tour-to-lease conversion rates, cost per lead (CPL), and cost per lease
• Use data insights to continuously refine marketing strategies, reallocate spend, and identify underperforming communities or channels
• Present regular performance updates to leadership with clear recommendations and action plans

Compliance & Fair Housing

• Ensure all marketing materials, advertising, and outreach efforts meet Affirmative Marketing obligations and Fair Housing requirements
• Maintain accessible marketing standards in accordance with ADA and WCAG guidelines across digital and print platforms
• Stay current on applicable federal, state, and local advertising and fair housing regulations and proactively communicate changes to the team

Community Outreach & Events

• Build and maintain community partnerships and local outreach programs that drive qualified traffic and support community goodwill
• Plan and execute pre-leasing campaigns for upcoming communities, renovations, or lease-ups, coordinating across operations, construction, and leadership

Other duties as assigned.

Education & Experience

• Bachelor’s degree in Marketing, Communications, Business, or a related field preferred; equivalent professional experience considered
• 3–5+ years of marketing experience, preferably in multifamily residential real estate or property management including affordable housing portfolios
• Demonstrated experience managing digital advertising campaigns, ILS platforms, CRM systems, and social media channels
• Familiarity with Fair Housing laws and Affirmative Marketing requirements

Skills & Competencies

• Strong analytical mindset with the ability to interpret campaign data and translate insights into action
• Proficiency with marketing tools and platforms (e.g., Google Ads, Meta Business Suite, Canva/Adobe Creative Suite, Yardi/RealPage, or similar)
• Exceptional written and verbal communication skills
• Highly organized with the ability to manage multiple projects and communities simultaneously
• Self-directed and solutions-oriented with a collaborative team spirit

Physical Functions:

• Bending, kneeling, stretching, squatting, lifting to fifteen (15) pounds
• Ability to travel to communities within the Lawson portfolio as needed

The Lawson Companies offers full-time employees a competitive employment package, including but not limited to medical, dental, vision, life insurance, 401 (k) options, PTO, a competitive salary, and a bonus structure.