The Challenge
Empire State Realty Trust (NYSE: ESRT) owns 7.9M sq ft of premium NYC real estate anchored by the world's most famous building. You'll own the digital revenue engine-websites that drive ticket sales and commercial leasing-and optimize them through rigorous testing and performance marketing.
Your Mission
Audit current website performance across ESB Observatory and ESRT leasing funnels; establish baseline conversion metrics and identify top 3 optimization opportunities
Build and launch structured experimentation roadmap with A/B testing cadence targeting 2-3 tests per month
Partner with external agency to audit paid media spend and channel mix; recommend immediate efficiency gains
Define core KPIs and reporting dashboard for weekly performance tracking across all digital channels
Implement multivariate testing program; achieve 15-25% lift in primary conversion metrics through disciplined hypothesis testing
Optimize paid media mix and bidding strategy; reduce CAC by 20-30% while maintaining volume targets
Enhance website UX for both ticket sales and commercial leasing journeys; implement AI-driven personalization
Scale organic traffic and search visibility through SEO/AEO strategy; target 30%+ increase in organic sessions
KPIs You'll Own
Website Conversion Rate
% of visitors converting to ticket purchases or leasing inquiries; primary measure of funnel health.
Customer Acquisition Cost (CAC)
Total paid media spend divided by new customers; track by channel (Google, social, OTA, etc.).
Return on Ad Spend (ROAS)
Revenue generated per dollar spent on paid advertising; minimum threshold for profitability.
Organic Traffic & Rankings
Monthly organic sessions and keyword ranking position; measure SEO/AEO program effectiveness.
Experimentation Velocity
Number of tests launched and statistical significance achieved; track learning cadence.
Tools & Stack
Your Team
Your Manager
Not specified; likely Chief Marketing Officer or VP Marketing
Current Team
External digital agency partnership; internal team composition not detailed
New or backfill role not specified; appears to be new strategic hire
The Package
Salary
$180K-$240K base
Remote
On-site, New York, NY (no remote option indicated)
Benefits & Perks
Company Intelligence
Empire State Realty Trust (NYSE: ESRT) is a NYC-focused REIT operating 7.9M sq ft of office, 0.8M sq ft of retail, and 743 residential units. Flagship asset is the Empire State Building-ranked #1 NYC attraction on Tripadvisor 4 consecutive years. Leader in sustainability with 100% renewable wind-powered portfolio.
Customers
Commercial tenants, office/retail lessees, ESB Observatory visitors, residential tenants
Culture
Diverse, passionate team with shared commitment to excellence, fun, and NYC energy. Certified Great Place to Work with focus on employee care and development.
Is This Role For You?
- You've led website optimization and conversion rate testing at scale-you know A/B testing, multivariate testing, and statistical significance
- You've managed paid media budgets ($1M+) and optimized across Google, social, and performance channels; you speak ROAS and CAC fluently
- You're analytical and metrics-obsessed; you live in dashboards and can spot signal in noise
- You can own strategy end-to-end but also execute-you're comfortable getting hands-on with tools and agencies
- You need remote flexibility or hybrid work; this is on-site NYC only
- You're uncomfortable with real estate/REIT business models or lack B2B/B2C digital fluency
- You can't quantify marketing impact or you're allergic to testing and experimentation frameworks
Interview Process
Phone Screen
Recruiter screening on growth marketing background, conversion optimization experience, and REIT/real estate familiarity
Case Study / Take-Home
Analyze ESB or ESRT website; propose 3 optimization opportunities with testing roadmap
Director-level Interview
Deep dive on paid media strategy, testing methodology, and how you'd approach the website optimization challenge
Stakeholder Round
Cross-functional interviews with CMO/VP Marketing, web team, and potentially finance on ROI expectations
Ready when you are
Interested in this role?
Apply now and hear back within days, not weeks.
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About Growth Marketing roles
Growth marketers drive user acquisition, activation, and retention through data-driven experimentation. They sit at the intersection of product, data, and marketing — running A/B tests, building funnels, and scaling what works.