The Challenge
Irvine Company is a major player in apartment living, and they need a Digital Marketing Manager to own resident acquisition and retention across paid search, social, display, and email. You'll drive occupancy goals by optimizing campaigns across 6+ channels while managing budget and coordinating with internal teams.
Your Mission
Audit current digital channels (paid search, paid social, display, CTV) and identify quick wins for budget reallocation to hit quarterly acquisition targets
Master SFMC email automation; troubleshoot and optimize existing campaigns for higher open/click rates and resident engagement
Implement standardized UTM tracking and phone number tracking across all campaigns to establish clean attribution baseline
Build relationships with leasing, operations, and analytics teams; establish weekly alignment cadence on occupancy KPIs and budget pacing
Launch 2-3 new acquisition channels or test (programmatic, CTV optimization, or emerging social platforms) with clear ROI benchmarks
Increase organic visibility: audit and optimize listings on Zillow, Apartments.com, and local SEO; achieve 15%+ improvement in impressions from ILS
Reduce email marketing cost-per-acquisition by 20% through audience segmentation and automation refinement in SFMC
Deliver quarterly business reviews with dashboard (Tableau/Looker) showing channel performance, competitive analysis, and recommended strategy shifts tied to occupancy and revenue goals
KPIs You'll Own
Cost Per Lead (CPL)
Baseline and track CPL across paid search, social, display, and CTV channels to optimize budget allocation and hit acquisition targets.
Email Engagement Rate
Monitor open rate, click-through rate, and conversion rate from SFMC campaigns to measure resident retention and nurture effectiveness.
Organic Search Visibility
Track impressions, clicks, and ranking positions from local SEO and ILS listings (Zillow, Apartments.com) to measure organic contribution to leads.
Marketing Attribution & Budget Pacing
Ensure accurate attribution via UTM/phone tracking and monitor spend vs. budget across all channels and partners monthly.
Occupancy Rate
Align digital acquisition metrics to actual occupancy and revenue goals; measure residents acquired and retained by channel.
Campaign ROI
Calculate return on ad spend (ROAS) and resident lifetime value per channel to guide strategy and investment decisions.
Tools & Stack
Your Team
Your Manager
Not specified; likely Marketing Director or VP
Current Team
Cross-functional: Leasing, Operations, Analytics, IT, external agencies and vendors
New role or backfill not specified
The Package
Salary
$105K-$133K base
Remote
On-site in Irvine, CA
Benefits & Perks
Company Intelligence
Irvine Company is a large private real estate developer and property manager specializing in apartment communities and mixed-use developments. They operate a substantial portfolio across the US with a focus on resident experience and community building.
Customers
Residents and tenants across multiple apartment communities
Is This Role For You?
- You've run paid search, social, or email campaigns and can tie spend to revenue/occupancy outcomes-not just vanity metrics
- You're comfortable with data tools (Tableau, Looker, analytics platforms) and can synthesize insights into strategy recommendations
- You thrive in matrix environments and can coordinate with ops, leasing, and analytics teams without constant escalation
- You're detail-oriented on tracking and attribution; you set up UTMs and test measurement frameworks, not just trust defaults
- You want to own a full digital funnel (awareness → acquisition → retention) and see the direct impact on business goals
- You prefer remote or hybrid; this is on-site only in Irvine, CA
- You're a creative-first marketer who gets frustrated with heavy analytics and budget tracking
- You need a fast-moving startup vibe; this is a structured, process-driven enterprise environment with longer approval cycles
Interview Process
Phone screen
HR and hiring manager assess background, digital channel experience, and familiarity with SFMC/Salesforce stack
Technical case study
Real or hypothetical campaign optimization scenario: you'll walk through channel analysis, budget allocation, and tracking setup
Team panel interview
Meet with marketing leads, analytics, and operations stakeholders to assess collaboration and alignment on occupancy/revenue goals
Final executive interview
Senior marketing or business lead discussion on strategic vision, data-driven decision-making, and long-term growth opportunities
Ready when you are
Interested in this role?
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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.