Digital Marketing Specialist

AWI Management Corporation is creating a new corporate support position, Digital Marketing Specialist, to drive property-level occupancy and rent growth across the portfolio through disciplined, data-driven digital marketing execution. This role has a particular focus on new lease-up communities and vacancy-challenged properties, where fast, targeted marketing intervention has the greatest impact on portfolio performance. The Digital Marketing Specialist will manage AWI's digital leasing and marketing ecosystem including Yardi RentCafe, RentCafe Reach, and third-party Internet Listing Services (ILS) such as Apartments.com and AffordableHousing.com and will work in close partnership with the Operations and Asset Management teams to translate marketing performance into measurable leasing and revenue outcomes. Key Responsibilities Lease-Up & Vacancy-Challenged Property Support Partner with Asset Management and Regional Operations to identify new lease-up communities and properties experiencing elevated vacancy or extended time-to-lease. Design standardized digital marketing methods that may be scaled across multiple properties and portfolios that may be turned on and off dynamically to accelerate absorption and reduce vacancy loss where necessary for individual properties. Develop annual property-specific marketing plans that reflect market conditions, budget parameters, and applicable regulatory program requirements (LIHTC, HUD, USDA-RD, HOME). Monitor lease-up and vacancy trends portfolio-wide and proactively flag properties that would benefit from additional marketing support. Yardi RentCafe & RentCafe Reach Management Manage and optimize property, corporate, and neighborhood websites through Yardi RentCafe, ensuring content is accurate, current, and conversion-focused. Develop standardized property-level education campaigns to drive tenant adoption of RentCafe. Oversee RentCafe Reach ILS syndication to ensure listings are accurate, competitive, and compliant across all connected platforms. Maintain and optimize Online Profiles and local business listings for all properties. Manage paid search (PPC) campaigns and budget allocation, prioritizing spend toward lease-up and vacancy-challenged communities. Monitor resident review sites and social media presence in coordination with property and regional teams, escalating reputation concerns as needed. External ILS & Third-Party Platform Management Manage listings, content, and advertising spend across external Internet Listing Services, including Apartments.com, AffordableHousing.com, and other relevant marketplaces. Ensure listing accuracy across all platforms, including unit availability, pricing and rent-limit compliance, amenities, photography, and required affordable-housing disclosures. Evaluate ILS and channel-level performance regularly, reallocating marketing spend toward the highest-performing platforms and properties. Support and facilitate ILS contracts and related negotiations. Vet and manage relationships with external marketing vendors and platform representatives as needed. Cross-Functional Partnership Asset Management align digital marketing strategy with rent growth targets, set-aside management, budget and expense management, and portfolio-level performance objectives; provide input into pricing and revenue strategy for underperforming assets. Operations & Property Teams support Regional Managers and on-site leasing teams with marketing strategy, campaign execution, and leasing tools; provide training and best-practice guidance on RentCafe and ILS tools as needed. Compliance coordinate on marketing content for regulated programs to ensure Fair Housing, set aside and program-specific compliance. Analytics & Reporting Track and report on key performance indicators leads, tours, conversion rates, cost-per-lead, cost-per-lease, and occupancy trends using RentCafe and related analytics tools. Establish and maintain automated KPI alerts to flag underperforming properties in real time. Prepare regular performance reporting for Asset Management and portfolio leadership, with clear, data-backed budget and strategy recommendations. Maintain a portfolio-wide view of marketing spend and return on investment, and recommend adjustments to maximize efficiency. Fair Housing & Regulatory Compliance Ensure all marketing and advertising content complies with Fair Housing requirements and includes required Equal Housing Opportunity messaging. Ensure marketing materials for regulated properties accurately reflect income limits, rent restrictions, and program-specific eligibility requirements. Partner with the Compliance team to review marketing content for regulated communities prior to publication. Qualifications Bachelor's degree in Marketing, Communications, Business, or a related field, or equivalent professional experience. Minimum 3 years of digital marketing experience, ideally within multifamily or affordable housing property management. Hands-on experience with Yardi Voyager, RentCafe, and RentCafe Reach strongly preferred. Experience managing ILS platforms such as Apartments.com, AffordableHousing.com, Zillow, or Apartment List. Working knowledge of LIHTC, HUD, USDA Rural Development, and other regulated affordable housing programs preferred. Demonstrated experience with SEO, Google Business Profile management, and paid search (PPC) campaign management. Strong analytical skills, with comfort using performance dashboards, KPI tracking tools, and marketing budgets. Excellent written and verbal communication skills, with the ability to collaborate across corporate, regional, and on-site teams. Working knowledge of Fair Housing marketing compliance requirements. Success Metrics Reduced lease-up timelines and days-vacant at supported properties. Improved lead volume and lead-to-lease conversion rates. Improved cost-per-lead and cost-per-lease efficiency across marketing spend. Measurable occupancy and rent growth improvement at properties receiving targeted marketing support. Improved website, ILS, and Google Business Profile engagement metrics portfolio-wide.