Digital Marketing Specialist

Position Overview

The Digital Marketing Specialist plays a key role in managing Hawthorne’s digital presence across multiple platforms. This multi-faceted role supports the execution, optimization, and performance tracking of our online marketing efforts — including website management, search engine marketing (SEM), social media strategy, search engine optimization (SEO), and analytics reporting. This position works cross-functionally with Marketing, Operations, and external vendor partners to ensure a consistent, data-driven, and brand-aligned digital presence for all Hawthorne communities.

Key Responsibilities

1. Website & SEO Management
   1. Oversee community website content, performance, and updates to ensure accuracy, accessibility, and engagement.
   2. Implement on-page SEO best practices, including metadata, image optimization, and keyword integration.
   3. Collaborate with vendors (Resi, Engrain, etc.) to manage new launches, floor plan updates, and UX improvements.
   4. Audit and report on site performance metrics (speed, engagement, lead conversions) using GA4 and Looker Studio.
   5. Support the design and development of new property websites.
   6. Manage website domains, content, and photography; troubleshoot website and digital advertising issues
   7. Maintain and organize digital assets, including photography, videos, floor plans, and community content across all platforms.
   8. Coordinate with photography or videography vendors when updated or new media assets are required.
   9. Ensure all digital content follows accessibility guidelines and fair housing compliance best practices.
2. Ticket Box Management
   1. Include responsibilities for managing incoming requests through the ticket box.
   2. Encompass monitoring, prioritizing, and ensuring timely responses to all inquiries.
3. Search Engine Marketing (SEM) & Advertising
   1. Support setup, monitoring, and optimization of paid search and social campaigns (Google Ads, Display, YouTube).
   2. Review ad creative, copy, and budget pacing to ensure alignment with marketing goals and lead targets.
   3. Collaborate with the Director of Digital Marketing and vendor partners to analyze campaign results and adjust strategy based on performance data.
4. Analytics & Reporting
   1. Prepare recurring digital performance reports and dashboards for leadership review.
   2. Track KPIs across channels, including website conversions, ad performance, SEO visibility, and review growth.
   3. Identify trends and present actionable insights to improve ROI and digital consistency.
   4. CRM Data Interpretation (Knock): Pull and analyze lead funnel metrics to identify trends by source, campaign, and property. Use these insights to recommend optimizations and combine CRM findings with website and advertising performance for comprehensive, full-funnel reporting that delivers actionable insights to leadership and operations.
   5. Monitor lead flow across digital channels and recommend conversion optimizations to improve lead quality and volume.
5. Cross-Department Collaboration
   1. Partner with Operations and Regional Managers to ensure local initiatives are represented online.
   2. Support new community launches and takeovers with timely digital activations.
   3. Maintain alignment with Hawthorne’s brand standards and digital strategy roadmap.

Qualifications

• Bachelor’s degree in Marketing, Communications, Business, or related field.
• 2–4 years of experience in digital marketing, preferably within multifamily or property management.
• Working knowledge of SEO, Google Ads, and website CMS platforms (RentCafe, Resi, WordPress).
• Proficient with Google Analytics (GA4), Looker Studio, and/or similar related reporting tools.
• Strong analytical skills with the ability to interpret performance data and recommend optimizations.
• Exceptional attention to detail, time management, and written communication skills.
• Strong project management skills with the ability to manage timelines, priorities, and communication across departments.
• Collaborative mindset with the ability to manage multiple priorities in a fast-paced environment.

Preferred Skills

• Familiarity with multifamily marketing platforms (Reputation.com, Yardi, Engrain).
• Experience in paid social campaigns
• Understanding of UX/UI principles and website quality control processes.
• Creative eye for visuals, copywriting, and digital storytelling aligned with brand identity.

Reports To: Director of Digital Marketing

Location: Hybrid - Travel required to the Greensboro, NC Corporate Office.

Hawthorne is an equal opportunity employer.