Digital Marketing Specialist - Hawthorne Residential Partners 

Location: Hybrid, with travel required to the Greensboro, NC Corporate Office

Digital Marketing Specialist | Position Summary

The Digital Marketing Specialist plays a key role in managing and enhancing Hawthorne’s digital presence across multiple platforms. This position supports the execution, optimization, and performance tracking of online marketing efforts, including website management, search engine marketing, social media strategy, search engine optimization, and analytics reporting. This role partners closely with Marketing, Operations, and external vendor partners to ensure a consistent, data-driven, and brand-aligned digital experience across all Hawthorne communities.

Digital Marketing Specialist | Job Functions

• Website and SEO Management
  • Oversee performance, content, and ongoing updates of community websites to ensure accuracy, accessibility, and engagement
  • Implement on-page SEO best practices, including metadata, keyword integration, and image optimization
  • Partner with vendors to support new website launches, floor plan updates, and user experience enhancements
  • Audit and report on website performance metrics, including speed, engagement, and lead conversion
  • Manage domains, troubleshoot issues, and maintain website functionality across platforms
  • Maintain and organize digital assets, including photography, videos, and community content
  • Ensure all digital content meets accessibility standards and fair housing compliance
• Digital Asset and Ticket Management
  • Manage incoming requests through the marketing ticket system
  • Monitor, prioritize, and respond to requests in a timely and organized manner
  • Coordinate with internal teams and vendors to execute updates and resolve issues
  • Support content updates, asset requests, and digital troubleshooting across communities
• Search Engine Marketing and Advertising
  • Support the setup, monitoring, and optimization of paid search and social campaigns
  • Review ad creative, copy, and budget pacing to ensure alignment with marketing goals
  • Partner with leadership and vendors to analyze campaign performance and adjust strategies
  • Assist in driving qualified traffic and improving lead generation across digital channels
• Analytics and Reporting
  • Prepare recurring reports and dashboards to track digital performance
  • Monitor key performance indicators, including website conversions, ad performance, SEO visibility, and online reputation
  • Identify trends and provide actionable insights to improve ROI and consistency
  • Utilize tools such as GA4 and Looker Studio to analyze and present performance data
• CRM and Funnel Performance (Knock)
  • Analyze lead funnel performance to identify trends by source, campaign, and property
  • Provide recommendations to improve lead quality and conversion rates
  • Integrate CRM insights with website and advertising data for full-funnel visibility
  • Monitor lead flow and recommend optimizations to improve overall performance
• Cross-Functional Collaboration
  • Partner with Operations and Regional Managers to ensure community-level initiatives are accurately represented online
  • Support new community launches and takeovers with timely digital activations
  • Maintain alignment with Hawthorne’s brand standards and digital strategy
  • Collaborate across departments to drive consistency and execution

Digital Marketing Specialist | Education, Experience, and Qualifications

Education: Bachelor’s degree in Marketing, Communications, Business, or related field preferred

Experience: Two to four years of experience in digital marketing, preferably within multifamily or property management Experience working with SEO, Google Ads, and website CMS platforms such as RentCafe, Resi, or WordPress Strong analytical experience with tools such as Google Analytics (GA4) and Looker Studio Proven ability to interpret data and provide actionable recommendations Experience managing multiple priorities in a fast-paced environment

Skills: Strong attention to detail, organization, and time management Effective written and verbal communication skills Collaborative mindset with the ability to work cross-functionally Strong project management and problem-solving abilities

Preferred: Familiarity with multifamily platforms such as Reputation.com, Yardi, and Engrain Experience with paid social campaigns Understanding of UX and UI principles Creative eye for digital content, copywriting, and brand storytelling

Reports To: Director of Digital Marketing

Location: Hybrid, with travel required to the Greensboro, NC Corporate Office

Benefits that Matter 

When you join our team, you’re stepping into a culture built around growth, wellbeing, and genuine care for our people. We’re committed to helping you thrive—professionally, personally, and financially. Here’s what you can look forward to:

Personal & Financial Benefits

• Enjoy Your Time Off: Start with 22 days of vacation, sick, and personal time
• Make an Impact: Enjoy 16 hours of paid volunteer time annually.
• Recharge & Celebrate:
  • 10 paid holidays + 1 floating holiday of your choice
  • 8 hours off to celebrate your birthday
• Future Planning: Company 401(k) match to support your financial goals.
• Financial Wellness Reimbursement: Resources to support your long-term financial health.
• Referral Bonuses: Earn rewards for bringing great talent to the team.
• Exclusive Discounts: Access to savings at over 1 million retailers and Hawthorne guest suite discounts.

Personal & Professional Development

• Comprehensive Onboarding: Feel supported and prepared from day one.
• Ongoing Learning: Tailored training programs to help you grow your skills and career.
• Education Reimbursement: We invest in your continued learning.

Health & Wellness Benefits

• Medical & Vision: Comprehensive plans designed for peace of mind.
• Dental Insurance & Life Insurance: 100% company-paid coverage.
• Paid Family Leave: Maternity, paternity, and adoption leave so you can focus on what matters most.
• 24/7/365 Telehealth Access: Connect with doctors anytime, anywhere.
• Wellness Incentives: Earn rewards for taking care of your health.
• Long-Term Disability Plan: Added protection for life’s unexpected moments.
• Leave Bank: Additional paid time off during medical emergencies or natural disasters.
• Fitness Reimbursement: Cash toward your gym or fitness membership.
• Mental Wellness Tools: Free premium health and wellness subscriptions (a $450 value).
• New Parent Perk: One year of free diapers for growing families.*

About Hawthorne

Hawthorne Residential Partners is a leading multifamily real estate management company headquartered in Greensboro, NC. We are proudly ranked among the Top 50 largest multifamily management companies in the United States, managing more than 64,000 apartment homes across 275+ properties and overseeing $12.5+ billion in assets throughout the Southeast, Florida, and Texas.

Hawthorne is nationally recognized for operational excellence and resident satisfaction and is currently ranked #1 in resident satisfaction among NMHC Top 50 Managers, holding the highest score of any Division I management firm in the country. Guided by our “Live It” culture to leave people better than we found them, we are committed to delivering exceptional living experiences through thoughtful execution and strong performance at every level of the organization.

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.