Vice President, Resident Solutions Marketing (B2B2C)

The Vice President of Resident Solutions Marketing reports to the Chief Marketing Officer. This role will leverage both online and offline B2C marketing channels to drive resident engagement with our suite of resident facing products across payments, insurance, rent reporting, loyalty, moving and financial wellness. This role will be responsible for launching new products and driving product engagement, product revenue, new customer acquisition and retention. This position will be responsible for leading an established in-house team to motivate both efficient and scalable growth across all products.

Primary Responsibilities

• Develop new and scale existing resident engagement, acquisition, and retention strategies to drive growth across our resident facing products.
• Lead market segmentation, persona definition and develop resident messaging (to acquire and retain.
• Collaborate with the resident solutions business GMs, FP&A, Strategy, and Customer Success teams to set B2C engagement targets and performance benchmarks, define forecasts, refine analytics dashboards, and design roadmaps to achieve company-wide strategic objectives.
• Lead and mentor the Product Marketing and B2C engagement teams to achieve consistent resident engagement and growth, as well as expand our resident lifetime value over time.
• Partner with the Demand Generation team to brief in and develop new creative assets for deployment across marketing channels, with the dual purpose of driving growth and enhancing the brand of our property management clients.
• Lead the development of RealPage B2B2C product taxonomy, naming and brand identity to position RealPage as a market leader.
• Monitor customer and resident feedback, competitive trends, and input from the RealPage customer-facing community.
• Provide expertise, clear direction, and timely/helpful feedback to ensure alignment with Product, Customer Success, and Sales teams to keep work on budget and schedule.
• Work alongside our technology and digital product teams to develop and enhance our content management system (CMS) and customer data platform (CDP), driving improvements in ROI through more personalized and tailored experiences.
• Design marketing experiments and leverage technology to enable RealPage to scale key marketing channels.
• Report key findings and results to executive leadership team on a recurring basis.
• Enhance RealPage’s market leadership position by cultivating and building a world-class resident experience.
  
  
  
  

Qualifications

Required:

• 15 years of strategy and performance marketing experience with B2C companies, leading internally built online, offline, and 1:1 marketing teams.
• Proven track record of owning B2C marketing driven revenue, customer acquisition and retention targets. In addition, experience building LTV models and increasing customer value over time.
  
  
  
  

Knowledge/Skills/Abilities

Required:

• A self-starter with the ability to prioritize and shift focus with ease and flexibility.
• Strong team builder, mentor, and leader of diverse creative talent.
• Able to build and execute growth strategies for both growth and scaled companies.
• Has proven experience developing and scaling new B2C programs, as well as monitoring and refining existing programs, to meet the company’s objectives, strategies, and forecasts.
• Eager to work in a highly collaborative environment.
• Ready to wield your unparalleled analytical skills to establish priorities and communicate expectations.
• Has established credibility through vision, thought leadership, technical expertise, and implementation.
• Strong team builder, mentor, and leader of diverse creative talent.
• Capable of handling numerous projects in a fast-paced environment.
• Not on the Office of Inspector General’s List of Excluded Individuals/Entities (LEIE).
• Experience in PE-backed companies a plus.
• Experience in SaaS a plus.
• Strong analytical and problem-solving skills.
• Excellent communication, presentation, and interpersonal skills.
  
  
  
  

Physical Demands and Working Conditions

While performing the duties of this job, the employee is occasionally required to stand; walk; sit; use hands to finger, handle or feel objects, tools, or controls; reach with hands and arms; climb stairs; talk or hear. The employee must have the ability to operate a personal computer and express or exchange ideas by means of the spoken word. May be required to sit and/or stand for long periods of time. Specific vision abilities required by this job include close vision, distance vision, color vision, peripheral vision, depth perception, and ability to adjust focus. May be required to lift or move 10+ pounds.