Director of Marketing
Charlotte, NC | Full-time | My Niche Apartments
About My Niche Apartments
My Niche Apartments operates apartment communities in NC, SC, and GA as a division of LPA. In a cookie cutter industry, we take an original approach. Our team is passionate and design-focused. We are a creative group who dig deep in search of the next big idea seeking inspiration from our peers, surroundings—frankly, from anywhere and anything that could help us create a better resident experience. We want our residents to spend less time worrying about their home, and more time enjoying their lives.
Founded in 1961 in Charlotte, NC, for more than 60 years Lat Purser & Associates, Inc. (LPA) has been focused on maximizing the value of commercial real estate and multifamily assets establishing itself as a leader in development, acquisitions, brokerage, leasing, property management, and construction management. With extensive experience and knowledge of our industry, our company is focused on creating value for our clients while providing the finest commercial real estate services throughout the southeast.
About the Role
This is a senior level, broadly empowered role reporting directly to the Director of Multifamily Operations. This person will work closely with our Regional Operations Managers. You will own portfolio-wide marketing strategy, hold our agency partners accountable, and translate brand into measurable lead-to-lease performance. You will have a junior-level Marketing Coordinator supporting operational and marketing initiatives.
This role will be highly visible — to ownership, to operations leadership, and to our equity and lender partners on new developments. The right person will be comfortable presenting to equity partners and 3rd party owners.
The position is full time with some travel, approximately 10 to 15% of time, to properties as needed.
Core Responsibilities
Strategy and Portfolio Planning
• Build and own the annual marketing strategy and budget across the multi-family portfolio.
• Set property-level marketing plans in partnership with regional and property leadership.
• Develop and execute lease-up marketing strategies for new developments coming online in our pipeline.
• Monitor submarket competitive dynamics and reallocate spend in response to supply, concessions, and pricing pressure.
Vendor and Agency Management
• Manage all third-party marketing partners: PPC, paid social, SEO, ILS providers, reputation management, programmatic, and AI leasing tools.
• Run quarterly business reviews with each vendor; hold them to defined KPIs and rebid relationships when performance lags.
• Own the ILS portfolio strategy across Apartments.com, Zillow Rentals, Rent., CoStar, and the like — including spend allocation, package selection, and renewals.
• Evaluate emerging vendors; recommend additions, consolidations, or terminations.
Performance, Analytics, and Reporting
• Build and maintain a portfolio marketing dashboard: lead volume, lead-to-tour, tour-to-lease, cost per lead, cost per lease, source attribution, and renewal performance.
• Present monthly marketing performance to ownership and operations leadership in clear, decision-ready formats.
• Diagnose underperforming properties, identify root causes, and partner with operations on tactical interventions.
• Close the loop on attribution by pairing CRM and ILS data with Yardi/RentCafe’ lease activity.
Brand and Creative Direction
• Steward the My Niche brand across all properties and channels; maintain and evolve the brand book.
• Direct freelance creative partners on photography, video, print, environmental graphics, and digital assets.
• Approve all customer-facing creative output for brand integrity and consistency.
• Partner with development on naming, identity, and positioning for new communities.
Digital, Web, and Technology
• Own the property website strategy and roadmap, including Yardi/RentCafe’ API integration and conversion optimization.
• Manage the AI leasing assistant rollout and evaluate complementary martech that meaningfully improves conversion or efficiency.
• Stay current on AI-driven marketing applications and adopt selectively where they create measurable lift.
• Coordinate with operations on lead-handling workflows, response time standards, and CRM hygiene.
Leadership and Cross-Functional Partnership
• Manage, develop, and monitor performance metrics for the Marketing Coordinator.
• Train on-site teams on marketing best practices, content capture standards, and brand guidelines.
• Represent the marketing function in cross-functional operations, development, and ownership meetings.
• Contribute to investor and lender presentations where marketing performance and lease-up risk are at issue.
Qualifications
Required
• Minimum 6 years of marketing experience, with at least 3 years in multifamily, single-family rental, hospitality, or a related real estate vertical.
• Direct, hands-on experience managing third-party PPC, paid social, and SEO agencies — including reading and challenging agency reporting.
• Proven track record building and optimizing lead-to-lease funnels with documented results.
• Fluency with Yardi/RentCafe’, the major ILS platforms, Square Space, Google Ads, Social Media management, and multifamily-specific tools (HelloData, Knock, EliseAI, or comparable).
• Strong written and verbal communication; comfortable presenting to executive ownership and external partners.
• Demonstrated budget ownership — building, defending, and managing a multi-property marketing budget.
Preferred
• Lease-up marketing experience for new construction or major repositioning, including pre-leasing campaign design.
• Experience marketing in Southeast secondary and tertiary markets (Carolinas, Georgia).
• A background that includes both agency-side and in-house roles.
• Experience inside a vertically integrated owner/operator/developer.
• Familiarity with build-to-rent or townhome product alongside conventional Class A multifamily.
What We Offer
• Competitive base salary commensurate with experience, plus a performance bonus tied to portfolio occupancy, marketing cost efficiency, and lease-up milestones.
• Direct access to ownership and a seat at the table on consequential decisions — no marketing-as-cost-center culture here.
• A 65-year-old, financially disciplined, family-owned platform with a development pipeline and the runway to grow into a larger marketing organization over time.
• Full benefits package including health, dental, vision, 401(k), and PTO.
• Charlotte-based role with hybrid flexibility; periodic travel to properties in the Carolinas and Georgia.
How to Apply
Send a résumé and a brief note on how you would approach the first 90 days in this role. We read every cover note. Examples of campaigns or properties you have meaningfully moved the needle on are welcomed and weighted.
My Niche Apartments and Lat Purser & Associates are equal opportunity employers.