Director of Digital Marketing

OnPlace seeks a Director of Digital Marketing to lead portfolio-wide digital strategy across its OnPlace Collective residential master-planned communities in a hybrid Austin, TX setting.

Responsibilities

• Develop and drive the portfolio-wide digital marketing strategy and lead a team to ensure each community maintains an on-brand, high-performing digital presence built on scalable templates.
• Define channel strategy across paid search, paid social, programmatic display, SEO, email, and emerging AI channels; oversee execution, maintain strategic ownership, and translate insights into actionable next steps.
• Create and sustain a master digital playbook that standardizes delivery for all client segments, ensuring consistent quality, strategic rigor, and efficient execution at scale.
• Oversee a scalable community website infrastructure program and a custom design process, including rollout, adaptation, and ongoing management of community sites.
• Manage website performance and lead capture efforts, including landing pages, UX improvements, and data accuracy, whether handled internally or by partners.
• Own the martech stack (CRM, marketing automation, analytics, tag management, integrations) and ensure proper configuration, integration, and reliable data.
• Set performance targets and KPIs for paid digital programs across all communities.
• Review and approve project-specific media plans and budgets, ensuring spend efficiency, lead quality, and cost-per-sale metrics.
• Maintain knowledge of audience targeting, bidding strategy, and campaign architecture to guide agency recommendations.
• Direct SEO strategy portfolio-wide, including keyword architecture, on-page optimization, technical SEO standards, and local search performance.
• Collaborate with content and creative teams to align digital content with search visibility and lead conversion goals.
• Lead paid and organic social strategies in alignment with SEO to drive performance across traditional and AI-powered search channels.
• Oversee the prospect database and CRM, ensuring leads are captured, segmented, and nurtured from first inquiry through contract.
• Direct email marketing strategy, including welcome sequences, lifestyle nurture, event communications, and re-engagement campaigns within each community workflow.
• Create, integrate, and deploy a digital sales strategy within HubSpot to support growth across the full client portfolio.
• Define and direct the performance reporting framework: monthly dashboards, quarterly reviews, and ad hoc analysis tied to conversions.
• Track the full funnel from initial conversion through visit, registration, and contract, using insights to optimize spend and strategy.
• Maintain source attribution standards across the portfolio to tie marketing investment to sales results.
• Serve as the primary internal liaison with the OnSpire agency team on digital matters, setting direction and ensuring accountability.
• Build and manage an internal digital marketing team as the portfolio grows.
• Act as a strategic advisor to community marketing leads and the leadership team on digital best practices, platform changes, and emerging opportunities.

Requirements

• 8+ years of digital marketing experience, including at least 3 years in a director-level or equivalent leadership role.
• Experience building or scaling a multi-brand or multi-location digital marketing infrastructure; adept at managing agency relationships and holding partners accountable to performance outcomes.
• Deep expertise across paid media platforms (Google Ads, Meta Ads Manager, programmatic DSPs), SEO tools (SEMrush, Ahrefs, or equivalent), and web analytics (GA4, Looker, or similar).
• Hands-on experience with CRM platforms and marketing automation tools (Salesforce, HubSpot, or comparable systems), plus working knowledge of website management, tag management (GTM), and marketing data infrastructure.
• Ability to think in systems, translate complex digital performance data into clear strategic recommendations for executive leadership, and manage multiple priorities across a large portfolio.

Technologies

• Google Ads
• Meta Ads Manager
• Programmatic DSPs
• SEMrush
• Ahrefs
• Google Analytics 4
• Looker
• Salesforce
• HubSpot
• Google Tag Manager

Benefits

• 401(k)
• 401(k) matching
• Dental insurance
• Health insurance
• Life insurance
• Paid time off
• Professional development assistance
• Vision insurance

Success Metrics

• Within 90 days, identify internal and external partners, establish a foundational framework, and begin HubSpot deployment to support scalable workflows across a 20+ community portfolio; complete an initial digital marketing launch with a defined ad placement strategy and HubSpot reporting approach.
• Within five months, standardize the digital playbook across active projects, implement the reporting framework, and achieve consistent performance metrics tracking.
• By the end of 2026, operate the integrated marketing system at full capacity, with infrastructure, processes, and team in place to onboard new projects and clients smoothly.

Preferred Qualifications

• Experience in real estate, homebuilding, or master-planned community marketing environments.
• Familiarity with long-cycle, high-consideration consumer marketing and multi-location local marketing strategies.
• Experience building and leading internal digital teams alongside external agency partners.

Compensation & Benefits

• Salary: USD 120,000 per year
• Performance bonus tied to portfolio-level marketing and sales outcomes
• Benefits package including health, dental, vision, and 401(k)
• Hybrid position based in Texas or Florida with occasional travel

License / Certification

• Driver's License (Required)

Willingness to Travel

• 25% travel (Preferred)

Work Location

• In person