Salary range: $100,000 - $180,000
A. Marketing Strategy & Brand Leadership
- Define and own AL Homes’ brand strategy, positioning, messaging, and value narrative across all touchpoints.
- Develop the annual marketing plan to drive homeowner and investor demand; align tightly with sales leadership on revenue targets and pipeline needs.
- Oversee GTM campaigns across paid, organic, field, and community channels.
- Ensure AL Homes is recognized as the trusted, design-forward option in the Bay Area builder ecosystem.
B. Demand Generation & Campaign Execution
- Lead multi-channel campaigns across EDDM/direct mail, paid social, paid search, email marketing, SMS, sponsorships, and referral programs.
- Build targeted neighborhood and city-level campaigns focused on ADU adoption, zoning opportunities, and homeowner education.
- Produce high-impact marketing assets — flyers, brochures, yard signage, lookbooks, presentations, video content, model home material, and event displays.
- Partner with the design/creative team to maintain brand consistency and elevate storytelling.
C. Events & Community Engagement
- Own the strategy, planning, and execution of open houses, broker tours, community events, showcases, and partner mixers.
- Lead all logistics: venue selection, vendor coordination, catering, A/V, signage, permits, staffing, and run of show.
- Build relationships with city councils, planning departments, policy groups, community associations, and local organizations to increase brand visibility.
- Track event performance, lead capture, and ROI; ensure seamless lead routing into Salesforce/LeftMain.
D. Marketing Operations & Infrastructure
- Own Salesforce/LeftMain marketing workflows, UTM frameworks, GA4 tracking, and attribution systems.
- Implement scalable processes for campaign setup, lead routing, scoring, segmentation, and nurture sequences.
- Manage creative vendors, media partners, printing vendors, event suppliers, and contractors.
- Ensure a unified and consistent brand experience across web, social, email, events, and sales collateral.
E. Analytics, Reporting & Optimization
- Build and manage executive dashboards showing pipeline contribution, MQL → SQL → Contract performance, CPL, CAC, and attribution models.
- Analyze campaign performance and market signals; provide insights that shape product, pricing, and go-to-market strategy.
- Present regular performance updates to leadership with clear recommendations for optimization.
Job Requirements:
- 7+ years of experience in builder, residential construction, or real estate development marketing & sales leadership.
- Homebuilding industry experience is required.
- Real estate license required
- Proven ability to scale sales teams, deliver consistent contract volume, and grow market share.
- Demonstrated expertise in go-to-market strategy for builders, ADUs, community development, or new construction.
- Experience leading demand-gen engines across direct mail, events, paid media, and community partnerships.
- Strong command of CRM and analytics tools (Salesforce, LeftMain, GA4).
- Exceptional communication, negotiation, and leadership skills with a data-driven, results-first mindset.
- Comfortable with occasional evening or weekend work during events and open houses.
