Manager, Property Marketing

Hines Property Marketing Manager

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The Manager, Property Marketing – Living is responsible for the development and execution of marketing strategies across a portfolio of Living assets, including Purpose-Built Student Accommodation (PBSA), Build-to-sale (BTS) and Build-to-Rent (BTR) portfolios. Reporting to the Director of Property Marketing France with a dotted line to the Managing Director of Aparto this role supports the delivery of portfolio and asset-level marketing strategies that drive leasing performance, resident engagement, and asset value across the full lifecycle – planning, pre-launch through stabilization and retention.

Operating within the Global Property Marketing and Living framework, the Manager ensures each asset is effectively positioned in market and supported by targeted, insight-led campaigns tailored to the sectors, including academic leasing cycles, community-driven demand, and resident experience. The role requires a strong understanding of Living customer segments and lifecycle dynamics, including pre-leasing, peak leasing periods, move-in, and renewal cycles across PBSA, BTS and BTR assets.

A critical component of the role is partnering closely with Asset Management and Leasing/Sales teams to align marketing activity with commercial objectives, optimize the leasing funnel, and drive occupancy, demand quality, and retention performance across the portfolio.

• Support the development and lead execution of marketing strategies across a portfolio of PBSA, BTS and BTR assets
• Align campaigns with asset-level business plans, leasing targets, and operational priorities
• Partner closely with Management Services, Asset Management and Leasing/Sales teams to translate commercial objectives into marketing strategies that deliver on leasing velocity and occupancy targets.
• Coordinate marketing activity across PBSA and BTR assets to support effective sequencing, prioritization, and performance across the Living portfolio
• Provide market and customer insights to support and inform decision-making
• Contribute to early-stage planning by bringing customer and market perspective to the table
• Contribute to early-stage asset planning, ensuring customer insight informs product, amenity, and resident experience decisions

• Implement asset positioning and messaging tailored to target resident segments (e.g., students, young professionals)
• Apply understanding of Living customer segments (e.g., domestic vs international students, young professionals) to inform targeting, messaging, and channel strategy
• Support customer segmentation and targeting strategies to drive qualified demand
• Ensure brand consistency while adapting messaging for local market relevance and Living audiences

• Execute go-to-market strategies across key phases including pre-launch, lease-up, and stabilization
• Manage integrated campaigns across digital, social, paid media, PR, and partnerships (e.g., universities, agents)
• Coordinate campaign timelines, content, and channel execution to align with leasing cycles (particularly for PBSA)
• Work in lockstep with Leasing/Sales teams to ensure alignment on lead management, campaign phasing, and conversion priorities
• Support delivery of marketing strategies across key lifecycle moments, including pre-leasing, peak leasing periods, move-in, and renewal cycles

• Monitor and report on performance metrics including leads, conversions, leasing velocity, occupancy, and cost per lease
• Partner with Management Services, Asset Management and Leasing/Sales teams to review performance, identify gaps, and adjust marketing activity…