Manager, Development - Market Development

New Development Manager-Market Development

The New Development Manager-Market Development leads the local go-to-market strategy for assigned new developments, driving brand awareness, qualified traffic, strategic partnerships, events, outreach, social media, and market activation efforts that support successful lease-ups. This role translates business objectives into targeted marketing initiatives that generate demand, increase market visibility, and accelerate leasing performance.

In partnership with the New Development Manager - Leasing, the New Development Manager
- Market Development evaluates market conditions, prospect feedback, campaign performance, and leasing trends to optimize results throughout the lease-up lifecycle. While primarily responsible for marketing execution and demand generation, both New Development Managers share accountability for achieving leasing goals and delivering a successful market launch.

Marketing Strategy & Demand Generation

• Develop and execute local go-to-market strategies that build brand awareness, differentiate the community, and drive successful lease-up performance.
• Own the traffic generation strategy through marketing campaigns, social media, outreach, partnerships, events, and activations.
• Develop integrated marketing campaigns that convert awareness into qualified leads, tours, applications, and leases.
• Ensure marketing messaging, promotions, and campaigns align with leasing priorities, availability, and market conditions.
• Manage the local marketing calendar and coordinate execution across all marketing channels.
• Develop market positioning strategies that differentiate the community within competitive markets and support pricing, leasing, and occupancy objectives.
• Manage marketing budgets, vendor partnerships, and campaign investments to maximize lead generation, brand exposure, and return on marketing spend.

Market Development & Brand Engagement

• Lead local social media strategy, content planning, and brand storytelling in alignment with Core standards.
• Build and maintain strategic partnerships with universities, student organizations, local businesses, community stakeholders, and other target audiences.
• Identify and develop new outreach opportunities, engagement channels, and grassroots initiatives that expand market reach and generate demand.
• Plan and execute events and activations designed to increase awareness, drive traffic, and support leasing goals.

Leasing Performance & Business Results

• Partner with the New Development Manager, Leasing to establish weekly lead, traffic, tour, application, and leasing goals.
• Monitor marketing performance, lead quality, traffic sources, tour volume, conversion trends, and campaign effectiveness.
• Evaluate market feedback, competitor activity, prospect objections, and leasing performance to inform strategic adjustments.
• Remain actively involved in lease-up efforts by supporting tours, prospect engagement, follow-up activities, and closing opportunities as needed.
• Support key pre-leasing milestones, launch periods, and critical lease-up initiatives.

Leadership & Team Development

• Hire, train, coach, and develop Leasing & Marketing Associates and other assigned marketing-focused team members.
• Foster accountability, performance, and professional growth while supporting a collaborative team environment.
• Partner effectively with cross-functional teams to drive lease-up success.

Collaboration, Analytics & Reporting

• Collaborate closely with Corporate Marketing, Digital Marketing, Creative, Sales, Revenue Optimization, Training, and Strategy teams.
• Analyze property performance and recommend strategic pivots to improve marketing effectiveness and leasing outcomes.
• Provide reporting on campaign performance, traffic trends, partnership development, event results, and other key marketing metrics.
• Accountable for achieving pre-leasing milestones aligned with company objectives and applicable bonus plan metrics.
• Serve as the marketing subject matter expert for assigned developments, providing market intelligence, competitive insights, and strategic recommendations throughout the lease-up lifecycle.

Other

• Must be able to work a full shift / required work schedule on-site at the property.
• Must be available for additional hours including evenings, weekends, and overtime when necessary.
• Must be able to lift and move objects weighing up to 50 pounds regularly, as required by the demands of the job.
• Perform all other duties and responsibilities as assigned.

Ideally, You'll Have

• Bachelor's degree preferred or equivalent combination of education and relevant experience.
• 3+ years of experience in student housing, multifamily, leasing, marketing, business development, or property management, with a proven track record of driving successful lease-up results.
• Experience developing and executing go-to-market strategies, marketing campaigns, and demand generation initiatives that drive qualified traffic, lead conversion, and leasing performance.
• Strong understanding of the leasing funnel,…