Marketing Director

Company: AL Homes, a brand of Alpha

X RE Capital

Salary range: $100,000 - $180,000

• Own and evolve AL Homes’ brand strategy, positioning, messaging, and value proposition across all customer and investor touchpoints.
• Develop and execute the annual marketing plan in close partnership with sales leadership to support revenue targets, absorption goals, and pipeline growth.
• Lead go‑to‑market strategy for new residential offerings, including ADUs, infill projects, and small to mid‑scale communities.
• Oversee integrated GTM campaigns across paid, owned, earned, field, and community‑based channels.
• Strengthen AL Homes’ reputation as a trusted, design‑forward residential builder in the Bay Area.

• Plan and execute multi‑channel demand generation programs across direct mail (EDDM), paid social, paid search, email, SMS, sponsor ships, broker outreach, and referral programs.
• Develop localized neighborhood and city‑level campaigns focused on homeowner education, zoning awareness, and residential development opportunities.
• Lead production of marketing assets including flyers, brochures, signage, lookbooks, presentations, video content, model home materials, and event collateral.
• Partner with internal and external creative teams to ensure brand consistency and high‑quality storytelling across all channels.

• Lead strategy and execution for open houses, broker tours, community events, showcases, and partner activations.
• Manage all event logistics including venues, vendors, catering, A/V, signage, permits, staffing, and run‑of‑show.
• Build relationships with local municipalities, planning departments, community organizations, and industry partners to support brand visibility and trust.
• Track event performance, lead capture, and ROI; ensure accurate lead flow into Salesforce/Left Main.

• Own marketing operations within Salesforce/Left Main, including campaign workflows, UTMs, GA4 tracking, and attribution.
• Implement scalable processes for lead routing, segmentation, scoring, and nurture programs.
• Manage external agencies, creative partners, media vendors, printers, and event suppliers.
• Ensure a consistent and unified brand experience across digital, field, event, and sales environments.

• Build and maintain reporting dashboards that track pipeline contribution, lead quality, conversion rates, CPL, CAC, and overall campaign performance.
• Analyze campaign results and market signals to inform go‑to‑market strategy, pricing considerations, and product positioning.
• Present regular performance updates and recommendations to leadership.

• 15+ years of experience in residential real estate, homebuilding, construction, or development‑focused marketing and sales leadership.
• Experience supporting builders (public or private).
• Proven ability to support consistent contract volume, absorption, and market growth.
• Experience leading integrated marketing programs across direct mail, events, paid media, and community partnerships.
• Strong working knowledge of CRM and analytics platforms such as Salesforce, Left Main, and GA4.
• Excellent communication, stakeholder management, and leadership skills with a results‑driven mindset.
• Willingness to work occasional evenings or weekends in support of events, open houses, and community initiatives.

Director

Full‑time

Marketing and Sales

Industries:
Investment Management