Performance Marketing Specialist

LOCATION
Golden Valley, Minnesota (hybrid work option available, must be based locally)

PAY, BENEFITS, AND PERKS

Hiring Pay Range:​ $60,000 - $75,000

• Competitive benefit package, including HSA employer contribution, and starting 1^st of the month after hire 
• 401(k) Plan with employer match 
• Ten paid holidays, no waiting period to receive holiday pay
• Generous Paid Time Off (PTO) and rollover options
• Volunteer Time Off (VTO), along with additional company sponsored volunteer opportunities
• Company paid benefits including Life Insurance, Short Term and Long Term Disability 
• Employee Assistance Program (EAP)
• Educational Assistance options
• Rent discount 
• Life Time Fitness Membership discount 

The hiring pay range and list of benefits that are posted are an estimate and not designed to cover a complete listing of all aspects of the position. Reach out to Human Resources with any questions ([email protected]).

SUMMARY

The Performance Marketing Specialist owns paid media strategy, lead generation, and marketing performance for Bigos Management communities requiring elevated support. This role also proactively monitors leasing performance indicators and identifies early warning signs for the stable portfolio and recommends and executes marketing actions before business results are impacted.

Specifically, this role operates across paid media, marketing automation, website optimization, and analytics, with a focus on driving qualified lead generation and supporting leasing outcomes for focus properties, including lease-ups, acquisitions, repositioning efforts, underperforming assets, and unique inventory across sites. The Performance Marketing Specialist reports to the Marketing Manager and works closely with the Digital Specialist, Revenue Management, Operations, Sales, and Asset Management teams.

ESSENTIAL JOB DUTIES

1. Performance Strategy

• Executes lead generation and traffic strategies for properties needing elevated marketing support — including lease-ups, acquisitions, underperforming assets, properties with unique inventory, and repositioning campaigns — in alignment with direction set by the Marketing Manager.
• Partners with the Digital Specialist to monitor performance across the broader portfolio, flagging early signs of risk and recommending proactive adjustments before leasing is impacted.
• Builds and manages action plans for communities with declining traffic, slowing leasing velocity, or elevated exposure.
• Conducts competitive market analysis to inform campaign strategy; presents findings and recommendations to the Marketing Manager.
• Proactively surfaces marketing recommendations and proposed budget adjustments based on forecasted exposure and performance trends.
• Aligns lead generation execution with Revenue Management’s pricing and occupancy goals, partnering with the Digital Specialist as needed.

1. Paid Media & Lead Generation

• Oversees paid media strategy across search, display, and other digital advertising channels for properties needing elevated support, with guidance from the Marketing Manager.
• Plans, launches, and continuously optimizes campaigns across the broader portfolio to drive qualified traffic and improve cost-per-lead.
• Defines and refines audience targeting strategies based on property profile, market conditions, and leasing goals.
• Develops budget recommendations and presents to the Marketing Manager for approval; implements approved spend adjustments across active campaigns.
• Evaluates and tests new advertising channels and platforms to identify opportunities for expanded reach and improved lead quality.
• Owns attribution tracking across paid channels, ensuring campaigns are properly tagged and conversion data is accurately captured and reported.

1. Marketing Automation & Email

• Builds and manages email nurture journeys and automated lead lifecycle communications to improve prospect conversion.
• Develops and maintains CRM audience segmentation to ensure the right messaging reaches the right prospects at the right time.
• Owns email campaign deployment, ensuring campaigns are executed accurately, on schedule, and in alignment with brand standards.
• Monitors automation performance and optimizes sequences based on open rates, click rates, and conversion data.

1. Website Optimization

• Identifies website and conversion optimization opportunities for properties needing elevated support and partners with the Digital Specialist on implementation.
• Builds and maintains landing pages and campaign microsites in support of paid media and targeted campaigns.
• Keeps the Marketing Manager informed of significant website updates and their expected impact on performance.

1. Analytics & Reporting

• Monitors traffic trends, lead volume, lead quality, and conversion funnel performance across the portfolio.
• Analyzes campaign and website performance across paid, email, and organic channels to inform strategy and budget decisions.
• Identifies early indicators that signal leasing risk and presents actionable optimization recommendations to the team and leadership.
• Forecasts marketing needs based on performance data, seasonal trends, and portfolio exposure.
• Develops and maintains regular reporting on performance marketing outcomes for internal stakeholders.

1. Cross-Functional Collaboration

• Engages with Revenue Management, Operations, Asset Management, and Sales as directed by the Marketing Manager, bringing performance data and lead generation insights to support shared goals.
• Represents the Marketing department on regular portfolio performance review calls.
• Works closely with the company’s SEO vendor on an ongoing basis.
• Ensures lead quality and handoff processes align with Sales team needs to support leasing conversion goals.
• Contributes to a proactive, data-driven marketing culture across the department.

QUALIFICATIONS

Education and Experience:

• Bachelor’s degree in Marketing, Business, Communications, or a related field, or equivalent professional experience.
• Candidates with a degree should have 2+ years of experience in a digital marketing role; candidates without a degree should have 4+ years of equivalent professional experience. Multi-Family industry preferred.
• Demonstrated experience managing paid media campaigns across Google, Meta, and other digital advertising platforms.
• Experience with marketing automation platforms, CRM platforms and segmentation, and email nurture strategy.
• Proficiency in analytics tools such as Google Analytics; experience with multi-family marketing platforms a plus.

Skills and Abilities:

• Strong analytical mindset with the ability to translate data into clear, actionable recommendations.
• Deep understanding of paid media strategy, audience targeting, and campaign optimization.
• Familiarity with the full digital marketing funnel, from lead generation through conversion.
• Ability to manage multiple campaigns and priorities simultaneously in a fast-paced environment.
• Strong written and verbal communication skills, including the ability to present performance findings to cross-functional stakeholders.
• Proactive, solutions-oriented approach with a strong sense of ownership over outcomes.
• Collaborative working style with the ability to partner effectively across teams, including Operations, Revenue Management, and Sales.