The Director of Marketing & Communications is responsible for the planning, coordination, execution, and oversight of all marketing, communications, event promotion, content strategy, reporting, and CRM oversight activities.

This role serves as the central coordinator between marketing, sales, operations, and leadership to ensure consistent brand execution, effective lead generation, successful event promotion, and the ongoing growth of the company's marketing initiatives in alignment with our values.

The Director of Marketing & Communications is accountable for ensuring all marketing systems, advertising, communications, campaigns, and processes are functioning effectively and aligned with company goals.

Success in this role is demonstrated through the consistent execution of on-brand marketing initiatives, reliable communication systems, ownership of digital and public presence including events, effective lead generation and conversion, high-quality brand representation, accurate reporting, and strong oversight and leadership of Marketing Assistant and team marketing activities.

Core Responsibilities

1. Marketing Strategy & Content Management

• Own and maintain the company content calendar. Determine social media promotion cadence for listings and company initiatives in conjunction with Marketing Assistant.

• Develop and coordinate marketing campaigns and promotional initiatives (i.e. events, fundraising, listings).

• Assign weekly blog topics to agents in alignment with content calendar.

• Ensure alignment, efficacy, and consistent smooth rollout of blogs, newsletters, social media, podcasts, events, and business objectives.

• Ensure all listing marketing activities are executed according to Internal Checklist in proper timelines, including social promotion, paid advertising, listing SEO, and review of all relevant marketing materials (i.e. listing video, listing page, etc).

• Monitor testimonial acquisition and public review activity. Coordinate with agents and operations to maintain a consistent pipeline of client testimonials and social proof.

• Review and approve marketing content for brand consistency and accuracy.

• Coordinate marketing priorities with agents, operations, and leadership.

2. Newsletter & Email Marketing

• Write and produce the Weekly Content Roundup (WCR). Build and distribute emails through Follow Up Boss.

• Write and produce the Weekly Email. Build and distribute emails through Follow Up Boss.

• Ensure accuracy of WCR and Weekly Email lists, maintaining CRM integrity.

• Coordinate additional marketing and event email campaigns as required.

• Review email performance and engagement metrics. Maintain consistent growth & engagement.

3. Event Marketing & Communications

• Develop communications plans for all company events.

• Create event promotion timelines in conjunction with Integrator, adhere to and communicate marketing schedules to agents. Ensure agents complete event outreach such as invitations, reminders, and follow-up.

• Manage event registration processes, including EventBrite setup & ensuring link is in Agent Shor.Bys.

• Coordinate event signage, marketing collateral, and promotional materials.

• Communicate with event vendors and external partners.

• Review event attendance and marketing performance.

4. CRM & Lead Flow Oversight

• Maintain oversight of CRM integrity and performance.

• Ensure lead flow systems are functioning properly.

• Monitor Follow Up Boss stages, automations, and workflows. Ensure they are running properly and support company objectives.

• Verify database accuracy and operational effectiveness.

5. Marketing Performance & Reporting

• Gather and report marketing metrics for leadership.

  • Monitor website traffic and performance, report weekly at S&M meeting.

  • Track lead generation metrics and trends, report weekly to Listing Transaction Coordinator.

  • Monitor email marketing engagement and performance, report weekly at S&M meeting.

  • Review Google Ads performance and effectiveness, report weekly to Listing Transaction Coordinator.

• Identify opportunities for marketing optimization and improvement.

6. Team Leadership & Oversight

• Provide daily direction and support to the Marketing Assistant.

• Assign and prioritize marketing tasks.

• Review completed work for quality and accuracy.

• Conduct weekly reviews of Marketing Assistant responsibilities and time blocking.

• Ensure recurring marketing activities are completed on schedule.

• Train and onboard new staff on marketing systems, processes, and brand standards.

  • Includes any team members added to Marketing staff, and any agents.

• Maintain accountability for departmental execution and performance.

8. Print Production & Brand Assets

• Design and/or coordinate production of company marketing materials.

• Manage printing requirements including:

  • Business cards

  • Open House signage

  • Event signage

  • Promotional materials

  • Presentation materials

  • Campaign collateral

• Maintain and enforce company brand standards across all marketing channels.

• Ensure consistency of messaging, visual identity, tone, and client experience.

• Review marketing materials for quality, professionalism, and alignment with company values.

9. Strategic Planning

• Participate in annual business planning.

• Participate in quarterly planning and Rocks development.

• Participate in weekly Leadership L10 meetings.

• Participate in weekly syncs with Integrator.

• Identify marketing opportunities and process improvements.

Recurring Responsibilities

Monday

• Review and update internal listing checklists.

• Assign weekly blog topics to agents based on content calendar.

• Gather and submit marketing statistics to EOS:

  • FUB: Agent Points

  • FUB: Weekly Email Stats (Audience, Open Rate)

  • FUB: WCR Stats (Audience, Open Rate)

  • Google Analytics: Total Weekly web traffic

  • Prospecting Hours collected live

• Attend Sales & Marketing Meeting.

• Conduct weekly sync with Integrator.

Throughout the Week

• Completion of tasks, rocks, planning.

• Oversee Marketing Assistant activities.

• Audit social media platforms: LinkedIn, Instagram, YouTube, Facebook, Shor.By.

• Review and update SEO implementation on blogs & listings.

• Review Google Ads performance and make necessary changes, delegating to MA when needed.

• Coordinate event communications and marketing activities.

• Monitor CRM performance and lead flow.

Thursday

• Prepare Weekly Content Roundup.

• Prepare Weekly Email.

• Review marketing and advertising performance, report to Listing Transaction Coordinator.

Friday

• Review and distribute Weekly Content Roundup.

• Review and distribute Weekly Email.

• Gather and report on commission statistics from FUB Deals Board and input to EOS.

• Attend L10 Leadership Meeting.

Monthly

• Oversee rollout of Monthly Market Update, Podcast.

• Address progress/obstacles on major rocks.

• Review recent testimonials and check in with Lead Agent to round up more as needed.

• Review marketing KPIs and identify minor opportunities for improvement to be raised at IDS meetings, logging others as potential quarterly rocks.

Quarterly

• Produce and distribute Quarterly Print Newsletter.

• Participate in quarterly planning sessions.

• Review marketing performance and strategic initiatives.

• Conduct marketing process and systems review on a case-by-case basis (i.e. in 2026, new ad system calls for more regular review).

Key Performance Indicators (KPIs)

Marketing & Communications

• Weekly Content Roundup size and engagement

• Weekly Email size engagement

• Website traffic

• Lead generation volume

• Lead conversion volume

• Event registrations and attendance

• Social media growth and engagement

CRM & Operations

• CRM data integrity:

  • Proper assignment of leads to agents and stages

  • Accurate email audiences and newsletter segmentation

  • Tagging standards FBA

• Lead flow functionality

  • New leads from marketing initiatives (i.e. ads, website) must enter CRM successfully

  • Proper routing of leads to assigned agents

  • No interruptions in lead capture or timely identification and solution of problems

  • Consistent lead delivery across all active lead-generation channels

• Automation reliability

  • Active automations operating as intended

  • Timely identification and solution of automation failures

  • Coordination with KTS to resolve issues & improvements

  • Total alignment between automations and marketing processes/brand

• Listing checklist compliance

  • Completion of all required marketing activities within reasonable timeline (no more than 3 business days for advertisements and social media post)

Team & Leadership

• Social media consistency and execution

• Blog consistency and execution

• Efficiency of Podcast, MMU, QPNL rollout

• Marketing project completion

• Quarterly Rock completion