About Our Client: Our client is an exciting, growing real estate investment organization.

Position Scope: This role combines elements of marketing, sales, and technical expertise necessary to optimize lead management and nurturing leads from the initial contact stage through to becoming an active investor. Working closely with the Director of Marketing and Communications, and reporting to the President, the Marketing Automation Manager will effectively manage the company’s Real Estate fund database, ensure optimal database lead segmentation, create results-oriented solutions to increase conversion rates and produce valuable management reporting and analytics.

The ideal candidate will possess a deep understanding of marketing automation and customer relationship management platforms (specifically Active Campaign), database management principles, and data-driven marketing strategies. Reporting and data analysis are crucial aspects of this role.

Responsibilities:

Customer Journey Mapping:

Conduct persona research and customer journey mapping to understand the needs, preferences, and pain points of mid-funnel prospects. Develop targeted messaging and content tailored to specific audience segments and stages of the customer’s journey. Identify gaps and areas for improvement in the customer journey, leveraging insights from data analysis, customer feedback, and industry best practices. Develop strategies to enhance the customer journey, ensuring a seamless and personalized experience that aligns with the organization’s goals and objectives. Ensure optimal database lead segmentation set-up, management, analytics, and reporting

Lead Nurturing:

Design and execute lead nurturing programs to engage leads at the mid-funnel stage and guide them through the consideration phase towards conversion. Utilize CRM functionalities to their full potential to create targeted marketing campaigns tailored to specific audience segments, personas, and customer lifecycle stages. Utilize marketing automation tools and personalized messaging to deliver relevant content and communications. Conduct A/B testing and performance experiments to refine campaign strategies, messaging, and tactics. Develop and produce compelling and engaging copywriting, ensuring consistency with brand voice and messaging.

Funnel Performance Analysis:

Analyze the performance of sales and marketing funnels across various touchpoints, from lead acquisition to long-term customer engagement and retention, and conversion. Conduct in-depth analysis of funnel performance metrics, such as conversion rates, customer acquisition costs, customer lifetime value, and retention rates. Identify key stages and touchpoints within the funnel where improvements can be made to enhance customer experience and drive better outcomes. Collaborate with the marketing and sales teams to identify areas of opportunity and formulate strategies to optimize funnel performance.

Reporting:

Automation effectiveness Sales pipeline funnel drop off insights Automation performance analysis Deal pipeline performance analysis Specific Critical Reporting: Capital raise (initial lead source entry point, final lead touchpoint prior to conversion, number, type, and time of touchpoints it took to convert lead, how much was raised per lead and touchpoint, etc.) Salesperson Productivity (includes leads received, calls booked, calls conducted, subscriptions signed, capital raised, etc.) Capital raise forecasts based on historic data + pipeline Database Segmentation Additional reporting as needed

Required Skills and Knowledge:

Must be highly organized with the ability to thrive under pressure while remaining focused on key performance indicators (KPIs) Strong proficiency in copywriting, with the ability to create compelling and engaging content across various platforms. Possess proficiency with Calendly, Zapier, LeadsBridge, Zoom, and WordPress/Gravity Forms Possess strong proficiency in CRM management, with a deep understanding of CRM tools, specifically Active Campaign. Track record in marketing and sales. Familiarity with real estate funds and/or other investment products is an asset.

Education and Experience:

3-5+ years of related work experience University degree and/or college diploma is considered a strong asset Experience in the real estate industry is considered an asset

Summit Search Group is a fair and equitable search firm. We welcome and encourage applications from people with disabilities. Accommodations are available on request for candidates taking part in all aspects of the recruitment and selection process.

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Melanie McQueen Email Melanie McQueen View Melanie's profile City Toronto, ON Industry Financial Real Estate Position