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Director of Digital Growth & AI Marketing
Director of Digital Growth & AI Marketing
Location: Texas
Overview
This is not a traditional digital marketing role. It is a growth leadership role responsible for building and operating an AI-first marketing engine across multiple (90) brands.
The expectation is not incremental improvement. The expectation is step-change performance through automation, AI, and disciplined execution.
Core Mandate
Build and operate a digital growth engine that:
- Wins across SEO, AEO (Answer Engine Optimization), and AIO (AI Optimization)
- Design and manage demand strategies that adapt to occupancy, pricing posture, unit availability, and lease trade-outs. Converts demand through high-performing landing pages and funnels
- Partner with Revenue Management and Asset Management to establish demand guardrails, escalation triggers, and spend on/off ramps
- Participate in regular revenue, demand, and performance reviews and provide data-driven recommendations
- Scales content and distribution via video, social, and email ecosystems
- Leverages AI and automation to reduce manual work and increase output
- Produces measurable, repeatable growth across multiple brands
What You Will Own
1. Search & AI Visibility (SEO / AEO / AIO)
- Execute strategy across traditional and AI-driven search
- Build content frameworks designed for zero-click and AI-generated environments
- Identify and prioritize ranking opportunities across all brands
- Set requirements for scalable content systems (executed by AI Architect)
2. Growth Strategy & Prioritization
- Execute on what gets built, optimized, or scaled
- Translate business goals into digital growth plans
- Prioritize across 90+ properties and multiple brands
3. Conversion & Landing Page Performance
- Support landing page strategy, testing, and performance
- Support funnel architecture aligned to user intent
- Lead A/B and multivariate testing roadmap
- Set requirements for templates and testing infrastructure
4. Video, Content & Distribution Strategy
- Execute the video-first and AI-scaled content strategy
- Align content across SEO, social, and email
- Ensure content is built for both discovery and conversion
- Direct large-scale content production (enabled through automation systems)
5. Social & Email Ecosystem
- Support lifecycle marketing from lead lease resident renewal
- Build behavior-driven email systems and journeys
- Position social as a distribution engine, not just brand presence
6. AI-Driven Marketing Application
- Identify where AI and automation should be applied across the funnel Continue to define use cases for:
- Content generation
- Optimization
- Reporting
- Campaign execution
- Partner with DSAI to implement and scale these systems
7. Performance & Analytics
Responsible for performance across:- Demand Generation
- Engagement
- Conversion
- Revenue impact
- Define success metrics and reporting frameworks
- Drive optimization based on data, not opinion
Partnership Model with AI Architect (Non-Negotiable Clarity)
To ensure speed and eliminate overlap:
This Role (Director of Digital Growth)
Owns:- SEO / AEO / AIO strategy
- Content strategy and priorities
- Conversion strategy and funnel performance
- Channel performance (search, video, social, email)
Responsible for:
- Traffic growth
- Conversion improvement
- Revenue impact
Expectation:
This role must be highly effective at translating strategy into system requirements and partnering with a technical counterpart to execute at scale.
What “Great” Looks Like
- Organic and AI-driven traffic becomes the dominant acquisition channel
- Content production scales significantly without increasing headcount
- Marketing operates as a system, not a series of campaigns
- AI is embedded into workflows, not layered on top
Required Experience
- 8–12+ years in digital marketing with full-funnel ownership
- Proven success scaling SEO and organic growth engines Deep understanding of:
- Technical SEO
- Structured data / schema
- AI search environments (AEO / AIO)
- Demand Generation
- Conversion rate optimization (CRO)
- Landing page strategy
- Email automation and lifecycle marketing
- Content and video strategy at scale
- Experience working alongside technical teams (engineering, systems, AI)
Technical Expectations
- Analytics: GA4, Heap or equivalent event-based platforms
- Tagging: GTM or equivalent
- SEO tools: SEMrush, Ahrefs, Screaming Frog
- CMS experience (headless environments preferred)
- Familiarity with AI tools, automation platforms, and prompt systems
- Understanding of scalable content and video production workflows
Non-Negotiables
- Builds systems, not one-off campaigns
- Makes decisions based on data and outcomes
- Comfortable operating in ambiguity and building from zero
- Does not rely on agencies for strategy
- Can partner effectively with technical counterparts without overlap
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