When you join Hines, you will embark on a career journey fueled by vision and guided by leaders who set the standards of our industry. Our legacy is rooted in innovation and excellence, earning us a spot on Fast Company’s esteemed annual list of the World’s Most Innovative Companies, as well as recognition as one of U.S. News & World Report’s Best Companies to Work For in 2024. Discover endless opportunities to grow and make your mark at Hines.

The Manager, Property Marketing – Living is responsible for the development and execution of marketing strategies across a portfolio of Living assets, including Purpose-Built Student Accommodation (PBSA), Build-to-sale (BTS) and Build-to-Rent (BTR) portfolios. Reporting to the Director of Property Marketing France with a dotted line to the Managing Director of Aparto this role supports the delivery of portfolio and asset-level marketing strategies that drive leasing performance, resident engagement, and asset value across the full lifecycle – planning, pre-launch through stabilization and retention. Operating within the Global Property Marketing and Living framework, the Manager ensures each asset is effectively positioned in market and supported by targeted, insight-led campaigns tailored to the sectors, including academic leasing cycles, community-driven demand, and resident experience. The role requires a strong understanding of Living customer segments and lifecycle dynamics, including pre-leasing, peak leasing periods, move-in, and renewal cycles across PBSA, BTS and BTR assets. A critical component of the role is partnering closely with Asset Management and Leasing/Sales teams to align marketing activity with commercial objectives, optimize the leasing funnel, and drive occupancy, demand quality, and retention performance across the portfolio.

Portfolio & Asset Marketing Execution

• Support the development and lead execution of marketing strategies across a portfolio of PBSA, BTS and BTR assets
• Align campaigns with asset-level business plans, leasing targets, and operational priorities
• Partner closely with Management Services, Asset Management and Leasing/Sales teams to translate commercial objectives into marketing strategies that deliver on leasing velocity and occupancy targets.
• Coordinate marketing activity across PBSA and BTR assets to support effective sequencing, prioritization, and performance across the Living portfolio
• Provide market and customer insights to support and inform decision-making
• Contribute to early-stage planning by bringing customer and market perspective to the table
• Contribute to early-stage asset planning, ensuring customer insight informs product, amenity, and resident experience decisions

Brand, Positioning & Customer Strategy

• Implement asset positioning and messaging tailored to target resident segments (e.g., students, young professionals)
• Apply understanding of Living customer segments (e.g., domestic vs international students, young professionals) to inform targeting, messaging, and channel strategy
• Support customer segmentation and targeting strategies to drive qualified demand
• Ensure brand consistency while adapting messaging for local market relevance and Living audiences

Go-to-Market Campaign Delivery      

• Execute go-to-market strategies across key phases including pre-launch, lease-up, and stabilization
• Manage integrated campaigns across digital, social, paid media, PR, and partnerships (e.g., universities, agents)
• Coordinate campaign timelines, content, and channel execution to align with leasing cycles (particularly for PBSA)
• Work in lockstep with Leasing/Sales teams to ensure alignment on lead management, campaign phasing, and conversion priorities
• Support delivery of marketing strategies across key lifecycle moments, including pre-leasing, peak leasing periods, move-in, and renewal cycles

Leasing Performance & Optimization     

• Monitor and report on performance metrics including leads, conversions, leasing velocity, occupancy, and cost per lease
• Partner with Management Services, Asset Management and Leasing/Sales teams to review performance, identify gaps, and adjust marketing activity to improve conversion and absorption
• Optimize campaigns and channel mix based on performance data and commercial priorities
• Support lead tracking, and marketing funnel effectiveness in partnership with operations teams
• Provide actionable insights to inform campaign optimization and leasing performance across assets

Resident Engagement & Retention Support

• Collaborate with on-site teams to support resident engagement initiatives and community-building
• Support and deliver marketing initiatives that promote resident experience, community, and sense of place across assets
• Contribute to marketing initiatives that support retention, renewals, and brand advocacy
• Support reputation management, including reviews and social media engagement

Cross-Functional Collaboration

• Act as a key marketing partner to Management Services, Asset Management and Sales teams
• Ensure marketing activities are aligned with leasing strategies and operational delivery
• Collaborate with Global Marketing, Digital, and Communications teams to ensure consistency and adoption of best practices

Agency & Partner Management

• Manage day-to-day relationships with agencies and external partners
• Support briefing, campaign delivery, and performance tracking across creative, media, and digital
• Ensure quality, consistency, and timely delivery of all marketing outputs

Minimum Requirements include:

• 5-10 years of experience in marketing, ideally within real estate, property management or multi-asset environments

• Experience managing marketing across a portfolio of assets and/or multiple asset classes

• Strong expertise in brand positioning, customer strategy, and go-to-market execution

• Commercially minded, with the ability to connect marketing activity to leasing, revenue, and asset performance

• Experience working in a matrixed organization

At Hines, we strive for excellence as a leading global real estate investment manager, driven by our by our belief that real estate is fundamentally about people. Our diverse portfolio spans $93.2 billion¹ of assets across such property types as living, office, retail, mixed-use, logistics and life science projects – all designed to enhance value, connection and inspiration. Our strategic approach integrates local expertise with global knowledge, taking calculated risks aligned with our convictions to exceed expectations and tailor solutions to our clients' needs.

While our projects are renowned for enhancing cities and pioneering sustainable practices, we recognize that the true driving force behind Hines' success is our 5,000 dedicated employees in 30 countries who draw on our 65-year history to build the world forward. This is why we prioritize investing in our people, offering comprehensive training, competitive compensation, robust benefits and generous vacation packages. By centering our focus on the growth and wellbeing of our team, we cultivate an inclusive environment where everyone, including our clients, can thrive.

Hines is proud to be named to Fast Company’s prestigious annual list of the World’s Most Innovative Companies for 2024. ¹Includes both the global Hines organization and RIA AUM as of December 31, 2023.

We are an equal opportunity employer and support workforce diversity.

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