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Cortland · 1 month ago

Vice President of Brand Strategy & Experience

US-GA-Atlanta

Full-time

Onsite

Mid, Senior Level, Lead/Staff

10+ years exp

Cortland is an international multifamily real estate investment, development, and management firm recognized as one of the top 10 multifamily owners and operators in the US. The Vice President of Brand Strategy and Experience will be responsible for crafting and delivering exceptional living experiences, defining cohesive brand strategies, and leading cross-functional collaboration to enhance resident satisfaction and retention.

ConstructionHome RenovationProperty ManagementReal Estate

Responsibilities

Lead the development of brand strategies, annual business plans, and 3-year strategic plans to strengthen brand positioning and achieve commercial objectives

Leverage Cortland’s proprietary consumer segmentation, resident insights, surveys, data analytics and trend analysis to identify opportunities for innovation and improvement across the resident journey

Work closely with operations, field teams, investments, marketing, and design teams to align strategies and ensure cohesive execution of brand roadmaps

Serve as a brand business leader, driving market leading performance and ensuring brand differentiation within our markets. This includes representing the brand in cross-functional planning and translating consumer insights into actionable strategies

Develop and monitor key performance indicators to measure resident experience success, including satisfaction scores, retention, online reputation, and the overall contribution to community financial performance

Build upon our market-leading resident experience by orchestrating brand delivery across the full ecosystem, from online, prospect funnel and on-property execution and programming, to ensure consistent, differentiated, and high-quality resident experiences

Collaborate with marketing and communications to align prospect and resident-facing messaging across all communications channels

Lead the planning, piloting, and rollout of brand hallmarks, product/service innovations, and other initiatives to enhance the brand experience

Develop fresh concepts and engagement strategies targeted towards specific resident segments and asset archetypes to differentiate the company’s brand and communities in the marketplace

Partner with product and technology teams to enhance digital touchpoints, introduce new features and capabilities, reduce friction, and increase resident engagement

Serve as a resident advocate within the organization, ensuring the voice of the customer informs decisions at every level

Translate brand positioning into operation and design principles and standards. This involves reviewing and providing guidance on property-level creative concepts, ensuring alignment with the customer segmentation and standards during renovations and new openings, and managing brand standards implementation

Qualification

Brand ManagementStrategic PlanningData AnalyticsProject ManagementFinancial ManagementConsumer InsightsCross-Functional CollaborationCreative CredibilityCommercial AcumenVerbal CommunicationWritten CommunicationLeadership Skills

Required

A Bachelor's or Master's degree in Brand Management, Marketing, Industrial Design, or a related field, or an equivalent combination of education and work experience

10+ years of experience in marketing, innovation, or brand management role, with progressive leadership experience

Proven success in experience delivery, ideally within the real estate, hospitality, or consumer lifestyle sectors

Demonstrated project and financial management experience, including managing budgets and multi-partner relationships

Ability to demonstrate creative credibility, strategic acumen, and an ability to operate fluidly between big-picture vision and detailed execution

Exceptional strategic thinking and analytical skills, with a proven ability to interpret market data and consumer insights to drive performance

Strong commercial acumen with a track record of delivering commercial results and ROI

Excellent verbal and written communication skills and executive presence for engaging senior stakeholders and external partners

Demonstrated people and business leadership skills, with the ability to inspire and develop teams

Company

Cortland

Glassdoor3.7

Cortland® is a product-to-people, multifamily real estate investment, development, and management company that in-sources most of its multifamily development, design, construction, renovation, management, and ownership functions – all with the goal of providing residents excellent, hospitality-driven living experiences.

Founded in 2005

Atlanta, Georgia, USA

1001-5000 employees