Director of Digital Marketing & eCommerce Contract

About Sentral

Sentral is a network of communities redefining the way people live. Sentral’s mission is to be the leading residential hospitality operator through superior performance, enhanced experience, and a network of connected communities. We take the convenience, connection, and comfort of home to new heights-we call it Home+. Our one-of-a-kind communities offer unrivaled locations, innovative tech-enabled services, and premium amenities to enhance everyday life. Sentral lets you live life on your own terms in the heart of the world’s best cities: Atlanta, Austin, Chicago, Denver, Los Angeles, Miami, Nashville, Oakland, Philadelphia, Pittsburgh, Portland, San Francisco, San Jose, Santa Monica, Scottsdale, and Seattle, with more coming soon.

Our core values reflect our commitment to our employees, as we are service first in our actions, value thinking like an owner, and continuously strive to make one another better. We strongly believe in continuous personal improvement, career growth and diversity in our workforce. With ongoing learning & development offerings, leadership coaching and mentorship programs, we foster an empowered environment rooted in empathy and growth. Our team members are curious explorers who never stop learning and who strive for great outcomes.

Learn more about us at www.Sentral.com.

Job Description and Duties

At Sentral, we are building a team of people-first individuals who thrive on going above and beyond. Ideal candidates will exemplify a good sense of humor, a positive attitude, a growth mindset, and an entrepreneurial drive. Reporting to the VP of Marketing, the Director of Digital Marketing & eCommerce is responsible for the day-to-day management and performance of marketing efforts for the furnished segment of our business, as well as overseeing all aspects of eCommerce including online marketing, website management and analytics, content strategy and development, and promotional campaigns. The role is comprised of two key components.

Digital Marketing

• Own all marketing efforts (digital, social, paid, earned), website lead-generation, and booking performance for furnished apartments across Sentral’s portfolio of branded and independent multi-family communities. This includes 30-night stays.

• In collaboration with internal and external partners, manage digital agencies to ensure all ad campaigns are optimized and aligned with internal strategy and goals

• Collaborate with digital agencies to ensure successful execution of paid campaigns across Google, FB, IG, Meta Search as well as select behavioral and programmatic platforms to generate top of funnel leads and to drive qualified website traffic and revenue

• Partner with digital agencies to create and optimize compelling search, display, and social media ads in multiple formats, including but not limited to, text, banner & video & image, ensuring all creative assets are on brand, deliver the appropriate sales message and are in line with the overall content and revenue strategies

• Collaborate with internal teams including Revenue, Corporate Sales and Operations to strategize, optimize and ideate on existing and new campaigns to meet budgeted revenue goals

• Manage and optimize advertising campaigns on OTA’s; fund monthly ad accounts

• Create and deploy strategic email campaigns; partner with Revenue and Corporate Sales teams on compelling offers and messaging

• Identify and A/B test digital marketing initiatives across channels and adopt best performing strategies

• Monitor and track performance marketing production, ensuring that pertinent data is accurately flowing into and being captured in Google Analytics. Report on campaign lead and revenue performance, highlighting wins, challenges, and opportunities

• Create, manage and optimize digital marketing campaigns, budgets and reforecasts, for owned and non-owned channels, including SEO, SEM, Paid Social, Programmatic and more.

eCommerce/Sentral.com

• Serve as primary eCommerce POC within the organization for cross functional partners, acting as a project manager to evaluate, prioritize, develop, manage, implement, and test initiatives

• Manage the user experience of the website including site navigation, content development, booking and leasing funnels and promotional campaigns

• In partnership with the Product team, develop and oversee the effective planning, QA and execution of content across the websites and online marketing campaigns to ensure efficiency, accuracy and timeliness of all web content publishing

• Manage all aspects of web analytics related to eCommerce and communicate relevant information to team members, executive leadership and cross-functional partners

• Provide expertise on current eCommerce industry best practices. Consult on cross-functional projects to ensure eCommerce principles are incorporated

• Identify new areas of eCommerce opportunity beyond current organizational thinking

• Drive growth marketing channel strategy and execution, focused on engagement and conversion

• Initiate testing programs across incentives, creative, content, and cadence, to help optimize website and campaign performance

Skills and Experience

• 7-10 years’ experience managing digital marketing efforts in the hospitality industry, either at an agency or in house managing an agency or internal team

• Solid understanding of digital marketing metrics (CPC, CTR, CPM, CPA, ROAS, CVR).

• Outstanding analytical skills, strong experience interpreting data and drawing conclusions

• Proven leadership of large eCommerce projects

• Extensive knowledge of e-commerce technology and sophisticated analytics

• Demonstrated strong business judgment and decision-making skills; ability to identify, prioritize, and articulate highest impact initiatives

• Strong attention to detail, organizational skills and ability to multitask and set priorities

The following requirements are intended to reflect the expected work environment and physical demands of the role. Candidate must be able to perform the following activities with or without reasonable accommodation to be successful in the role:

• Work in a space that includes indoor and outdoor spaces, with and without covering
• Move throughout the property for extended periods of time
• Transport boxes and equipment weighing up to 20 pounds
• Communicate with other persons in the building
• Observe details in surrounding areas and on a screen

If you require accommodations to the above listed job duties or would like to request accommodations during the interview process, please indicate so on your applications in the ‘Accommodations’ section.

Sentral is dedicated to creating a diverse and inclusive work environment that champions all backgrounds, identities, and voices. We strive to cultivate a space where our team members feel valued, and our residents feel loved. While there is no exact recipe for ensuring our residents feel loved, we believe a key ingredient is seeking and employing individuals that reflect the uniqueness of our residents.

As an Equal Opportunity Employer, we do not discriminate based upon actual or perceived race, religion, color, national origin, sex (including pregnancy, childbirth, or related medical conditions), sexual orientation, gender, gender identity, gender expression, transgender status, sexual stereotypes, age, status as a protected veteran, status as an individual with a disability, or other applicable legally protected characteristics. We also consider qualified applicants with criminal histories, consistent with applicable federal, state and local law.