Erica Garrity

• Kept campaigns and marketing collateral in line with branding and focused on target renter.
• Evaluated and optimized marketing strategies to increase qualified leads and conversions to leases.
• Directed 11- 45 marketing team members and performed performance evaluations.
• Initiated MSA pricing per vendor to optimize bulk buying power and improve efficiencies in budgeting/ROI.
• Supported senior leadership team to ensure Marketing Dept strategy aligned with company objectives.
• Created community website best practice standards to maximize call-to-action, time on page, lower bounce rate and improved prospect experience.
• Excelled in creating process efficiencies to maximize implementation of company strategic goals.
• Proactively communicated to all key stakeholders to ensure project buy-in and meet timeline deliverables.
• Established SLA's for common Marketing ad/design/content requests to aid in team effectiveness.

Strategic Market Planning

• Develop written corporate Marketing goals and plans with executive management.
• Measure the success of Marketing programs against defined goals and make necessary recommendations for adjustments.
• Plan and monitor sales training on data management, advertising sources, client retention, social media activity, reputation management and more.
• Prepare Marketing reports/materials for investors and management.
• Identify troubleshooting expertise and Marketing strategy assistance for under-performing communities.

Marketing Implementation

• Oversee and ensure integrity of company and property branding.
• Edit and approve work produced by others on Marketing team.
• Drive social media activity and maintain corporate website content, images, email marketing and SEO/website traffic data.
• Identify and gather appropriate prospect lists for Marketing campaigns and manage communication with internal and external clients.
• Oversee all Marketing projects. Including all community campaigns.
• Provide guidance on Marketing setup for new developments and acquisitions.
• Act as de-branding expert for dispositions and coordinate all efforts to ensure smooth transition.
• Partner with IT/Software Support on all website, leasing CRM, online leasing platforms and products.
• Identify, evaluate and roll-out new products/services/technologies through effective cross-team collaboration with all functional teams.
  

Budget and Expense Control

• Make recommendations and determine Marketing budgets through monitoring monthly expenses to ensure budgets are being maintained.
• Seek the most cost effective and creative approach to reach target markets.
• Negotiate and manage all contracts with vendors.
  

Leadership

• Responsible for oversight of Marketing team.
• Hire and train new Regional Marketing Managers.
• Coach & develop Marketing team.
• Plan and conduct Marketing training workshops and compliance classes with community team members.

Selected Accomplishments
• Planned and executed new collateral, signage, and advertising campaigns for multiple communities within established budget from project inception to completion.
• Managed project to replace corporate logo through synthesis of research, ensuring key stakeholder buy in and implementation of company transition to new logo identity.
• Responsible for development and execution of marketing plan to lease up $43M property redevelopment in Northern California.
• Managed new photography for 47 communities across 9 ROCs using 15 different photographers. Executed all contracts, and invoices. Audited all delivered images against original shot list to confirm all required shots were delivered.
• Led multiple customer research efforts through development of online surveys, focus groups and 1 on 1 interviews to assess true customer wants.
• Performed in-depth analysis of all customer collateral for 150+ properties resulting in executable recommendations to enhance customer experience.
• Enthusiastically participated in Aimco Cares philanthropic events with Habitat for Humanity, Denver Rescue Mission and Denver Parks.

• Initiated community website standards project to maximize content effectiveness.
• Managed all aspects of Marketing for 10+ communities totaling 3400+ units.
• Created Marketing budgets to maximize community exposure, increase resident retention and drive traffic based on funnel needs.
• Drove qualified leads, evaluated lead to lease conversion in addition to cost per lease/lead to make strong media buy/cnx decisions based on data. Tested new vendors to determine regional effectiveness.
• Executed all signage needs per community to maximize viability and the resident/prospect experience.
• Partnered with Operations and Construction to manage lease-up process for new redevelopment acquisitions