Fabiola Franco-Hoffman

Successfully manage a comprehensive marketing department supporting over 30,000 units located in 6 regions in the west coast, overseeing SEO, Google Ads (PPC) campaigns, website development and performance (UX/CX), social media, AI software (Elise AI), digital advertising (including ILS), online reputation management, video marketing, analytics, and Business Intelligence.

* Implemented AI to Drive Operational Excellence: In partnership with other department leaders, I implemented Artificial Intelligence (AI) solutions that reduced advertising and operational costs, streamlined leasing processes, enhanced customer and prospect experiences with faster response times, and supported centralization initiatives for improved efficiency

* Optimized Marketing Operations through Strategic Software Solutions: Spearheaded the identification and implementation of AI software that streamlined marketing processes, reduced costs and labor, and enhanced overall operational efficiency

* Significant Advertising Cost Savings: Strategically and proactively manage digital advertising to reduce spending by 33% over 12 months, resulting in a total savings of over $400,000 in first 12 months

* Optimized Cost Per Lease: Achieved a 43% reduction in Cost Per Lease from Q1 to Q2 2023, with 49% of properties benefiting from cost efficiencies

* Software Implementation: Rolled out new Craigslist ad software, securing $80K+ in annual savings while enhancing ad performance and improving user experience

* Developed 2024 Marketing Guide: Created and presented a comprehensive marketing guide to support budgeting tasks, recognized for its value by senior leadership

* Oversee Branding for Major Company Initiatives: Direct branding efforts for key company events, including the annual Leadership conference, ensuring alignment with brand standards

* Develop and Maintain Departmental SOPs: Write standard operating procedures to ensure cohesiveness and high levels of productivity

I have a proven track record of driving demand and enhancing value for multifamily assets across 5 regions in the US, including Arizona, Nevada, Oregon, Washington, and California.

• With a focus on multichannel marketing initiatives, I have led successful projects in website development, marketing collateral, paid advertising, social media, and more
• Some of my key accomplishments include: Successfully designed and implemented an ADA-compliant website audit of 150 prospect portals, ensuring all sites received passing certificates of compliance
• Reducing legal risk for the company and its clients
• Negotiating software partner fees to save the company nearly $100,000
• Driving a 106% increase in sales from 2016 to 2021 while supporting 5 different markets
• Increasing lead generation by 284% from 2018 to 2022 through efficient management of CRM and the design and implementation of user learning opportunities
• Implementing marketing services supporting an annual sales increase of $26 million from 2020 to 2021
• Managing the content and optimization of 150+ websites for mobile users and SEO for high Google ranking while reducing legal risk through annual ADA compliance audits
• Overseeing call center services and Voice of the Customer programs (digital surveys, shops, and resident communications)
• Designing and launching a customer experience training program that improved resident satisfaction and secret shop scores to 81% through training and partnership with the operations team
• Manage online reputation management campaigns increasing Google sentiment from 2.7 to 4 stars in 8 weeks
• Oversees digital asset production, including video, SEM/SEO, social media, grassroots events, and digital advertising with a $1MM annual budget
• Designed and implemented a successful live learning program ("Training Thursdays") with 50% non-mandatory session attendance, benefiting 150+ communities in 2022
• Expertise in SEM/SEO, social media, events, video production and digital advertising.

Implemented innovative digital marketing plan using latest tools and techniques to engage target audience, resulting in significant growth in sales and revenue.

• Achieved 79% profit margin across all managed events by accurately managing expenses, exceeding the goal of 68%
• Spearheaded sales efforts to generate $100K in 6 months through digital marketing.

Created strategic marketing plans to support businesses managed by entity.

• Spearheaded all research, design and implementation of marketing initiatives to increase revenue
• Initiated and managed Social Media campaigns via Facebook and Twitter for regional events center, shopping center and retailers
• Conducted content development and increased engagement
• Managed marketing events to increase awareness about mission and services to include tradeshows, festivals, grand openings, open houses, and business mixers with local business chambers
• Drove sales inquiries 50% higher using strategic direct mail, e-blast, advertising campaigns, social media, billboards, and incentive programs
• Developed communications campaigns to market retailers at Market Creek Plaza (shopping center) to include email blast, print, billboards, website, social media, and other methods
• Launched new Hispanic Social Market for events center
• Planned and implemented marketing strategy to include Social Media, events, collateral and website, booking $150K in sales within 90 days
• This represented 50% of the company's annual sales goal.

Successfully developed and led marketing and business development strategies to build business for the International and Tax groups.

• Planned and executed multiple international conferences, each in less than 2 months, for 150-250 attendees on average
• Planned and executed e-blast campaigns, drafted content, designed e-blast, launched electronic campaign, and implemented e-commerce by utilizing Cvent Software
• Prospected and secured $15K to $20K from sponsors for each conference
• Managed conferences budgets, pre-conference meetings and scheduling, venue research, venue and vendor negotiations, planning invitee and attendee information via the firm's CRM database
• Designed and implemented event communications, including the creation, and deployment of email and direct mail campaigns to promote branding events for the firm
• Managed media and scheduled press related interviews for national and international (English and Spanish) news media publications to market law firm's attorneys and services
• Built and managed contacts database by conducting web research, attending events; grew this by 25%
• Developed and executed marketing and business development strategies, plans and projects for International and Tax Practice Group.

Effectively developed and executed marketing plans to promote and increase department's sales.

• In charge of writing and implementing department's marketing plan each fiscal year
• Managed all aspects of marketing events to promote services to include strategic partnerships, sponsorships, budget, event design, and logistics
• Received state-wide "Partnership Award" in recognition for excellent customer service and project management from a regional public health organization (California Distance Learning Health Network, February 2005)
• Exceeded annual sales goal of $1,250,000 by $200,000, several months before end of fiscal year
• Managed operation budget of $250,000 per year
• Managed staff of 7 and directed production teams of 10 to 15 people
• Developed and implemented strategic planning, marketing, sales and general management of a television production services business serving broadcast, corporate, and higher education markets
• Created and implemented marketing plans that included radio advertising, newsletters, print & internet advertising (Google Pay-Per-Click).