Digital Marketing Specialist

Job Description

About the job

Overview

Yugo is the trusted name for student housing, globally. Every day we connect young people to opportunities and students to amazing spaces. Here at Yugo, we like to do things differently. It’s about people, planet, and passion.

Dynamic and in touch with our student base? The Digital Marketing Specialist is a Yugoer at heart and lives our goal of making our customers “Live their Best Life”. The Digital Marketing Specialist will be supporting the operational business in the United States to ensure the most optimal digital execution of leasing strategies and delivery of digital KPIs as well as website representation of residences.

The execution of various marketing materials in line with the brand guidelines is one of the key responsibilities of this role as well as assisting the global marketing support unit in all other daily business including set up and optimization of marketing campaigns, reporting and providing strategic recommendations. The position requires a high degree of efficiency and attention to detail.

The ideal Digital Marketing Specialist will have:

• Strong understanding of appropriate approaches for the market and environment in which we operate.
• Strong visual sense.
• Very organized and not only enjoy but be able to balance a variety of responsibilities.
• Proactively participates and offers creative ideas on our target audience.
  

It’s a big job! You are a self-starter and are (relatively) autonomous, at least enough to work across multiple time zones and jurisdictions. Crucially you are passionate about and energized by new projects and creating growth and contributing to the success of the business.

Responsibilities

Key Responsibilities

• Through well-defined data and research, execute a digitally focused marketing plan to cover all channels to maximize leasing/sales results for our spaces.
• Establish close and collaborative working relationship with operational teams to support with marketing initiatives at our spaces.
• Partner with Sales & Marketing Specialists and Operational leads to collaboratively execute on marketing and sales data to drive sales and revenue results.
• Collaborate with the Social Media & Content Manager to deliver content for digital platforms and media publications that is relevant and reflect the current strategic direction eg. alignment to leasing cycle such as “spring break promotions” etc..
• Support with, curate and upload content required for the website (yugo.com) across every single residence in the US. Provide ongoing feedback and audit of websites to ensure successful leasing results.
• Supporting and updating CoreMedia (yugo.com platform) content for spaces.
• Execute content standards for all spaces across
• Own and guide photography content, ensure photography/videography is an accurate representation of product and facilitate updated photography if the visual representation is below expected global guidelines.
• Scoping out extra support content needed for US residences.
• Work with yugo.com website product owner to develop relevant new features and functionality on the website.
• Serve as the voice of the US stakeholders (internal and external) to ensure that both content and functionality is optimized for leasing in the US.
• Be the primary relationship owner of support agencies for the US. Facilitate local knowledge, promotion of specials/concessions as well as ensuring the advertising dollars are allocated in the right place for optimal return.
• Own the full aspects of digital reporting across US, analyzing performance KPIs and directing the strategy accordingly – with support from the wider acquisition marketing team.
• Report on activity weekly/monthly and outline ROI of activity to all relevant stakeholders.
• Work with Digital Acquisition team to manage US budget, managing costs and staying within budget with monthly reforecasting and involvement in annual budgeting process.
• The primary KPI for this activity would be to drive down overall digital Cost Per Acquisition (CPA) for the US as a market.
• Deliver a best-in class digital campaigns to drive lease-renewals and loyalty with our current students.
• Yugo boast innovative, relevant and time precious campaigns that need real-time and local adaptation to maximize the return, this role would be responsible for providing relevant feedback at creation stages so that the campaigns are optimized for US execution.
• Work with the Digital Acquisition team to seek new ways to acquire new customers and plan and execute effective and innovative marketing activity to meet customer growth targets.
• Creation of dedicated “focus/risk city plans” to maximize the leasing efforts from a digital perspective.
• This could for example be optimizing the use of GMB posts to surface leasing specials to generate relevant website traffic.
• It could also be ongoing feedback to Digital and/or SEO agencies for them to improve their localized output on relevant platforms.
• Work with Yugo.com Website Product Owner (and team) and Digital Acquisition team to provide insight for all national digital campaign activity to wider audiences within the US, namely Operational and Sales & Marketing stakeholders.
• Work with design and content team to produce on-brand marketing materials for all digital activity. In collaboration with Social Media & Content manager, promote the utilization by Sales & Marketing and Operational teams to maximize use of existing templates to better leasing.
• Own the national utilization of CRM tool (Rentsabi) in collaboration with sales team to drive relevant traffic to websites. This could include bulk email campaigns to externally acquired email lists, national renewal campaigns to all current residents or a highly targeted “abandoned cart” email strategy to consumers already engaged.
  

Key Performance Indicators

• Drive down the digital CPA for the US.
• Ensure full website content audit compliance.
• Spearhead innovative campaigns and the use of US leasing tactical specials to lease up the portfolio.
  

What else?

This job description serves as a guideline, this list of responsibilities is not intended to be exhaustive and other requests commensurate with the role may be made of you from time-to-time. This is a hands-on commercial role. This position is paid annually within the range of $65,000 – $70,000 / year.

Qualifications

Key Skills & Capabilities

Be Bold. Articulates and reinforce our employee brand story, values and behaviors with the team. You’ll also need to be able to bring digital stats to life.

Be True. Shows interest in, anticipates, and responds timely to stakeholders. Strives to consistently exceed service standards.

Be Real. Plans, coordinates and manages internal and external resources to accomplish goals.

Be Open. – A team player, even via Microsoft Teams! Engages with colleagues knowing that the best way to grow is together. Understands and recognizes the value of other points of view and ways of doing things.

Experience and Knowledge

Essential:

• Marketing or Communication related degree or equivalent professional qualification.
• Excellent written and spoken English.
• Ability to maintain strong working relationships with all stakeholders (teammates, students, owners etc).
• Be passionate about the details, do what it takes with momentum, resourcefulness, and a positive, go-getter attitude regardless of the tasks at hand.
• Must be able to multi-task, grasp complex concepts, collaborate with subject matter experts and ultimately present solutions effectively in written and visual format.
  

Desirable:

• Firsthand experience with organic social media support.
• Knowledge of CMS and CRM tools.
  

Here’s some of what we offer:

• Competitive Salary
• Generous benefits package! Including health, dental and vision.
• Company paid STD, LTD and Life insurance
• 401k + employer matching up to 4%
• Three weeks of PTO
• Paid wellness time
• 11 paid Holidays
  

The Yugo team is a force for good, our mission is to harness this passion to deliver an extraordinary living experience that supports the transition to and from student life.