Director of Digital Experience & Performance

Position Summary

The Director of Digital Experience & Performance is responsible for leading and optimizing the digital experience across Maryland Management’s 46-property multifamily portfolio, with a primary focus on website performance, analytics, and conversion optimization. This role sets digital performance strategy across the portfolio, aligning website, search, and paid media efforts to drive measurable leasing outcomes.

The Director leads the execution of website content, user experience, and digital leasing funnels to ensure strong engagement and measurable results. Working closely with the regional marketing team, the Director leverages data, testing, and marketing technology to improve online visibility, increase qualified traffic, and drive lead-to-lease conversion. This position is ideal for a performance-driven marketer who excels at using data to inform decisions, improve user experience, and deliver measurable business outcomes.

Key Responsibilities

Website Experience & Optimization

Oversee and manage property website content, ensuring accuracy, consistency, and alignment with brand standards

Optimize website user experience, navigation, and conversion paths, including calls-to-action, lead forms, and leasing flows

Manage and maintain property photography and digital assets, ensuring visuals are current, high-quality, and optimized for engagement and performance

Partner with internal teams and vendors to implement website enhancements and continuous improvements

Analytics & Performance Management

Oversee Google Analytics (GA4) and related tracking tools to monitor website performance and user behavior

Analyze traffic, engagement, and conversion data to identify trends, gaps, and optimization opportunities

Define and report on key performance indicators, including conversion rates, cost per lead, and cost per lease

Translate data insights into clear, actionable recommendations that improve marketing effectiveness and leasing outcomes

Conversion Rate Optimization (CRO)

Lead A/B testing initiatives across website elements, including layouts, messaging, imagery, and calls-to-action

Continuously evaluate and optimize the digital leasing journey from initial visit through application

Identify friction points within the funnel and implement strategies to improve lead quality and conversion rates

Digital Channel Performance

Optimize website content and structure to improve visibility in AI driven search experiences, including large language model based results

Manage and optimize Internet Listing Services (ILS) including Apartments.com, Zillow, and other platforms

Monitor performance metrics such as cost per lease and lead-to-move-in conversion, providing data-driven recommendations

Guide SEO initiatives through on page optimization and content strategy

Direct paid media strategy and optimization, including Google Ads, with a focus on performance and ROI

Marketing Technology & Systems

Monitor and optimize performance of marketing platforms such as Elise AI and Entrata

Support implementation, enhancements, and troubleshooting of marketing technology tools

Ensure accurate tracking, integrations, and data integrity across all digital platforms

Reputation & Brand Support

Support online reputation strategy through platforms such as Birdeye

Ensure all digital content complies with Fair Housing regulations and company brand standards

Provide support for social media initiatives as needed, with primary focus on website and performance channels

What Success Looks Like

Improved website conversion rates and lead quality across the portfolio

Increased efficiency in digital marketing spend, including reduced cost per lease

Consistent, high-performing website experience across all properties

Clear, actionable reporting that informs marketing and leasing strategies

Qualifications

5+ years of experience in digital marketing with a strong focus on website management, analytics, or performance marketing

Hands-on experience with Google Analytics (GA4) and digital performance reporting

Experience managing website content within a CMS, Entrata or similar platforms preferred

Working knowledge of SEO, paid media, and conversion rate optimization principles

Strong analytical and problem-solving skills with the ability to interpret data and drive actionable insights

Experience in multifamily, real estate, or multi-location marketing environments preferred

Ability to manage multiple priorities across a portfolio in a fast-paced environment

About Us

Founded in 1949, Maryland Management owns and operates more than 45 apartment communities with over 10,000 homes across Maryland and Florida. We’re passionate about providing quality housing, exceptional resident experiences, and opportunities for our team members to thrive. 

What We Offer

$40 - $50/hr, based on experience

100% company-paid health care premiums for employees – you pay nothing out of pocket

Up to 80% company-paid coverage for family members (spouse/domestic partner and dependents), keeping healthcare affordable for your whole household

Generous rent discount at Maryland Management communities

401(k) with company match; Maryland Management contributes 25% of what you withhold, up to 6% of your annual income

Short-term and long-term disability at no cost to you

Paid parental leave

Dental and vision insurance options

Paid time off and holidays

Fun company culture – annual awards, team events and celebrations that bring the whole company together

Educational reimbursement

Acknowledgment

This job description is not intended to be all-inclusive and may be modified as needed to meet business requirements. All offers of employment are contingent upon successful completion of a background check and drug screening in compliance with applicable federal, state, and local laws.

Maryland Management Company is proud to be an equal opportunity employer.