Digital Marketing & Lead Generation Manager

A Digital Marketing & Lead Generation Manager reporting to the Chief Sales and Marketing Officer owns how prospects find Lakeshore communities, click, call, and land in our CRM. This role runs our community websites, paid media, and local listings, manages the digital media budget, and is accountable for qualified leads, cost per lead, and lead-to-sale conversion across our manufactured housing and RV communities.

KEY Responsibilities:

• Websites & Conversion:
  • Own all Lakeshore community websites, including hosting, domains, uptime, and updates (currently on GoDaddy).
  • Keep community content, available homes, pricing, and promotions current, including pop-ups and featured offers.
  • Maintain the custom property sites (including Cameron and Harbor Belle RV Resort) and their booking or inquiry paths.
  • Improve conversion: forms, click-to-call, chat, page speed, and mobile experience.
  • Own local and on-site SEO for every community.
• Paid Media:
  • Plan, build, and optimize Google Ads (Search, Performance Max, Local) and Meta (Facebook and Instagram) campaigns.
  • Run community-level demand campaigns alongside home-level and site-level ads, rather than a fixed number of homes per community.
  • Own the monthly media budget and reallocate it by cost per qualified lead and lead-to-sale, not by impression or click volume.
  • Manage listing and marketplace channels where they produce leads (for example MHVillage for homes and RV booking platforms for Harbor Belle).
• Lead Capture, Routing & Reporting:
  • Make sure every lead source (web, phone, social, listings) is tracked and lands in Yardi CRM IQ with the correct source and community.
  • Set up and maintain call tracking, UTM standards, pixels, and conversion events.
  • Partner with the sales team and our AI lead-response agent so every lead gets a fast first response and a clean handoff.
  • Publish a weekly dashboard by community: leads, cost per lead, tours or bookings, and sales.
• Local Listings & Social:
  • Take ownership of all community Google Business Profiles and Facebook pages, consolidating admin access under Lakeshore.
  • Keep hours, photos, and offers accurate, and manage review requests and responses.
  • Post a steady cadence of community and available-home content.
• Vendors & Transition:
  • Lead the handover from Lead Crossing: logins, ad accounts, pixels, domains, hosting, and historical performance data.
  • Brief and manage the graphic designer and any other freelancers or vendors.
• First 90 Days:
  • Days 1 to 30: take full control of all accounts and domains from Lead Crossing, audit tracking, and set a baseline for leads and cost per lead by community.
  • Days 31 to 60: rebuild paid campaign structure, fix lead routing into CRM IQ, and launch the weekly dashboard.
  • Days 61 to 90: hit agreed lead targets for priority communities, including the Harbor Belle RV season and Bay City home sales.
• Other duties deemed necessary by supervisor