Vice President of Digital Growth & Brand Strategy
Caldwell Companies
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Benefits offered by this job
Job summary
Caldwell Companies, a Houston-based real estate development and investment firm, seeks a VP of Digital Growth & Brand Strategy to lead our marketing engine across communities, homes, and commercial ventures. You will drive growth in visibility, engagement, and qualified leads, translating them into sales and leases, while managing agencies and technologies.
The role oversees content, social, AI-enabled marketing, and data-driven decision-making with a focus on measurable outcomes and
Qualifications
- Master's degree in marketing, communications, business, or a related field.
- 5+ years in digital marketing, content, social media, or brand strategy, including 3+ years in a leadership role.
- Track record of building digital strategies that grow leads, sales, or revenue.
- Real estate or homebuilding experience is a plus, but not required.
- Strong background in content strategy, social media, paid media, SEO, and AI marketing.
- Strong analytical skills, connecting marketing activity to ROI.
- Familiarity with CRM, marketing automation, and analytics tools (HubSpot, Salesforce, GA4, Google Ads, Looker/Power BI).
Responsibilities
- Own Caldwell's digital growth strategy, connecting brand awareness to qualified lead generation and sales/leases.
- Direct an integrated acquisition strategy across paid search, paid social, SEO, and email marketing.
- Set measurable goals for the customer journey and campaign performance.
- Partner with sales and leasing teams to define leads and track outcomes.
- Identify growth opportunities and optimize conversion at each journey stage.
- Present executive-level reporting explaining actions and outcomes.
Skills
Education
Tools
Job description
Caldwell Companies is a Houston-based real estate development and investment firm creating places and communities that make lives better. Our work spans master-planned communities, homebuilding, rental and lifestyle brands, commercial real estate, and land brokerage. We're looking for a digital growth leader who can grow our brands' visibility and turn audience attention into measurable business results.
Full-time
The VP of Digital Growth & Brand Strategy leads digital marketing strategy across Caldwell Companies, including Caldwell Communities, our residential master-planned and rental home brands (Asher, Mirella, Cadence), Caldwell Homes, commercial developments, land brokerage, and investment businesses. This person will grow our digital visibility, engagement, and lead generation, and turn that growth into measurable home sales and leases. This is a strategic leadership role responsible for building and directing Caldwell's digital marketing engine — the strategy, customer journey, content, partnerships, data, and technology that turn an ad, search, or social post into a website visit, an inquiry, and ultimately a sale or lease. The Digital Marketing VP will set direction, establish clear performance expectations, and closely manage third-party agencies and partners that execute paid media, search, social, email, website, analytics, and other digital programs. This role is accountable for ensuring that messaging, creative, targeting, channel mix, media spend, landing experiences, lead-nurture programs, and measurement plans are appropriate for each business unit's goals and continuously optimized for growth.
- Own Caldwell's digital growth strategy, connecting brand awareness to qualified lead generation, onsite foot traffic, and ultimately sales/leases across all communities and business units.
- Direct an integrated acquisition strategy spanning paid search, paid social, SEO, generative engine and answer engine optimization (GEO/AEO), retargeting, email and lead nurturing, conversion-rate optimization, and emerging channels.
- Set measurable goals for the full customer journey, including reach, engagement, qualified website traffic, lead volume and quality, cost per qualified lead, appointments, onsite visits, sales and lease conversions, customer acquisition cost, and return on advertising spend.
- Partner closely with community sales and leasing teams to define a qualified lead, capture source and outcome data, and measure marketing performance from first touch through sale or lease.
- Use performance insights to identify growth opportunities, shift priorities and investment, and recommend actions that improve conversion at each stage of the buyer or renter journey.
- Present clear, executive-level reporting that explains not only what happened, but why it happened, what it means for the business, and what action should be taken next.
- Lead a robust content strategy that showcases Caldwell's communities, homes, and residents through powerful, high-performing storytelling.
- Establish channel-specific social media strategies, content pillars, publishing priorities, and growth plans that expand reach, deepen engagement, build community, and generate qualified interest.
- Track trends in social media, search, and AI discovery, and apply them to Caldwell's brands.
- Improve our visibility in search engines, social platforms, and AI tools, while protecting brand consistency and adapting message, creative, and calls to action for the needs and audiences of each community and business unit.
- Build a practical Digital AI marketing strategy that improves speed, quality, insight, and results.
- Identify and scale useful AI applications in content, research, personalization, and reporting.
- Use AI-assisted analysis to uncover trends, content opportunities, and conversion barriers, turning those insights into clear strategies and actions for agency partners.
- Hold agencies accountable for how they use AI and the results it produces.
- Build AI fluency across the marketing team through practical training, shared workflows, skill libraries, and ongoing experimentation.
- Lead and direct third-party digital, media, social, search, content, and technology partners responsible for campaign execution.
- Set clear briefs, budgets, timelines, and goals for every campaign.
- Review and approve campaign strategy, targeting, spend, and creative.
- Run regular performance reviews with agencies and redirect spend as needed.
- Improve our websites, landing pages, and lead-capture experience.
- Build a shared approach to data, tracking, and attribution across the portfolio.
- Test creative, offers, and messaging, and apply what works across brands.
- Stay fluent in tools like HubSpot, Salesforce, GA4, Google Ads, and Looker/Power BI to guide partners and vendors.
- Partner with the CMO and business unit leaders to set marketing priorities.
- Build strong relationships with sales, leasing, and development teams to ensure digital marketing efforts are driving business unit goals.
- Serve as Caldwell's go-to expert on digital marketing and AI trends.
- Increased qualified digital leads for Caldwell communities and business units.
- Higher conversion of digital leads into appointments, onsite visits, home sales and leases.
- Demonstrate digital marketing-attributed/influenced sales and leasing pipeline.
- Sustained growth in relevant reach, engagement, share of voice, search visibility, and audience quality.
- Improved campaign efficiency, lead quality, cost per acquisition, and return on marketing investment.
- A stronger, more consistent content engine and faster adoption of responsible, high-value AI workflows.
- A connected portfolio-wide demand-generation, data, and attribution platform that improves decision-making and customer acquisition.
- Agency partners that operate with greater accountability, insight, strategic alignment, and performance.
- Master's degree in marketing, communications, business, or a related field.
- 5+ years in digital marketing, content, social media, or brand strategy, including 3+ years in a leadership role.
- Track record of building digital strategies that grow leads, sales, or revenue.
- Real estate or homebuilding experience is a plus, but not required.
- Strong background in content strategy, social media, paid media, SEO, and AI marketing.
- Strong analytical skills, connecting marketing activity to sales and ROI.
- Familiarity with CRM, marketing automation, and analytics tools (HubSpot, Salesforce, GA4, Google Ads, Looker/Power BI).
- Competitive salary with performance-based bonus opportunity.
- Comprehensive health, dental, and vision insurance plans.
- 401(k) retirement plan with company matching.
- Professional development and growth opportunities.
- A collaborative, entrepreneurial, and forward-thinking environment.
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