Director of Digital Growth & AI Marketing

Corporate-US Houston, Texas

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Description

Director of Digital Growth & AI Marketing
 
Location: Texas
 
Overview
 
This is not a traditional digital marketing role. It is a growth leadership role responsible for building and operating an AI-first marketing engine across multiple (90) brands.
The expectation is not incremental improvement. The expectation is step-change performance through automation, AI, and disciplined execution.
 
Core Mandate
 
Build and operate a digital growth engine that:
 
  • Wins across SEO, AEO (Answer Engine Optimization), and AIO (AI Optimization)
  • Design and manage demand strategies that adapt to occupancy, pricing posture, unit availability, and lease trade-outs. Converts demand through high-performing landing pages and funnels
  • Partner with Revenue Management and Asset Management to establish demand guardrails, escalation triggers, and spend on/off ramps
  • Participate in regular revenue, demand, and performance reviews and provide data-driven recommendations
  • Scales content and distribution via video, social, and email ecosystems
  • Leverages AI and automation to reduce manual work and increase output
  • Produces measurable, repeatable growth across multiple brands
What You Will Own
 
1. Search & AI Visibility (SEO / AEO / AIO)
  • Execute strategy across traditional and AI-driven search
  • Build content frameworks designed for zero-click and AI-generated environments
  • Identify and prioritize ranking opportunities across all brands
  • Set requirements for scalable content systems (executed by AI Architect)
2. Growth Strategy & Prioritization
  • Execute on what gets built, optimized, or scaled
  • Translate business goals into digital growth plans
  • Prioritize across 90+ properties and multiple brands
3. Conversion & Landing Page Performance
  • Support landing page strategy, testing, and performance
  • Support funnel architecture aligned to user intent
  • Lead A/B and multivariate testing roadmap
  • Set requirements for templates and testing infrastructure
4. Video, Content & Distribution Strategy
  • Execute the video-first and AI-scaled content strategy
  • Align content across SEO, social, and email
  • Ensure content is built for both discovery and conversion
  • Direct large-scale content production (enabled through automation systems)
5. Social & Email Ecosystem
  • Support lifecycle marketing from lead → lease → resident → renewal
  • Build behavior-driven email systems and journeys
  • Position social as a distribution engine, not just brand presence
6. AI-Driven Marketing Application
  • Identify where AI and automation should be applied across the funnel
  • Continue to define use cases for:

    • Content generation
    • Optimization
    • Reporting
    • Campaign execution
  • Partner with DSAI to implement and scale these systems
7. Performance & Analytics
  • Responsible for performance across:

    • Demand Generation
    • Engagement
    • Conversion
    • Revenue impact
  • Define success metrics and reporting frameworks
  • Drive optimization based on data, not opinion
Partnership Model with AI Architect (Non-Negotiable Clarity)
 
To ensure speed and eliminate overlap:
 
This Role (Director of Digital Growth)
 
  • Owns:

    • SEO / AEO / AIO strategy
    • Content strategy and priorities
    • Conversion strategy and funnel performance
    • Channel performance (search, video, social, email)

 

  • Responsible for:

    • Traffic growth
    • Conversion improvement
    • Revenue impact
Expectation:
 
This role must be highly effective at translating strategy into system requirements and partnering with a technical counterpart to execute at scale.
 
What “Great” Looks Like
 
  • Organic and AI-driven traffic becomes the dominant acquisition channel
  • Content production scales significantly without increasing headcount
  • Marketing operates as a system, not a series of campaigns
  • AI is embedded into workflows, not layered on top
Required Experience
 
  • 8–12+ years in digital marketing with full-funnel ownership
  • Proven success scaling SEO and organic growth engines
  • Deep understanding of:

    • Technical SEO
    • Structured data / schema
    • AI search environments (AEO / AIO)
  • Strong experience in:

    • Demand Generation
    • Conversion rate optimization (CRO)
    • Landing page strategy
    • Email automation and lifecycle marketing
    • Content and video strategy at scale
  • Experience working alongside technical teams (engineering, systems, AI)
Technical Expectations
 
  • Analytics: GA4, Heap or equivalent event-based platforms
  • Tagging: GTM or equivalent
  • SEO tools: SEMrush, Ahrefs, Screaming Frog
  • CMS experience (headless environments preferred)
  • Familiarity with AI tools, automation platforms, and prompt systems
  • Understanding of scalable content and video production workflows
Non-Negotiables
 
  • Builds systems, not one-off campaigns
  • Makes decisions based on data and outcomes
  • Comfortable operating in ambiguity and building from zero
  • Does not rely on agencies for strategy
  • Can partner effectively with technical counterparts without overlap

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