Regional Brand Specialist

Regional Brand Specialist

SUMMARY OF FUNCTIONS

The Regional Brand Specialist is a dynamic, travel-based marketing role, responsible for driving brand awareness and increasing exposure in local markets to support leasing, retention, and community engagement. This role plays a central part in strengthening Hawthorne’s brand presence by leading public relations efforts, media coordination, outreach marketing, local partnerships, social media strategy and content creation, and event activations.

Blending creativity with strategy, the Brand Marketing Specialist ensures that every campaign, partnership, and activation connects with audiences in a way that builds trust, enhances reputation, and supports the overall growth of our communities.

KEY RESPONSIBILITIES

Brand Awareness & Market Exposure

• Serve as the primary driver of brand awareness in local markets through strategic campaigns, PR, and partnership initiatives.
• Develop and execute campaigns that increase visibility and differentiate Hawthorne communities from competitors.
• Monitor local trends and opportunities to proactively position Hawthorne as a standout brand.

Public Relations & Media

• Draft and distribute press releases, blogs, and newsletters highlighting community achievements, grand openings, ongoing campaigns, and marketing initiatives.
• Cultivate relationships with local media outlets, influencer partners, and publications to secure coverage and elevate brand presence.
• Track, report, and analyze media coverage and PR results.

Outreach Marketing & Partnerships

• Build and manage partnerships with local businesses, influencers, and organizations to strengthen community connections and build Hawthorne’s Partner Network.
• Oversee outreach marketing programs that align with leasing goals and brand standards.
• Identify opportunities for sponsorships, collaborations, and co-branded campaigns that align with Hawthorne’s brand strategy and values.

Social Media & Content Strategy

• Develop and implement social media strategies that showcase Hawthorne communities and brand values.
• Create compelling content—photo, video, and written—for community-level and brand-level channels.
• Track performance metrics to adjust strategy and optimize reach and engagement.
• Guide and support property teams in generating authentic, localized content.

Event Marketing & Activations

• Collaborate with regional teams to plan and execute on-site and local market events, including resident activities, community partnerships, and grand openings.
• Collaborate with site teams to ensure events reinforce brand values and create memorable experiences.
• Support larger corporate events and conferences with marketing strategies and promotions.

Brand Consistency & Experience

• Maintain brand integrity across all campaigns, collateral, and communications.
• Provide updated templates, resources, and training to field teams to ensure consistency.
• Regularly audit and refresh community marketing materials to keep them current and impactful.
• Assist with branded initiatives such as move-in gifts, celebration kits, and on-site activations.
• Help create meaningful, high-touch experiences that foster connection and resident satisfaction.

QUALIFICATIONS

• 3+ years' experience in marketing or related fields

• Experience in multifamily, real estate, or hospitality strongly preferred.

• Experience in marketing, branding, or content creation
• Strong written and visual communication skills
• Ability to manage multiple priorities and travel regularly
• Comfort working autonomously and cross-functionally
• Creative thinker with an eye for detail and storytelling

ORGANIZATIONAL RELATIONSHIPS: The role directly reports to the Sr. Director of Brand Strategy, receiving interaction and guidance from other stakeholders when collaborating on various projects.

ATTENDANCE/TRAVEL REQUIREMENTS: Up to 75% travel. Weekly overnight and day trips to varying locations as directed by supervisor

TRANSPORTATION: Must have a reliable vehicle to fulfill all the job’s functions. Must have proof of liability insurance for same. Bondable and Valid Driver’s License required.

SUPERVISORY RESPONSIBILITIES: Yes

FLSA STATUS: Exempt

PHYSICAL DEMANDS: Must be able to perform the physical functions of the position, which may include but are not limited to: Must be able to see, hear, talk, sit, stand, walk, reach, climb, stoop, kneel and crouch. Must be able to lift a minimum of 60 lbs. as needed.

COMMUNICATION: Must be able to communicate effectively both verbally and in written form with Senior Leadership team, Regional Managers, corporate team members, and outside vendors etc.

LANGUAGE SKILLS: Ability to read, write and verbally communicate in English.

WORKING ENVIRONMENT: The work environment characteristics described here are representative of those an employee encounters while performing the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

SKILLS: The position requires the ability to work well with people and exhibit strong leadership and influencing skills. Evidence of leadership qualities must be exhibited with the region, the company and/or the industry.

REASONING ABILITY: Must be able to apply principles of logical thinking to define problems, collect pertinent data, establish facts, draw valid conclusions, and initiate appropriate course of action.

MATHEMATICAL SKILLS: The position requires the ability to perform advanced business mathematical functions.

PRE-EMPLOYMENT TESTING: Successfully complete pre-employment psychological and basic skills exam, including interest patterns. Pass drug test and background check requirements.