Vicer President of Digital Growth & Brand Strategy

Description

Company Overview

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.

Position Overview

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.

Key Responsibilities

Growth & Lead Generation

• 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.

Content, Social Media & Visibility

• 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.

AI-Enabled Marketing

• 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.

Agency & Campaign Management

• 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.

Data, Platform & Customer Journey

• 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.

Cross-Functional Leadership

• 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.

Measures of Success

• 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.

Requirements

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 sales and ROI.

• Familiarity with CRM, marketing automation, and analytics tools (HubSpot, Salesforce, GA4, Google 

Ads, Looker/Power BI).

Benefits

• 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.