Luxury Marketing Director
The Luxury Marketing Director role within the Coldwell Banker Global Luxury brand will serve as a crucial liaison and essential contact between the Vice President of Global Luxury and a team of Luxury Marketing Managers and Specialists that oversee a region (Eastern or Western) part of the United States for Coldwell Banker Realty (including Hawaii).
This position actively contributes to the achievement of key luxury marketing objectives and goals, fostering collaboration with agents and Local Operating Companies while upholding Coldwell Banker and Coldwell Banker Global Luxury® program's established brand and image. Additionally, this helps drive the luxury strategy for the company and will be tasked with measurements that contribute to success.
A Luxury Marketing Director will support multiple metros and regions, along with a team in designated areas, and be directly responsible for working with senior leadership within Coldwell Banker Realty and Coldwell Banker's corporate headquarters.
Essential Duties & Responsibilities include, but are not limited to, the following:
Proactively Support Independent Sales Associates:
- Work proactively with select top producing and luxury sales associates and their assistants/teams to support their marketing needs and business goals, overseeing direction with luxury marketing directors and specialists
- Foster a team of managers and specialists to help drive market share and increase awareness of the luxury program, beyond Society of Excellence agents.
- Fosters and manages a team of luxury managers and specialists, covering multiple metros
- Effectively communicate the entire Coldwell Banker Global Luxury® program marketing offerings; deliver the benefits of the luxury marketing program at high-end listing appointments.
- Work in conjunction with the Field Marketing team to provide service to select top-producing and luxury sales associates in your designated markets.
- Establishes a pathway for agents to become luxury certified.
Events, Awareness, and Communications:
- In conjunction with the LOC, Events, and regional GL teams, aid with the coordination and management of luxury events that aim to drive awareness of the Global Luxury® program. Virtual-first approach.
- Leverage in-house and regional resources to deliver luxury marketing updates, messaging, and position internally and externally.
Business Development Opportunities:
- Using PowerBI and input from leadership, determine areas of opportunity for luxury growth and market share increase, and track luxury agent successes and declines. Communicate those findings with the President(s) and national Global Luxury team.
- Track KPIs (Key Performance Indicators): Increased LOC luxury market share
- Increased interest in the Global Luxury® program and Luxury Property Specialist designations
- Increased participation in Global Luxury® program events and calls
- Fewer Coldwell Banker luxury sales associate disassociations, higher retention
Support Local Operating Company and Senior Leadership:
- Serve as a proactive luxury marketing liaison of the Regional President(s) and Field Marketing Director(s) providing marketing support and counsel including review of PowerBI highlighting and identifying areas of growth opportunity.
- Prepare and participate in VIP recruiting opportunities, business development opportunities, and luxury agent retention efforts.
- Participate in important meetings and events to share luxury content and updates. Develop a cadence with Field Marketing Directors to share Global Luxury Program information and to receive field marketing feedback and agent updates.
- Provide luxury content and stories to the local social and PR teams, President(s), and the luxury blog writer.
Team Management, Development, and Communication:
- Depending on the reporting structure (direct or dotted line) supervise and develop one or more Luxury Marketing Specialist(s), develop and cross-train one or more Field Marketing Specialist(s) on general Global Luxury details and duties, and assign project tasks as needed.
Luxury Marketing Director
The Luxury Marketing Director role within the Coldwell Banker Global Luxury brand will serve as a crucial liaison and essential contact between the Vice President of Global Luxury and a team of Luxury Marketing Managers and Specialists that oversee a region (Eastern or Western) part of the United States for Coldwell Banker Realty (including Hawaii).
This position actively contributes to the achievement of key luxury marketing objectives and goals, fostering collaboration with agents and Local Operating Companies while upholding Coldwell Banker and Coldwell Banker Global Luxury® program's established brand and image. Additionally, this helps drive the luxury strategy for the company and will be tasked with measurements that contribute to success.
A Luxury Marketing Director will support multiple metros and regions, along with a team in designated areas, and be directly responsible for working with senior leadership within Coldwell Banker Realty and Coldwell Banker's corporate headquarters.
Essential Duties & Responsibilities include, but are not limited to, the following:
Proactively Support Independent Sales Associates:
- Work proactively with select top producing and luxury sales associates and their assistants/teams to support their marketing needs and business goals, overseeing direction with luxury marketing directors and specialists
- Foster a team of managers and specialists to help drive market share and increase awareness of the luxury program, beyond Society of Excellence agents.
- Fosters and manages a team of luxury managers and specialists, covering multiple metros
- Effectively communicate the entire Coldwell Banker Global Luxury® program marketing offerings; deliver the benefits of the luxury marketing program at high-end listing appointments.
- Work in conjunction with the Field Marketing team to provide service to select top-producing and luxury sales associates in your designated markets.
- Establishes a pathway for agents to become luxury certified.
Events, Awareness, and Communications:
- In conjunction with the LOC, Events, and regional GL teams, aid with the coordination and management of luxury events that aim to drive awareness of the Global Luxury® program. Virtual-first approach.
- Leverage in-house and regional resources to deliver luxury marketing updates, messaging, and position internally and externally.
Business Development Opportunities:
- Using PowerBI and input from leadership, determine areas of opportunity for luxury growth and market share increase, and track luxury agent successes and declines. Communicate those findings with the President(s) and national Global Luxury team.
- Track KPIs (Key Performance Indicators): Increased LOC luxury market share
- Increased interest in the Global Luxury® program and Luxury Property Specialist designations
- Increased participation in Global Luxury® program events and calls
- Fewer Coldwell Banker luxury sales associate disassociations, higher retention
Support Local Operating Company and Senior Leadership:
- Serve as a proactive luxury marketing liaison of the Regional President(s) and Field Marketing Director(s) providing marketing support and counsel including review of PowerBI highlighting and identifying areas of growth opportunity.
- Prepare and participate in VIP recruiting opportunities, business development opportunities, and luxury agent retention efforts.
- Participate in important meetings and events to share luxury content and updates. Develop a cadence with Field Marketing Directors to share Global Luxury Program information and to receive field marketing feedback and agent updates.
- Provide luxury content and stories to the local social and PR teams, President(s), and the luxury blog writer.
Team Management, Development, and Communication:
- Depending on the reporting structure (direct or dotted line) supervise and develop one or more Luxury Marketing Specialist(s), develop and cross-train one or more Field Marketing Specialist(s) on general Global Luxury details and duties, and assign project tasks as needed.
