Position Summary
This is a high-impact leadership role focused on elevating the Robin Gordon Group brand, driving visibility, and developing and refining strategic marketing systems that engage three core audiences: sellers, buyers, and prospective team members.
Our marketing philosophy is centered on being advisors, not just salespeople. The Director of Marketing will shape our storytelling, oversee listing and team marketing, and work closely with ownership, the Director of Operations, and team members to support growth.
While not a recruiting role, this position includes responsibility for building agent attraction strategies, events, collateral, and digital/social campaigns.
Key Responsibilities
Brand Strategy Messaging
- Develop a unified brand story reflecting our market leadership
- Use storytelling to position clients as the “hero,” and us as their guide
- Build a powerful brand through high-end design, professional storytelling, and strong social/video presence
- Communicate values, exclusivity, and our role as trusted advisors
- Highlight differentiators: legacy, integrity, service, luxury expertise, and proven results
- Modernize messaging to counter “old guard” BHHS perceptions
- Build a high-end, recognizable brand across platforms
- Deliver full-service experiences, including prep, staging, VIP client care
Personal Brand Development
- Evolve brand voice to connect with millennial sellers + next-gen luxury buyers
- Refresh visual identity: color scheme, signage, design systems
- Design high-end print collateral that reflects our elevated brand aesthetic and communicates the sophistication of our luxury service offering.
- Expand cinematic Reels and social storytelling to grow seller leads
- Differentiate through off-market access and negotiation skills
- Showcase Robin and team as both professionals and people
- Help agents elevate their personal brand under our umbrella
Luxury Listing
- Property life cycle for every listing: photos, video, brochures, Reels, print + digital
- Maintain visual and messaging consistency
- Implement listing multiplier strategy across platforms
Digital Strategy, Lead Gen Nurture Systems
- Oversee RobinGordon.com + MainLinePhilaHomes.com performance
- Execute SEO, PPC, retargeting + landing pages
- Monitor cost per lead/sale and optimize ROI
- Build segmented email + text nurture campaigns in Follow Up Boss
- Manage lead follow-up (manual + automated) to increase engagement + conversions
- Support Zillow Flex lead flow while building an owned-channel system to reduce 3rd-party reliance
Off-Market Geographic Farming
- Elevate our off-market program as a key differentiator
- Differentiate our value proposition through elite marketing, off-market access, and negotiation expertise
- Leverage off-market inventory program and private networks to justify premium representation
- Run targeted campaigns in Lower Merion, Radnor + Center City
- Coordinate buyer/seller matching before market
- Highlight our dual-market coverage (Main Line + City) as a unique value
Agent Attraction Marketing
- Build campaigns around mentorship, luxury access + a legacy of success
- Create digital brochures, landing pages, and videos to communicate our value proposition
- Promote open houses, webinars, agent mixers + client events
- Develop nurture systems for longer-term prospects
- Emphasize innovation, support + career growth in all recruiting content
Events, PR Visibility
- Plan and promote strategic events (client, team, agent)
- Collaborate with builders, designers + service providers for co-branded exposure
- Secure PR features and thought leadership placements
- 5+ years of experience in marketing, ideally in real estate, luxury, or lifestyle brands
- Strong branding and storytelling skills with the ability to craft a unified brand narrative
- Proven experience overseeing high-end visual identity and design systems
- Proficiency in email and SMS campaign development, CRM platforms (e.g., Follow Up Boss)
- Skilled in social media marketing—especially cinematic Reels, Instagram storytelling, and short-form video
- Experience creating and executing multi-channel listing marketing (photo, video, print, digital, open house strategy)
- Ability to manage and optimize website performance and marketing funnels
- Familiarity with luxury consumer expectations and branding
- Strong copywriting and messaging abilities with a tone that conveys integrity, expertise, and discretion
- Experience planning and promoting events, webinars, open houses, or agent mixers
- Ability to create recruitment marketing campaigns focused on mentorship, luxury access, and career growth
- Knowledge of geographic farming and off-market lead generation strategies
- Strong project management and organizational skills; able to lead multiple initiatives simultaneously
- Collaborative team player who can work closely with ownership, operations, and sales agents
- Comfortable in a leadership role with the ability to manage systems, vendors, and creative resources