Senior Vice President of Marketing

Description

The Senior Vice President of Marketing is the operational leader of the marketing growth engine, translating CRO strategy into execution and performance. This role is responsible for shaping and executing Blue Heron’s marketing strategy to elevate the brand, drive demand generation, and support revenue growth. This role blends creativity, strategic thinking, and analytical rigor to position Blue Heron as a leader in design-led development and amplified living. The Senor Vice President of Marketing leads all aspects of brand management, digital marketing, PR, events, and client engagement initiatives, ensuring consistency with the company’s values and mission.

How the role contributes:

Brand Strategy & Leadership

· Define, develop, and communicate Blue Heron’s brand positioning and voice across all channels.

· Lead the evolution of the brand identity to align with the company’s growth and innovation objectives.

· Build a scalable, multi-channel content engine (digital, print, experiential).

· Define and refine priority client segments (HNW/UHNW, design-led buyers).

· Align marketing strategy to lifestyle, geography, and design preferences.

· Leverage AI and systems to increase speed and personalizatio.n

Marketing & Growth Strategy

· Own marketing budget and performance against revenue goals.

· Track CAC, LTV, conversion, and ROI across channels.

· Develop and implement a comprehensive marketing plan that drives awareness, engagement, and qualified leads.

· Partner with the Sales and Design teams to align go-to-market initiatives with client segments and project pipelines.

· Partner with Rev Ops to build funnel dashboards and performance insights

· Translate data into strategy and optimization decisions

· Optimize marketing ROI through data-driven decisions and continuous improvement of digital channels and campaigns.

Revenue & Funnel Ownership

· Own the end-to-end funnel from top-of-funnel awareness through conversion, working in close partnership with Sales to ensure alignment on pipeline quality, targeting, and revenue outcomes.

· Drive continuous improvement in lead quality, pipeline velocity, and close rates by optimizing campaigns, messaging, targeting, and handoff processes between Marketing and Sales.

· Partner closely with Revenue Operations to develop, analyze, and refine funnel analytics and attribution models that inform decision-making and maximize marketing and sales performance.

Digital, PR, and Communications

· Lead digital marketing initiatives, including SEO/SEM, website management, social media, and email marketing.

· Oversee media relations, partnerships, and earned media to expand brand visibility nationally and globally.

· Develop thought leadership strategies and high-impact content to strengthen Blue Heron’s reputation as an industry innovator.

· Manage crisis communications and maintain a consistent, authentic public presence.

CRM & Client Lifecycle

· Build high-touch nurture journeys from prospect + owner + advocate.

· Activate referral networks and repeat client opportunities.

· Partner with Client Experience to drive lifetime value.

· Shape the end-to-end client journey from discovery through post-occupancy.

· Ensure every touchpoint reflects brand standards and emotional impact.

Leadership & Team Development

· Build, mentor, and inspire a high-performing marketing team, fostering creativity and accountability.

· Encourage collaboration across departments, ensuring Marketing integrates seamlessly with Sales, Design, and Operations.

· Champion Blue Heron’s Core Values, promoting a culture that pushes boundaries, collaborates to succeed, and expresses passion.

· Establish clear performance metrics and foster a feedback-driven, growth-oriented environment.

Requirements

· Bachelor’s degree in Marketing, Business, Communications, or related field (MBA preferred).

· 10+ years of progressive marketing leadership experience, ideally within luxury real estate, architecture, design, or lifestyle brands.

· Demonstrated success in developing and executing brand and demand-generation strategies that drive measurable results.

· Strong leadership and team management skills with experience leading cross-functional initiatives.

· Expertise in digital marketing, analytics, and brand storytelling.