Growth Marketing Director

Playbook is a company focused on transforming commercial properties into vibrant, revenue-generating destinations. The Growth Marketing Director will build and scale a high-performance marketing engine, driving revenue through public events and tenant engagement, while creating automated tools for on-site teams to enhance marketing efforts.

Responsibilities:

• Architect & Deploy the Central Engine: Build the core technical marketing infrastructure, attribution modeling, and automated campaign workflows from scratch to scale digital outreach across the portfolio
• Enable On-Site Host Teams: Create and implement turn-key marketing frameworks, asset-generation toolkits, and simple playbooks that allow localized Host teams to autonomously market site-level service lines and amenities
• Drive Tenant Engagement & Retention: Own the internal digital communication strategy to activate on-site amenities, fitness programming, and workplace experiences, directly influencing daily participation and long-term lease renewals
• Monetize Publicly Bookable Spaces: Execute high-conversion digital funnels targeting external groups, corporate clients, and the public to maximize utilization and revenue for event, social, F&B, and meeting spaces
• Commercialize Events & Programming: Transform physical events into profit centers by driving ticket sales, paid registrations, food and beverage spend, and strategic brand partnerships and sponsorships
• Accelerate Leasing Velocity: Build sophisticated channels and campaigns that convert site-level brand-identity into physical tours and signed leases for traditional vacancies
• Support Playbook Internal Marketing: Support Playbook’s corporate brand and inbound pipeline by applying performance marketing tactics and automation workflows internally to showcase our unique value prop to prospective asset owners
• Orchestrate AI Production & Content Workflows: Act as the primary architect of the AI production stack, training models and automating editing processes to turn site-level content capture into polished marketing deliverables without expanding headcount
• Own Data Attribution & ROI: Build and manage tracking systems and platforms required to connect digital engagement to physical space utilization and financial outcomes for institutional owners

Requirements:

• 7+ years of Growth Marketing Experience: Proven background in Performance Marketing, Growth Engineering, or Demand Generation with a track record of building and managing your own profitable funnels
• Field Enablement & Systems: Direct experience building scalable tools, automated templates, and simple frameworks for distributed teams to execute
• Campaign & Retargeting Mastery: Expert at building multi-channel campaigns, setting up retargeting funnels (Meta, LinkedIn, Google), and managing complex audience segments for transactional conversions
• Analytical & Builder Mindset: Proficient in GA4, GTM, and multi-touch attribution modeling. Advanced proficiency in AI tools and automated workflows to scale creative output independently
• Strategic Individual Contributor: Ability to operate as a nimble team of one with the executive presence required to present data-driven revenue and retention strategies to C-suite stakeholders and scale a department
• Experiential, Hospitality, or CRE Context: Direct experience marketing premium physical spaces, hospitality assets, asset-level programming, or space-booking platforms