Growth Marketing Director

Playbook is a company focused on transforming commercial properties into vibrant destinations, and they are seeking a Growth Marketing Director to build and scale a high-performance marketing engine. The role involves maximizing revenue through public events and tenant engagement, requiring a blend of strategy and execution.

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
• The Hands-on Architect & Deployer: Ability to design macro-level commercial strategy and then personally build the software, automation workflows, and training tools required to scale it
• Operational Enabler: Skilled at simplifying complex growth marketing into digestible, low-lift execution tasks for non-marketing field staff to ensure high quality and adoption
• Retention-Focused Placemaker: Understands how to translate physical energy, architectural design, services and programming into measurable engagement generating loyalty, lease renewals, and top-line asset revenue
• Growth Mindset: A focus on continuous iteration. You move from idea to execution quickly, using data to pivot and optimize for the best possible results
• Experiential, Hospitality, or CRE Context (Preferred): Direct experience marketing premium physical spaces, hospitality assets, asset-level programming, or space-booking platforms