Vice President, Marketing, Media, and Brand Management

Company Background

At Brandywine, 'Best of Class' is our mission and our focus in developing, building and managing the nation's most remarkable Class-A office, multi-family and mixed-use properties. We continuously support and give back to the communities in which we live and work. Our mission drives our corporate culture to foster the potential for excellence in every employee.

Our company was founded in 1994 by Jerry Sweeney, who serves as our President and CEO. We are a publicly traded company listed on the New York Stock Exchange (NYSE: BDN) operating in select markets across the nation.

Summary

Brandywine Realty Trust is seeking a strategic and results driven leader to serve as Vice President, Marketing, Media, & Brand Management. This role is responsible for managing the planning, development, and execution of marketing, branding, creative services, communications, and sales enablement initiatives that align with company’s objectives and brand strategy. As the primary executive for Brandywine’s brand identity, the Vice President will lead a multidisciplinary team to deliver high quality, innovative, and impactful work across all channels and advance the organization’s business goals.

In the commercial real estate industry, marketing is crucial for distinguishing properties, securing clients, and maintaining a positive brand reputation. The VP of Marketing, Media, and Brand Management is instrumental in crafting a compelling narrative for the company, ensuring that its properties stand out in a competitive market. This leadership role requires a balance of creativity, strategic thinking, and operational oversight.

Responsibilities

The VP of Marketing, Media, and Brand Management in a Commercial Real Estate (CRE) firm or organization plays a strategic and leadership role in managing the company's image, market positioning, and client communications. They are responsible for leading marketing efforts, creating brand awareness, and ensuring consistent messaging across various media platforms, both traditional and digital.

• Brand Strategy and Management:
  • Develop and oversee the execution of the company's overall brand strategy, ensuring alignment with business objectives.
  • Maintain brand consistency across all communication channels, such as websites, social media, and print materials.
  • Reposition the company brand, if necessary, based on market trends or company restructuring.
• Marketing and Communications Leadership:
  • Lead the marketing team and external partners to develop effective campaigns for property leasing, sales, and events.
  • Create integrated marketing strategies that utilize traditional advertising, digital marketing, email campaigns, social media, and public relations.
  • Oversee the design and development of marketing materials, including brochures, websites, digital content, and virtual tours.
• Media Relations:
  • Build and maintain relationships with media outlets to enhance brand visibility.
  • Work with PR teams to generate positive press coverage for new projects, acquisitions, or company milestones.
  • Strategize on media partnerships and advertising opportunities that can help to boost the company’s presence.
• Lead Generation and Client Acquisition:
  • Develop lead-generation strategies for attracting tenants, buyers, and investors.
  • Identify and target key markets for property leasing, sales, and other real estate transactions.
  • Oversee market research and competitive analysis to stay informed of industry trends.
• Digital and Social Media Strategy:
  • Leverage online platforms (e.g., LinkedIn, Instagram, Twitter) to engage with potential tenants, investors, and the public.
  • Ensure a strong online presence through SEO, content marketing, paid digital ads.
  • Manage the company's social media profiles and oversee content creation.
• Collaboration with Sales and Leasing Teams:
  • Collaborate closely with sales, leasing, and development teams to ensure marketing strategies align with sales goals.
  • Provide marketing support for new property developments, events, or leasing promotions.
• Market and Competitor Analysis:
  • Regularly review market trends to identify potential opportunities and risks. Monitor competitor activities and develop strategies to differentiate the company’s brand in the marketplace.
• Event Management and Client Engagement:
  • Plan and execute high-profile events such as property tours, leasing events, and investor meetings.
  • Ensure a consistent and positive brand experience during all in-person and virtual events.
• Financial Oversight:
  • Manage the marketing budget effectively to maximize ROI on advertising, media placements, and other initiatives.
  • Track key performance metrics, such as campaign effectiveness, lead generation, and brand health, and report results to senior leadership.
• Team Development:
  • Mentor and develop a multidisciplinary team, focusing on skills, performance, and talent management.
• Investor Relations:
  • Strategically focus on managing relationships with investors, analysts, and other stakeholders to foster trust, attract and retain investment, and ensure that stakeholders are well-informed to make sound decisions regarding their investments.

Required Skills & Expertise

• Real Estate Knowledge: Experience in the commercial real estate market, understanding property types, leasing, and sales processes.
• Marketing Expertise: Proven ability in digital marketing, content creation, media buying, and brand management.
• Leadership: Strong leadership and team management skills to guide a diverse marketing team.
• Strategic Thinking: Ability to think long-term and develop strategies that drive brand value and business growth.
• Analytical Skills: Proficiency in data analysis, market research, and performance tracking tools.
• Communication: Exceptional verbal and written communication skills, particularly for negotiating with external agencies, vendors, and media outlets.

Qualifications

• A Bachelor’s or Master’s degree in Marketing, Business Administration, Communications, or a related field.
• Minimum of 10 years of leadership experience in marketing and communications.
• Extensive experience in marketing, ideally with a background in commercial real estate or related sectors (e.g., real estate, mixed-use development, property development, architecture, or construction).
• Proven track record in brand management, media relations, and digital marketing.

Ideal Traits for Success

• Innovative: Ability to adapt to changing trends in marketing, technology, and the real estate industry.
• Detail-oriented: Focused on maintaining brand consistency and ensuring high-quality materials and campaigns.
• Collaborative: Able to work with multiple teams (sales, development, leasing) to achieve business objectives.
• Client-centric: Strong focus on understanding the needs of clients, whether they are tenants, investors, or partners.