Director of Marketing

About The RoleKeystone Custom Homes is seeking an experienced and results-driven Director of Marketing to lead and elevate our marketing strategy across all regions in which we build. This role is ideal for a data-savvy, strategic, and highly collaborative leader who thrives in a dynamic environment and can guide a marketing organization through continued growth and expansion.As a key member of the leadership team, the Director of Marketing will oversee demand generation, digital and traditional advertising, content strategy, community launches, and brand development. This individual will play a central role in driving qualified traffic, supporting sales performance, and strengthening market position across Pennsylvania, Maryland, North Carolina, South Carolina, and Virginia.This position requires at least four days per week on-site at our Lancaster, PA headquarters to foster collaboration, team development, and alignment with company initiatives.Above all, the Director of Marketing will help steward our identity as Craftsmen for the Common Good—bringing clarity, consistency, and excellence to how our brand is experienced internally and externally.Key ResponsibilitiesStrategic Leadership & PlanningManage, enhance, and execute a comprehensive marketing strategy aligned with company goals, market dynamics, and regional growth initiatives.Develop quarterly and annual marketing goals, ensuring alignment with sales targets, product launches, community openings, and leadership priorities.Lead long-term brand positioning and storytelling efforts that support Keystone’s continued expansion into new markets.Monitor competitor marketing efforts, brand positioning, product features, and digital presence to identify opportunities for differentiation.Use insights to shape product marketing, community offerings, value propositions, and regional strategies.Integrated Campaign ManagementOversee the strategy, creative development, and execution of integrated marketing campaigns across paid digital, social media, third-party real estate platforms, email, print, and emerging channels.Ensure campaigns are aligned with brand standards, sales goals, and customer experience expectations.Lead marketing support for community and model home openings, including launch planning, signage strategy, digital rollout, and promotional events.Budget Ownership & ROI OptimizationManage the annual marketing budget with a strong focus on maximizing ROI across all channels and initiatives.Allocate budget to campaigns, media spends, technology platforms, and creative resources based on performance and strategic need.Measure cost-per-lead, cost-per-appointment, and other critical KPIs to inform budget decisions.Data Analytics & Performance OptimizationLeverage GA4, CRM insights, paid media dashboards, website analytics, customer journey data, and historical performance to drive decision-making.Build and maintain dashboards that track campaign performance, user engagement, pipeline health, and market trends.Use data to optimize targeting, spend allocation, messaging, creative direction, and lead quality.Champion a data-driven culture across the marketing team and transparency in data sharing across partnering departments.Brand Stewardship, Creative Direction & Reputation ManagementMaintain and evolve the Keystone Custom Homes brand to ensure clarity, consistency, and market differentiation across all touchpoints.Oversee brand guidelines, tone of voice, visual standards, and messaging frameworks.Collaborate with internal creative resources and outside partners to ensure high-quality execution of photography, videography, collateral, and digital assets.Support reputation management efforts, including online reviews, customer testimonials, and community engagement.Cross-Functional CollaborationPartner closely with Sales leadership to ensure alignment between marketing activities and sales goals.Collaborate with Land Acquisition, Construction, Operations, and Customer Experience teams to support pipeline health, community visibility, inventory needs, and the customer journey.Work cross-functionally to support Renovations by Keystone Custom Homes, Impact Mortgage, Penn Transfer, and other related brands and initiatives.Team Leadership & DevelopmentLead, coach, and empower a high-performing marketing team across multiple functions including digital advertising, content creation, creative design, social media, email and automation, video, events, and analytics.Foster a culture of innovation, accountability, collaboration, and continuous improvement using The 4 Disciplines of Execution.Oversee training initiatives, professional development, and performance management for the marketing team.Qualifications & ExperienceBachelor’s degree in Marketing, Business, Communications, or a related field.5+ years of progressive marketing management experience, ideally within homebuilding, real estate, or a related growth-oriented industry.Demonstrated ability to use data and analytics to shape strategy, optimize campaigns, and improve performance.Proven leadership skills with experience managing, coaching, and developing multi-disciplinary teams.Strength in cross-functional collaboration, communication, and change management.Proficiency with digital marketing tools and platforms, including GA4, Google Ads, Meta Ads, CRM systems, CMS tools, and the Microsoft Office Suite.Strong creative judgment and ability to guide branding, messaging, and visual direction.Entrepreneurial mindset with a passion for innovation, problem-solving, and continuous improvement.Ability to thrive in a fast-paced, high-growth environment with shifting priorities and multiple concurrent projects.Must be able to work in person in Lancaster, PA on a weekly basis to collaborate with the marketing team and company leadership.