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This senior role is responsible for the sales and marketing performance of new build and onboarding operational properties. The post holder will create and deliver strategies that drive enquiry generation, bookings, and occupancy during the mobilisation and lease-up stages prior to opening, as well as support newly onboarded operational properties that may require optimisation or repositioning. The role leads a specialist sales and marketing team focused on mobilising properties, supported by the wider marketing department where required. The team manages all commercial launch activity from pre-onboarding and marketing preparation through to full occupancy, before transitioning properties into BAU sales, marketing, and operational teams. Client and stakeholder management is central to the role, requiring clear, professional communication and strong relationship management to ensure successful property launches and sustained performance. Reporting to the Revenue & Lettings Director, the Head of New Property Sales & Marketing leads geographically dispersed Sales Managers and a Marketing Manager with their team, acting as the senior escalation point for mobilising property performance.
Job Responsibility:
Lead the new property sales and marketing function, developing strategies for the successful launch of new and onboarding properties
Own enquiry generation, conversion performance, and occupancy delivery from pre-launch to full occupancy
Deliver sales and marketing plans, KPIs, and performance frameworks aligned with business objectives and occupancy targets
Ensure the launch model is scalable and replicable to support a growing national pipeline
Contribute to wider commercial strategies and margin improvement initiatives
Oversee mobilisation of new build and onboarding properties, ensuring a smooth transition to stabilised operations
Implement consistent launch frameworks while adapting to local market conditions, university catchments, and asset-specific requirements
Maintain robust standard operating procedures, aligned with internal controls and compliance
Improve efficiency through process optimisation, automation, and effective use of CRM and marketing technologies
Define the student-facing brand and marketing proposition for each new property launch
Deliver integrated campaigns across digital, social media, out-of-home, activations, and partnerships to generate demand and bookings
Use market data, competitor insights, resident feedback, and campaign analytics to continuously improve marketing effectiveness
Lead, coach, and develop a high-performing team of Sales and Marketing Managers and Executives
Foster a culture of accountability, collaboration, and commercial focus
Act as the senior escalation point for mobilisation performance
Provide clear performance reporting to the Revenue & Lettings Director, Executive Team, and clients
Act as the senior sales and marketing contact for clients during mobilisation and lease-up phases
Build strong relationships with landlord clients through transparent reporting and clear strategies to achieve full occupancy
Ensure contractual sales and marketing commitments are delivered and manage escalations when required
Represent the business at internal, sector, and client events
Demonstrate leadership aligned with company values and commitments to diversity and inclusion
Requirements:
Proven success in a senior sales and marketing role within PBSA, residential property, build-to-rent, or a similar sector
Experience delivering multi-property sales and marketing campaigns from pre-launch to stabilisation
Strong leadership track record managing and developing teams in fast-paced, target-driven environments
Experience working with third-party clients or institutional landlords, with accountability for reporting and performance
Consistent delivery of occupancy and revenue targets within defined budgets and timescales
Deep understanding of the student marketing ecosystem, including digital channels, paid media, social media, events, partnerships, and activations
Expertise across the full demand lifecycle: lead generation, enquiry management, conversion optimisation, and bookings
Strong commercial mindset with focus on occupancy, revenue, and marketing ROI
Highly data-literate, able to interpret market intelligence and campaign analytics to inform decisions
Working knowledge of CRM systems, marketing technology platforms, and reporting tools
Good understanding of the UK student accommodation market, booking cycles, and student behaviour
Highly organised with strong project management skills and the ability to manage multiple concurrent property launches
Entrepreneurial, proactive, adaptable, and results-driven