Morgan Porter

• Created the Birchstone Residential brand identity, value proposition, message mapping, digital thumbprint, and recruiting optimization strategy in 120 days.

• Owned the strategic partnerships, definition, design, development, maintenance, and analytics of all digital products supporting the Birchstone vision and roadmap.

• Drove the omnichannel content management, social media messaging, email marketing, SEO, and paid search for Birchstone Residential and 32 other brands.

• Defined new client acquisition funnels and KPI benchmarking for digital conversions.

• Analyzed user behavior, flow, and buying signals to optimize the monthly budget in order to exceedproforma goals.

• Achieved a +2090% associate growth by adding 350 team members across three states in the first10.5 months of operating.

• Executed repositioning marketing strategies for 20 underperforming assets and achieved a +30% liftin overall sales over the first 90 days.

• Managed, motivated, and mentored the marketing and customer experience teams, leveraging theStrength-Based Leadership program.

• Executed a national PR strategy to build awareness where we published over 20+ featured articles,blogs, two podcasts, and four speaking engagements in the first year of operating.

Led digital marketing initiatives and growth strategy for LMC, a leader in luxury Multifamily Real Estate development. With over 3 billion dollars in assets, across 19 states, Morgan built and managed the portfolio's unique digital presence and multi-million-dollar advertising strategy. Data-driven, she analyzed performance and adjusted strategies using attribution modeling, data analysis, A/B testing, and market research.

• Oversaw the development, accelerated growth strategy and lead generation for more than 60 unique start-up luxury brands.
• Project management included overseeing web development, web architecture and maintenance for 60 custom websites.
  • CMS Platforms: WordPress, Drupal, Expression Engine, and Craft.
• Created and maintained a Digital Standards Guide that included digital best practice for website development and performance optimization that adheres to the latest changes in the Google algorithm, digital compliance (GDPR, CCPA, ADA) and Brand Continuity.
  • Specialties included: Technical Search Engine Optimization (Technical SEO), On-Page Optimization, User Experience (UX), User Interface Design and Testing (UI), API Integrations
• Retrofitted existing websites with my Digital Standards strategy, which resulted in growth exceeding 3000% in sales in the first 90 days.
• Consistently maintained growth in website user traffic (DAU) and sales conversions both online and in-store (ROI and ROAS) saving the company $363K my first 60 days.
• Led an in-house digital team specializing in multi-channel optimization, market segmentation, keyword research and GAP analysis.
  • SEMrush, MOZ, Web Master Tools, Google Business Insights, Google Analytics, Structured Data Markup
• Organic Search consistently performed as #1 source of website traffic and conversions for the last 3 years, with YOY increase of 200% or greater.
• Managed vendor contracts and communication between regional teams and digital agencies.
• Identified under-performing / at-risk communities and presented summaries and action plans to remediate and resolve conversion and exposure deficiencies. With success rates of up to 2400% growth in sales over 30 days.
• Managed a multi-million-dollar advertising budget.
• Built an E-commerce universal data analysis and KPI tracking program using Google Tag Manager and custom data layer. Resulting in a true multi touch-attribution modeling system for machine learning and AI. (Google Analytics, Google Tag Manager, Google Data Studio, Search Ads 360)

Led strategic collaboration with SRP to design and execute the new identity and overall affiliated Stream Residential brand.

• Led the branding and marketing initiatives for one of the first 55+ Active Senior Living brands, Solea (livesolea.com).
• Designed and built a fully custom responsive website template library using the most progressive SEO strategies available.
• Leverage and negotiate national advertising and marketing contracts, programs, and resources.
• Designed and branded a Stream Residential promotional store and creative resource guide.
• Oversee all UX-digital marketing efforts including Search Engine Marketing (SEM), Search Engine Optimization (SEO), Social Media, Reputation Management.
• Consult on pre-development market studies and projected demographic assessment, floor plan and amenity design, and interior design ID.
• Implemented a robust training and on-boarding strategy for the marketing and leasing teams.
• SOC1 Compliance.

JPI is one of the fastest growing Multifamily developers in the country, that excels in exceptional luxury quality product and services. JPI contracted me through Lincoln Property Company as their Marketing Director where I led the explosive operational and digital growth strategy as JPI reentered the multifamily vertical

• Developed and implemented a strong market model to regularly evaluate market movement and trends.
• Effectively analyzed market trends to determine important information about competition, customers, and future business opportunities.
• Brought an in-depth understanding of consumer and marketplace dynamics enabling accelerated growth and consistently increase in ROI using gamification and personalized marketing integrations.
• Brought a strong and useful understanding of economic, financial, and marketing concepts and strategies that resulted in increased revenue, and asset dispositions at record prices.
• Wrote and delivered marketing plans and quarterly reports to Asset Management with recommendations for advertising improvements and market transitions

Southern Land Company is a privately held, full-service real estate development company, founded in 1986, in Nashville, TN. With a portfolio of market-leading projects in premier locations across the country, including single- and multi-family homes, luxury towers, master-planned communities, and mixed-use projects nationally.

• Designed and executed a national re-brand for Southern Land Company.
• Created omni-channel marketing strategies to control the user experience of the SLC brand through SEO, SEM, Social Media Optimization and Experiential Marketing.
• Monitored digital performance bench-marking through data analysis and studied consumer behavior and search trends to enable robust marketing strategies across multiple mediums which resulted in record sales. One community, in Nashville, broke the real estate record in sale price. Beating the previous record by $21 million dollars.
• Tailored marketing efforts with a hyper focus on local accessibility complimented with gamification, and experiential local marketing campaigns, which pioneered the industry.
• Identified under-performing assets in multiple markets and executed 2 full re-brands and repositioning marketing strategies to take the assets to market and achieve record breaking sale.

A 363 Brand New A+ Multifamily. Responsible for all receivables, file audits, move-in's/out
Inspections. Through the lease-up I maintained less than .01% delinquency. Lead and trained the leasing team with new selling and marketing techniques that were new to the industry and had not been adopted by the company yet. This combination enabled us to successfully complete the lease up in 11 months at full market rents with zero concessions.

Led the branding and marketing efforts for Insight Real Estate, a multi-family developer that built and managed class "A" communities.

• Used Experiential Marketing and a highly tailored targeted marketing strategy to achieve accelerated growth during an economic downturn.
• Pioneered the industry with the adoption of search engine optimization strategies.
• Initiated social advertising by running Facebook Ads in the first-generation beta testing platform.
• Researched keywords relevant to consumer search trends.
• Introduced drip marketing campaigns which led to a 250% increase in engagement and a 150% increase in sales.