Kelly Martelli Email & Phone Number

Norfolk, Virginia, United States

Rochester, New York Area

• Oversee annual marketing budget of $1.5M to ensure results-driven, cost-effective performance • Create annual marketing budgets for each community within portfolio• In-depth market analysis of competitor sets to inform pricing strategy• Manage portfolio’s reputation management program • Deliver marketing workshops, assist in identifying training needs and collaborate with training team on implementation• Identify and implement marketing solutions for up to 55 conventional properties in 4 major metro areas; supporting 3 VPs, 9 regional managers; diverse portfolio of A, B and C product, owner-managed and fee-managed • Supervised a team of two regional marketing managers and a marketing coordinator• Market research and analysis in the evaluation of potential acquisitions• Developed process and tools for lead cost analysis before internal reporting was available; assisted with development of marketing reporting• Analysis of performance metrics to identify opportunities for improved results• Onboarding of new acquisitions, establishing marketing strategy, rebranding, etc. • Establish opportunities to recognize and reward sales performance • Lease-up experience including temporary office set-up, vetting of and collaboration with marketing agency, social media management, establishing marketing programs, supporting sales efforts, planning and execution of outreach and resident events• Coordinate corporate marketing initiatives• Frequent contributor to regional operations meetings • Promotion from Regional Marketing Manager to Regional Marketing Director with direct reporting to SVP of Operations• Revised company ‘satisfaction guarantee’ resulting in an increase in revenue while preserving its customer-centric objective • Accomplished significant cost savings by reevaluating resident reward program through test piloting and data analysis, and presentation of results for approval by regional management teams

• Exhibited well-developed sales and marketing expertise as evidenced by promotion to Sales Management Director from Director of Sales and Marketing • Demonstrated creative problem solving by identifying and resolving marketing challenges on multiple conventional properties in multiple markets (PA, NJ, DE, NY, CT, NH), diverse portfolio of A, B, C, and D product, both owner-managed and fee-managed• Created and revised market surveys to inform recommendations around corporate/property goals such as feasibility of enhancement programs; collaborated on marketing plans and comprehensive market studies utilized in determining feasibility of potential redevelopment projects• Aided in the improvement of EGI and CNOI by assisting in identifying additional revenue opportunities o Year-over-year NRI growth ’05-’06 was 9.5% o Exceeded budgeted EGI by .6% in ’06• Promoted revenue growth by developing community managers as sales leaders, and assisting with launch of revenue management software and coaching sales teams on new sales strategy• Use business development and process improvement acumen by implementing repositioning/rebranding strategies for redevelopment projects• Drove cost-effective results by managing local advertising and marketing programs such as direct mail, print and internet• Used mentoring and coaching abilities to train sales teams on effective salesmanship and lead management• Demonstrated vision and goal-setting abilities by establishing team and individual sales goals and monitoring performance• Created sales reward and recognition programs, e.g. region-wide sales contests and 90s Club• Coordinated marketing efforts and designed outreach programs, assisting community managers with implementation• Used excellent communication and presentation skills to report on performance metrics to senior management team, including the CEO and Executive Vice President of Operations