Marketing Director of the Year

 

Developer/Community

Jessica Edwards currently serves as Marketing Director for PulteGroup Southwest Florida Division, one of the largest divisions within the nationally recognized builder. A dedicated team player with experience in the real estate space, digital, mobile and social media marketing, Edwards has played an integral role in Pulte business plan and new community launch initiatives, growing the media exposure in numerous regional and business publications, and overseeing and managing marketing efforts for communities spanning from Naples to Sarasota. A thought-leader, Edwards is also responsible for the management and supervision of the in-house marketing team, as well as several outside agencies, ensuring consistency of the company brand messaging, public relations initiatives and digital/traditional marketing and advertising programs across all platforms. Her leadership also includes marketing responsibility and supervision of PulteGroup four brands: Pulte Homes, Del Webb, DiVosta and Centex. While each differentiates in target market, product type and pricing, Edwards works to ensure all marketing plans are consistent with PulteGroup company brand, while elevating the differentiators that are unique to each respective product brand. Edwardsinstinct for innovative branding strategies played a key role this year in launching seven new flagship communities comprised of 22 professionally decorated models and sales centers from Naples to Sarasota. This has led to significant brand coverage, increased foot traffic, and sales. Despite restrictions and limited visitations due to COVID-19, Edwards efforts have also led to continued strong sales during the months of May and June. By implementing a variety of virtual tools, including high-definition, 360-degree 3D tours of nearly all available home designs and interactive community site maps offering real time homesite availability updates, digital community brochure flipbooks, and more, homebuyers have been able to access all community information from the convenience of their current location as a result of Edwards management and oversight of marketing initiatives. One of the pivotal elements of this season marketing strategy also included the introduction of new brand product lines in two existing legacy flagship communities as well as Edwards overall management of 30 communities. Working in close partnership with Pulte Vice President of Sales, Edwards marketing strategy contributed to the sale of 2,000 new homes since June 2019, which represents an increase of 18% in year-over-year volume. Edwards creative solutions have included a unique layered marketing mix of brand awareness, strategic signage, website optimization, creative advertising and Realtor relationships. As a result, clear gains were made this season in increased traffic to the website, with more than 50,000 leads generated for PulteGroup Southwest Florida communities since June 2019, and 1.6 million website visitors  an increase of 40% year-over-year. Further underscoring Edwards ingenuity and creative marketing solutions, the following serves to highlight some of the marketing programs implemented during the past calendar year: ThingLink an interactive virtual sales tour experience created for all 30 communities in the Southwest Division. Example: https://www.thinglink.com/scene/1332777021566091266 Implemented a new virtual Grand Opening initiative through Facebook Live events that showcased new communities, models and sales centers. The result was high participation and direct sales. This effort was successfully implemented for three flagship communities and one expansive resort amenity campus during the COVID-19 pandemic. Grew suite of digital assets to include over 80 3D Virtual Matterport tours of nearly all home designs and amenity centers offered in the Southwest Florida Division. Managed the startup community process and timeline, and as well as the overall division floorplan lineup, for all departments in the Southwest Florida Market. All of the departments use and rely on EdwardsProject Tracker for tracking these details and timelines. Created a DiVosta Quality video showcasing the company building practices, which won a Telly Award: https://www.tellyawards.com/winners/2020/non-broadcast/general-information Implemented a monthly sales team training call with the Marketing Department in which Edwards oversees and provides additional tools and training to the division sales team for use in their self-generated marketing efforts. This call also has contributed to the division and company outstanding culture, by creating strong relationships between departments. The training call is called, The Wheel of Marketing, focusing on a different marketing strategy each month. Additionally, of all four Florida PulteGroup Divisions, Edwards is the only Marketing lead who creates and manages renderings for not-yet open communities amenities and entry features. Edwards also serves as the division liaison with Pulte Interiors, PulteGroup internal interior design firm, and oversees reviewing all model merchandising design schemes and installs. A consummate professional, Edwards also gives back to her community through PulteGroup Outreach Committee, participating in a variety of volunteer efforts, including rehab projects for foster homes throughout the region. Edwards also served on the PulteGroup CQE (Consumer Quality Experience) Committee, which is tasked with providing community teams with the resources needed to provide Pulte homeowners with the best buying experience possible. Additionally, she was a part of the PulteGroup Leadership Development Program, which is an exclusive selection of only eight employees in the division, with the goal of developing the division top talent and putting a focus on leadership building within the team. Through this program, Edwards developed a Marketing Roadshow initiative, which was set up to open the lines of communication between Marketing and Sales, by actively going out in the field and informing the teams of media plans, marketing initiatives, division performance, and more. She has also been recognized by PulteGroup with the Consumer Inspired Award, which is an annual division award that recognizes team members for creative homebuyer solutions. A member of the Pulte team since 2014, Edwards has shown extraordinary leadership while being a major contributor to the division sales and financial success, and is truly deserving of this top Marketing Director of the Year recognition.

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