I joined Maronda as the business evolved beyond its legacy model, stepping into a hands-on leadership role to modernize the brand, rebuild the digital foundation, and scale demand as product offerings expanded upmarket. At the time, there was no modern digital acquisition engine in place—no paid channels, no online sales functionality, and no supporting technology to manage or convert digital demand.

One of the first challenges was fragmentation. Each division operated independently, using different logos, color systems, and brand interpretations across both digital and physical environments. I led the effort to define a single brand system and set of digital and location-specific standards, aligning seven divisions around one cohesive presence for the first time in the company’s history.

From there, I owned execution across the full funnel. I worked directly on website architecture, content structure, conversion strategy, and analytics, while leading national and market-level initiatives that included professional photography, video, design center materials, signage, and buyer-facing tools that supported both marketing and field sales teams.

I built then managed the company’s first online concierge function, establishing what would now be recognized as an SDR-style model to qualify, route, and convert inbound demand into onsite appointments. This required introducing new platforms and workflows the organization had never used before, and partnering closely with sales leadership to integrate digital leads into field operations.

In parallel, I introduced immersive buyer tools well ahead of industry adoption, including 3D walkthroughs and digital selection tools that allowed buyers to explore floorplans, finishes, and options online while reinforcing the in-person design center experience. These tools reduced friction in the buying process and delivered more qualified, informed appointments to sales teams before first contact.

At the same time, I built the paid acquisition program from the ground up, launching the company’s first search, retargeting, and paid social campaigns, and tying them directly to CRM, analytics, and lead tracking.

This case study reflects executive-level demand generation and digital transformation strategy across multi-division and multi-location organizations.

“When Ange built the digital marketing and lead support function, it removed the day-to-day marketing work from the sales team. I was able to focus on selling again, and my annual sales increased from $9M to $15M.”

MIKE | MARONDA HOMES