Position Summary

The Partnerships & Brand Manager is responsible for building and strengthening the external relationships, strategic partnerships, referral channels, and community presence that position Residences at Southlake as a premier residential and lifestyle destination.

This role serves as the outward-facing relationship leader for the community, connecting Southlake to the businesses, brokers, corporations, universities, organizations, referral partners, and community leaders who can expand awareness, generate highly qualified traffic, enhance the resident experience, and strengthen the Southlake brand.

The Partnerships & Brand Manager sits at the intersection of business development, marketing, hospitality, and relationship strategy.

This is not a traditional leasing or outreach position and is intended to replace the day-to-day responsibilities of a typical leasing team. Instead, this role develops the relationships, networks, and opportunities that create new demand, deepen Southlake’s presence within the market, and add meaningful value for current residents.

Success requires someone who is polished, highly relational, creative, commercially minded, and comfortable representing Southlake and Kairoi at an elevated level. This person should understand the unique customer Southlake is designed to serve and intentionally build relationships within the circles, organizations, and networks where those customers already live, work, gather, and have trusted relationships.

Key Responsibilities

Strategic Partnerships

Develop and maintain relationships with local businesses, restaurants, wellness providers, retailers, entertainment venues, luxury service providers, corporations, private organizations, and other partners that align with the Southlake resident profile and brand.

Identify opportunities for preferred partnerships, resident benefits, exclusive experiences, referrals, collaborations, and other offerings that enhance both the value of living at Southlake and the community’s presence within the market.

Cultivate relationships within select university ecosystems, including parent, alumni, donor, and family networks, where there is alignment with Southlake’s luxury resident profile. This may include institutions such as TCU and SMU, as well as other universities with strong affluent and out-of-state family networks.

The intent of these relationships is not traditional student housing outreach. Rather, the opportunity is to thoughtfully connect with families who may be seeking a highly serviced residence, second residence, relocation option, or extended presence in the Dallas–Fort Worth market.

Build partnerships that create mutual value for Southlake, its residents, and participating organizations while continually identifying new relationship channels that align with the community’s positioning.

Ensure partnerships feel curated, elevated, and purposeful rather than transactional.

Broker & Referral Relationships

Develop and maintain strong relationships with apartment locators, residential brokers, luxury real estate professionals, corporate housing contacts, relocation specialists, private client advisors, and other referral partners.

Create consistent engagement strategies that keep Southlake top of mind within the broker and referral community.

Coordinate broker events, previews, relationship-building opportunities, private tours, and targeted outreach initiatives.

Ensure referral partners understand the Southlake experience, its differentiators, available residences, hospitality offering, and overall value proposition.

Partner with the leasing team to understand referral activity and identify which relationships are producing highly qualified traffic and leases.

Corporate, Relocation & Community Relationships

Build strategic relationships with employers, corporations, executive relocation resources, professional firms, medical organizations, sports organizations, family offices, private organizations, and other potential demand generators within the broader market.

Identify opportunities for preferred relationships, corporate leasing opportunities, executive relocation, referral arrangements, and community collaborations.

Develop relationships with organizations and trusted advisors who may serve individuals and families seeking an elevated residential experience in North Texas.

Represent Southlake at appropriate networking events, community functions, business organizations, private events, and local gatherings.

Develop a thoughtful relationship and outreach strategy rather than relying on reactive or one-time outreach efforts.

High-Value Feeder & Relationship Channels

Approach the market strategically by identifying where Southlake’s future residents are coming from and who already has trusted relationships with them.

Identify and cultivate feeder channels capable of introducing Southlake to highly qualified prospective residents, including:

• Corporate and executive relationships

• Relocation networks

• Luxury real estate brokers

• Private client and professional networks

• Lifestyle and luxury partners

• Private organizations and clubs

• University-affiliated parent, alumni, donor, and family networks - TCU, SMU - also just big Texas schools with large base like UT and A&M

• Out-of-state family networks - CA and FL

• Other trusted sources of high-net-worth clientele

Focus on the quality and relevance of relationships rather than simply the volume of leads.

The objective is to create access to prospective residents and families who value privacy, convenience, flexibility, service, hospitality, and an elevated residential experience—including customers capable of supporting Southlake’s highest-value residences.

Brand Activation

Partner closely with Kairoi Marketing to bring the Southlake brand intentionally into the surrounding market.

Identify opportunities for strategic collaborations, sponsorships, brand activations, community events, pop-ups, private experiences, and partnerships that increase awareness and reinforce Southlake’s positioning.

Help ensure external events and partnerships reflect the quality, hospitality, and lifestyle associated with Southlake.

Provide Marketing with local market intelligence, partnership opportunities, relationship insights, content opportunities, and feedback regarding what is resonating with prospective residents and referral partners.

Support public-facing storytelling by identifying meaningful people, businesses, partnerships, experiences, and relationships connected to Southlake.

Partner with Marketing on highly targeted initiatives designed to reach specific customer segments rather than relying solely on broad-market advertising.

Business Development & Demand Generation

Approach partnerships and outreach with a strategic business-development mindset.

Understand the community’s occupancy, traffic, leasing, revenue, and highest-value inventory goals and align external relationship efforts accordingly.

Identify where partnerships and referral relationships can create incremental qualified traffic, leases, referrals, brand awareness, resident retention, or ancillary revenue opportunities.

Work closely with the General Manager, Assistant General Manager, Resident Experience Manager, and Marketing to understand where additional demand generation is needed.

Track partnership, referral, and outreach activity to understand which relationships are producing meaningful business results. Resident feedback is critical.

Help create a repeatable relationship-development model that can continue to grow over time rather than relying on individual events or one-time outreach.

Success should be measured not solely by activity or number of contacts, but by the quality of relationships created and their contribution to qualified introductions, private tours, leasing opportunities, brand positioning, and revenue.

Resident Value Through Partnerships

Work with the Assistant General Manager and Resident Experience Manager to identify external partners who can enhance the resident experience.

Source relationships that may support resident programming, wellness, food and beverage, entertainment, lifestyle services, convenience, transportation, pet services, luxury experiences, and other offerings meaningful to Southlake residents.

Develop opportunities for resident-exclusive access, preferred relationships, benefits, or experiences that reinforce the value of living at Southlake.

The Partnerships & Brand Manager may originate and cultivate the external relationship, while the Assistant General Manager and Resident Experience Manager help determine how that relationship is activated within the resident experience.

Events & External Activations

Own or support events that are primarily designed around external relationships, business development, broker engagement, referral development, community awareness, or brand exposure.

These may include:

• Broker events and private previews

• Corporate and executive relationship events

• Local business collaborations

• University parent, alumni, donor, or family-network opportunities

• Referral partner gatherings

• Community sponsorships

• Strategic brand activations

• Prospect-facing lifestyle experiences

• Partner-driven resident experiences

• Private relationship-building events

• University events

Work closely with internal teams to ensure external events are executable and reflect the hospitality standards expected at Southlake.

Resident-focused events, community programming, and day-to-day resident engagement remain primarily within the Resident Experience function, with the Partnerships & Brand Manager collaborating when an external relationship or partner is involved.

Cross-Functional Partnership

The Partnerships & Brand Manager works closely with the Southlake leadership team while maintaining a distinctly external focus.

Partner with the General Manager to align relationship development and business-development efforts with the overall community strategy and financial goals.

Partner with the Assistant General Manager – Hospitality & Resident Experience to ensure that external promises, partnerships, and opportunities can be successfully delivered once they enter the community.

Collaborate with the Resident Experience Manager when external partnerships can support resident engagement, programming, lifestyle opportunities, or community-building.

Work closely with Kairoi Marketing on external positioning, targeted campaigns, partnership activations, relationship-driven storytelling, and opportunities to expand Southlake’s presence within the market.

Partner with the Leasing Team to ensure relationships and referrals translate into thoughtful follow-up, private tours, prospect experiences, and conversion opportunities.

Leadership Model

General Manager

Owns the overall business.

Responsible for community strategy, financial performance, team leadership, operations, risk, and overall results.

Assistant General Manager – Hospitality & Resident Experience

Owns the internal execution of the experience.

Connects leasing, hospitality, resident service, service standards, reputation, internal brand execution, team performance, and community KPIs.

Resident Experience Manager

Owns engagement and belonging.

Leads resident programming, communication, events, activations, and experiences that create connection and community. Day to Day concierge needs.

Partnerships & Brand Manager

Owns the external ecosystem surrounding Southlake.

Builds the relationships and feeder networks that introduce Southlake to new prospective residents, enhance resident value, expand the brand, and generate opportunities for the business.

This includes:

Brokers.
Corporate relationships.
Executive relocation.
Luxury and lifestyle partners.
Local businesses.
University parent, alumni, donor, and family networks.
Referral partners.
Strategic partnerships.
Community relationships.
Brand activations.
External outreach.

Together, the roles create one connected model:

Partnerships creates relationships and opportunities.
Marketing builds awareness and tells the story.
Leasing converts interest into residents.
The AGM ensures we deliver the experience promised.
Resident Experience builds connection and belonging.
The GM ensures the entire business performs.

Measures of Success

Success in this role should be measured through both relationship development and business impact, including:

• Highly qualified referral traffic

• Broker-generated traffic and leases

• Corporate and executive referral activity

• High-value lease opportunities

• Strategic partnership development

• Development of new feeder channels

• Quality of university-affiliated parent, alumni, donor, and family relationships

• Local and regional market awareness

• Partner engagement

• Brand activation performance

• Resident utilization of partner programs

• Resident value created through partnerships

• Ancillary revenue opportunities where applicable

• Quality and consistency of relationship-development activity

• Contribution to occupancy and leasing goals

• Contribution to Southlake’s highest-value inventory

• Strength of Southlake’s external reputation and relationships

The role should be evaluated not simply by the number of partnerships, events, or leads generated, but by the quality, relevance, engagement, and business value of those relationships.

Ideal Candidate

The ideal candidate is a natural relationship builder who is energized by people, partnerships, brands, hospitality, and business development.

They are polished, outgoing, strategic, organized, creative, discerning, and comfortable representing Southlake with senior executives, business owners, brokers, community leaders, university-affiliated families, high-net-worth individuals, residents, and prospective residents. Needs to be authentic and high likability factor.

They understand how to navigate different environments and build authentic relationships without making the interaction feel transactional.

They possess strong commercial instincts and understand that relationship development ultimately needs to support business performance.

They can walk into a room, connect naturally with people, understand what matters to them, recognize opportunities, and identify ways to create mutual value.

Experience in luxury multifamily, hospitality, hotels, private clubs, luxury real estate, luxury retail, business development, marketing, partnerships, events, or another highly relationship-driven environment is preferred.

Most importantly, this person understands that the objective is not simply to be visible in the market.

The objective is to build an ecosystem of relationships around Southlake that makes the community more desirable, more connected, more valuable to residents, and more successful as a business.