(Disclosure: Rose Law Group represents Taylor Morrison)
By Leah Draffen | Builder
It takes a true mix of approaches to make a good marketing plan, according to Taylor Morrison’s chief marketing and communications officer Stephanie McCarty.
“On the lower part of the funnel there will always be email, paid search, all of your traditional tactics that I think if done really well, can be very successful in converting,” McCarty says. “And in the upper funnel, we’re invested in our organic social strategy, our video content strategy, and numerous things for brand awareness. I think the magic happens when you have all of those in harmony together.”
McCarty, who joined Taylor Morrison as vice president of corporate communications in 2015, soon became the company’s first CMO in 2018 when CEO Sheryl Palmer had a vision to separate marketing from sales.
“We now exist in service of one another, but each is getting the love and care that it needs to be effective. It’s been really fun,” McCarty adds.
