Russo DEVELOPMENT / Vermella Properties

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VERMELLA BY RUSSO DEVELOPMENT
Marketing Manager & Head of Events

May 2024 to Present:

Own marketing strategy, budget, and resident engagement for a 19-community luxury residential portfolio across New Jersey, reporting directly to the SVP of Marketing.

The Opportunity:

When I joined, Vermella had almost no social media presence, and its resident events were a standard amenity rather than part of the brand. I saw a chance to turn both into marketing tools: social to bring the communities to life, and resident events to become a real reason to choose Vermella over other luxury rentals.

The Strategy:

  • Built social from the ground up: Created Vermella’s social strategy, visual style, and content standards, growing the portfolio into 19 active community accounts with one consistent brand voice.

  • Turned resident events into a brand: Came up with the idea to brand the resident events program as the Vermella Social Club, then elevated it into one of the most robust resident programs in the market, with branded swag, coordinating giveaways, and partnerships with small businesses across New Jersey.

  • Made the experience a marketing channel: Positioned the Social Club and Vermella Fit, the portfolio’s first in-house fitness program, as tools for leasing and retention, giving leasing teams a true differentiator to sell.

  • Built a multi-channel marketing program: Brought email marketing in-house, direct the agency running paid social, and lead online reputation strategy across the portfolio.

  • Own a $1M+ resident engagement program: Set the annual strategy and budget, and presented the 2026 plan to the CEO, securing an expanded budget

THE IMPACT:

  • 300% growth in social reach and 200% growth in engagement

  • Social Club events drawing 100 to 300 residents, now a key leasing and retention tool

  • Up to 85 resident events a month across 19 communities

  • Vermella Fit scaled to 110+ classes a month across 14 communities

  • 20 to 30% higher email open rates and 15% higher click-through rates

  • 100% review response coverage and improved resident sentiment

  • Expanded program budget approved by the CEO

  • Promoted to Marketing Manager and head of events in 1.5 years

See full results and metrics here. www.annoramarino.com/metrics

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