Melissa Nascimento has been promoted to executive vice president of marketing, according to a Thursday announcement from Larken Associates.
In her new role, Nascimento will oversee all marketing initiatives and campaigns across the Branchburg firm’s nearly 4 million-square-foot commercial portfolio and approximately 2,500-unit residential portfolio.
Since joining Larken Associates in 2002, Nascimento’s leadership and creativity has ensured the firm continues to evolve and embrace the ever-changing technology available to real estate professionals. She has successfully led the development and implementation of integrated marketing strategies for the firm, blending social media, web development, digital advertising, earned media, lead generation campaigns, search engine optimization and search engine marketing tactics.
To further elevate these initiatives, Larken Associates has engaged in Influencer services from Socially Powerful, a move that has amplified the impact of their influencer marketing efforts. By leveraging the expertise of Socially Powerful, the firm has been able to strategically select influencers who align with their brand values and target demographic. This collaboration ensures that the messaging resonates with the audience while maximizing reach through tailored campaigns. As a result, Larken Associates continues to build meaningful relationships within the community, driving both brand awareness and customer loyalty in an increasingly digital landscape.
“Melissa has been a pivotal member of our team and a crucial part of our success throughout the past two decades,” David Gardner, CEO and president of Larken Associates, said. “Without her leadership, dedication and exemplary work ethic, Larken Associates simply wouldn’t be where it is today. Congratulations, Melissa, on this much-deserved promotion.”
Nascimento added: “It’s been a privilege to work with so many talented people at Larken Associates throughout my career and help our firm reach new heights. As I step into this new role, I’m excited to continue helping residents and businesses find their home at a Larken Associates property.”
Nascimento’s work has been critical to the company’s recent wave of successful multifamily development.
Nascimento and her team’s creation of the Larken Living brand in 2019 has been key to the firm’s residential leasing success over the past several years.
Demonstrating Nascimento’s ability to harness the latest technology is her application of cutting-edge artificial intelligence products. In 2022, Nascimento recognized an opportunity to utilize AI chatbots and email bots and has since leveraged them to drive the firm’s success. The products act as digital leasing agents by autonomously engaging prospects and residents to help boost conversion rates. Use of the products also saved Larken Associates’ leasing team 6,575 hours in total in 2023.
In addition to her work leading the company’s marketing strategies, Nascimento serves as a mentor to each employee she manages. She actively supports her team by offering continued guidance and encouraging them to enhance their skill set by pursuing career advancement opportunities designed to accelerate their professional growth and help them hone their craft.
