Melissa Nascimento
By Joshua Burd
Larken Associates has promoted Melissa Nascimento to executive vice president of marketing, recognizing her work during more than 20 years with the Branchburg-based firm.
In her new post, Nascimento will oversee all marketing initiatives and campaigns across Larken’s nearly 4 million-square-foot commercial portfolio and roughly 2,500 residential units, according to a news release. That figures to be a continuation of her role since joining the company in 2002, which the firm said has included leading the development and implementation of integrated marketing strategies and blending social media, web development, digital advertising, earned media, lead generation campaigns, search engine optimization and search engine marketing tactics.
Larken cited Nascimento’s leadership and creativity during that time, adding that she has ensured it continues to evolve and embrace the ever-changing technology available to real estate professionals.
“Melissa has been a pivotal member of our team and a crucial part of our success throughout the past two decades,” said David Gardner, CEO and president of Larken Associates. “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!”
In a news release, the company said Nascimento’s work has been critical to its recent wave of successful multifamily development. Since 2020, it has fully leased five new construction residential developments spanning more than 800 units in total prior to their completion.
Most recently, Larken celebrated the full lease-up of a 254-unit project known as The Ridge at Readington in Whitehouse Station, as well as a 272-unit property known as The Reserve at Crosswicks in Bordentown.
“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,” Nascimento said. “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 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, the news release said. To unify the firm’s 19 communities under one cohesive brand, the team worked to upgrade every aspect of its marketing approach, including substantial redesigns of leasing offices, signage, a new web presence and updates to marketing collateral.
Demonstrating Nascimento’s ability to harness the latest technology is her application of cutting-edge AI products, the firm added, noting that she recognized an opportunity in 2022 to use AI chatbots and email-bots to help contribute to the firm’s success. The products act as digital leasing agents by autonomously engaging prospects and residents to help boost conversion rates, while using them saved Larken Associates’ leasing team 6,575 hours in total in 2023.
Nascimento has also earned high honors such as the Metropolitan Builders and Contractors Association of New Jersey’s Marketing Executive of the Year in 2023 and an Enterprising Woman of Commerce by the Commerce and Industry Association of New Jersey in 2022. Meantime, she serves as a mentor to each employee she manages, offering continued guidance and encouraging them to enhance their skillset by pursuing career advancement opportunities designed to accelerate their professional growth and help them hone their craft.
