New Crescent exec’s job: Marketing all those apartments

Charlotte-based developer Crescent Communities has hired a new executive with a big mission: Marketing the company’s thousands of new apartment units.

Ben Watt was most recently director of digital strategy for NASCAR Digital media, and was an account director with Charlotte-based advertising agency Mythic before that. In his new job as director of marketing for Crescent’s multifamily group, he’ll oversee marketing strategies for the various new apartment buildings the company has underway across the Southeast.

It’ll be a busy role: Crescent has 7,400 units completed in the past five years or under construction now, and 5,000 more in various planning stages in its pipeline.

The company’s home market of Charlotte is among its most active: Crescent recently completed Crescent Dilworth (296-unit units on Morehead Street), and is working on Crescent Stonewall Station (450 units and a Whole Foods uptown), Crescent NoDa (344 units on 36th Street) and Providence Farm (Major mixed-use development at Providence Road and I-485).

“Ben is an experienced and creative strategist who knows how to drive results, and he’s an ideal fit to lead the marketing efforts for our growing and dynamic multifamily business,” said Aldo Muccia, vice president of brand for Crescent, in a statement.

“Crescent Communities truly values curiosity and innovation, which is very important to me as a marketing professional,” said Watt. “I’m thrilled to join the company and excited about the opportunities ahead for the multifamily group.”

Ely Portillo: 704-358-5041, @ESPortillo