Job
Description
Key Accountabilities Develop and implement end-to-end marketing strategies for residential, commercial, and plotted development projects. Create annual and quarterly marketing plans and budgets aligned with business and sales goals. Conduct market research, competitor analysis, and customer behaviour studies to identify opportunities and insights. Establish and maintain a consistent brand identity and positioning in the market. Manage brand messaging across all offline and digital platforms. Lead brand-building initiatives including PR campaigns, CSR activities, and media interactions. Key Functions & Responsibilities Plan and execute digital marketing campaigns across platforms like Google Ads, Facebook, Instagram, LinkedIn, and real estate portals. Oversee SEO, SEM, content marketing, social media, and website management. Track digital campaign performance metrics (lead generation, CPL, CTR, ROI) and optimize accordingly. Plan and execute ATL campaigns (print, outdoor, radio, cinema ads) for project promotions. Design and oversee BTL initiatives including site branding, hoardings, brochures, property exhibitions, and roadshows. Organize and manage project launch events, customer meet-ups, and broker/channel partner meets. Appoint, brief, and coordinate with creative, digital, PR, media buying, and event agencies. Negotiate vendor contracts to ensure timely, cost-effective, and quality marketing deliverables. Strategic To be involved in developing the annual / project-specific branding strategy based on product segment and customer profile To develop the Annual Brand Plan in conjunction with the Brand Head, Marketing Head, Sales Agency To develop the Launch Plan for new projects including creating and executing launch initiatives and post-launch market support activities. Oversee creation of marketing materials including brochures, project videos, digital creatives, site branding, and walkthroughs. Ensure high-quality, engaging, and project-relevant content across platforms. Track and analyse marketing KPIs such as lead generation, conversion rates, cost per lead, and campaign ROI. Prepare weekly/monthly performance reports and marketing dashboards for top management. Collaborate closely with the Sales team to align marketing initiatives with sales objectives. Coordinate with project, legal, CRM, and finance teams for approvals and cross-functional support. Operational To coordinate with the market research team to understand consumer insights and use the same to focus on brand-building activities To regularly visit the market to understand changes in the market, competitive moves, experience consumer interactions and identify opportunities To evaluate the brand communication mix for ATL/BTL promotional activities in line with product strategy to effectively track all executions of plans and ensure that they are carried out as per brand expectations and confirm to set deadlines To work closely with the Agency on the copy/ content and creative for advertisement and promotional campaigns To work with the sales teams to ensure timely and relevant promotion of the sale of properties through advertisements, open houses, events, press releases etc. To track actual spending and ensure costs are within the overall budget allocated To monitor sales data and plan/ modify branding initiatives to drive the achievement of sales targets To provide inputs to Vendors on the development of communication material To develop various post-sale marketing initiatives (viz. welcome kit, letter etc.) and all promotional material including at exhibitions, etc. To monitor competitor activities and based on the same undertake timely market intervention. Developmental Keep abreast of developments in the area Participate in recruitment of appropriate talent in line with approvals for work area Manage the team effectively by coaching, mentoring, provide periodic feedback and exposure to enhance learning Internal & External Interactions Internal: Function Heads Marketing & Sales, Sales, Marketing, Brand, Business Development, Engineering, and Design. External: Advertising Agency, Online/ direct Agency, Outdoor agency, PR agency, Event agencies, Vendors Preferred Profile. Strong knowledge of both digital and traditional marketing. Experience in handling high-value project launches. Proficiency in analytics tools and marketing software. Excellent leadership, communication, and vendor management skills.
