JOB DESCRIPTION Head –CRM cum Sales & Marketing 1. Position Details
- Designation: Head – CRM cum Sales & Marketing
- Industry: Real Estate / Property Development
- Experience: 5–8 years of relevant experience, including team leadership
- Department: Sales, Marketing & Customer Relationship Management
- Reporting To: COO / CMO
- Location: Gurgaon
- Employment Type: Full-time
2. Job Purpose
The Head – CRM, Sales & Marketing will be responsible for driving overall business growth through effective sales planning, marketing execution, lead generation, customer relationship management, and revenue optimization.
The position will oversee the complete customer acquisition and sales lifecycle, from brand awareness and lead generation to lead qualification, site visits, negotiations, bookings, customer engagement, and post-sales relationship management.
The key objective is to achieve sales and revenue targets, strengthen brand positioning, improve marketing ROI, enhance lead conversion, and build long-term customer relationships across the company's real estate projects.
3. Key ResponsibilitiesA. Sales Strategy & Revenue Generation
- Develop and execute annual, quarterly, and monthly sales plans for residential, commercial, plotted development, and other real estate projects.
- Establish project-wise sales targets, revenue forecasts, booking targets, and inventory movement plans in consultation with senior management.
- Lead the sales team to achieve monthly and quarterly booking and revenue targets.
- Monitor the sales pipeline, customer inquiries, site visits, negotiations, booking conversions, cancellations, and lost opportunities.
- Identify new business opportunities, target customer segments, investor groups, corporate clients, and potential channel partners.
- Develop pricing recommendations, sales schemes, promotional offers, and project positioning in coordination with management.
- Build relationships with high-value customers, investors, brokers, channel partners, and strategic referral networks.
- Review sales performance regularly and implement corrective measures to improve conversion and productivity.
- Coordinate with finance, legal, project, and customer service teams to support smooth booking and transaction processes.
B. Marketing Strategy & Brand Management
- Develop integrated marketing strategies aligned with business objectives, project launches, sales targets, and inventory priorities.
- Plan and execute digital and offline marketing campaigns to generate awareness, inquiries, site visits, and bookings.
- Manage Google Ads, Meta Ads, social media, SEO, property portals, email marketing, events, outdoor advertising, and other relevant channels.
- Coordinate the creation of project brochures, presentations, advertisements, videos, landing pages, virtual tours, and sales collateral.
- Develop project-specific marketing plans based on location, price range, property configuration, target audience, and competitive positioning.
- Conduct market research, competitor analysis, customer profiling, and pricing comparisons.
- Manage marketing budgets, agency relationships, campaign calendars, and promotional activities.
- Track campaign effectiveness, lead quality, cost per acquisition, and return on marketing expenditure.
- Ensure project marketing materials and advertising claims are accurate and compliant with applicable RERA and other regulatory requirements.
C. Lead Generation & Conversion Management
- Establish a consistent lead generation strategy across digital platforms, property portals, referrals, channel partners, and offline campaigns.
- Define lead qualification criteria based on budget, location preference, property requirements, purchase timeline, and buying intent.
- Ensure timely lead allocation, follow-up, and tracking through the CRM system.
- Coordinate with sales teams to convert qualified inquiries into site visits, negotiations, and bookings.
- Monitor lead-to-site-visit, site-visit-to-booking, and overall lead-to-booking conversion rates.
- Identify reasons for lost leads, missed follow-ups, cancellations, and low conversion.
- Introduce lead nurturing, remarketing, referral, and reactivation campaigns.
- Conduct regular reviews with sales and marketing teams to improve lead quality and conversion performance.
D. CRM & Customer Relationship Management
- Own the strategy, implementation, and effective utilization of the company's CRM platform.
- Establish standard processes for lead capture, assignment, follow-up, customer communication, site visits, booking, and post-sales engagement.
- Ensure all leads, customer interactions, follow-ups, and sales stages are recorded accurately.
- Implement CRM automation for lead assignment, reminders, escalation alerts, customer communications, and management reporting.
- Monitor CRM adoption and compliance across sales, marketing, and customer relationship teams.
- Develop customer segmentation and personalized communication journeys for prospects, buyers, investors, and existing customers.
- Establish processes for handling customer feedback, complaints, escalations, referrals, and repeat business.
- Coordinate post-booking communication, payment reminders, construction updates, possession-related communication, and handover support with the relevant teams.
- Maintain customer data accuracy, confidentiality, appropriate access controls, and consent-based communication practices.
E. Channel Partner & Business Development Management
- Develop and maintain relationships with brokers, channel partners, real estate consultants, and referral networks.
- Design channel partner engagement programs, project presentations, sales events, and incentive schemes subject to management approval.
- Track channel partner performance, lead contribution, site visits, bookings, and business generated.
- Identify new geographic markets, customer segments, and business development opportunities.
- Coordinate with channel sales teams to ensure consistent communication, lead tracking, and conversion reporting.
F. Team Leadership & Cross-Functional Coordination
- Lead, train, motivate, and manage sales, marketing, and CRM personnel.
- Define departmental KPIs, individual targets, performance standards, and accountability mechanisms.
- Conduct regular sales reviews, campaign reviews, pipeline meetings, and performance evaluations.
- Develop SOPs for lead management, CRM usage, customer communication, reporting, and sales follow-up.
- Coordinate with project management, finance, legal, channel sales, and customer service teams.
- Manage external agencies, media partners, creative vendors, and technology providers.
- Build a performance-oriented culture focused on customer satisfaction, process discipline, and business results.
G. MIS, Analytics & Management Reporting
- Prepare daily, weekly, and monthly sales, marketing, and CRM performance reports.
- Develop dashboards covering leads, qualified prospects, site visits, bookings, collections where applicable, cancellations, and revenue.
- Track project-wise marketing expenditure, cost per lead, cost per qualified lead, and cost per booking.
- Analyze campaign ROI, sales funnel efficiency, inventory movement, and customer conversion patterns.
- Forecast sales performance and lead requirements based on project targets and historical data.
- Present performance reviews, budget requirements, risks, and action plans to senior management.
4. Educational Qualifications
- Bachelor's degree in Marketing, Business Administration, Sales, or a related discipline.
- MBA in Marketing, Sales, or Business Management preferred.
- Relevant certifications in digital marketing, sales management, or CRM systems are an advantage.
5. Experience & Technical Competencies
- 5–8 years of relevant experience in real estate sales, marketing, business development, or CRM, with demonstrated leadership responsibilities.
- Proven track record of managing sales targets, marketing campaigns, customer pipelines, and team performance.
- Experience in residential, commercial, plotted development, or other property sales preferred.
- Hands-on knowledge of CRM systems such as Sell.Do, Salesforce, Zoho CRM, HubSpot, or equivalent.
- Working knowledge of Google Ads, Meta Ads, SEO, social media marketing, property portals, and lead generation.
- Strong understanding of real estate sales funnels, channel partner management, customer engagement, and lead nurturing.
- Proficiency in Excel, sales dashboards, campaign analytics, forecasting, and MIS reporting.
- Awareness of applicable RERA requirements, advertising compliance, and data protection obligations.
6. Key Skills & Competencies
- Sales leadership and business development.
- Strategic marketing and brand management.
- Digital marketing and lead generation.
- CRM implementation and process management.
- Negotiation, presentation, and relationship management.
- Budgeting, forecasting, and ROI analysis.
- Customer-centric decision-making.
- Team management and performance monitoring.
- Analytical thinking and problem-solving.
- Cross-functional coordination and execution discipline.
7. Reporting Structure
Reports To: COO / CMO
Direct Reports may include:
- Sales Manager / Sales Executives
- Digital Marketing Executive / Marketing Manager
- CRM Manager / CRM Executives
- Lead Management Executives
- Channel Partner / Business Development Executive
Key Internal Stakeholders:
- Finance and Accounts
- Legal and Compliance
- Project and Construction Teams
- Customer Service and Post-Sales
- Channel Sales and External Marketing Agencies
The department head will be accountable for the overall sales, marketing, and CRM function, while coordinating with other departments to support bookings, collections, customer satisfaction, and project execution.
8. First 90-Day Deliverables
Days 1–30: Assessment and Planning
- Review current sales performance, marketing activities, lead sources, CRM processes, and team capabilities.
- Establish baseline metrics for lead generation, lead quality, conversion, cost per booking, and revenue.
- Prepare project-wise sales and marketing action plans.
- Identify gaps in lead follow-up, CRM data quality, and sales reporting.
Days 31–60: Implementation
- Introduce structured sales pipeline reviews and marketing performance dashboards.
- Improve lead allocation, CRM adoption, follow-up compliance, and customer nurturing.
- Optimize underperforming campaigns and review channel partner engagement.
- Establish individual and departmental targets.
Days 61–90: Performance Improvement
- Demonstrate measurable progress against agreed lead quality, conversion, sales, and marketing efficiency targets.
- Present a project-wise sale forecast and marketing budget plan.
- Implement customer retention, referral, and reactivation initiatives.
- Submit a quarterly performance review and the next-quarter growth strategy to senior management.
9. Overall Success Criteria
The successful candidate will build an integrated Sales, Marketing, and CRM function that consistently generates qualified property inquiries, converts prospects into bookings, improves marketing efficiency, strengthens channel partner relationships, enhances customer satisfaction, and delivers sustainable revenue growth.
Pay: ₹32,000.00 - ₹60,000.00 per month
Benefits:
- Commuter assistance
- Health insurance
- Leave encashment
- Provident Fund
Work Location: In person
