Luxury Marketing Manager
4 days ago
Job Purpose:
The role will be responsible for understanding the customer profile for the Luxury category, their needs and expectations, the prevailing design trends and features. He / she will also study the neighbourhood and products offered by the competition and develop product concepts with compelling value proposition and competitive edge.The individual shall be responsible for planning and developing marketing plans for the projects and for theirexecution through the respective media agencies. Also collaborate with the Design Consultants, Projects and Sales
team to execute the go to market strategy in terms of mock-up unit, scale models, renders, walkthroughs and other relevant collaterals.
Key Responsibilities:
- Conduct market research of clients and prospects and get an understanding of their needs and expectations. Visit neighborhood of identified land parcels and understand the infrastructure and constraints. Work closely with the design team from Projects to a) Summarize and report on project feasibility and b) Develop suitable product concepts based on the market research and neighborhood survey.
- Prepare content and materials for presentation of concepts to Chairman for approvals. Work closely with the design team in Projects for firming up the concept design and thereafter for product design, detailing and developing budget once the concept has been approved by Chairman.
- Prepare and get approval for the annual direct marketing plan and budget for assigned Premium projects.
- Develop and budget for appropriate marketing campaigns in line with sales targets / plan for the year. Develop appropriate product campaigns for different media V Digital, Channel Partners and Direct Marketing inline with brand guidelines.
- Generate sufficient quality leads from direct marketing activities to meet the sales plan based on targeted lead conversion ratio.
- Participate in property exhibitions and promotion events to generate awareness and database of prospective home buyers. Work with the creative agencies to design and develop outputs that are in line with overall brand guidelines and RERA compliant. Proof read and take final approval from Head of the portfolio & residential business (as applicable). Liaise with relevant agencies to get the campaigns executed. Ensure coordination required to keep relevant stakeholders informed and updated on the execution status of various campaigns and events.
- Track marketing campaigns based on defined measurement criteria. Track outcomes and leads generated through each campaign, taking input and feedback from Digital & LMT and Sales team. Provide feedback to agencies and decisions with regard to the campaign in consultation with the reporting head.
- Collaboratively implement the go to market strategy for new launches.
- Interact with the Digital Marketing Manager and the Channel Sales Manager and coordinate activities as required.
- Work closely with the Head of Channel & Alliance Partners to ensure focus on the Priority program; work closely with the sales team and relationship manager to develop and execute initiatives to support achievement of program objectives and enhance the relationship with Loyalty customers.
- Track and monitor spends against the approved Marketing budget focusing on optimal spend. Ensure alignment with financial processes for approvals and utilization for budgets.
- Collaborate and coordinate with the Corporate team for PR & Events to ensure leverage for the segment. Also look to leverage opportunities for the residential business / segment based on work being done by MarCom teams across the Group.
- Work closely with cross functional teams and consultant partners on strategic brand and marketing initiatives.
- Support the sales team during pre launch / launch and other peak periods. Any other tasks assigned by Reporting Manager
- Focus on enhancing effectiveness and self improvement goals. Identify specific goals and action plans to achieve focused growth and development (Self & Team).
Qualifications and Work Experience:
- MBA with 8+ yrs experience in marketing luxury / high-end brands.
- Experience in product design, market research, working with design consultants, marketing service providers and media agencies
- Strong background in Communications and an excellent awareness of the digital environment
Knowledge, Skills and Competencies:
- Strong research and analytical skills
- Self motivated, team player, dynamic, creative with the ability to work on own initiative.
- Strategic thinker with proven ability to innovate and have in-depth knowledge of the external communications environment.
- Strong understanding of both digital and non-digital marketing channels.
- Excellent communicator with ability to influence and persuade across all levels of the organization (internal & external)
- Relationship management
- Project management and problem solving
- Demonstrates strong oral and written communication skills including the ability to clearly present recommendations and ideas to summarize complex issues.
- Exceptional attention to details
- Knowledge of the real estate market would be preferable though not mandatory
- Evidence of delivering innovative campaign/program management
- Ability to multi-task with proven organisational skills
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