Senior AGM – Residential Marketing

Job Purpose:The DGM / Sr. AGM will primarily be responsible for driving growth for the Luxury / Premium segment of EDL’s residential business. Reporting to the Head of Marketing & PR, the individual shall lead efforts to develop and implement strategies than ensure effective product conceptualization, go to market strategy, launch & close of projects - As per business plan (Units sold & value) and effective client relationship management for all projects in the segment. The individual will also have P&L accountability for the segment and will ensure rigorous business planning, budgeting and reviews, collections against completed sales, management of expenses (marketing, sales and general administration expenses) and coordination of efforts with Finance, Projects and Services teams for project development, funding, handovers and maintenance of units for this segment.Key Responsibilities:Formulate and drive the sales & marketing strategy for existing and upcoming projects in the segment.Build a cohesive plan based on the existing inventory and the launch plans scheduled for new projects in the segment. Develop the Annual Operating Plan (AOP) for the segment based on the overall business plan ensuring focus on specific goals for the segment and deploy the approved plan to teams below, enabling them to achieve the outcomes as defined.Ensure development of detailed marketing plans and related budgets. Monitor marketing outputs and spends, and budget utilization / variance. Ensure measurement parameters are defined for all marketing initiatives and decisions are taken based on data / results.Implement direct marketing strategies and maximize quality lead generation at the least cost per lead using industry benchmark as reference.Liaise and engage the Digital Marketing Manager and the Channel Sales Manager to conduct activities that will maximize quality leads from those channels and align to overall AOP and business goals for the segment.Enable critical sales closures. Guide team for negotiations, participate / approve final negotiations ensuring teams operate within the price bands approved for the different projects.Manage the Sales and CRM teams to ensure that the qualified leads are quickly converted into sales, the amounts due are collected and the units are handed over as per agreed schedules. Ensure teams engage effectively with the Project team and units receive snag free during handover.Establish the processes to ensure efficiency and consistency in operational processes. Define and ensure adherence to Department processes for salesforce update, roster, leave etc. as well as interfaces with other teams (Channel Partner, Digital Marketing & LMT, Marketing and CRM). Work closely with other internal teams to ensure a unified approach to sales and delivery.Oversee engagement with relevant Loyalty customers and strive to maximize quality lead generation through them. Working closely with concern leads to design and implementing specific initiatives that enhance the leverage and impact of the Priority program.Ensure defined protocols for handing over unsold units to be maintained ESPL as well as instances where the units are being offered to the Asset Management Team on behalf of the owners.Track and monitor key performance parameters to ensure business operations for the segment are on track with timely decision making and course correction as needed.Manage key relations with alliance partners, investors and partners. Maintain the partnered approach in all dealings and collaborate on deals that ensure ‘win-win’ proposition.Ensure business operations and communications for the segment follow RERA and relevant statutory requirements for any selling, transferring and transactions / dealings related to the property.Track the market and industry for trends and competition ensuring differentiated positioning for EDL and its projects are secure and always maintained.Establish a disciplined planning, budgeting & MIS process for the segment. Ensure regular projections Project-wise/ annual/quarterly/monthly and adherence to the same.Ensure implementation of EDL’s policies and processes as applicable for team and operations. Ensure that the latest technology is used and process and systems are in place to meet the regulatory statutory audit and compliances for RERA etc.Promote open, constructive and collaborative relations within and across teams & group entities.Create a cohesive team of competent personnel by hiring training & retaining top talent. Identify and groom talent, providing coaching, mentoring and feedback.On-board and manage team. Review performance individually and collectively and recommend training interventions as required for continual learning and growth.Key InterfacesInternal / GroupHead Residential, Digital Marketing and LMT and Priority, Channel & Alliance Partners, Marketing, PR & Events, Finance, Projects, Legal, CRM & Post SalesExternalMarketing service providers, Projects Team, Channel Partners, Customers, Media agenciesQualifications and Work Experience:Graduate / MBA with 12+yrs residential sales experience with reputable developer / real estate company.Proven track record in managing all aspects of marketing and sales for high quality projectsLeadership and management experience to lead internal and external stakeholdersEstablished knowledge of development in local market and an established network with channel partners, wealth managers, agencies and customers (including high net worth individuals).Knowledge, Skills and Competencies:Business acumenStrategic thinkingLeadership skillsNew business developmentRelationship buildingUnderstanding and ability to engage with clients / high net worth individualsCommunications skills are both written & verbalKnowledge of different marketing channelsUnderstanding of basic finance and cashflowNegotiation skillsUnderstanding of construction and architectural features of residential buildingsKnowledge of market, competition and legal aspects of property sellingAbility to lead large teamsAbility to energize, persuade or influence othersBuilding, shaping and communicating the organization’s values and culture