Business Head - Marketing

THE HOUSE OF ABHINANDAN LODHA (HOABL); Bengaluru; On-site; INR 6,000,000 - 10,000,000; Full time

Job summary

The House of Abhinandan Lodha (HoABL) in Bengaluru seeks a Business Head - Marketing to architect product positioning, lead ATL/BTL campaigns, and align marketing with sales to drive growth. You will liaise with creative agencies to plan campaigns and coordinate with the sales team to implement strategies.

A bias for high-quality delivery is essential for success in this role. The role also entails intensive work in New Product Development for projects with turnover in hundreds of crores,

Qualifications

• Delivering target NPV (annually at market level and project-wise) in absolute terms and in % terms
• Create an effective product portfolio by understanding present and future opportunities
• Create and manage world-class real estate brands using advertising and other marketing tools
• Brand: use various channels (advertising, PR, BTL) to raise awareness and deliver footfalls
• Provide market intelligence inputs for robust pricing strategy and mechanism

Responsibilities

• Delivering target NPV (annually at market level and project-wise) in absolute terms and in % terms
• To create an effective product portfolio for the business by understanding the present and future business opportunities
• To create and manage world-class real estate brands using advertising and other marketing tools
• Brand: to use various communication channels to create awareness of brand attributes and deliver required footfalls
• To provide adequate and fast market intelligence inputs for pricing strategy and mechanism

Skills

Brand strategy

New product development

Go-to-market

Stakeholder management

Team leadership

Marketing strategy

Job description

Job title: Business Head - Marketing

Summary: The role is for marketing professionals with a knack for innovation in product development & capability to create a brand positioning that resonates strongly with the consumers. The role covers active involvement with the creative agencies to plan & create campaigns that differentiate in cluttered media, and active coordination with the sales team to channel & implement marketing strategies. The incumbent shall be driving ATL, and BTL campaigns and shall be a guide to pre-sales to in-house digital. A bias for high-quality delivery with minimal will be key to success in this profile.

The role also entails intensive work in New Product Development for projects with a turnover of a few hundred crores

THE HOUSE OF ABHINANDAN LODHA (HOABL)

The House of Abhinandan Lodha (HoABL) was founded in 2020, is India's largest branded land developer, revolutionising real estate transactions through security, technology, transparency, and convenience. HoABL specialises in branded plots, offering a completely hassle-free virtual experience (i.e. selling land to its customers without any physical interaction with them) which is a first in India and probably even globally, while also pioneering the democratisation of land ownership by making this asset class accessible to a wider base of aspiring buyers across the country.

In just five years, HoABL has sold about 12 million sq.ft. of developed land-all without meeting a single customer face-to-face and ahead of promised timelines-and has around 30 million sq.ft. under active development. The company has expanded its footprint across prime locations such as Alibaug, Anjarle, Ayodhya, and Vrindavan, Dapoli, Goa, Khopoli, Nagpur, and Neral in Maharashtra, with upcoming developments in Amritsar, Shimla, and Varanasi.

HoABL has swiftly gained prominence by focusing on plotted developments in key locations where the governments are focused on quality infrastructure, offering a seamless and transparent experience to investors and homebuyers alike.

With plans to be in 48 cities nationwide, HoABL is tapping into the growing demand for plotted developments driven by existing and upcoming infrastructure projects and the appeal of tourist destinations. HoABL's customer base of over 6,000 investors spans 27 countries, 23 states, and 107 cities-including India's top metros and international hubs such as New York, London, Singapore, Dubai, Sydney, Tokyo, and Toronto-underscoring the company's scale, trust, and credibility in the land ownership space. The majority of HoABL's customers are salaried professionals (~45%) largely CEO's and CXO's, independent professionals (~20%), with the balance comprising entrepreneurs and business owners-reflecting a diverse yet aspirational customer profile.

Positioning itself as a tech company within the real estate sector, HoABL is a business built from scratch and unlike many new-age start-ups, HoABL has never incurred a loss nor engaged in cash burning.

HOABL has also recently forayed into Vertical Real Estate Development in Mumbai with two marquee projects in South Mumbai and one with Mittal Builders the North Mumbai totaling the commitment to 3.1mn sqft.

Roles and Responsibilities:

Functional Mandate:

• Delivering target NPV (annually at market level and project-wise, both in absolute terms and in % terms)
• To create an effective product portfolio for the business by understanding the present and future business opportunities
• To create and manage world-class real estate brands using advertising and other marketing tools
• Brand: To use various communication channels (advertising, PR, BTL, etc.) through various mediums to create enhanced target audience awareness of target brand attributes in a cost-effective fashion and to deliver required footfalls in quality and quantity
• To provide adequate and fast market intelligence inputs for ensuring a robust pricing strategy and mechanism for each product on an ongoing basis

KRA / Success Measures:

• Targeted Gross Contribution - in Value and %age terms as per business plan
• Qualitative assessment of marketing inputs and speed of sales (No. of units sold per month Vs Target) for each project
• Maximize brand valuation and maximize the capability to charge a price premium

Brand:

• a) o% change in public perception of target brand attributes as measured by a third-party survey
• b) o% increase in actual brand spend over target budget
• Competitor pricing change and sales transaction information speed (Response time in the number of days)

The team works towards developing a multi-pronged and differentiated approach to brand building from the point of conceptualizing the product, developing a differentiated product positioning and marketing strategy, and managing various marketing programs and customer interactions till the point of handover to the customer.

The group strongly believes in using 'brand' as a differentiator and has developed itself as a pioneer of branded realty, delivering consistent brand experience across customer touchpoints. We have invested in building a strong and professional team to meet challenges in an ever-evolutionary and dynamic environment and make a significant contribution at the brand, category, and company levels. The teams together comprise professionals from the best business schools including IIMs, ISB, XLRI, MDI and SP Jain. These professionals have been drawn from top FMCG, Automobile, and Consumer Durables companies.

Competencies:

• Building brand strategy
• New product development
• Effective consumer understating
• Brand communication development
• Go-to-market strategy
• Capable of handling multiple stakeholders and managing their expectations with responsibility and confidence
• Taking quick and effective calls to resolve execution-specific issues that arise from time-to-time
• Adaptable to different / rapidly changing circumstances
• Ability to manage client conversation & manage relationships