Head Marketing

Ashar Group; Thane; On-site; INR 4,000,000 - 7,000,000; Full time

Job summary

Ashar Group in Thane seeks aHead of Marketing with 18+ years of experience in real estate marketing to lead the organization’s marketing strategy across all portfolios. The role focuses on strengthening brand equity, lead generation, and successful project launches, while coordinating with leadership and boards.

The incumbent will drive digital and traditional channels, optimize customer experience, and ensure ROI across campaigns and activations.

Qualifications

• Data-driven decision making, market research, budgeting and analytics.
• Strong GTM planning for multi-project portfolios.

Responsibilities

• Lead strategic marketing planning aligned with revenue targets and KPIs.
• Manage brand identity, corporate communications and PR.
• Drive multi-channel demand generation (digital and traditional media).
• Oversee project launches, exhibitions and buyer activations.
• Enhance customer experience and optimize walk-in conversions.
• Drive CRM/automation to improve campaign analytics and lifecycle marketing.
• Conduct market research and provide pricing/competitor insights.
• Align sales with marketing and build strategic partnerships.
• Oversee budget, ROI tracking, and team leadership.

Skills

Strategic & analytical

Domain mastery

Execution & leadership

Communication

Education

MBA/PGDM in Marketing

Job description

POSITION OVERVIEW

• Position Title: Head of Marketing
• Experience Required: 18+ years in Real Estate Marketing/BFSI /Consumer/High-value Sales
• Educational Qualification: MBA/PGDM in Marketing or equivalent qualification
• Reporting To: Executive Leadership/Board of Directors
• Location: Corporate Office, Thane

JOB PURPOSE

Lead, design, and execute the organisation's overall marketing strategy, strengthening brand equity, driving qualified lead generation, and accelerating business growth across existing and upcoming real estate developments.

The Head of Marketing will build an integrated, data-driven marketing function spanning brand strategy, performance marketing, channel activations, customer experience, and project launches, ensuring optimal return on investment (ROI) across all marketing spend.

KEY RESPONSIBILITIES

1. Strategic Marketing & Business Planning

• Formulate and execute comprehensive annual and project-specific marketing strategies aligned with revenue targets, micro-market positioning, and competitive insights.
• Establish go-to-market frameworks, budgets, timelines, and tracking KPIs across all active portfolios and new project launches.

2. Brand Management & Corporate Communications

• Establish and safeguard the organization's overarching brand identity while crafting compelling, project-specific narratives and value propositions across all target segments.
• Drive multi-channel visibility and corporate trust by directing PR initiatives, media relations, and strategic creative agencies while maintaining complete visual and message consistency.

3. Lead Generation, Digital & Performance Marketing

• Execute and continuously optimise multi-channel digital (Google, Meta, YouTube, LinkedIn) and traditional media strategies to drive high-intent leads, improving core performance metrics (CPL, CPV, CPA, CAC) and conversion rates.
• Drive organic discovery and digital engagement through integrated SEO/SEM, thought leadership, content creation, and reputation management, while partnering with Sales and CRM teams to deploy effective remarketing and lead-nurturing programs.

4. Project Launches & Commercial Operations

• Spearhead marketing lifecycles across pre-launch, launch, and post-launch phases, leading property exhibitions, buyer activations, and large-scale launch events.
• Direct the creation of all digital and site marketing collateral while collaborating with Design, Legal, Sales, and Project teams to ensure regulatory compliance and launch readiness.

5. Customer Experience & Walk-In Journey

• Oversee Front Office operations, enforce visitor SOPs, and optimise the physical gallery experience to maximise walk-in-to-booking conversions.
• Maintain accurate, brand-compliant digital signage displays and collaborate with Sales teams to automate customer flow and boost buyer engagement.

6. Digitisation, CRM & Automation

• Implement automation tools and enhance CRM/data systems to improve team efficiency, campaign analytics, and lifecycle marketing.
• Modernise technology across all touchpoints to track customer behaviour and touchpoints seamlessly from initial inquiry through post-sales onboarding.

7. Market Research & Consumer Insights

• Conduct market research on pricing trends, competitor strategies, and customer expectations, using these insights to optimise campaign positioning and product differentiation.
• Build and maintain dynamic dashboards to benchmark pricing and performance against competing micro-market developments in real time.

8. Sales Alignment, Events & Strategic Partnerships

• Align lead-generation criteria directly with Sales leadership and conduct regular pipeline reviews to optimise lead conversions and inventory movement.
• Drive demand and lower acquisition costs by establishing alliances with high-net-worth platforms and structuring customer referral, loyalty, and repeat purchase programs.

9. Budget Management, ROI & Team Leadership

• Align lead-generation criteria directly with Sales leadership and conduct regular pipeline reviews to optimise lead conversions and inventory movement.
• Drive demand and lower acquisition costs by establishing alliances with high-net-worth platforms and structuring customer referral, loyalty, and repeat purchase programs.

KEY SKILLS & COMPETENCIES

• Strategic & Analytical: Data-driven decision-making, market research, positioning, and budget management.
• Domain Mastery: Real estate GTM planning, performance marketing, CRM architecture, and site-visit optimisation.
• Execution & Leadership: Agency leadership, vendor negotiations, cross-functional project management, and team mentoring.
• Communication: High-level narrative building, presentation capabilities, and stakeholder alignment.

DESIRED EXPERIENCE & PERSONAL ATTRIBUTES

• Experience: 18+ years of relevant marketing experience, preferably within reputable real estate developers managing multi-project portfolios.
• Track Record: Proven ability in leading major project launches, managing multi-crore budgets, and optimising digital ad spend.
• Commercial Mindset: Strongly focused on bottom-line impact, conversion funnels, and revenue attribution.
• Ownership: High degree of accountability, adaptability in fast-paced environments, and strong execution discipline.