Senior Brand Manager

THE HOUSE OF ABHINANDAN LODHA (HOABL); Gurugram District; On-site; INR 1,200,000 - 2,400,000; Full time

Job summary

The House of Abhinandan Lodha (HOABL) in India seeks a marketing and brand lead to shape product portfolios and drive premium brand positions across real estate projects.

You will develop differentiated positioning, guide pricing strategy with market intelligence, and orchestrate multi-channel campaigns (advertising, PR, BTL) to attract qualified footfalls and strengthen brand value.

Qualifications

• Understanding current and future business opportunities to guide portfolio decisions.
• Brand strategy and advertising across multiple channels to build awareness.
• Pricing strategy informed by market intelligence inputs.

Responsibilities

• Delivering target NPV annually at market and project levels.
• Create an effective product portfolio by analyzing opportunities.
• Create and manage world-class real estate brands using advertising and other marketing tools.
• Leverage advertising, PR, and BTL to build brand awareness and drive qualified footfalls.
• Provide market intelligence inputs for pricing strategy and product pricing.

Skills

Brand strategy

New product development

Brand communications

Go-to-market

Stakeholder management

Pricing strategy

Job description

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:
  o % change in public perception of target brand attributes as measured by a third-party survey
  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, 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