Product Marketing Manager

February 3, 2022

Functional Responsibilities:

Formulate an overall marketing strategy for a set of residential properties in order to increase the Sales, maximize revenues and create brand value

Formulate plans which include offline, print, digital and maintaining key relations with agencies & others.
Increase the visibility and the awareness of the properties across the potential markets
Introduce innovative marketing ideas to increase the footfall/ walk-ins
Develop a desired market positioning for the properties
Track & monitor the marketing activities
Monitor competition and what other players in the respective segments are doing.
Formulate the marketing calendar for the month, quarter, year in terms of the events, marketing initiatives, branding and promotional activities
Maintain the annual marketing budget of the respective properties on detailed revenue and expense projections; in line with the overall marketing strategy
Review and approve the Advertising/ communication strategy, assess the credibility and commercial feasibility and finalize the advertising and PR agencies
Review and finalize the creative campaign for ATL, BTL and events on a regular basis and oversee the smooth execution of the events and monitor the performance of the various agencies involved
Collaboration & partnership with agencies for lead generation.
Work with the Sales/Sourcing team to understand their needs and come up with suggestions to attract the right target market.
Brief the agencies of the clear objectives and ensure the communication is in line with the same.
Must formulate content for presentation/Social Media/ Press releases, etc
Analyze and review the leads closures, walk-ins to ensure the plan can be tracked and monitored to give us maximum mileage for the market spends
Develop and execute customer engagement programs/ events to generate leads and drive sales/ revenue opportunity.
Work in collaboration with other brands that can have a positive or rub off influence on our Residential.

Project Branding:

Provide direction/ inputs for preparing the annual marketing plan as per the directives on project launches and phase extensions
Provide direction/ inputs for formulation of brand identity, advertising strategy and media plan and budget
Provide direction/ inputs to plan and co-coordinate the development and implementation of media programs/ campaigns designed to keep the relevant audience informed of organizational projects/ services, accomplishments or agendas through print (newspaper, magazines), electronic (Television), outdoor (city hoardings) and on-line(website) media, NRI/Out Station market promotions, etc.

Events, Exhibitions & Promotions:

Plan and execute project launches / broker and bankers meet / press conferences etc.
Contribute to the exhibition participation by assisting in the brief, look-and-feel of the stall, etc.

Research:

Consumer Insight: Building consumer centricity in all our marketing efforts through research.

To help Identify relevant customer need gaps that can become valued inputs for product development – based on a better understanding of the customer’s dreams, hopes and aspirations.
To ensure a better understanding of the target customer, such that a sharply defined customer-centric product proposition emerges, backed by research-driven insights
To build a customer-centric brand that can connect with masses – this is essential if we want to expand the market
Identify need for research
Write research brief
Review proposals and methodology
Provide input for research include the writing of concepts
Manage the execution of research
Translate research findings into actionable strategy and planning initiatives to support the brand, development of new products and marketing.

Qualifications (Academic and Essential):

MBA from a Reputed College / Institution,
Fluent in both spoken and written English

Experience: 8 – 15 years’ experience in Marketing in Real Estate, Hospitality, Banking, Luxury Goods Industry.

Location: Chennai.