AGM – Marketing & Direct Sales (Pune)

Job Description:

Role Objective:

To own end-to-end marketing and direct demand generation for mandate projects—including launch readiness, sustenance activation, agency management, digital performance marketing, offline activation, CRM integration, and brand communication—ensuring targeted lead flow, optimized CPLs, and improved site-to-booking conversions. This is a hands-on leadership role, not a coordinator role.

Reports To: Director

Team Size: 1 direct report (Marketing Executive) + agency/vendor ecosystem

Experience Required: 6–10 years (minimum 4 years in real estate marketing)

 Core Accountability Areas:

      1. Marketing Strategy & Launch Readiness—

• Build project-level GTM positioning, hero messaging & target customer cohorts
• Prepare launch marketing plan, COS plan, timelines, war-room checklists
• Coordinate with BD team for support/sales readiness
• Ensure zero-slip execution by planned launch dates

      2. Creative & Content Ownership-

• Lead creative brief development and approvals
• Manage brochures, hoardings, print ads, radio scripts, digital assets, landing pages
• Ensure brand consistency across Company
• Review agency output (quality, timelines, cost efficiency)

      3. Digital & Performance Marketing-

• Run or supervise Meta, Google & LinkedIn campaigns
• Optimize CPL, MQL, SV, and booking-level metrics
• Weekly dashboards on: 1. Lead quality 2. CPL vs. benchmark 3. CP vs direct mix  4. Micro-market insights

      4. Direct Lead Enablement—

• Drive direct walk-ins through digital and offline.
• Own funnel: Lead → SV → Booking
• Build and manage internal lead scoring & routing rules
• Work with closures team to improve conversion

      5. Offline & BTL Activations-

• Plan & execute: 1. Canopy activations 2. Corporate connects 3. RWA campaigns 4. Mall activations 5. Weekend micro-events
• Vendor negotiation & execution control

      6. Outdoor & Radio Media Planning-

• Evaluate and recommend OOH, bus shelters, highway media
• Manage cost, GRP planning, footprint selection
• Work with media agencies for: 1. Radio campaigns 2. FCT planning 3. RJ integrations

       7. Website & SEO Ownership-

• Oversee updates for Company & project microsites
• Ensure SEO hygiene and keyword ranking improvement
• Monitor traffic, bounce rate, conversion drop-offs

      8. CRM, Reporting & Analytics—

• Coordinate with the CRM team for: 1. Lead flows 2. Integration 3. Booking dashboards
• Weekly reporting to management: 1. Spend vs ROI 2. Source-wise performance 3. Direct vs CP contribution

      9. Vendor & Agency Management-

• Single point of contact for: 1. Creative agency 2. Digital agency 3. Production vendors 4. Printing & fabrication 5. OOH vendors
• SLA monitoring, cost control, performance evaluation

Candidate Profile—Must Haves:

1. Industry Experience—Cat A/B Real estate developer/mandate firm

2. Exposure—Launch campaigns, large-format OOH, performance marketing

3. Skills—Hands-on execution and strategic planning

4. Tools—Meta/Google Ads (working level), CRM, Excel, PowerPoint

5. Leadership—Managed at least 1–3 team members or agencies

6. Communication—strong briefing, copy sense, stakeholder handling

7. Added Advantage—Experience in plotted, luxury, or township launches

 KPIs & Success Metrics:

• CPL vs benchmark improvement
• Direct contribution to bookings
• Execution of launch calendar 100% on-time
• Lead-to-SV and SV-to-Booking uplift
• Microsite traffic uplift & bounce reduction
• Agency performance delivery against SLAs
• Cost optimization across media categories

Compensation:

• CTC Range: ₹8–12 LPA (based on experience)
• Incentives: Performance-linked (launch + targets)
• Other: Travel reimbursement as per policy