Head of Marketing Strategy & Brand Innivation, Mumbai

Job Description:

HEAD OF MARKETING STRATEGY & BRAND INNOVATION

Position: Head of Marketing Strategy & Brand Innovation (Marketing Strategist)
Location: Mumbai
Employment Type: Full-time
Experience: 10–16 Years
Leadership Experience: 4–6 Years in Brand Strategy and Creative Leadership
Compensation: ₹25–35 LPA
Reports To: CEO
Portfolio: Plotted Land, Residential and Commercial Real Estate
Work Mode: On-site/Hybrid with frequent travel across MMR project locations

ROLE PURPOSE

Build and lead the brand and marketing engine for Goyal Realty to establish the company as a trusted, differentiated and highly recognized real estate brand across plotted land, residential and commercial segments.

The role will focus on four key areas:

1. Brand Architecture and Strategy

2. External Marketing and Demand Generation

3. Internal and Stakeholder Marketing

4. Marketing Innovation and Creative Disruption

KEY RESPONSIBILITIES

BRAND STRATEGY AND BRAND ARCHITECTURE

• Define and own Goyal Realty's master brand positioning, tone of voice and visual identity across all marketing touchpoints.

• Develop brand architecture across plotted land, residential and commercial real estate while maintaining strong parent-brand equity.

• Develop clear value propositions and positioning for individual projects and asset classes.

• Ensure project positioning is aligned with the overall Goyal Realty brand strategy.

• Translate the Chairman and CEO's business philosophy into consistent market-facing brand messaging.

• Align marketing communication with the company's existing Sales Playbook and GOYAL Framework.

• Act as the internal brand guardian across customer, partner and stakeholder communications.

EXTERNAL MARKETING AND DEMAND GENERATION

• Own the complete external marketing funnel, including brand building, category creation, project launches, digital marketing, performance marketing, PR, influencer marketing, creator partnerships and on-ground activations.

• Develop integrated marketing strategies for plotted land, residential and commercial projects.

• Create repeatable but differentiated marketing frameworks for new project launches.

• Develop positioning, creative concepts, media plans, influencer strategies, activation plans and channel-partner marketing kits for project launches.

• Work closely with Sales, Business Development and Channel Partner/DSA teams to support lead generation and business growth.

• Ensure marketing strategies are aligned with commercial and sales objectives.

• Develop innovative customer acquisition and engagement strategies across digital and physical channels.

MARKETING CAMPAIGNS AND CREATIVE INNOVATION

• Lead the development of creative concepts and differentiated marketing campaigns.

• Introduce unconventional and innovative marketing formats that challenge traditional real estate marketing practices.

• Develop new content formats, campaign mechanics, immersive experiences, AR-led experiences, strategic partnerships and cultural-moment campaigns.

• Originate at least one category-first marketing campaign, format, mechanic or content property annually.

• Identify emerging trends, technologies and marketing opportunities from real estate and adjacent industries.

• Bring innovative ideas from other categories into real estate marketing.

• Evaluate creative concepts and ensure agency output meets the required strategic and creative standards.

PROJECT LAUNCHES

• Develop and implement marketing strategies for new land parcels, residential projects and commercial assets.

• Lead project positioning, campaign strategy, creative development, media planning and launch execution.

• Develop integrated launch plans covering digital, performance marketing, PR, influencers, creators, on-ground activations and channel partners.

• Ensure every project is positioned consistently within the broader Goyal Realty portfolio.

• Coordinate with Business Development to ensure newly acquired assets are marketing-ready from the acquisition stage.

PR, REPUTATION AND CORPORATE COMMUNICATION

• Lead media relations and PR strategy for Goyal Realty and its real estate entities.

• Develop thought-leadership opportunities for the Chairman and CEO.

• Manage the company's external brand narrative and reputation.

• Develop transparency-led communication and trust-building initiatives.

• Ensure readiness for reputation management and crisis communication.

• Strengthen brand credibility through customer-proof content and trust-focused marketing communication.

CHANNEL PARTNER AND TRADE MARKETING

• Develop marketing collateral and communication for Channel Partners, DSAs and brokerage networks.

• Create co-branded marketing campaigns and partner enablement materials.

• Develop incentive communication and sales-support marketing assets.

• Work closely with channel-partner teams to strengthen lead generation and project sales.

• Ensure channel partners receive relevant and consistent marketing support.

INTERNAL MARKETING AND EMPLOYER BRAND

• Lead internal brand and employer-brand communication across the Group.

• Develop careers, culture and employee engagement content.

• Support HR and leadership with communication for town halls, onboarding, recognition and culture-building initiatives.

• Support leadership communication and internal brand narratives.

• Ensure internal communication reflects the company's culture, values and strategic direction.

TEAM AND AGENCY MANAGEMENT

• Build and lead a lean in-house marketing team covering Brand, Content, Digital, Performance Marketing and Design.

• Define team structures, responsibilities and performance expectations based on portfolio requirements.

• Identify, appoint and manage external creative, media, PR, production and specialist agencies.

• Develop clear agency briefs and maintain high standards of creative and strategic execution.

• Manage multiple agencies, creative teams and stakeholders simultaneously.

• Evaluate agency performance and ensure accountability for deliverables and ROI.

MARKETING BUDGET AND COMMERCIAL MANAGEMENT

• Own the marketing budget end-to-end.

• Allocate marketing investment across brand building, performance marketing, media, digital and other channels.

• Optimise marketing spend based on business objectives and performance.

• Track and evaluate marketing ROI.

• Prepare regular marketing performance and ROI reports for the CEO and Chairman's Office.

• Monitor key performance metrics including CPL, CAC, ROAS, MQL, SQL and lead-to-sales conversion.

• Connect marketing investment with sales pipeline and commercial outcomes.

KEY STAKEHOLDER MANAGEMENT

• Work directly with the CEO, Chairman and senior leadership team.

• Collaborate closely with Sales, Business Development, HR and Channel Partner teams.

• Manage relationships with creative, media, PR, production and technology partners.

• Develop marketing communication for landowners, JV/JD partners, channel partners, investors and other institutional stakeholders.

• Align internal and external stakeholders around a consistent brand narrative.

REQUIRED QUALIFICATIONS AND EXPERIENCE

• 10–16 years of overall marketing experience.

• Minimum 4–6 years of experience in brand strategy and creative leadership.

• Proven experience leading marketing strategy and creative output rather than only media buying or execution.

• Experience managing marketing budgets and marketing performance.

• Strong understanding of brand positioning, brand architecture, integrated marketing and demand generation.

• Strong knowledge of digital marketing and performance marketing.

• Strong understanding of marketing metrics including CPL, CAC, ROAS, MQL, SQL and conversion rates.

• Proven experience managing internal teams and external agencies.

• Experience working directly with founders, CEOs or senior leadership.

• Strong strategic thinking combined with hands-on creative judgement.

• Demonstrated ability to develop innovative and differentiated marketing campaigns.

PREFERRED EXPERIENCE

• Real estate marketing experience, particularly in plotted land, residential, commercial, second-home or investment-property marketing.

• Experience in high-ticket consumer, luxury, automotive, hospitality, fintech, wealth management or other considered-purchase categories.

• Experience building a challenger brand against established competitors.

• Experience in founder-led, entrepreneurial or fast-growing organisations.

• Experience with PropTech, AI-led visualisation, virtual site experiences or immersive marketing.

• Experience building a personal creator or thought-leadership presence or developing one for a founder or brand.

• Experience working across both digital and physical marketing environments.

KEY COMPETENCIES

• Strategic Brand Management

• Brand Positioning

• Brand Architecture

• Creative Strategy

• Creative Direction

• Integrated Marketing

• Digital Marketing

• Performance Marketing

• Demand Generation

• Campaign Management

• Project Launch Marketing

• PR and Reputation Management

• Influencer and Creator Marketing

• Content Strategy

• Marketing Innovation

• Category Creation

• Customer Acquisition

• Channel Partner Marketing

• Employer Branding

• Stakeholder Management

• Agency Management

• Team Leadership

• Budget Management

• Marketing ROI

• Commercial Acumen

• Data-Driven Marketing

• Founder/CEO Communication

IDEAL CANDIDATE PROFILE

The ideal candidate is a strategic and creative marketing leader who can combine brand building, innovation and commercial performance.

The candidate should be able to personally evaluate, shape and originate creative ideas, while also developing the strategy, team, agency ecosystem and processes required to execute them at scale.

The candidate should be comfortable working in a founder-led, fast-moving environment with direct access to senior leadership and should be capable of building the marketing function rather than relying on an already-established organisation.

NOT A FIT IF

• The candidate has only execution or coordination experience without meaningful ownership of strategy and creative direction.

• The candidate's experience is limited primarily to agency coordination, media buying or calendar management.

• The candidate's innovation experience is limited to conventional paid-social, print, hoarding or standard real estate campaigns.

• The candidate requires a large and mature marketing organisation to operate effectively.

• The candidate lacks hands-on understanding of brand strategy, creative development and performance marketing.

KEY SUCCESS MEASURES

• Strengthening Goyal Realty's overall brand positioning and market recognition.

• Successful launches across plotted land, residential and commercial projects.

• Growth in qualified marketing-generated leads and sales pipeline.

• Improvement in CPL, CAC, ROAS and MQL-to-SQL conversion.

• Development of differentiated and category-leading campaigns.

• Effective management and optimisation of the marketing budget.

• Successful development of the in-house marketing team and agency ecosystem.

• Consistent brand communication across all internal and external touchpoints.

• Increased trust, credibility and visibility of Goyal Realty among customers, partners and stakeholders.