Job Description:

HEAD OF MARKETING STRATEGY & BRAND INNOVATION

• Position Title - Head of Marketing Strategy & Brand Innovation (Marketing Strategist)
• Reports To - CEO
• Direct Reports - Builds and leads a lean in-house pod (Brand/Content, Digital & Performance, Design) plus an external bench of creative, PR, and media agencies
• Scope of Portfolio -  Bachelor’s degree in Marketing, Communication, Business or related field- proven track record of bold and creative marketing campaigns. Luxury hospitality, real estate, lifestyle or creative agency work is bonus.
• Location - Mumbai(on-site/hybrid; frequent site travel across MMR project locations)
• Experience Band - 10–16 years, with at least 4–6 years in a strategy-and-creative leadership capacity (agency, D2C brand, or developer marketing function)
• Employment Type -  Full-time, leadership grade

Role Purpose & Mandate

In one line: We are seeking an unconventional Head of Marketing who would like to redefine the standard marketing playbook in order to build and run the brand and marketing engine that makes the company the most talked-about, most trusted, and most differentiated real estate name in every market it enters — across land, homes, and commercial space — through creative-led, out-of-the-box thinking that breaks pre-established standards for real estate marketing — bringing that thinking to life across both digital and physical spaces.

The mandate breaks into four pillars:

1. Marketing & Strategy

• Design and execute out-of-the-box marketing campaigns that differentiate residential, commercial, and hospitality projects in a crowded market.
• Turn complex development briefs into compelling human stories, positioning properties as premium lifestyle choices rather than just physical spaces.

2. External Marketing & Demand Generation

• Own the full external funnel: category creation, brand campaigns, project launches, digital and performance marketing, PR, influencer/creator partnerships, on-ground activation, and channel-partner-facing marketing collateral.
• Work closely with Sales and the Channel Partner/DSA venture.

3. Internal & Stakeholder Marketing

• Own internal brand communication including culture, employer brand, town-hall and leadership narrative support.
• Own marketing support for institutional stakeholders — landowners, JV/JD partners, channel partners, and investors — who need to be sold the company's story as much as end customers do.

4. Out-of-the-Box Category Innovation

• Bring a demonstrated personal track record of building something “that didn't exist before” — a format, campaign mechanic, product marketing innovation, or content property — and apply that creative-led, out-of-the-box instinct to real estate.
• Deliberately break pre-established standards in a category still dominated by formulaic marketing.
• Move beyond traditional advertising to create immersive property launches, pop-ups, and experiential activations that generate organic buzz and community engagement.

Detailed Scope of Work

1.1 External Marketing

Brand & Category Strategy

• Translate the Chairman/CEO's business philosophy and the existing Sales Playbook into consistent market-facing messaging, so brand and sales narratives are never contradictory.

Project Launches & Campaigns

• Build a repeatable but non-formulaic launch framework — positioning, creative concept, media plan, influencer/creator layer, on-ground activation, and channel-partner enablement kit — for every new land parcel, residential tower, or commercial asset.
• Personally originate at least one “category-first” campaign concept per year — a format, mechanic, or content property that has not been done in Indian real estate marketing before.
• Examples could include new content formats, immersive/AR-led site experiences, unconventional partnerships, or cultural-moment tie-ins.

PR, Reputation & Public Narrative

• Own media relations, thought-leadership placement for the Chairman/CEO, and reputation management across the group's real estate entities.
• Build and protect RERA-era trust signals — transparency-led messaging, customer-proof content, and crisis communication readiness.

Channel Partner & Trade Marketing

• Build marketing collateral, incentive communication, and co-branded campaigns for the Channel Partner/DSA brokerage venture and premium channel-partner network.
• Ensure every BD-sourced acquisition converts into a marketing-ready asset — coordinating with the BD SOP so marketing is engaged from acquisition, not only at launch.

1.2 Internal Marketing

• Own internal/employer brand communication — careers narrative, culture content, and support for Group townhalls and leadership communication.
• Support HR and leadership with internal-facing creative for onboarding, recognition, and culture-building moments across entities.
• Act as brand guardian internally — ensuring every customer- and partner-facing document, proposal, or presentation across the Group is on-brand.

1.3 Team, Vendor & Budget Ownership

• Build and lead a lean in-house marketing pod comprising content/brand, digital & performance, and design, sized to portfolio scale.
• Curate and manage a bench of creative, media, PR, and production agencies/freelancers; own vendor selection, briefing discipline, and ROI accountability.
• Own the marketing budget end-to-end — allocation across brand-building vs. performance, channel mix optimisation, and quarterly ROI reporting to the CEO/Chairman's office in a Big-4-style dashboard format.

Candidate Profile — Must-Have & Differentiating Credentials

1.1 Non-Negotiable Requirements

• 10–16 years in marketing with a minimum of 4–6 years leading brand strategy and creative output — not only media buying or execution.
• A portfolio with at least one campaign, brand launch, or content property that was genuinely novel in its category — verifiable, not self-described.
• Demonstrated ability to work across both strategy — positioning, architecture, funnel design — and creative direction; can evaluate, shape, and sometimes originate a creative concept personally.
• Strong leadership skills and a growth mindset, with the proven ability to work with multiple creative ideas and individuals at once — able to bring creative thinking into reality across both digital and physical spaces.
• Comfort operating in a founder-led, fast-moving group structure — able to work directly with Chairman/CEO without needing a large layer of process.
• Experience owning a marketing P&L / budget, with fluency in performance-marketing metrics including CPL, CAC, ROAS, and MQL-SQL conversion, alongside brand metrics.

1.2 Strongly Preferred

• Prior real estate, high-ticket consumer, or luxury/considered-purchase category experience — automobiles, luxury retail, hospitality, fintech/wealth — where trust and long sales cycles mirror real estate.
• Experience building a brand from a challenger position against larger, more established category incumbents.
• Direct experience with land/plotted development, second-home, or investment-property marketing — a distinct buyer psychology from end-use residential.
• Exposure to PropTech, AI-led visualisation/virtual site-experience tools, or immersive marketing formats.
• A personal creator/thought-leadership presence, or a track record of building one for a founder/brand — useful given the CEO/Chairman-led narrative style of the Group.

1.3 Explicitly Not the Fit

• A pure execution/coordination profile whose experience is limited to briefing agencies and tracking calendars, without personal strategy or creative authorship.
• A profile whose “innovation” claims are limited to running the same paid-social/hoarding playbook other developers already run.
• Someone who needs a large, mature marketing organisation already in place to be effective — this role builds the function, not inherits one.

Key Competencies & What to Look For

1. Strategic Brand Thinking

What it means:
The candidate should be able to build a long-term brand strategy that works across different product lines while keeping the overall brand strong and consistent.

What to look for:

• Previous experience in building or managing brand architecture.
• Can clearly explain how they would position different products under one parent brand.
• Should be able to explain their brand strategy without needing too much prompting.

2. Original Creative Judgement

What it means:
The candidate should be capable of creating or shaping genuinely new and creative ideas, rather than simply approving ideas presented by an agency.

What to look for:

• A strong portfolio of campaigns or creative work.
• Can explain their personal contribution to the campaign.
• Can clearly explain why an idea was original and how it was different from existing campaigns.
• Should be comfortable challenging conventional marketing approaches.

3. Commercial & Performance Marketing Fluency

What it means:
The candidate should understand both creativity and business performance. They should know how marketing investment translates into leads, sales opportunities, and revenue.

What to look for:

• Strong understanding of CPL, CAC, ROAS, MQL, SQL, conversion rates, and marketing funnels.
• Can explain a real marketing funnel or dashboard they have managed.
• Understands how to measure the ROI of marketing campaigns.
• Should have experience balancing brand-building with performance marketing.

4. Category Disruption & Innovation

What it means:
The candidate should actively look outside real estate for new marketing ideas and bring innovative formats into the industry.

What to look for:

• Can share examples of campaigns from other industries that inspired them.
• Can explain how they would adapt those ideas to real estate.
• Demonstrates curiosity about new platforms, technologies, content formats, experiences, and consumer trends.
• Has a track record of trying something that had not been done before.

5. Founder-Mode Operating Style

What it means:
The candidate should be comfortable working in a fast-moving environment where priorities can change and decisions need to be made quickly.

What to look for:

• Previous experience working with founders, promoters, CEOs, or in early-stage/growth-stage companies.
• Comfortable working with limited processes and building systems from scratch.
• Can take ownership without waiting for detailed instructions.
• Comfortable presenting ideas and challenging senior leadership when required.

6. Stakeholder Management & Collaboration

What it means:
The candidate should be able to bring different teams together around one clear brand and marketing direction.

What to look for:

• Experience working closely with Sales, Business Development, HR, leadership, agencies, channel partners, and other stakeholders.
• Can manage different opinions and priorities without weakening the overall brand message.
• Has examples of successfully managing cross-functional projects.
• Strong communication and influencing skills.