Head - Digital Marketing & LMT - Residential Business

Title / Position: Digital Marketing & LMT Head

DESIGNATION : Digital Marketing & LMT Head

LOCATION : Bangalore

REPORTING MANAGER

Head - Residential Business

Job Purpose :

- Reporting to the Head of Residential business this position will plan and implement the digital strategy for the company's Residential business.

- This position will also anchor the focus for digital marketing for the company's - Corporate and its Group entities.

- The individual will work closely with counterparts across the Group entities to enable the best leverage of the digital media platforms for the marketing and communication goals.

- As the Group's SME for Digital Marketing the individual will develop and provide a comprehensive understanding of the digital marketing space, keeping pace with the latest in technology and regulatory developments that may impact or benefit the digital programs, the recommended agencies to partner with and drive the brand across innovative digital platforms to support the business.

Key Responsibilities :

- Define and execute the company's digital strategy in conjunction with the marketing objectives of the Group and its business entities. Ensure an integrated approach for leveraging the available digital media/platforms. Work closely with the IT team/vendors/consultants for implementation of digital strategy, technology and enablement tools.

- Develop, implement, and optimize online marketing campaigns for corporate and residential brand initiatives. Provide leadership, direction, and technical expertise to design, develop, and support digital properties

- Lead the digital direct marketing activities, including SEO, SEM, affiliate marketing, and social advertising

- Enhance focus on user-centric engagement - Lead the identification and refinement of new consumer experience within interactive platforms to engage and capture hearts of the consumers in their digital lives

- Design and implement 360 degrees integrated digital marketing communications for product launches. Create promotional & seasonal campaigns to achieve sales objectives

- Oversight of campaign deliverables as per schedule, monitoring project costs, profitability, managing cost escalations.

- Track performance relative to targets and refine to optimize results.

- Closely monitor changes in the digital space so as to identify gaps and opportunities for new interactive marketing opportunities.

- Drive digital media spend to meet digital and brand objectives of the marketing campaigns

- Select appropriate agency partners and review creative, technical and buying capabilities of interactive agencies/technology providers for specific brand projects as well as overall interactive Marketing initiatives.

- Formulate processes which will give teams across the Group entities direction and support for digital marketing.

- Work with the Marketing team to devise and manage digital marketing campaigns with partnering agencies and ad networks to maximize transactions. Ensure measurement metrics for online campaigns. Take decisions based on results.

- Ensure the development of an ongoing measurement tool and process for all digital marketing projects.

- Undertake regular market and competitor research and analysis. Develop and provide the comprehensive understanding of the digital marketing space and educate the team on the latest in technology and regulatory developments that may impact or benefit our digital programs. Engage with external agencies / Group teams and bring best practices to the company.

- Lead and manage the lead generation team and outsourced call center. Ensure robust process to qualify leads and hand over to the sales team.

- Ensure tracking and reporting of sales pipeline - lead generation and conversions. Workout process and protocols with Premium, Luxury, and Channel Partner teams on generating adequate leads and handling of leads.

- Ensure end-user adoption of technology and tools deployed for sales enablement including Salesforce.com to drive effective inquiry handling (TAT, Communication, tasks & follow-ups management); Exotel Cloud Calls Management system & Other inquiry tools (Live Chat, Hubspot, Site Walk-in) for automated lead Management environment.

- Monitor, track, and report, websites traffic including trend analysis using site analytics solutions such as Google Analytics. Prepare search engine ranking and traffic reports to assess areas of potential improvement. Create data stats that allows measurement & performance analysis for Campaigns executed which provides strategic insights for future marketing plan based on the data metrics. Ensure salesforce driven MIS reports, Analysis & Business performance dashboards (Annual, Quarterly, Monthly, Ad-hoc) for the Residential sales team that helps in business decision-making process.

Supervision :

Direct Reports : Two

Dotted line reporting : 3 (Additional support team based on peaks)

Indirect Reports :

Key Interfaces :

Internal / Group : Business Heads | Functional Heads | Sales & Marketing teams | Marcom

External : Agency partners, Consultants

Qualifications and Work Experience :

- Graduate / Post Graduate with 12 + years- experience in Digital marketing preferably in Real Estate.

- Proficiency with marketing tools & digital technologies/channels and website analytics.

- Experience in managing and optimizing SEM campaigns across online channels to accomplish business goals.

- Hands on experience or comfortable with any or all of the following: SQL, HTML, CSS, Javascript or programming in any language is a strong plus. Strong and practical working knowledge of HTML, blogging platforms, Email Campaign systems, LinkedIn, Facebook, Twitter, YouTube, and Instagram.

- Google AdWords certification is preferred. Prior experience with Salesforce and lead management would be a plus.

Knowledge, Skills, and Competencies :

- Deep understanding of digital marketing, SEM & SEO

- Creative thinker and problem solver with attention to detail

- Articulate and excellent communication skills. Strong presentation making skills

- Responds quickly and flexibly to business needs

- Strong collaboration and team management skills

- Understands how to build and nurture a community of users, advocates, and influencers and use this to amplify the word of mouth for the product

- Exceptional writing skills, ability to edit and proofread content for clarity, grammar, and accuracy

- Experience with data analytics

- Project management skills - Ability to coordinate with multi-functional teams to execute the techno-functional nature of online advertising initiatives and tasks

- Effective negotiation skills

Indicative KRA- S and Measures - To be modified based on annual business goals/targets and priorities.

Performance Objectives

Measurement Indicators & Targets (Timelines)

1. Digital Strategy

- Group's digital strategy: Core Team Member - Define and implementation

- SME (Digital Marketing) support for Group entities: Digital content, integrated solutions - Technology, Apps, Tools. Preferred agencies.

- Coordination of digital presence, campaigns, and databases

2. Digital Campaigns (Residential) :

Performance against campaign measures (Suggested): Cost per click, click through rate / Impressions, conversion rate, cost per lead, bounce rate

3. Brand Engagement (Corporate + Residential) Response & Feedback

- General Performance: (Traffic, Reach) Overall site traffic, Sources / Channel Based - Website, blog, social networks, search engines, Unique and returning site visitors, opt-in registrations, time spent on websites, google analytics reports, rate of return visitors - % increase

- Registrations for site visits based on campaigns, likes, shares and - mentions- on social media platforms, influencer, and customer feedback - % increase

4. Business Operations (Corporate + Residential) Time, Cost and Quality

- Speed to market: Campaign planning and execution

- Adherence to Brand Guidelines and processes

- Forecasting and variance: Budgets and expenses

5. Team / Self-Management :

- Define and implement KRA and Objectives for self & team by - .

- Identify development needs and define Individual Development Plan (By Q1)

- Implementation of development plan and achievement of development goals as per plan