Mahendra Homes - Vice President - Marketing

Description:

JOB DESCRIPTION VICE PRESIDENT MARKETING

Organization: Mahendra Homes Pvt Ltd (Mahendra Group)

Location: Bangalore (Bommasandra / South Bangalore)

Reporting To: Managing Director

Role Type: Full-Time | Leadership Team

About Mahendra Group:

Mahendra Group is a diversified business conglomerate with a strong presence across real estate, construction, retail, and infrastructure.

As we scale Mahendra Homes into a leading residential brand in Bangalore, we are looking for a transformational marketing leader to drive growth, brand leadership, and digital excellence.

Role Overview:

The VP Marketing will be responsible for driving end-to-end marketing strategy, demand generation, brand building, and customer lifecycle management for Mahendra Homes.

This role goes beyond traditional marketing it is a business growth role, owning pipeline creation, cost efficiency, digital transformation, and customer experience in a highly competitive Bangalore residential market.

The ideal candidate is a data-driven, digitally fluent, and execution-focused leader with strong exposure to real estate GTM, channel ecosystem, and performance marketing at scale.

Key Responsibilities:

1. Business & Revenue-Linked Marketing:

- Own marketing contribution to sales pipeline, bookings, and revenue targets.

- Drive project-wise GTM strategy (pre-launch, launch, sustenance, inventory liquidation).

- Optimize cost per lead (CPL), cost per booking (CPB), and marketing ROI.

- Work closely with Sales to improve lead quality, conversion ratios, and velocity.

Go-To-Market (GTM) & Project Launch Excellence:

- Design and execute high-impact launch strategies for residential projects.

- Lead product positioning, pricing insights (in collaboration), and storytelling.

- Drive micro-market intelligence (Electronic City, Sarjapur, South Bangalore corridors).

- Ensure inventory movement through targeted campaigns and channel alignment.

Digital & Performance Marketing Leadership:

- Build a digital-first marketing engine across:

o Performance marketing (Google, Meta, programmatic)

o SEO / SEM / content ecosystem

o Marketing automation & lead nurturing

- Drive full-funnel optimization: awareness consideration conversion remarketing.

- Leverage AI tools, analytics, and attribution models to improve efficiency.

Brand Strategy & Market Positioning:

- Establish Mahendra Homes as a trusted and aspirational residential brand.

- Develop project branding, master brand narrative, and differentiation strategy.

- Lead creative campaigns, digital storytelling, and integrated media planning.

- Ensure consistent brand experience across all customer touchpoints.

Channel & Ecosystem Development:

- Strengthen relationships with:

o Channel partners / brokers

o IPCs (JLL, CBRE, Knight Frank, etc.)

o Digital aggregators (99acres, MagicBricks, Housing)

- Drive channel marketing programs and partner-led demand generation.

- Expand strategic alliances and co-marketing opportunities.

Customer Experience & Lifecycle Marketing:

- Own the end-to-end customer journey (lead to booking to post-sales engagement).

- Drive CRM-led engagement, automation journeys, and remarketing strategies.

- Improve customer satisfaction, referrals, and repeat business.

- Align marketing with customer insights and behavioral data.

Insights, Analytics & Martech:

- Build a data-driven marketing culture with strong MIS and dashboards.

- Track key metrics:

o Lead-to-site visit ratio

o Site visit-to-booking conversion

o Campaign ROI

- Leverage tools like CRM (Keka/others), Google Analytics, CDP platforms.

- Enable predictive analytics and demand forecasting.

Team Leadership & Capability Building:

- Build and lead a high-performance marketing team across:

o Digital

o Branding

o CRM

o Channel marketing

- Drive agile execution, accountability, and innovation mindset.

- Manage agencies, performance partners, and creative teams effectively.

Candidate Profile:

Experience:

- 15 - 20 years of experience in marketing leadership roles.

- Strong preference for real estate (residential) experience in Bangalore.

- Proven track record in:

o Project launches & inventory monetization

o Performance marketing at scale

o Revenue-linked marketing roles

Education:

- MBA from Tier 1 / Tier 2 institutions (IIM / ISB preferred but not mandatory).

- Engineering or business background preferred.

Core Competencies:

- GTM & Launch Strategy Expertise

- Performance Marketing & Digital Growth

- Real Estate Market Intelligence (Bangalore focus)

- Customer Lifecycle & CRM Strategy

- Data Analytics & ROI Management

- Channel Ecosystem Management

- Brand Building & Positioning

- Leadership & Stakeholder Management

Success Metrics (KPIs):

- Marketing-driven revenue contribution

- Cost per lead (CPL) & cost per acquisition (CPA)

- Conversion ratios across funnel stages

- Inventory absorption rate

- Brand awareness & digital engagement metrics

- Channel partner productivity