Deputy Manager at TATA Housing
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Tata Housing - Brand Management Role (3-6 yrs)
Key Purpose of the Job (Position Summary)
Responsible for the overall revenue targets and broad strategy for the Marketing & Sales function. Responsible for developing and managing the entire spectrum of sales and marketing for Residential projects in Luxury, Premium, Affordable and Low-cost segments as well as for Commercial and Retail projects of the company. This includes developing the product, pricing, branding and roll-out strategies based on customer requirements and market dynamics so as to maximize the achievement of the sales revenue and unit targets.
Key Performance Areas :
- Achievement of the top line target value and units.
- Sales and marketing budgets within agreed Plan limits
- Accuracy of sales revenue forecasts
- Price realized vis--vis competitors
- Brand Equity Index and brand salience
- New product development
- Customer satisfaction scores - Prospect Satisfaction
Key Functions & Responsibilities :
Strategic :
- To develop the Marketing & Sales strategy including critical elements of Product concept, Positioning, Segmentation, Pricing etc. for both Tata Housing and Value Homes
- To participate with Business Development in providing inputs at the time of acquisition of land
- To participate in concept discussions with Design to evolve product concept
- To identify potential areas for growth/ expansion in existing and new businesses
- To provide inputs for the development of the Annual Business Plan
- To participate as a member of the leadership team in strategic decisions and strategic planning
Operational :
Sales & Marketing Plan :
- To guide the detailing of the strategic marketing and sales plan for the year in line with the overall business plan of the company
- To identify specific programs and initiatives to support the execution of the plan
- To develop the marketing and sales budget for the year and determine the allocation to various products, regions
Marketing :
- To guide, approve and ensure implementation of the marketing strategy in order to secure a competitive edge in the marketplace (pricing, new products, advertising & sales promotion)
- To ensure a good understanding and tracking of customer trends through market research to provide insights for key decisions
- To participate in the development of new products and concepts and ensure that consumer insights are a key part of such decisions
- To develop the pricing strategy for each project to meet the business plan
- To provide strategic direction for brand communication mix, media selection and sales promotion and PR activities based on product segment and customer profile
- To drive brand leadership of Tata Housing in all operating regions/ countries
- To ensure all the products/ properties are effectively covered by the marketing plan and appropriate marketing initiatives
- To participate in the selection and approve selection of service partners, agencies
- To manage and monitor the overall marketing and sales budget to achieve maximum value
Sales :
- To guide, approve and monitor the Sales plan (by region/ segment/products) for India and other countries for both Tata Housing
- To ensure achievement of the Sales plan in revenue and unit terms and by each project as well as collections
- To approve key sales policies and incentive schemes for both Tata Housing
- To address key and critical customer related issues
- To ensure that adequate systems and processes are institutionalized to support and monitor sales, customer calls and leads
- To monitor and ensure customer satisfaction
Others :
- To develop the strategic PR and Corporate Communication plan to support the brand building activities of the company
- To be the official spokesperson to media-
- To guide and leverage the PR mechanism as required
- To drive the Corporate communication initiatives to support the brand and sales objectives
- To identify Strategic Alliance partners for specialized projects, services and arrive at the mode of engagement
- To monitor performance of Strategic partners
Developmental :
- To recruit appropriate talent as required
- To build a committed and motivated team
- To coach and mentor subordinates to enhance their performance and build their capability
- To carry out performance appraisal; provide feedback and initiate development actions
- To keep abreast of current trends and developments
Internal & External Interactions :
- Internal: Business development, Engineering Head, Technical Services, HR, Finance, Corporate Planning, Value Homes business head
- External: Key customers, Strategic alliance partners, Advertising Agency, PR agency, Market research agencies, Media Houses, Key Service providers, Facilities Management Agency, Media
Education & Experience Requirement
- MBA with Marketing from a premier institute
- Relevant experience in consumer marketing and Brand Management Preferably exposure to real estate sector
Minimum experience of 3 years
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