The House Of Abhinandan Lodha - Market Consumer Intelligence & Insights Role

Role:

The House of Abhinandan Lodha was formed on the backbone of the realisation to democratize land ownership across the country and in overseas markets - via strong tech-enabled processes, with multiple distribution channels. The core foundation of the organisation is based on several tenets. i) Build and evangelise branded land, with unparalleled brand ecosystems. ii) Creating and driving consumer affinity for land as an intergenerational asset class. Consumer intelligence and insights are invaluable towards this cause. The organisation is transforming land ownership across multiple geographies (from coastal Maharashtra to Goa to Ayodhya) and has the vision of becoming a listed entity with multiple geographies and segmented offerings under its fold.

The role under discussion will be responsible for understanding THE multi-geography, multi-dimensional consumer base, understanding their motivations for purchase and decision pivots. Thereafter, dovetailing insights into Go-To-Market strategies and sourcing Digital plans India (NCR, Maharashtra, South India) and key overseas zones such as the Middle East, US and South East Asia. A large retail consumer /CRM interface is mandatory.

Objective:

Responsible for developing marketing strategies that drive consumer engagement, acquisition, and retention. Will work closely with cross-functional teams (CRM, Mktg ++) to understand and analyze consumer behavior, triggers & barriers in order to optimize our marketing efforts. The ideal candidate is a creative thinker with a strong understanding of consumer behavior and blending them into business plans, alongwith Brand Managers.

Key Responsibilities:

1. Be the knowledge repository and voice of our consumers.

2. Conduct market research to identify trends, preferences, and opportunities for growth in new geographies (Prospects, booked and deferred/cancelled bases)

3. Consumer Insights and Analysis: Analyse consumer behaviour and feedback to make data-driven marketing decisions. Monitor key performance indicators (KPIs) to track the effectiveness of marketing efforts.

4. Create a periodically-updated repository of UHNI, HNI, Premium and new gen product customer bases - and dove-tail

5. Retention and Loyalty Programs: Implement retention strategies to increase customer lifetime value. Develop and manage customer loyalty programs and initiatives.

6. Cross-Functional Collaboration: Work closely with product development, sales, and customer service teams to align marketing efforts with overall business goals.

7. Handover catalyst - With an increasing proportion of the portfolio moving towards handover - CRM-driven consumer-centric programs, literature and events will be par for the course. Visualise, strategize and drive these - in anticipation of the handover calendar.

Activities + KPIs:

1. Congregating brand USPs, TG/demographics, consumer understanding. (Enable surveys + market research + learnings' flowback in campaign strategy and communication.)

2. Understand best practices towards TOM + Mkt Share + Brand Recall (aided + unaided), basis consumer understanding and Brand Manager feedback.

3. Understanding Internal Customers (Management + pan-organisation); Sales, Channel, booked base INTENT, define recourse and drive brand agenda.

4. Quarterly/monthly reviews of consumer feedback, scorecards and thus impact on brand + redressal measures.

Key Accountabilities:

i) Consumer & customer understanding to identify business opportunities and recommend plans to achieve it. Qualitative understanding across consumer segments in multiple geographies.

ii) On time delivery of assigned projects with alignment from all internal stakeholders and agency partners

iii) Regular Tracking for communication, trade, pricing related elements to influence brands' ongoing marketing decisions

Experience, Skills & Knowledge:

- Degree in Business Management in Marketing from Tier 1 institute with 6-7 years' experience - preferably with exposure to consumer insights and research. Alternatively, Senior research associate role in a Grade A Consumer research firm also applies.

- The position requires appreciation and understanding of Marketing, business management and the cross-functional synergies between these disciplines.

- Consumer-rooted Innovation & Thinking: Anticipate, pre-empt, empathise and create. The candidate should have demonstrated skills in innovative strategies and communications and having driven short-term and long-term innovation.

- Cross-functional navigation acumen: Leading and evolving the marketing capability over time will require consultative and visible leadership. Partnering and working effectively across functional and within the organizational matrix is imperative.