Job Purpose

As Manager - Marketing at Mahindra Lifespace Developers Ltd., you will work collaboratively with the brand manager to spearhead media planning and coordinate marketing communication strategies across diverse channels. This role involves overseeing the execution of both Above The Line (ATL) and Below The Line (BTL) promotional activities, encompassing print advertising, outdoor campaigns, radio spots, product launches, events, exhibitions, activations, and trade meets. You will play a vital role in creatively conceptualising and delivering marketing collaterals that align with project goals, budgets, quality standards, and deadlines.

Further responsibilities include designing and conducting comprehensive customer studies using qualitative and quantitative methods, aimed at understanding consumer behaviour, motivations, and barriers to purchase. Your role will be pivotal in acting as the central point of contact for Sales and Customer Relationship Management (CRM) teams during events and activations, ensuring seamless information flow and coordination among stakeholders. Collaboration with marketing agencies is integral to your role, where you will guide campaign planning and develop innovative marketing initiatives in partnership with external agencies.

Additionally, you will be responsible for cultivating a robust network of reliable marketing vendors to support flexible execution demands. Your analytical skills will be crucial in providing the Brand Manager with insightful data derived from market studies, competitive benchmarking, and consumer research, supporting strategic business decisions. Timely and accurate budget tracking for brand-related expenditures, alongside comprehensive management information systems (MIS) reports evaluating marketing performance against key performance indicators (KPIs) and return on investment (ROI), will form an essential part of your duties.

This role is positioned at the Mumbai headquarters within the Corporate Functions division, providing a dynamic environment where innovation, strategic thinking, and execution excellence are highly valued.

Principal Accountabilities

• Lead the development and execution of integrated marketing campaigns across multiple platforms, ensuring alignment with brand objectives and consistency in messaging.
• Manage end-to-end media planning processes, including budgeting, scheduling, and vendor coordination, to optimize the reach and effectiveness of marketing initiatives.
• Conduct and oversee customer research studies such as trigger and barrier analyses to identify insights that inform marketing strategy and product development.
• Serve as the liaison between Sales, CRM teams, and marketing agencies during events and activations, facilitating prompt resolution of product-related queries and ensuring information accuracy.
• Collaborate closely with creative agencies and marketing partners to develop innovative campaign concepts, promotional materials, and experiential marketing programs.
• Build and maintain a diverse pool of marketing vendors and service providers, ensuring high-quality deliverables and competitive pricing.
• Continuously monitor market trends, competitive activities, and consumer behaviour to provide actionable intelligence that supports business growth.
• Maintain strict budgetary control for all marketing activities, with ongoing tracking and reporting of expenditures, ensuring adherence to financial plans.
• Prepare and present detailed marketing performance reports using MIS tools, analysing campaign results against KPIs and ROI metrics to evaluate success and identify areas for improvement.

Performance Measure of Success

Success in this role will be measured by the effectiveness and efficiency of marketing campaigns and initiatives managed. Key performance indicators include:

• Achievement of marketing objectives within stipulated budgets and timeframes, demonstrating strong project management skills.
• Improved brand visibility and consumer engagement as evidenced by metrics such as reach, impressions, and event participation rates.
• Quality and timely coordination between internal teams, agencies, and vendors, reflected in the seamless execution of marketing activities.
• Insightful and actionable customer research outputs that directly influence marketing strategy and product positioning.
• Maintaining a well-curated and reliable vendor network that supports scalable execution without compromising on quality.
• Consistent delivery of accurate and comprehensive MIS reports that inform ongoing marketing decisions and optimisations.
• Positive feedback from cross-functional stakeholders demonstrating effective communication and collaboration.
• Return on Investment (ROI) from marketing programs evidencing prudent budget management and value generation.

Key Relationships

In this leadership role, you will interact extensively with various internal and external stakeholders to ensure the success of marketing initiatives:

• Brand Manager: Collaborate closely for strategic alignment and progress updates on campaigns.
• Sales and CRM Teams: Serve as the primary contact for product-related queries during events and activations.
• Creative and Media Agencies: Coordinate to develop and implement marketing strategies and creative executions.
• Vendors and Service Providers: Engage for procurement and delivery of marketing collateral and event logistics.
• Corporate Communications and Public Relations: Work together to synchronize messaging and maximise brand impact.
• Market Research Partners: Interface to design, conduct, and interpret customer insights and competitive analyses.
• Finance Department: Collaborate for budgeting, expenditure approvals, and financial reporting related to marketing activities.

Qualification and Experience

The ideal candidate will possess a strong blend of marketing expertise, project management skills, and analytical capability, supported by the following qualifications and experience requirements:

• A Bachelor's degree in Marketing, Business Administration, or a related discipline is essential; a Master's degree or professional certifications (e.g., CIM, AMA) are advantageous.
• Proven experience of at least 9 years in marketing management roles, preferably within real estate, corporate services, or related sectors.
• Demonstrable knowledge of both ATL and BTL marketing strategies, with hands-on experience planning and executing multi-channel campaigns.
• Excellent communication and interpersonal skills, capable of managing diverse stakeholders and fostering productive partnerships.
• Strong analytical skills with proficiency in data interpretation, customer insights, and market research methodologies.
• Familiarity with budget management, financial tracking, and delivering reports aligned to business KPIs.
• Proactive, creative thinker with the ability to innovate within budget constraints and deliver high-quality marketing outputs.
• Experience working with media agencies, marketing vendors, and cross-functional teams to deliver integrated marketing solutions.
• Ability to thrive in a fast-paced, dynamic corporate environment and adapt to changing priorities effectively.