Associate GM - Marketing (Req. 2200)

Strategic · Market Leadership & Consumer Insights Develop and own the marketing strategy for Brigade's Residential business across Chennai and Tamil Nadu. Continuously evaluate macroeconomic trends, real estate demand patterns, customer sentiment, competitor movements and regulatory developments impacting residential real estate. Establish a robust market intelligence framework to generate actionable insights on pricing, product preferences, micro-markets, inventory movements and consumer behavior. Serve as the strategic advisor to Business Heads on customer trends, demand forecasting and market opportunities. Product & Go-To-Market Strategy Partner with Business Development, Design and Engineering teams during land acquisition and project conceptualization stages. Influence product configurations, unit mix, specifications, amenities and positioning based on market demand and customer insights. Lead go-to-market strategy development for all launches, including project branding, positioning, pricing recommendations and launch planning. Ensure Brigade's projects maintain differentiation against competing developments. Brand Leadership Strengthen Brigade's brand equity and leadership position across Chennai and Tamil Nadu. Develop long-term brand-building initiatives that enhance awareness, preference and trust among target customer segments. Drive integrated marketing strategies across digital, traditional, experiential, influencer and PR channels. Operational Responsibilities Demand Generation & Sales Enablement Lead demand generation efforts for all residential projects to support business revenue targets. Establish lead generation frameworks and marketing funnel metrics across projects. Continuously monitor lead quality, conversion trends, customer acquisition costs and campaign effectiveness. Partner closely with Sales teams to improve velocity across the sales funnel. Pricing & Market Analytics Lead development of pricing recommendations by leveraging customer demand insights, competitor benchmarking and market trends. Monitor inventory absorption rates and market performance to recommend pricing interventions and sales acceleration initiatives. Provide regular market intelligence reports and growth recommendations to business leadership. Customer Experience & Reputation Management Drive customer sentiment tracking through structured VOC (Voice of Customer) programs. Ensure customer feedback influences future project planning, communication and experience design. Monitor digital reputation, social listening insights and customer engagement metrics. Marketing Governance Develop marketing operating frameworks, SOPs, performance dashboards and campaign governance mechanisms. Ensure consistency in brand communication across projects and channels. Drive marketing automation, digital transformation and analytics adoption within the function. Financial Responsibilities Own the regional residential marketing budget across Chennai and Tamil Nadu. Drive marketing ROI optimization through data-driven investment decisions. Monitor effectiveness of spends across digital, media, events, channel marketing and branding activities. Ensure optimal deployment of resources to maximize sales velocity and business returns. People Leadership Lead and develop a high-performing marketing organization through functional teams. Build succession plans for all critical marketing positions. Coach and mentor future marketing leaders within the organization. Foster a culture of innovation, consumer-centricity and analytical decision-making. Additional Competencies Required Deep understanding of Chennai and Tamil Nadu residential real estate market. Strong understanding of consumer behaviour and regional cultural nuances. Expertise in project launches, product positioning and pricing strategy. Strong digital marketing, analytics and brand management capabilities. Ability to influence senior stakeholders and business decisions.