Job Purpose: To lead and drive the Go-To-Market (GTM) strategy and Marketing & Sales operations. As the primary product marketing owner, this role is responsible for formulating market-driven strategies, optimizing product pricing, and directing execution teams to maximize sales velocity and overall project profitability.
Job Responsibilities
1. Strategic Product Marketing & Development
- Drive Product Readiness: Lead the end-to-end marketing readiness of products scheduled for launch and township story, ensuring seamless alignment between project timelines and GTM strategies.
- Market Intelligence & Positioning: Direct market research and feasibility studies to formulate comprehensive Marketing Product Briefs. Ensure all developments (facades, layouts, specifications) meet current and future market demands.
- Competitor Analysis: Continuously analyze competitor activities, pricing models, and launch strategies to ensure SD Property products maintain a strong competitive edge.
- Consultant & Stakeholder Engagement: Act as the primary marketing voice in Product and CCM engagement meetings with internal and external consultants. Provide data-backed strategic input derived from market research and past launch performance.
- Design & Compliance Oversight: Review and assist in preparing DRM's presentation for design approval from a commercial marketing perspective.
- Legal & Launch Asset Review: Oversee the review of Sales & Purchase Agreement (SPA) Drawings alongside the Head of Marketing & Sales, ensuring absolute readiness prior to launch. Review car-park allocations and By-Laws Agreements for high-rise developments.
- Sales Enablement: Lead the Product Briefing sessions for the Sales Team prior to launch, equipping them with the core narrative, unique selling propositions (USPs), and target demographics.
2. Commercial Pricing & Budgeting
- Pricing Strategy: Formulate, justify, and present competitive pricing strategies and packaging proposals for all new launches in alignment with the annual Budget Plan.
- Management Approvals: Champion pricing proposals and secure timely approvals from the Management.
- Dynamic Packaging: Proactively develop and recommend new pricing packages, rebates, or incentives to drive sales in response to shifting market conditions.
- System & Operational Setup: Oversee the coordination with Township teams to set up Marketing Costs and Selling Expenses in the BPC system. Liaise with the Sales Management Team to execute phase set-ups in IFCA, T&C preparation, and solicitor/banker appointments.
- Compliance Leadership: Direct the APDL submission process, ensuring all documentation is accurately provided to the Liaison Team for the application of relevant advertising permits.
3. Advertising, Promotions & Campaign Direction
- Marketing Plan Execution: Own the overarching marketing budget and timeline. Ensure the timely and effective execution of the Marketing Plan (from awareness to post-launch).
- Strategic Briefing: Develop highly strategic briefs for the relevant stakeholders and external Advertising/Media Agencies to ensure campaigns align with commercial objectives and brand identity.
- Asset & Vendor Management: Direct the appointment of renderers and event organizers. Oversee the production of all offline and digital materials (scale models, press ads, billboards, digital assets etc).
- Quality & Compliance Control: Enforce absolute compliance with SD Property Brand Guidelines, KPKT housing regulations, and local authority rules. Provide final verification on all marketing collateral prior to public release.
- Budget Ownership: Manage and track the A&P budget. Ensure all incurred and accrued expenses are strictly optimized to maximize ROI without exceeding approved financial limits.
- Event & Activation Leadership: Strategize and oversee the execution of high-impact events (e.g., festive campaigns, show unit launches, roadshows).
4. Leadership & Stakeholder Management (Managerial Expectation)
- Team Mentorship: Lead, coach, and develop junior marketing executives within the team, fostering a high-performance culture.
- Cross-Functional Collaboration: Act as the strategic bridge between the BU Team and marketing & sales teams, ensuring clear communication and alignment.
- Awards & Recognition: Spearhead the compilation and strategic positioning of projects for major property and developer industry awards.
- Ad-Hoc Strategic Support: Support the Head of BU, Head of Township, and Head of Marketing – Integrated on critical business initiatives as required.
Job Dimensions (Impact and Accountabilities)
- Strict adherence and compliance to SD Property requirements and Group Policies.
- Prudent and strategic management of A&P expenditures, acting as the ultimate gatekeeper for budget optimization and ROI maximization.
- Accountability for meeting strict project launch timelines through rigorous monitoring of all critical path materials and information.
- Absolute accountability for ensuring that product positioning and pricing are highly coherent with prevailing market demands and macroeconomic conditions.
Requirements
- Education: Bachelor's Degree in Real Estate Management, Marketing, Business Administration, or a related field.
- Professional Experience: Minimum 5 to 7 years of proven experience in property development marketing, with a track record of successfully launching high-value residential or commercial projects. Experience in a leadership or supervisory capacity is highly preferred.
