Mô tả Công việc
Job Scope
The Marketing Manager plays a critical role in translating business and product strategies into compelling brand stories, integrated marketing plans, and effective executions across real estate projects. This role requires a strategic mindset, strong market insight, storytelling ability, and a performance-driven approach to ensure each project connects with the right audience and contributes directly to successful sales outcomes.
Key Responsibilities
1. Product Insight & Market Intelligence
Work closely with the
Sales Director, in-house sales team, and agent network to analyze the market, understand key trends and buyer behaviors in order to define appropriate product and communication strategies.
Establish a continuous market monitoring system to track competitor projects, pricing dynamics, absorption rates, and feedback from agents, agencies, and prospective buyers.
Analyze project data, sales performance, and customer insights to advise on communication direction, product positioning, and target audience mapping.
2. Segmentation - Targeting - Positioning (STP) & Brand Strategy
Develop customer personas tailored to each project and product type.
Define brand positioning for the project based on its unique selling propositions, market insights, and external context.
Collaborate with the creative team and external agencies to develop brand identity systems, core messages, taglines, and campaign big ideas.
3. Integrated Marketing Planning & Execution
Build full-cycle marketing plans aligned with the project's development timeline: teaser, pre-sale, official launch, sustain, and clearance phases.
Deploy integrated marketing campaigns across channels: digital, social media, PR, KOLs/influencers, offline events, and media booking.
Oversee the production of marketing assets including brochures, sales kits, CGI videos, project films, websites, and POSM.
4. Sales-Centric Coordination & Agent Collaboration
Work closely with the Sales Director, sales teams, and agents to ensure all marketing activities effectively support sales targets across all project phases.
Plan and execute communication activities in alignment with sales release strategies - including agent onboarding, agent meet-ups, and VIP guest events.
Gather feedback from sales/agents/customers to continuously fine-tune messaging, targeting, and creative direction.
Support the creation of sales materials such as sales decks, presentation scripts, project imagery/videos, POSM, and product training sessions.
5. Budget & Performance Management
Develop and manage marketing budgets for each phase of the project; monitor spending, track KPIs, and evaluate overall marketing effectiveness.
Analyze campaign performance based on key metrics (reach, leads, cost per lead, bookings, etc.) and propose timely optimizations.
Prepare weekly and monthly reports, post-campaign reviews, and adjust strategies based on real-time sales performance.