– Digital Marketing Manager – Brand & Positioning

Department: Marketing

Industry: Real Estate / Construction

Experience: 5–8 Years

Employment Type: Full-Time

Location: [Location]

Reporting To: Head of Marketing / Management

Job Summary

We are looking for a strategic and performance-driven Digital Marketing Manager – Brand & Positioning to lead the company’s digital marketing initiatives while strengthening the brand’s positioning in the real estate market.

The role will be responsible for developing and executing digital strategies that build brand awareness, generate qualified leads, strengthen project positioning, and drive site visits and sales conversions .

The ideal candidate should have strong expertise in real estate branding, digital marketing, performance marketing, customer segmentation, project positioning, and competitor analysis .

Key Responsibilities1. Digital Marketing Strategy

- Develop and implement an integrated digital marketing strategy aligned with business and sales objectives.
- Plan and manage campaigns across Google, Meta, YouTube, LinkedIn, and other relevant digital platforms .
- Develop digital strategies for individual real estate projects based on location, target audience, pricing, product offering, and market positioning.
- Plan campaigns across different stages of the customer journey – awareness, consideration, lead generation, site visit, and conversion .
- Identify new digital channels and emerging trends relevant to the real estate industry.

1. Brand Positioning & Strategy

- Develop and maintain a strong and differentiated brand positioning for the company and its projects.
- Define the key brand proposition, communication pillars, messaging, tone of voice, and customer value proposition .
- Position each project based on its unique strengths such as location, lifestyle, amenities, quality, pricing, investment potential, and customer profile .
- Ensure consistency of brand messaging across digital, offline, sales, events, and promotional communications.
- Conduct regular competitor and market analysis to identify positioning opportunities and competitive gaps.
- Develop strategies to strengthen the company’s brand recall and market perception.

1. Performance Marketing & Lead Generation

- Plan, execute, and optimize performance marketing campaigns for lead generation and sales.
- Monitor and improve CPL, lead quality, conversion rate, site visits, cost per site visit, and ROAS .




- Develop audience segmentation and targeting strategies based on demographics, location, interests, income profile, intent, and customer behaviour.
- Implement remarketing and retargeting campaigns for website visitors, video viewers, social media audiences, and existing leads.
- Work closely with the CRM and sales teams to understand lead quality and improve marketing effectiveness.
- Optimize campaigns based on lead-to-site-visit and site-visit-to-booking performance , not just lead volume.

1. Market & Customer Research

- Understand the target customer segments for different projects.
- Conduct market research to understand customer preferences, buying behaviour, location demand, pricing sensitivity, and competitor offerings .
- Develop customer personas for different project categories.
- Track market trends and identify opportunities for current campaigns and positioning strategies.
- Work with the sales team to gather customer insights and incorporate them into marketing strategies.

1. Website, SEO & Digital Presence

- Manage the company's website and project landing pages to ensure strong brand presentation and lead-generation performance.
- Develop and execute SEO strategies to improve organic visibility.
- Monitor website traffic, user behaviour, conversion rates, and landing-page performance.
- Ensure project information and brand messaging are consistent across all digital touchpoints.

1. Analytics & Performance Reporting

- Track and analyze campaign performance using tools such as Google Analytics, Google Ads Manager, Meta Ads Manager, CRM dashboards, and other marketing analytics platforms .
- Prepare monthly marketing performance reports for management.
- Track key metrics including:
- Leads generated
- Qualified leads
- CPL
- Cost per site visit
- Site visit conversion
- Booking conversion
- ROAS
- Website traffic
- Organic growth
- Social media engagement
- Brand awareness metrics
- Use data and insights to continuously improve marketing strategy.

1. Agency & Team Management

- Manage external digital marketing agencies, creative agencies, media partners, influencers, and other marketing vendors.
- Brief agencies on campaign objectives, target audience,



positioning, and expected outcomes.
- Review campaign performance and ensure agencies meet agreed KPIs.
- Coordinate with Sales, CRM, BTL, Creative, and Business Development teams .
- Manage and mentor internal digital marketing team members.

Key Performance Indicators (KPIs)
- Qualified leads generated
- Cost per qualified lead
- Cost per site visit
- Lead-to-site-visit conversion
- Site-visit-to-booking conversion
- Digital marketing ROI / ROAS
- Website traffic and organic growth
- Brand awareness and brand recall
- Social media growth and engagement
- Campaign performance
- Project-wise lead and conversion performance
- Brand consistency across marketing channels

Required Skills
- Strong expertise in Digital Marketing and Brand Positioning .
- Excellent understanding of real estate marketing and customer acquisition .
- Strong knowledge of Google Ads, Meta Ads, YouTube Ads, SEO, social media, analytics, and remarketing .
- Ability to develop strong brand propositions and project-specific positioning.
- Strong analytical and data interpretation skills.
- Excellent communication and presentation skills.
- Strong understanding of customer psychology and buying behaviour.
- Ability to manage agencies and multiple marketing campaigns simultaneously.
- Strong commercial and business understanding.
- Creative thinking combined with a performance-oriented mindset.

Educational Qualification
- Bachelor's/Master's degree in Marketing, Business Administration, Digital Marketing, Mass Communication, or a related field .
- Certifications in Google Ads, Meta, Analytics, SEO, or other digital marketing platforms will be an added advantage.

Experience
- 5–8 years of experience in Digital Marketing, Brand Management, Performance Marketing, or Integrated Marketing.
- Candidates with real estate/construction industry experience are preferred .
- Experience in handling real estate project launches, brand positioning, performance marketing, and lead-generation campaigns will be an added advantage.

Ideal Candidate Profile The ideal candidate should be someone who can combine brand thinking with performance marketing — someone who can answer both: “How do we make the project stand out in the market?”

and

“How do we turn that positioning into qualified leads, site visits, and bookings?”

The role requires a balance of strategy, creativity, data, digital execution, and strong understanding of the real estate customer journey.

📌 Digital Marketing Manager (Coimbatore)
🏢 Cinco India
📍 Coimbatore