1. Strategic Leadership & P&L; Ownership

- Build and execute the annual performance marketing roadmap aligned to launches, sustenance, geographies, and audience clusters.
- Own digital marketing P&L;: budgeting, forecasting, allocation, and ROI governance.
- Design differentiated, project-specific performance strategies based on lifecycle, pricing, buyer profiles, and competition dynamics.
- Lead quarterly business reviews with Sales, CRM, Brand, and Leadership.
- 2. Channel Strategy, Media Mix & Optimization
- Develop and optimize media mix across Google, Meta, YouTube, Programmatic, Portals, and Affiliates.
- Refine audience targeting, bidding strategies, segmentation, retargeting, and intent clusters tailored to affluent buyers.
- Conduct incremental tests to evaluate true channel impact and drive ROAS uplift without compromising brand premium-ness.

- 3. Creative Strategy & Alignment

- Build performance-led creative briefs across formats: static, carousel, aerial, walkthrough, motion graphics, and short-form videos.
- Leverage AI-driven creative intelligence to identify high-impact themes, hooks, palettes, narratives, and CTAs.
- Oversee structured A/B testing across messaging, video lengths, formats, and storytelling styles.
- Identify and mitigate creative fatigue through continuous refreshes.
- Collaborate closely with the Creative Communication team to ensure asset relevance and alignment.

- 4. Campaign Execution & Funnel Management

- Lead end-to-end campaign execution spanning awareness, consideration, lead generation, high-intent targeting, and remarketing.
- Ensure meticulous campaign setup, QA, tracking, targeting accuracy, and creative implementation.




- Optimize landing pages for conversion with improvements to load speed, UX, scroll depth, CTA placement, and narrative flow.
- Maintain and refine test-learn-scale frameworks for continual performance uplift.

- 5. Data, Analytics, Attribution & Decision Support

- Maintain full-funnel visibility from impressions through to bookings.
- Develop advanced dashboards (GA4, Power BI, Tableau) for leadership and operational decision-making.
- Implement robust attribution models leveraging UTMs, server-side APIs, offline conversion imports, and multi-touch logic.
- Conduct funnel leakage analyses; collaborate with Sales and CRM to close identified gaps.
- Analyze buyer behavior to inform media, messaging, and creative strategy optimizations.

- 6. CRM Integration & Marketing Automation

- Design and deploy Salesforce Marketing Cloud journeys including lead nurturing, WhatsApp automation, high-intent triggers, re-engagement, and post-site-visit workflows.
- Enhance Lead → QL → SV → Booking transitions via personalized content, remarketing, and journey logic.
- Ensure CRM data hygiene, lead routing accuracy, speed of response, and automation reliability.

- 7. AI-Enabled Performance Acceleration

- Utilize AI and machine learning for predictive segmentation, lead scoring,



bidding optimization, and creative concept modeling.
- Deploy ML for call scoring, sentiment analysis, and purchase-propensity insights to fine-tune strategies.
- Build AI-driven forecasting models for CPL, CPQL, funnel velocity, and ROAS projections.

- 8. Competition Benchmarking & Market Intelligence

- Continuously benchmark competitor ads, messaging frameworks, creatives, landing page experiences, and media strategies.
- Monitor digital share of voice (SOV), promotional bursts, narrative shifts, and price changes in luxury real estate and related premium sectors.
- Translate competitive insights into actionable tactical and strategic shifts.

- 9. MIS, Target Tracking & Corrective Action

- Lead regular (weekly/monthly) MIS reviews covering CPL, CPQL, ROAS, QLs, SVs, bookings, and funnel velocity.
- Track target versus achievement at each funnel stage for all projects.
- Identify performance gaps and leakage points using analytics and CRM data.
- Develop and implement Plans of Action including geo-shifts, creative refreshes, retargeting, landing page improvements, and bid strategy adjustments.
- Publish weekly performance insights highlighting threats, opportunities, and recommendations.

- 10. Future Creative Planning

- Anticipate and identify upcoming creative requirements driven by CTR/CVR drops, creative fatigue, offer or messaging gaps, funnel imbalances, and luxury audience behavior shifts.

- Develop forward-looking creative plans encompassing static, carousel, video formats, architectural and lifestyle storytelling, and AI-driven rapid prototyping.

📌 Manager - Performance Marketing (Kolkata)
🏢 380 Realty Solutions
📍 Kolkata