Manager/Senior Manager - Digital Marketing - Real Estate

Manager / Senior Manager - Digital Marketing

Department: Branding, Sales & Marketing

Function: Digital / Performance Marketing

Location: Mumbai

Reporting To: Head - Branding, Sales & Marketing

Industry: Residential Real Estate

Role Purpose:

We are looking for an experienced Owned & Paid Media Manager to lead digital media strategy and execution across our residential real estate portfolio.

The candidate will be responsible for driving high-quality property leads through paid and owned media, improving marketing efficiency and contributing directly to site visits, bookings and sales.

Prior experience in residential real estate performance marketing is strongly preferred.

Key Responsibilities:

1. Paid Media & Lead Generation:

• Develop and execute paid media strategies across Google, Meta, YouTube, Programmatic, LinkedIn and relevant property portals.
• Plan and optimise media budgets by project, audience, geography and funnel stage.
• Manage campaigns to improve lead quality, CPL, CPQL, site visits and bookings, rather than focusing solely on lead volumes.
• Develop audience segmentation, retargeting, lookalike and remarketing strategies.
• Identify media wastage and continuously optimise campaign performance.
• Develop digital acquisition strategies for new launches, ongoing projects and inventory liquidation.

2. Real Estate Sales Funnel:

Demonstrate a strong understanding of: Media - Lead - Qualified Lead - Site Visit - Negotiation - Booking.

• Work closely with Sales and CRM teams to identify lead-quality and conversion issues.
• Analyse which channels, campaigns, audiences and creatives generate actual sales opportunities.
• Establish feedback mechanisms between Marketing, Sales and CRM.
• Develop remarketing and nurturing strategies for prospects who do not immediately convert.

3. Owned Media:

Manage and improve the company's owned digital ecosystem, including:

• Project websites and landing pages
• SEO
• Organic social media
• Google Business Profiles
• Email / WhatsApp marketing in coordination with CRM
• First-party audiences and remarketing
• Ensure digital assets are optimised for traffic, lead generation and conversion.

4. Analytics & Reporting:

• Establish robust tracking using GA4, Google Tag Manager, Meta tracking, UTM structures and CRM integration.
• Track performance from first interaction through to lead, site visit and booking wherever data is available.
• Develop meaningful dashboards and management reports.
• Evaluate performance using CPL, CPQL, conversion rates, cost per site visit, cost per booking and ROI/ROAS.
• Translate data into clear recommendations: What happened - Why - What should we do next?

5. Agency & Vendor Management:

• Manage performance marketing agencies and digital media partners.
• Set clear briefs, budgets, KPIs and deliverables.
• Critically evaluate media plans and agency recommendations.
• Independently assess campaign performance rather than relying solely on agency reports.
• Ensure timely reporting, optimisation and accountability.

6. Creative & Campaign Optimisation:

• Work with Brand and Creative teams to develop performance-led digital campaigns.
• Use campaign data to improve messaging, creative, CTAs, audiences and landing pages.
• Conduct A/B testing and translate performance insights into creative recommendations.

Candidate Profile:

Essential:

• 5 - 8+ years of experience in digital / performance marketing.
• Strong hands-on experience in paid media and lead generation.
• Prior residential real estate experience strongly preferred.
• Experience managing significant digital media budgets.
• Strong understanding of the residential property buyer journey.
• Experience working with CRM / lead management systems.
• Strong analytical and reporting capabilities.
• Experience managing digital marketing agencies.

Preferred:

Experience with:

• Premium / luxury residential projects
• New project launches
• High-ticket lead generation
• Mumbai / Bengaluru / other major Indian real estate markets

Key Skills:

• Google Ads
• Meta Ads
• YouTube & Programmatic
• Google Analytics 4
• Google Tag Manager
• SEO
• CRM & marketing automation
• Conversion tracking & attribution
• Audience segmentation & remarketing
• Excel / Google Sheets
• Looker Studio / Power BI