Brand Manager

Brand Manager: The House of Abhinandan Lodha

Location: Mumbai

About Us:

The House of Abhinandan Lodha (HoABL) was founded in 2020, is Indias largest branded land developer, revolutionising real estate transactions through security, technology, transparency, and convenience. HoABL specialises in branded plots, offering a completely hassle-free virtual experience (i.e. selling land to its customers without any physical interaction with them) which is a first in India and probably even globally, while also pioneering the democratisation of land ownership by making this asset class accessible to a wider base of aspiring buyers across the country.

In just five years, HoABL has sold about 12 million sq.ft. of developed land—all without meeting a single customer face-to-face and ahead of promised timelines—and has around 30 million sq.ft. under active development. The company has expanded its footprint across prime locations such as Alibaug, Anjarle, Ayodhya, and Vrindavan, Dapoli, Goa, Khopoli, Nagpur, and Neral in Maharashtra, with upcoming developments in Amritsar, Shimla, and Varanasi.

With plans to be in 48 cities nationwide, HoABL is tapping into the growing demand for plotted developments driven by existing and upcoming infrastructure projects and the appeal of tourist destinations. HoABL’s customer base of over 6,000 investors spans 27 countries, 23 states, and 107 cities—including India’s top metros and international hubs such as New York, London, Singapore, Dubai, Sydney, Tokyo, and Toronto—underscoring the company’s scale, trust, and credibility in the land ownership space. The majority of HoABL’s customers are salaried professionals (~45%) largely CEO’s and CXO’s, independent professionals (~20%), with the balance comprising entrepreneurs and business owners—reflecting a diverse yet aspirational customer profile.

Positioning itself as a tech company within the real estate sector, HoABL is a business built from scratch and unlike many new-age start-ups, HoABL has never incurred a loss nor engaged in cash burning.

HOABL has also recently forayed into Vertical Real Estate Development in Mumbai with two marquee projects in South Mumbai and one with Mittal Builders the North Mumbai totalling the commitment to 3.1mn sqft.

Role Overview

We are looking for high-potential marketing professionals with a strong bias for innovation, product development, and brand building. The role involves creating compelling brand positioning, driving differentiated marketing campaigns across ATL & BTL channels, and working closely with creative agencies, sales, and digital teams to deliver strong business outcomes.

The incumbent will play a critical role in New Product Development (NPD) for large-scale real estate projects with turnovers running into hundreds of crores, while ensuring high-quality execution with speed and efficiency.

Eligibility / Requirements

• Full-time MBA from Tier 1 / Top B-Schools
• 2–6 years of post-MBA experience
• Background in marketing, brand management, product marketing, or real estate marketing preferred

Key Roles & Responsibilities

Business & Financial Performance

• Deliver targeted NPV at market and project levels (absolute value and percentage)
• Drive gross contribution in line with the business plan
• Support robust and dynamic pricing strategies through continuous market intelligence

Product & Portfolio Management

• Create and manage an effective product portfolio aligned to current and future business opportunities
• Lead and support New Product Development (NPD) initiatives from concept to launch

Brand & Marketing Strategy

• Build and manage world-class real estate brands
• Develop strong brand positioning that resonates with consumers and enables price premium
• Conceptualize and execute ATL, BTL, PR, and digital campaigns in collaboration with creative agencies
• Guide pre-sales and in-house digital teams for effective on-ground and online execution

Sales Enablement & Market Intelligence

• Work closely with sales teams to channel and implement marketing strategies
• Provide timely insights on competitor pricing, sales velocity, and market trends
• Ensure faster response times to competitive actions

Stakeholder Management

• Coordinate with internal teams (sales, digital, pre-sales) and external partners (agencies, vendors)
• Manage multiple stakeholders with accountability, confidence, and clarity

KRAs / Success Measures

• Targeted Gross Contribution (value and %)
• Speed of Sales: Units sold per month vs targets
• Brand Valuation and ability to command a price premium
• Improvement in brand perception metrics (via third-party surveys)
• Adherence to brand budgets with optimized spend
• Turnaround time on competitor intelligence and pricing response

Competencies & Skills

• Brand Strategy & Brand Building
• New Product Development (NPD)
• Strong consumer understanding and insight generation
• Brand communication & campaign development
• Go-to-market strategy execution
• Excellent stakeholder and agency management
• Quick decision-making and problem-solving ability
• High adaptability in fast-changing environments
• Strong client and relationship management skills