Channel Strategy & Trade Marketing Lead

THE HOUSE OF ABHINANDAN LODHA (HOABL)

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 landall without meeting a single customer face-to-face and ahead of promised timelinesand 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.

HoABL has swiftly gained prominence by focusing on plotted developments in key locations where the governments are focused on quality infrastructure, offering a seamless and transparent experience to investors and homebuyers alike.

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. HoABLs customer base of over 6,000 investors spans 27 countries, 23 states, and 107 citiesincluding Indias top metros and international hubs such as New York, London, Singapore, Dubai, Sydney, Tokyo, and Torontounderscoring the companys scale, trust, and credibility in the land ownership space. The majority of HoABLs customers are salaried professionals (~45%) largely CEOs and CXOs, independent professionals (~20%), with the balance comprising entrepreneurs and business ownersreflecting 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 seeking a Channel Strategy & Trade Marketing Lead who will architect and execute the go-to-market blueprint for HoABLs expanding footprint across India. This role will be pivotal in building scalable channel strategies, deepening partner engagement, and designing trade marketing programs that drive awareness, conversion, and customer trust in a unique branded land category. The ideal candidate will bring a blend of strategic thinking, sales ecosystem understanding, and hands-on executioncapable of building channel excellence across both digital-first and on-ground trade networks.

Key Responsibilities:

Channel Strategy & Development

• Design and execute multi-channel GTM strategies to expand HoABLs reach across metros, Tier-II cities, and NRI segments.

• Build and manage strategic partnerships with distribution networks, channel partners, and financial intermediaries to accelerate demand generation.

• Identify and establish new sales channels (e.g. wealth advisors, real estate consultants, investment platforms, and digital affiliates).

• Define channel segmentation frameworks and develop tailored engagement models for different partner types.

• Track channel performance, design incentive programs, and ensure ROI-driven outcomes.

Trade Marketing & Partner Engagement

• Develop and implement Trade Marketing programs to build brand visibility and partner advocacy.

• Lead co-branded campaigns, training programs, and digital enablement initiatives for partner networks.

• Curate BTL activations, roadshows, and events for partner acquisition and engagement.

• Own trade spends, monitor effectiveness, and optimize investments through data-backed insights.

• Drive performance dashboards, tracking sell-in/sell-out, funnel metrics, and partner productivity.

Cross-functional Leadership

• Collaborate with Sales, Brand Marketing, Product, and Digital teams to ensure channel strategies align with business goals.

• Partner with Finance and Analytics to monitor ROI and develop data-led decision frameworks.

• Influence leadership decisions on channel expansion, pricing, and partner enablement.

Qualifications & Experience:

• MBA from a Tier-1 B-School (IIM / ISB / XLRI / FMS / SPJIMR or equivalent).

• 10 to 14 years of experience in Channel Strategy, Trade Marketing, or GTM Planning in industries such as Real Estate, Financial Services, FMCG, Consumer Tech, or Retail.

• Proven experience in building partner ecosystems, designing trade programs, and driving sales channel performance.

• Strong analytical mindset with experience in channel analytics and performance management.

• Exposure to digital-first GTM models or premium consumer category is a strong plus.

Key Skills & Competencies:

• Strategic orientation with a commercial lens

• Channel design and partner management expertise

• Trade marketing program design and execution

• Strong stakeholder and vendor management

• Analytical thinking and data-driven decision-making

• Entrepreneurial mindset with agility and ownership