About the role
JOB PURPOSE • Develop and lead Aldar's international development marketing strategy across China, Hong Kong, Russia and emerging markets. • Lead the full international marketing mix and broker marketing and enablement, ensuring every touchpoint is commercially effective and brand-aligned. • Build Aldar's international brand and drive qualified demand and sales across International Sales, Development Marketing, London Square and SODIC.
JOB RESPONSIBILITIES
International Brand Building & Marketing Strategy • Build Aldar's awareness, reputation and consideration in priority international markets. • Establish market-specific strategies and annual plans for China, Hong Kong, Russia and emerging markets, reflecting local customer behaviour, media and cultural requirements. • Lead the full international marketing mix, from ATL, digital and performance through to collateral, events, roadshows, activations, partnerships and launches.
Market Intelligence & Customer Insights • Lead competitor analysis and benchmarking across priority international markets. • Develop HNW/UHNW buyer segmentation and investor behaviour insights to guide targeting, positioning and marketing investment. • Identify emerging market opportunities, channels and customer segments, sharing insights and best practice with London Square (UK) and SODIC (Egypt).
Strategic Partnerships • Collaborate with Sales, including Wealth BD, to develop relationships with private banks, family offices, luxury brands and influential networks to reach high-value buyers. • Develop co-branded campaigns and partner activation programmes with strategic partners. • Evaluate partnership performance by qualified leads and sales contribution, working with Sales to prioritise the highest-value partners.
Customer Journey & Conversion • Identify ways to strengthen CRM, lead nurturing, attribution and the international buyer experience to improve sales conversion. • Collaborate with International Sales to align marketing with sales priorities and targets. • Establish KPIs and regular performance reporting, using data and customer insight to optimise investment, in line with data protection requirements.
Broker Marketing & Enablement • Develop the broker marketing strategy and establish standards for creating, approving and distributing fact sheets, presentations and toolkits. • Ensure brokers receive accurate, approved information on time, especially ahead of launches. • Develop broker engagement campaigns, events and communications; collaborate with Broker Management and Sales to close gaps in support, content and training.
Delivery, Budget & Capability Development • Collaborate with Development and Destination Marketing to embed international markets in launch plans, through to broker readiness and post-launch optimisation. • Manage the international marketing budget, prioritising the strongest commercial opportunities, and lead agencies and local market partners across multi-market launches. • Coach and develop team members, building international and broker marketing capabilities.
KEY MEASURES OF SUCCESS • Marketing spend vs. budget and return on investment by market • Brand awareness and consideration in priority international markets • Qualified leads and cost per lead by priority market and partner channel • Lead-to-sale conversion rate by market • On-time delivery of broker toolkits for major launches; broker satisfaction • Leadership (360 evaluation)
YEARS OF EXPERIENCE, SKILLS & QUALIFICATIONS
Years of Experience • Min 12+ years of relevant experience in real estate development, destination or international marketing, with at least 5 years in a mid-level position. • Min 4+ years of managerial experience in a related field. • Field of experience: Real estate, destination or premium/luxury marketing; China/Asia, Russia/CIS and broker-led sales models advantageous.
Technical and Interpersonal Skills • Integrated marketing expertise across ATL, BTL, digital, content, events and activations, with international and cultural awareness. • Strong commercial judgement and data-led decision making, with customer insight and CRM expertise. • Proven strategy-to-execution track record, managing agencies and budgets. • Strong stakeholder management and influencing skills at senior level. • Chinese and Russian language skills preferred.
Qualifications • Bachelor's degree in Marketing, Business, Communications or a related field. Master's degree / MBA preferred.
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