About the Role
The role focuses on developing and leading the international development marketing strategy across China, Hong Kong, Russia, and emerging markets. It involves overseeing the complete international marketing mix, including broker marketing and enablement, to ensure every touchpoint is both commercially effective and aligned with the brand. The successful candidate will work on building the international brand and driving qualified demand and sales across various sectors including International Sales, Development Marketing, London Square, and SODIC.
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Job Responsibilities
International Brand Building & Marketing Strategy
- Build awareness, reputation, and consideration for the brand in priority international markets.
- Establish market-specific strategies and annual plans for China, Hong Kong, Russia, and emerging markets that reflect local customer behavior, media, and cultural requirements.
- Lead the full international marketing mix, including ATL, digital and performance marketing, collateral creation, events, roadshows, activations, partnerships, and launches.
Market Intelligence & Customer Insights
- Conduct competitor analysis and benchmarking across important international markets.
- Develop high-net-worth (HNW) and ultra-high-net-worth (UHNW) buyer segmentation and investor behavior insights to inform targeting, positioning, and marketing investment decisions.
- Identify emerging market opportunities, channels, and customer segments, sharing insights and best practices with teams in London Square (UK) and SODIC (Egypt).
Strategic Partnerships
- Work closely with the Sales team, including Wealth Business Development, to establish relationships with private banks, family offices, luxury brands, and influential networks to access high-value buyers.
- Create co-branded campaigns and partner activation programs with strategic partners.
- Evaluate partnership performance based on qualified leads and sales contributions, collaborating with Sales to prioritize the most valuable partners.
Customer Journey & Conversion
- Identify opportunities to enhance CRM, lead nurturing, attribution, and the international buyer experience to improve sales conversion rates.
- Collaborate with the International Sales team to ensure alignment of marketing with sales objectives and targets.
- Set KPIs and provide regular performance reports, utilizing data and customer insights to optimize investments while adhering to data protection requirements.
Broker Marketing & Enablement
- Develop the broker marketing strategy and establish criteria for creating, approving, and distributing fact sheets, presentations, and toolkits.
- Ensure brokers receive accurate and approved information promptly, especially prior to launches.
- Create broker engagement campaigns, events, and communications while working with Broker Management and Sales to bridge any gaps in support, content, and training.
Delivery, Budget & Capability Development
- Collaborate with Development and Destination Marketing teams to incorporate international markets into launch plans, broker readiness, and post-launch optimization.
- Manage the international marketing budget, focusing on the strongest commercial opportunities and leading agencies as well as local market partners during multi-market launches.
- Coach and develop team members to enhance international and broker marketing capabilities.
Key Measures of Success
- Marketing spending versus 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 rates by market.
- On-time delivery of broker toolkits for major launches and broker satisfaction levels.
- Overall leadership effectiveness as evaluated through 360-degree reviews.
Years of Experience, Skills & Qualifications
Years of Experience
- Minimum of 12+ years of relevant experience in real estate development, destination, or international marketing, including at least 5 years in a mid-level position.
- At least 4+ years of managerial experience in a related field.
- Experience in real estate, destination, or premium/luxury marketing is preferred; expertise in China/Asia, Russia/CIS, and broker-led sales models is advantageous.
Technical and Interpersonal Skills
- Proven expertise in integrated marketing across ATL, BTL, digital, content, events, and activations, along with international and cultural awareness.
- Strong commercial judgment and data-driven decision-making capabilities, coupled with customer insight and CRM expertise.
- Demonstrated ability to execute strategies effectively while managing agencies and budgets.
- Exceptional stakeholder management and influencing skills at senior levels.
- Proficiency in Chinese and Russian languages is preferred.
Qualifications
- A Bachelor's degree in Marketing, Business, Communications, or a related field is required; a Master's degree or MBA is preferred.
