Role Purpose:
The Head – Brand will serve as the Chief Brand Custodian for Della Townships, responsible for creating one of India's most aspirational luxury real estate and lifestyle brands. This role will define how the brand is perceived by customers, investors, channel partners, employees, media, and the broader market.
Beyond marketing, the role will own every aspect of the brand—from strategy and positioning to customer experience, design language, storytelling, communications, employer branding, partnerships, and reputation management.
The objective is to build a timeless, globally respected brand that commands premium pricing, creates emotional affinity, and becomes synonymous with innovation, luxury, trust, sustainability, and world-class living.
Key Responsibilities:
1. Brand Vision & Strategy
- Define the long-term brand vision and roadmap.
- Develop brand architecture across township brands, sub-brands, amenities, clubs, hospitality, retail, commercial developments, and future ventures.
- Own the brand promise and ensure it translates into every business function.
- Create differentiation against competing luxury township developers.
- Lead annual brand planning and strategic brand initiatives.
2. Brand Positioning
- Develop compelling positioning for every township and product offering.
- Create messaging frameworks for diverse customer segments.
- Build emotional narratives that move beyond selling real estate to selling a lifestyle.
- Define the luxury codes that distinguish Della Townships from competitors.
3. Brand Identity
Own every visual and verbal expression of the brand including:
- Brand Guidelines
- Logo Systems
- Typography
- Color Palette
- Photography Style
- Videography Standards
- Tone of Voice
- Presentation Templates
- Sales Material
- Environmental Graphics
- Experience Centre Branding
- Signage
- Uniform Branding
- Packaging
- Digital Identity
- Merchandise
Ensure complete consistency across every touchpoint.
4. Creative Direction
Lead the overall creative vision for the organization.
Responsible for:
- TV Commercials
- Brand Films
- Corporate Films
- Product Films
- Photography
- CGI & Visualizations
- Print Campaigns
- Outdoor Campaigns
- Social Media Creatives
- Digital Experiences
- Launch Events
- Experience Centres
- Sales Galleries
- Investor Presentations
Approve all creative output before release.
5. Brand Communication
Develop and oversee:
- Corporate Communications
- Product Communications
- Launch Campaigns
- Leadership Communications
- Internal Communications
- Investor Communications
- Sustainability Communications
- Community Engagement
- Brand Storytelling
- Thought Leadership
Ensure all communication reflects the premium positioning of the brand.
6. Customer Experience Branding
Partner with Sales, CRM, Design, Hospitality, Projects, and Operations to ensure the brand is experienced—not just communicated.
Own branding across:
- Customer Journey
- Sales Experience
- Welcome Experience
- Township Experience
- Site Visits
- Events
- Clubhouses
- Amenities
- Possession Experience
- Resident Communication
Create memorable signature experiences that reinforce the brand promise.
7. Marketing Integration
Provide strategic leadership across:
- Digital Marketing
- Performance Marketing
- Content Marketing
- Social Media
- Influencer Marketing
- Events
- Exhibitions
- Brand Partnerships
- Sponsorships
- Experiential Marketing
- Media Planning
Ensure every campaign strengthens long-term brand equity.
8. Public Relations & Corporate Reputation
Lead the company's reputation management strategy.
Responsible for:
- Media Relations
- Crisis Communication
- Corporate Announcements
- Awards & Recognition
- Industry Forums
- Leadership Visibility
- Speaking Opportunities
- Editorial Features
- Press Conferences
Build Della Townships into one of the most respected names in the industry.
9. Research & Consumer Insights
Develop a deep understanding of customers through:
- Consumer Research
- Brand Tracking
- Competitive Intelligence
- Market Trends
- Luxury Consumer Behaviour
- Customer Feedback
- Social Listening
Use insights to shape future brand strategies.
10. Innovation
Continuously identify new opportunities in:
- AI-powered Branding
- Immersive Customer Experiences
- Digital Twins
- Virtual Sales Experiences
- Smart Communities
- Sustainable Branding
- Experiential Installations
- Interactive Technologies
Keep Della Townships ahead of market trends.
11. Partnerships & Collaborations
Identify and build partnerships with:
- Luxury Brands
- Designers
- Architects
- Hospitality Brands
- Fashion Houses
- Art Institutions
- Celebrities
- Influencers
- Global Design Firms
Create collaborations that elevate brand prestige.
12. Employer Brand
Work closely with HR to:
- Define Employer Value Proposition
- Build Internal Brand Culture
- Drive Employee Engagement
- Develop Leadership Branding
- Create Recruitment Campaigns
Ensure employees become authentic brand ambassadors.
13. Brand Governance
Develop robust governance processes to ensure every stakeholder adheres to brand standards.
Establish approval systems for:
- Agencies
- Sales Teams
- Digital Assets
- Vendors
- Consultants
- Partners
- Franchisees (if applicable)
14. Budget & Resource Management
- Own annual brand budgets.
- Evaluate ROI across campaigns.
- Manage creative, media, PR, digital, and production agencies.
- Negotiate strategic partnerships.
- Optimize marketing investments while maintaining premium quality.
Key Deliverables:
- Brand Strategy
- Brand Architecture
- Annual Brand Calendar
- Communication Strategy
- Creative Excellence Framework
- Customer Experience Framework
- Digital Brand Guidelines
- Employer Branding Strategy
- Brand Governance Manual
- Crisis Communication Framework
- Reputation Management Plan
- Innovation Roadmap
- Annual Brand Health Report
Key Performance Indicators (KPIs):
- Brand Awareness
- Brand Recall
- Brand Preference
- Net Promoter Score (NPS)
- Share of Voice
- Earned Media Value
- Digital Engagement
- Customer Sentiment
- Premium Pricing Index
- Marketing ROI
- Qualified Lead Contribution
- Campaign Effectiveness
- Website Engagement
- Social Media Growth
- PR Coverage
- Awards & Industry Recognition
- Customer Experience Scores
- Employee Brand Advocacy
- Brand Compliance
Candidate Profile:
- 15–20+ years of experience in luxury branding, marketing, or corporate communications.
- Proven success in building premium brands at scale.
- Experience in luxury real estate, hospitality, lifestyle, retail, aviation, automobiles, or consumer luxury brands.
- Strong understanding of brand architecture, consumer psychology, storytelling, and integrated marketing.
- Expertise in digital ecosystems, customer experience, and omnichannel branding.
- Exceptional leadership, stakeholder management, and communication skills.
- Ability to work cross-functionally with Sales, Design, Projects, Architecture, Hospitality, HR, Finance, Legal, and Operations.
Bachelor’s or master’s degree in marketing, Brand Management, Communications, or a related field.
15–20+ years of experience in luxury branding, marketing, or corporate communications.
CMD
Yes
