Marketing Manager

Purpose of the Position

Leading and managing the strategic marketing direction of the company and development portfolio from a Real Estate Developer / Investor perspective.

• Developing, managing and continuously improving the overall marketing strategy of the Group, including all Business Units.
• Defining strategic marketing priorities across the corporate platform, development portfolio and Business Units.
• Establishing, developing and managing the umbrella brand architecture, sub-brand structure, project branding strategy and portfolio positioning approach of the company.
• Active participation not only in the marketing stage of projects, but also in the development and design stages of projects across the entire development portfolio, contributing to product positioning, customer segmentation, lifestyle creation, branding strategy, naming direction, commercial differentiation and long-term market positioning.
• Ensuring that all development projects are strategically positioned in alignment with the company vision, target market expectations, business objectives and future portfolio strategy.
• Managing strategic marketing, branding and product positioning processes in coordination with Development, Design & Engineering, Business Units
• Monitoring and evaluating branding, positioning and communication decisions from the perspective of long-term brand value, customer perception, commercial performance and portfolio consistency.
• Establishing and implementing a portfolio-level brand governance and strategic marketing management system.
• Ensuring that project branding, communication and positioning strategies are developed not only as marketing outputs, but also as integrated parts of the overall development and product creation process.
• Supporting senior management in long-term market positioning, growth and portfolio development strategies.

Main duties and responsibilities

1. Corporate Marketing Strategy and Brand Leadership

Implementation and management of a structured strategic marketing and branding framework for the Group, development portfolio and Business Units.

• Developing, managing and continuously improving the overall marketing strategy of the Group.
• Defining strategic marketing priorities across the corporate platform, development portfolio and Business Units.
• Ensuring alignment between corporate objectives, portfolio strategy, Business Unit objectives and market positioning.
• Establishing a unified strategic marketing framework across the organization.
• Supporting senior management in long-term market positioning and growth strategies.
• Coordinating strategic marketing initiatives between the Group and its Business Units.
• Monitoring marketing trends, customer behavior and industry developments to support strategic decision-making.
• Defining and managing the corporate communications strategy of the Group.
• Ensuring alignment between brand strategy, corporate messaging and external communications.
• Supervising public relations, media relations, thought leadership and reputation management activities.
• Coordinating communication strategies across Business Units and development projects.
• Supporting executive management in corporate communication and stakeholder engagement initiatives.

2. Corporate Brand Architecture and Strategic Brand Management

Implementation and management of a structured strategic branding mechanism for the company and development portfolio.

• Developing and managing the umbrella brand architecture of the company.
• Defining relationships and positioning hierarchy between corporate brands, project brands, sub-brands and Business Units.
• Establishing long-term portfolio-wide brand positioning principles.
• Ensuring consistency of brand identity, strategic positioning and communication direction across all projects and Business Units.
• Defining and protecting the strategic DNA of the company and development portfolio.
• Establishing a structured brand governance and approval mechanism.
• Evaluating all branding and positioning decisions from the perspective of long-term portfolio value creation.
• Supporting management in strategic brand-related decision-making processes.

3. Product Branding and Development Strategy

Active participation in development and concept creation processes from the perspective of strategic marketing and product positioning.

• Participating in project development processes starting from concept and feasibility stages.
• Contributing to the creation of product identity and development vision.
• Defining target audience, customer segmentation and lifestyle positioning strategies.
• Supporting the creation of differentiated and commercially sustainable development concepts.
• Developing project naming strategies and supervising naming processes.
• Defining value propositions, positioning statements and communication pillars for projects.
• Evaluating development concepts from marketability, perception and branding perspectives.
• Supporting strategic alignment between development vision, design language and market expectations.
• Providing strategic feedback regarding branding impacts of design and product decisions.
• Ensuring that branding strategies are aligned with sales, leasing and operational objectives.
• Contributing to product definition, product mix and lifestyle creation strategies during project development.
• Supporting development teams in creating customer-centric products aligned with market demand.
• Evaluating product concepts from commercial viability, customer relevance and long-term positioning perspectives.

4. Market Research, Customer Insights and Strategic Analysis

Implementation of structured market intelligence and customer insight mechanisms for the development portfolio.

• Conducting market research, competitor analysis and benchmarking studies.
• Monitoring local and international real estate, hospitality, retail and lifestyle trends.
• Analyzing customer expectations, behavioral patterns and purchasing motivations.
• Identifying strategic opportunities, market gaps and positioning advantages.
• Supporting feasibility and development decisions with market-based strategic insights.
• Preparing reports and presentations regarding market positioning and strategic recommendations.
• Conducting perception and brand positioning analyses for projects and the overall portfolio.

5. Agency and Consultant Management

Management and coordination of branding, strategy and communication consultants on behalf of the Client.

• Managing branding, strategic marketing, communication and research agencies.
• Preparing and managing agency briefs, scopes and deliverables.
• Evaluating agency outputs from strategic, commercial and portfolio perspectives.
• Ensuring consistency and quality of external consultant deliverables.
• Coordinating branding and positioning processes between internal departments and external consultants.
• Monitoring project timelines, deliverables and strategic alignment of agency work.
• Participating in consultant evaluation and selection processes.

6. Strategic Coordination and Cross-Functional Collaboration

Ensuring integration of strategic marketing into the full development lifecycle.

• Coordinating strategic marketing processes with:

- Development Department

- Design & Engineering Management

- Construction Management

- Business Units

- Executive Management

- External Consultants

• Ensuring that product positioning and branding decisions are integrated into development and design decisions.
• Supporting collaboration between branding strategy and commercial objectives.
• Participating in management presentations and strategic review meetings.
• Providing strategic marketing feedback regarding project risks and opportunities.
• Acting as the owner and coordinator of strategic marketing initiatives across the Group and its Business Units.

7. Portfolio Positioning and Commercial Strategy Support

Supporting portfolio-level positioning and long-term market strategy decisions.

• Evaluating the strategic positioning balance of the overall development portfolio.
• Assessing overlap, differentiation and cannibalization risks between projects and brands.
• Supporting premiumization, lifestyle positioning and destination creation strategies.
• Contributing to long-term market positioning and reputation management of the company.
• Supporting go-to-market strategy development processes for projects.
• Supporting strategic positioning and market differentiation initiatives across Business Units.

8. Reporting, Governance and Strategic Documentation

Providing structured strategic marketing reporting and governance support to management.

• Preparing strategic marketing and branding reports for management.
• Monitoring branding processes, approvals and implementation consistency.
• Preparing presentations and strategic summaries regarding portfolio positioning.
• Supporting management decision-making with structured strategic analysis.
• Establishing strategic documentation and archive discipline related to branding and positioning processes.
• Monitoring branding-related risks and escalation requirements.

Required knowledge and skills:

• Strong knowledge of strategic marketing, brand architecture and product positioning. (Real estate products is an advantage)
• Strong understanding of Real Estate Developer / Investor business models, development processes and portfolio management principles.
• Experience in premium and lifestyle-oriented branding and positioning strategies.
• Understanding of customer segmentation, consumer behavior and market positioning methodologies.
• Ability to evaluate branding, communication and strategic marketing outputs from a business and portfolio perspective.
• Strong presentation, analytical and storytelling skills.
• Experience in market research and strategic analysis methodologies.
• Ability to manage multiple projects and stakeholders simultaneously.
• Strong communication, leadership and stakeholder management skills.
• Excellent command of English.
• Turkish is preferred.
• Azerbaijani and/or Russian is an advantage.

Education and work experience:

• Bachelor’s degree in Marketing, Business Administration, Communications, Architecture or related fields (Master’s degree preferred).
• Minimum 12 years of total professional experience.
• Minimum 6 years of experience in a strategic Marketing Manager role. (Real Estate Developer companies is a plus.  
• Proven experience managing strategic marketing, branding and positioning activities across multiple projects simultaneously.
• Proven experience in:

- Brand Architecture

- Product Branding

- Strategic Positioning

- Naming Strategy

- Lifestyle-Oriented Development Branding

- Portfolio-Level Brand Management

• Proven experience working investor organization managing multiple Business Units is strongly preferred.
• Experience working with branding, strategic marketing or brand consultancy agencies is considered an advantage.
• Experience in mixed-use, residential, hospitality, retail, destination development and asset diversification projects is preferred.