Role Overview:
Dynamic and strategic Brand Manager to lead the development and execution of our corporate and project-level brand strategies across our real estate portfolio. As a leading urban developer, our projects span residential, commercial, mixed-use, and lifestyle communities. The Brand Manager shall understand how to position visionary developments for both local and international audiences.
This role will also lead the Marketing Design Team, ensuring all creative outputs reflect a unified and aspirational brand identity that aligns with our strategic direction, market positioning, and customer expectations.
Key Responsibilities:
1. Brand Strategy & Positioning
- Develop and implement branding strategies for corporate and real estate projects (masterplans, gated communities, mixed-use developments).
- Define and maintain a strong brand architecture to support long-term identity and scalability.
- Ensure brand differentiation reflects the lifestyle, innovation, and sustainability values of the company.
2. Design Team Leadership
- Lead and manage the Marketing Design Team responsible for visual branding, creative assets, and design production.
- Oversee all design output including project identities, brochures, wayfinding, signage, digital assets, and sales center graphics.
- Set creative direction and ensure alignment with brand guidelines and strategic messaging.
3. Project Branding & Launch Support
- Develop brand identities and launch toolkits for new developments, from naming to storytelling.
- Support marketing campaigns with branded visuals, tone of voice, and campaign assets tailored to each project’s target audience.
- Coordinate with marketing operation managers, sales, and project teams to integrate branding into the physical environment (e.g., site hoardings, show units, signage and events booth).
4. Cross-Functional & Agency Collaboration
- Collaborate closely with internal stakeholders including CCD, Sales, Business Development, Customer Care, and Digital teams.
- Brief and manage external branding, creative, and production agencies.
- Evaluate vendor outputs to ensure brand consistency, quality, and alignment with project goals.
- Collaborate with Customer Care and Sales teams to ensure the brand experience extends beyond marketing into physical touchpoints such as welcome/handover kits, signage, brochures, service tone, and lifestyle activations.
5. Market Insight & Brand Innovation
- Conduct competitive analysis, monitor real estate branding trends, and ensure brand relevance in the evolving urban development landscape.
- Explore new creative directions, digital branding approaches, and spatial branding techniques for premium lifestyle communities.
6. Brand Governance & Quality Control
- Act as the brand custodian across all channels and touchpoints and work closely with CCD.
- Ensure every customer and stakeholder interaction reflects the brand's values and promise from digital assets to site experiences.
- Maintain and evolve brand guidelines to support growth and consistency.
7. Brand Performance Analytics
- Track and analyze key brand KPIs such as awareness, engagement, recall, sentiment, and perception.
- Use data and insights to refine strategy, positioning, and creative approach across different real estate products.
8. Brand Guidelines Development
- Review, develop and maintain comprehensive brand guidelines covering visual identity, tone of voice, and design systems.
- Create detailed site branding manuals for hoardings, construction site signage, directional signage, flags, and on-site communication to ensure consistency across all developments.
- Establish and manage content and digital brand guidelines including:
- Social media visuals and tone
- Photography style (real estate, lifestyle, aerial, community)
- Video branding (intro/outro, lower thirds, logo animations)
- Typography, iconography, and layout rules across platforms
- Ensure all internal teams and external vendors are aligned with the guidelines and that assets meet brand standards across all channels.
