CSMO- Realty

Job Description Chief Marketing & Sales Officer (CMSO)

(Real Estate Developer)

Industry: Real Estate / Property Development
Reports To: Managing Director
Board Interface: Yes
Span of Control: Marketing, Direct Sales, Channel Sales, CRM, Customer Experience, Revenue Operations across all projects

Role:-

The CMSO is a core member of the Executive Leadership Team, responsible for enterprise-wide revenue, cash flow, profitability, and market leadership across residential, commercial, and mixed-use real estate portfolios.

The role owns the complete P&L for Sales & Marketing, leads the demand-to-collection lifecycle, drives portfolio monetisation, and ensures sustained value creation for shareholders through pricing power, absorption velocity, capital efficiency, and brand equity.

The CRO acts as a Growth CEO for the portfolio, partnering closely with the CEO, Board, Finance, Projects, and Strategy teams.

Key Accountabilities:-

1. Portfolio Strategy & Go-to-Market Leadership

• Define portfolio-level product strategy, positioning, unit mix, and target segments.
• Lead go-to-market planning for new launches, phase launches, repositioning, and slow-moving inventory.
• Ensure strong coordination with Projects, Design, and Planning teams to align market demand with supply execution.
• Drive market intelligence, competitor benchmarking, and demand forecasting.

2. Enterprise P&L & Revenue Leadership:-

• Full ownership of Sales & Marketing P&L, including bookings, revenue, collections, margins, pricing realisation, and working capital.
• Drive Annual Operating Plans (AOPs), long-range plans (LRP), and portfolio-level revenue strategies.
• Lead pricing governance, yield enhancement, inventory liquidation, and monetisation strategies across lifecycle stages.
• Optimise booking-to-collection cycles to ensure liquidity, cash flow predictability, and balance-sheet strength.
• Present revenue performance, risks, and growth strategies to the Board, Investment Committees, and lenders.

3. Brand, Marketing & Demand Engine:-

• Act as custodian of the corporate and project brands.
• Own enterprise-wide marketing strategy across ATL, BTL, Digital, Performance Marketing, PR, Experience Centres, Events, and Channel Marketing.
• Ensure disciplined marketing investments with strong ROI, CAC, LTV, and funnel efficiency metrics.
• Institutionalise data-led demand generation and conversion excellence.

4. Sales Excellence & Distribution Scale:-

• Own sales strategy and execution across Direct, Channel, NRI, Institutional, Corporate, and Outstation markets.
• Build scalable, compliant, and high-productivity channel partner ecosystems.
• Define commercial structures, incentive models, payout governance, and productivity benchmarks.
• Ensure strong sales governance, forecasting accuracy, and inventory health.

5. Customer Experience & CRM Governance:-

• Own the end-to-end customer journey from first interaction to possession and post-handover engagement.
• Drive customer trust, transparency, and experience excellence, improving NPS and brand advocacy.
• Ensure strong CRM adoption, lifecycle tracking, collections efficiency, and complaint resolution frameworks.
• Balance growth with long-term customer equity and reputation management.

6. Capital Efficiency & Investor Alignment:-

• Partner with Finance and Strategy to improve ROE, IRR, cash conversion cycles, and project viability.
• Support fund-raising, PE interactions, joint ventures, and asset monetisation discussions.
• Ensure revenue predictability aligned with debt covenants and investor expectations.

7. Organisation Building & Leadership:-

• Build and lead a best-in-class revenue organisation across marketing, sales, channel, and CRM.
• Create a performance-driven culture with strong accountability, ethics, and compliance.
• Develop leadership depth, succession pipelines, and future CXO talent.
• Align incentives and KPIs to enterprise outcomes, not just topline growth.

8. Governance, Risk & Compliance:-

• Ensure strict compliance with RERA, legal, regulatory, and statutory frameworks.
• Institutionalise SOPs, approval matrices, dashboards, and audit-ready MIS.
• Mitigate commercial, legal, reputational, and execution risks.
• Uphold the highest standards of corporate governance and transparency.

Success Metrics (Board-Level KPIs)

• Revenue, collections, margins & P&L delivery
• Cash flow predictability & working capital efficiency
• Absorption velocity, pricing realisation & inventory turnover
• Marketing ROI, CAC & funnel conversion
• Channel productivity & compliance
• Brand equity, trust & market leadership
• Customer NPS & lifecycle satisfaction
• Leadership depth, productivity & attrition

Ideal Candidate Profile:-

Experience

• 20–25+ years in Real Estate Marketing, Sales & Revenue Leadership with Tier-1 developers.
• Proven experience as CRO / Sales Head / Marketing Head / Business Head / P&L Leader.
• Strong exposure to large residential projects, townships, mixed-use portfolios, and multi-city operations.
• Experience in metro markets (Mumbai preferred) and regulated environments.

Core Competencies:-

• CEO-level commercial & P&L acumen
• Deep real estate lifecycle and launch expertise
• Strong pricing, monetisation, and capital efficiency mindset
• Data-driven decision-making
• Board-level communication and stakeholder management
• Inspirational people leadership and culture building

Education:-

• MBA / MMS in Marketing, Strategy, or Finance.
• Executive leadership programs from premier institutes preferred.