Marketing Analytics & Strategy

About the Role

NK Realtors is one of Eastern India's leading real estate advisory and marketing organisations, managing the sales and marketing mandate for a large portfolio of residential and commercial projects across the Kolkata Metropolitan Area. We are looking for a Manager – Marketing Analytics & Strategy to own the health of our marketing funnel end-to-end and to act as the analytical right hand to the CMO.

This is a hands-on, data-first role. You will audit how leads move from first impression to closed booking across every channel and every project, find the leaks and the winners, and translate that into decisions the marketing and sales teams can act on. You will not just build reports — you will interpret them, defend them in front of leadership, and help set the direction that spend and messaging follow.

Key Responsibilities

Marketing & Funnel Audit

• Own the full-funnel audit across projects and micro-markets — from ad impressions and portal listings through enquiries, site visits, negotiations and final bookings.

• Map and continuously monitor conversion at every stage (Lead → Qualified Lead → Site Visit → Booking → Registration) and flag where and why prospects drop off.

• Audit lead quality by source (Google, Meta, portals like 99acres/MagicBricks/Housing, channel partners, referrals, walk-ins) and hold channels accountable to cost and quality benchmarks.

• Review campaign hygiene: UTM discipline, CRM data integrity, lead-routing SLAs, and de-duplication across sources.

Marketing Data Analysis

• Build and maintain dashboards tracking spend, CPL, cost per site visit, cost per booking, ROAS and channel-wise contribution to revenue.

• Run cohort and funnel analysis to separate genuine demand signals from vanity metrics.

• Deliver weekly, monthly and quarterly performance reviews with clear, decision-oriented insight — not just numbers.

• Partner with the sales team to reconcile marketing-sourced leads against actual bookings and revenue.

Strategy Support to the CMO

• Act as analytical partner to the CMO: prepare business cases, budget scenarios, and go-to-market plans for new project launches.

• Provide competitor and micro-market intelligence (pricing, inventory, absorption, launch activity) to inform positioning.

• Translate data into recommendations on budget reallocation, channel mix, and messaging.

• Prepare leadership and developer/client presentations.

Team Co-ordination

• Coordinate between marketing, sales, digital agencies, and channel-partner teams to ensure campaigns and data flows run smoothly.

• Brief creative and media partners and track deliverables against timelines.

• Standardise reporting formats and data-collection practices across teams and projects.

What You'll Be Measured On (KPIs)

• Reduction in blended cost per qualified lead and cost per booking.

• Improvement in stage-wise funnel conversion, especially Site Visit → Booking.

• Accuracy and timeliness of reporting; adoption of dashboards by leadership and sales.

• Quality of strategic inputs used in launch and budget decisions.

Required Qualifications & Skills

• MBA / PGDM in Marketing, or a strong quantitative degree (Economics, Statistics) with marketing experience.

• 3–6 years in marketing analytics, market research, brand or growth marketing. Real estate is a plus but not mandatory; FMCG, research agency, or consumer-services backgrounds are welcome.

• Advanced Excel is non-negotiable (pivot tables, lookups, modelling). Exposure to Google Analytics / GA4, and a BI tool (Power BI / Looker Studio / Tableau) is strongly preferred.

• Working knowledge of digital marketing funnels, CRM systems, and lead-management workflows.

• Strong command of research methods — quantitative and qualitative, primary and secondary.

• Clear written and verbal communication; able to present to and challenge senior stakeholders.

• Structured, first-principles problem solver comfortable with ambiguous, messy data.

Location, Travel & Work Mode

• Kolkata-based, work-from-office role.

• Regular travel required within Kolkata and the KMA for site visits, project offices, market intelligence, and channel-partner meetings; occasional travel to other markets.