Rajendran P

Managed P&L for the Organisation to drive profitability, revamped Marketing & Sales Processes to drive efficiency, and restructured and pruned the Teams to streamline Sale, drove the Finishing Teams to improve the finishing team effectiveness and prepone the handover of the unfinished Towers. Built a new Team of Professionals from the Interiors field to restart the Interiors Business. The Company has a 2200 Apartment Project and a 1250 Acre Golf based Township Project in Hyderabad. Took over the responsibility of Marketing & Sales initially and restructured teams and streamlined Processes to deliver consistent sales since Sep 2020. • The consistent sales and collections helped construct the Stations faster and prepone the deliveries. • Mobilized the Finishing Team and Handover of over 50 members to set up process for smooth and timely handover. • Drove the Stakeholder Management Teams for both Projects with Weekly and Monthly Reviews. This included Marketing, Sales, Construction, Design & Procurement. • Recruited a new set of Professionals and built a team to restart the Interiors Business. New Processes were drafted and Targets were redefined with additional Marketing support. The Team started delivering from the second month itself.

Proprietorship Venture focusing on Consulting Opportunities in Real Estate - Marketing, Sales, Business Development, JVs, Funding. Looking to tie-up for New Gen Real Estate - Student Housing, Rental Housing, Serviced Residences.

As Head M&S for TATA Value Homes, I provided Executive Leadership for the Affordable Homes Portfolio across the country with apartment costs ranging from ₹14 Lakh to ₹90 Lakh. I also actively led the Consumer & Market Study for the Planning & Design for Colombo Project (International Project). I worked on creating a more responsive & Market Driven Organisation which helped us sell 1000+ units in 18 months delivering 130% growth over 2017-18. Our innovative offline & online Marketing Campaigns improved visibility of projects and lead generation, resulting in kick starting sales, immediately after RERA & GST implementation, which led to highest ever sales in a month. I always lead Operations with full responsibility of Revenue, Cost & Profitability; created long & short term plans, streamlined processes, provided Cross functional inputs as part of the Management Committee. I had direct reporting of Regional Heads, Project Heads & Marketing Head and an oversight of 90 member team comprising of Marketing, Sales, Pre-Sales & CRM. Key Skills: Marketing Communications | Integrated Marketing Strategy | Marketing (ATL & BTL) | Performance Marketing | Product Planning | Sales Strategy | Managing Distribution Network | Digital Marketing | Social Media | PR | Our Innovative Digital and Social Campaigns for Customer Acquisition and Engagement were much appreciated and led us to reach top position on Social Media among Real Estate Players. I was also responsible for leading Tech Marketing Initiatives for TATA Value Homes & investing in AI driven Platforms. Key Awards & Achievements: • Rejuvenated Team with revamped Campaigns helping kick start Sales after two lackluster years. • Activated Network of more than 500 Channel Partners in one year across the country • Best Affordable Housing Project - South India by Realty Plus - New Haven Ribbon Walk Chennai • Won the Best Project for New Haven Bengaluru at Quickr Real Estate Awards 2018

As the CEO of KlickBrick, managed P&L for Marketing & Sales arm for all in-house Developer Companies of Brick Eagle. Conceptualised & delivered innovative Digital Programs to deliver Rs. 60 Cr Sales in 18 months in four Projects Successfully sold 400 units at Launch through Channel Partners in a new Market in Baroda. Recruited, trained and built a team of 50 and managed 7 Projects across four cities. Developed a mobile app for channel partners to streamline the Lead Management Process. Acquired external Marketing & Sales mandates and developed a Land Acquisition Channel to source land for reputed developers & Warehousing Majors.

Floated a Real Estate Marketing & Sales Venture to support the identified niche - small & medium developers, who are not able to attract Marketing & Sales talent and have ambitions to build a brand. Managed three different mandates across Mumbai and Pune. Formed a consortium for land & funding requirements of leading Developers & Warehousing majors.

Worked as Head of Marketing Services, Head of Sales and Head of Business Development. As Head - Business Development, provided Strategic Leadership for future acquisitions & spearheaded land acquisition, maintaining ROI parameters; acquired 113 Acres in nine Projects in seven States with Revenue Potential of approx. Rs. 11300 Cr. Managed to acquire projects through competitive bidding as well as through tedious court settlements, while meeting all profitability parameters. As Head - Residential Sales, gave Strategic and operational direction for Residential Sales as per Annual Business Plan. Built a Team & network of Channel Partners & streamlined SOPs for diverse market conditions to deliver Rs. 800 Cr. Sales in the first year and Rs. 1600 Cr Sales in the second year in 9 Projects in 7 cities across the country. Delivered 100% YoY growth for two consecutive Years as Head of Sales. Established SOPs for the Affordable Housing Division. Sold a Luxury Project in Lonavala in just nine months. As Head - Marketing Services conceptualised the Corporate Brand Identity. Prepared Marketing Strategy to launch Projects & achieved sales of Rs. 400 Cr in the first year of operation. Conceptualised Product Brand Strategy and launched two PAN India Brands – Shubh Griha and New Haven for Affordable Housing Division - Smart Value Homes. Launched six Residential Projects across the country in the Luxury, Premium and affordable segments and one Commercial IT Building Project, in two years post the Sub Prime Crisis and achieved all Sales Targets. Marketed & Sold Luxury Project in Goa in six months and one in Lonavala in just nine months Awards Won: “Master Brand” from “World Brand Congress” for Tata Housing | 5 Star Level Award for Innovative Marketing for Project Raisina Residency at Prestigious CNBC Asia Pacific Property Awards | 5 Star Level Award for “Best Development Marketing” for New Haven, Boisar, Mumbai at Bloomberg Asia Pacific Residential Property Awards

Conceptualized and executed Marketing Programs to improve Brand Saliency and Market Share for Scorpio and consistently sell 3000 units a month (closest competitor sold 400 units a month) and 100% growth in second year. Scorpio, recognised as a "Super Brand", also made its way to Harvard Institute and IIM Ahmedabad as a Case Study. Maintained the leadership position and enhanced market share during the tenure. Innovative Loyalty initiatives led to unique 1st Anniversary Celebrations for Scorpio with Customers Visiting the Plant, improving Customer Loyalty and innovative second Anniversary campaign converted a lean year-end period to best-selling month by generating 6000 sales.