Job Description

Job Purpose

• Custodian for Brand Health Globally and responsible for defining the brand strategy, development and execution of brand initiatives and marketing campaigns to shape brand perception and drive business growth globally (50K Cr revenue, growing CAGR 15%+ ).
• Own positioning, Brand campaigns, Media deployment, New route and product launches, sponsorships, Brand partnerships & collaborations, Revenue interventions and shaping overall Brand equity. Have a deep consumer understanding to influence and shape habits, behaviour and perception. Transform Air India into being perceived as a world class airline with Indian Warmth.

Key Accountabilities
Brand Strategy Development

• Develop and evolve the company's brand strategy, including brand positioning, purpose and identity to stay relevant and differentiated in the market with respect to competitors
• Champion brand storytelling that deepens emotional connection with customers
• Use consumer insights, competitive intelligence, and brand health studies to inform strategy & strengthen brand equity
• Keep the brand at the leading edge of culture and evangelize shifts in approach to keep up with a rapidly evolving world across technology, consumer behaviour and media.
• Own and manage the Brand Experience Centre to bring alive the heritage and narrative of the brand

Campaign Management

• Develop and oversee 360 campaigns across ATL, BTL, digital and experiential marketing.
• Drive innovation in creative concepts, media strategy, and content experiences.
• Balance long-term brand equity initiatives with tactical revenue-driving campaigns.
• Plan and execute all marketing and branding activities as per the schedule in collaboration with the other Commercial department heads
• Collaborate closely with network planning, sales, and revenue management teams to ensure marketing drives measurable business outcomes.
• Measure and report on campaign effectiveness and brand equity metrics. .
• Monitor and optimize marketing ROI through data-driven insights
• Actively assess the quality and performance of all vendors/suppliers/external agencies

Ensure alignment between Ecommerce and Loyalty marketing initiatives in terms of brand messaging
Destination Marketing

• Drive Relationship with Tourism boards, DMOs, Airports & other destination companies
• Generate funds from partners to drive business growth
• Strategic plan joint marketing initiatives to solve business challenges.

Marketing Strategy and Calendar Oversight

• Lead the annual marketing calendar, ensuring campaigns align with business priorities and revenue objectives. .
• Translate product launches, promotions, and seasonal opportunities into impactful brand campaigns.
• Influence cross-functional teams and senior leadership to drive brand-first decision making.

Budget & Governance

• Own and optimize the marketing budget across brand, campaigns and media .
• Ensure fiscal discipline while driving innovation and impact.
• Oversee vendor contracts, negotiations, and compliance with brand and business standards.
• Manage agency and vendor relationships to ensure world-class creative, media, and activation delivery.

Sponsorship strategy and execution

• Define the sponsorship strategy for the airline and foster deals with events, organizations and celebrities to maximize cultural connect and awareness with specific groups in countries around the world
• Establish long term properties to build requisite associations in consumer minds

Team Leadership

• Lead and mentor a diverse and high performing team to bring alive the brand messaging globally. provide direction on execution / implementation of tasks by prioritizing functional and organizational goals accordingly
• Support, nurture and develop the team members' skills in all Marketing and Branding aspects

Any other additional responsibility could be assigned to the role holder from time to time as a standalone project or regular work. The same would be suitably represented in the Primary responsibilities and agreed between the incumbent, reporting officer and HR. * Skills/Qualities Required
Creativity
Strong Communication skills
People skills
Competitor awareness
Analytical abilities
Extensive Branding knowledge
Team management
Market Research skills
Digital Mindset
Customer centricity

• Key Interfaces

Leadership Interfaces
Head - Marketing, Ecommerce and Loyalty

• Liaise with Head - Marketing, Ecommerce and Loyalty on performance related to marketing and branding initiatives, activities, and campaigns

Internal Interfaces
Commercial, GRC, CEx

• Coordinate with various sub functional heads to drive the overall marketing and branding strategy
• Work with Corporate communications and customer experience to ensure brand promise is communicated and delivered

External Interfaces
Vendors/Suppliers/ Agencies/partnerships

• Manage creative, media agency & other freelance partnerships, including identifying continuous process improvement opportunities, maintaining contracts and cost management, auditing existing agencies to ensure all elements are updated and in compliance

• Educational and Experience Requirements

Minimum Education requirements

• Masters/MBA/PGDM/PGP/PG degree, preferably in Marketing from a tier 1 institute

Experience
Minimum
Desired

• 15+ years' experience in Branding & Marketing strategy, preferably with 3+ years in leading key priority areas in branding and execution of campaigns

• 15-18 years' experience in Branding and Marketing, preferably with 5+ years in leading key priority areas in brandings and execution of campaigns

• Prior experience in Aviation sector is an advantage

Skills Required