Assistant Manager - Marketing

Purpose/Objective

To plan, execute, and monitor BTL marketing initiatives aimed at enhancing passenger engagement, increasing retail and F&B sales, improving commercial area footfall, and strengthening the airport's brand presence through on-ground activations, events, promotions, and stakeholder collaborations.

Key Responsibilities of Role

Key Responsibilities BTL Marketing & Activations - Develop and execute annual and quarterly BTL marketing calendars aligned with airport business objectives. - Plan and manage on-ground activations, experiential campaigns, roadshows, exhibitions, kiosks, and brand promotions. - Coordinate seasonal and festive campaigns across terminals and commercial areas. - Drive passenger engagement initiatives to enhance the travel experience. Retail & Non-Aero Revenue Support - Conceptualize promotional campaigns to increase footfall and sales at retail, F&B, and service outlets. - Collaborate with concessionaires to design joint marketing programs and customer engagement activities. - Measure campaign effectiveness through sales uplift, footfall growth, and customer participation metrics. Event Management - Execute airport events, cultural programs, brand showcases, product launches, and entertainment activities. - Manage event agencies, vendors, artists, and promotional partners. - Ensure smooth implementation while complying with airport operational and security requirements. Stakeholder Coordination - Coordinate with internal departments including Operations, Security, Terminal Management, Commercial, and Corporate Communications. - Liaise with brands, concessionaires, advertising agencies, and event partners. - Obtain necessary approvals and ensure compliance with airport regulations. Digital & Customer Engagement Support - Support digital marketing initiatives through integration with on-ground campaigns. - Assist in passenger engagement programs through social media, contests, and loyalty initiatives. - Collect customer feedback and insights for future campaign planning. Vendor & Budget Management - Identify and manage marketing agencies, event partners, and production vendors. - Negotiate contracts and ensure optimum utilization of marketing budgets. - Track campaign expenses and ensure adherence to approved budgets. Reporting & Analytics - Monitor campaign ROI and prepare performance reports. - Analyze passenger behavior, footfall trends, and promotional outcomes. - Present campaign results and recommendations to management.

Technical Competencies

Brand Management-AAHL,Budget Management-AAHL,Campaign Management -AAHL,Data Analysis and Interpretation-AAHL,Digital and Social Media Marketing-AAHL,Event Planning and Management-AAHL,Lead Generation-AAHL,Market Intelligence and Competitor Analysis-AAHL,Marketing Strategy & Planning-AAHL,Public Relations Management-AAHL,SEO & SEM (Search Engine Optimization & Search Engine Marketing)-AAHL,Sponsorship Acquisition and Management-AAHL,Trend Analysis and Forecasting-AAHL

Qualifications and Experience

Qualifications - MBA/PGDM in Marketing, Mass Communication, Event Management, or related field. - 5-8 years of experience in BTL marketing, event management, retail marketing, mall marketing, hospitality, aviation, or experiential marketing. - Experience in managing large-scale consumer engagement activities preferred. Key Skills - BTL Marketing - Event Management - Brand Activation - Retail Marketing - Vendor Management - Stakeholder Management - Budget Management - Communication & Negotiation - Campaign Planning & Execution - Data Analysis & Reporting KPIs - Number of activations/events executed. - Passenger engagement levels. - Commercial area footfall growth. - Retail/F&B sales uplift from campaigns. - Campaign ROI. - Concessionaire participation and satisfaction. - Budget adherence and execution efficiency.