Head - Brand, Campaigns and Marketing Strategy

Job Purpose

Custodian of global brand health, responsible for defining and executing Air India’s brand strategy and marketing initiatives to shape perception and drive business growth. Own positioning, campaigns, media deployment, product launches, sponsorships, partnerships, and revenue interventions to strengthen brand equity. Leverage deep consumer insights to influence habits and perceptions, transforming Air India into a world-class airline with Indian warmth.

Key Accountabilities

Brand Strategy

• Define and evolve brand positioning, purpose, and identity.
• Champion storytelling to build emotional connection with customers.
• Use consumer insights, competitive intelligence, and brand health studies to strengthen equity.
• Keep brand relevant with cultural, technological, and behavioral shifts.
• Manage the Brand Experience Centre to showcase heritage and narrative.

Campaign Management

• Lead 360° campaigns across ATL, BTL, digital, and experiential channels.
• Balance long-term equity with tactical revenue-driving initiatives.
• Collaborate with commercial teams to align marketing with business outcomes.
• Measure campaign effectiveness and optimize ROI through data-driven insights.
• Ensure alignment with Ecommerce and Loyalty marketing.

Destination Marketing

• Build partnerships with tourism boards, DMOs, airports, and destinations.
• Generate partner funding to drive growth.
• Execute joint marketing initiatives to address business challenges.

Marketing Calendar & Governance

• Lead annual marketing calendar aligned with business priorities.
• Translate launches, promotions, and seasonal opportunities into impactful campaigns.
• Own and optimize marketing budget with fiscal discipline.
• Oversee vendor contracts, negotiations, and compliance.

Sponsorships

• Define sponsorship strategy to maximize cultural relevance and awareness.
• Establish long-term properties to build strong consumer associations.

Leadership

• Lead and mentor a high-performing global team.
• Provide direction, prioritize goals, and nurture skills across branding and marketing.
• Represent brand function at leadership level.

Skills & Qualities

• Creativity and strong communication skills
• Competitor awareness and analytical ability
• Extensive branding knowledge and team leadership
• Market research expertise and digital mindset
• Customer-centric approach

Key Interfaces

• Leadership:

  Head – Marketing, Ecommerce & Loyalty

• Internal:

  Commercial, GRC, Customer Experience, Corporate Communications

• External:

  Agencies, vendors, suppliers, partnerships

Education & Experience

• Education:

  Masters/MBA/PGDM/PGP in Marketing (Tier 1 institute preferred)

• Experience:

• Minimum: 15+ years in Branding & Marketing strategy, with 3+ years leading priority areas
• Desired: 15–18 years, with 5+ years in senior leadership roles
• Aviation sector experience preferred