Lead Communication

Designation/Position: Lead - Communication

Organisation: All India Artisans & Craftworkers Welfare Association (AIACA)

Reporting Manager: Functionally and administratively to Executive Director

Qualification: Bachelor/Master degree in Communications/Mass Communication/Advertising/ Public Relations, Marketing, or a related field.

Year of experience: 3-5years of experience in organizational communications in social development/livelihood sector will be preferred.

Employment Status (Permanent /FTE/part time/ contractual): Full- time

Job Location: Head Office, New Delhi

About the Organization:

AIACA is an apex body that has been working on a range of issues, since 2004, to promote market-led growth for the crafts sector; and increased incomes and improved living standards of crafts producers. Over the past decade, AIACA has conducted policy research and advocacy on a range of issues including access to credit for crafts producers and environmental and health and safety standards for the sector; developed a crafts-certification system called the Craftmark; assisted sales and outreach of member producer groups and enterprises through commercial trade catalogues, trade fairs and order fulfillment; and assisted in developing and strengthening back-end production systems through a range of product design and business development services. We have worked with more than 150,000 artisans across 23 states in India.

CRAFTMARK

Craftmark, launched in 2006, is a national certification programme for genuine Indian hand-crafted processes, undertaken socially responsible. Registered under the Trademark Authority of India, it is awarded by AIACA and has been running for 15+ years now. As the only certification for handcrafted processes in India, Craftmark has been a symbol of quality and craftsmanship, sustainably linking India's diverse hand skills and products to conscious consumers. Today, Craftmark has certified more than 250 craft enterprises with an outreach of about 165,000 artisans across India. It has helped preserve traditional techniques and has enabled artisan businesses to grow. It does this by facilitating.

“AIACA is an Equal Opportunity Employer and Prohibits Discrimination and Harassment of Any Kind: AIACA is committed to the principle of equal employment opportunity for all employees and to providing employees with a work environment free of discrimination and harassment. All employment decisions at AIACA are based on business needs, job requirements and individual qualifications, without regard to race, colour, religion or belief, family or parental status, or any other status protected by the laws or regulations in the locations where we operate.”

JOB DESCRIPTION:

Roles & Responsibilities:

The Lead – Communication is responsible for shaping and executing the organization’s communication strategy to build visibility, engage stakeholders, and promote the work of artisans and traditional crafts. This role involves storytelling, content creation, brand management, and digital outreach to amplify the impact of the AIACA’s initiatives. The position requires close coordination with program, Marketing, Design and Craftmark teams to ensure coherent and compelling messaging across all platforms. The ideal candidate will bring creativity, strategic thinking, and a deep sensitivity to artisan communities and cultural heritage.

Below is a detailed breakdown of the roles and responsibilities:

1. Enhance Visibility of AIACA and CRAFTMARK

· End-to-end ownership of the entire Communications pipeline (strategy, content, creative direction )and work directly with the leadership team to drive growth

· Develop partnerships with Media, Influencers and other relevant organizations to enhance the Visibility of AIACA/Craftmark

· Managing PR activities and ensuring regular opinion editorials, feature articles in Media publications ( online & Offline)

· Developing Design & Content for editorials, feature articles, presentations, brochures, monthly newsletters, annual reports, and other media content.

· Designing all Collaterals required for enhancing the Visibility of AIACA at various events, Pop-Ups. Plan and develop marketing collaterals as necessary for handicraft clusters/organizations participating in various marketing and promotional events.

· Comprehensive Story Telling

· Rendering Communication support to various ongoing projects

· Manage relationships with deliverables of external agencies, partners and vendors

2. Managing Organization owned communication assets and Platforms

· Ideate and create innovative communications vehicles to create momentum and maximize stakeholder engagement and increase key message efficacy

· Managing all Social Media Platforms and devising Strategies for ensuring their organic growth-including SEO, blogging, frequent social media interaction through brand handles, relevant groups and forums. Ensure that besides paid marketing, all the avenues of organic growth are owned and well executed

· Managing Websites and their Content, including changes in Content and design, as and when required

· Online reputation management (ORM) and Influencer PR: Own and maintain brand communication across channels and audience touch points

· Develop and maintain a social media calendar, copy writing and graphics/visuals. Ensure that new and consistent information (about organization work, videos, photographs, article links, stories, and events) is posted regularly

· Handling social media marketing to help in generating the business sales for AIACA

· Managing Platforms like Zoom and supporting in organizing events

3. Internal Communications

· Developing Internal Communications Material including Presentations, Catalogs, Brochures etc

· Supporting HR in maintaining strong Internal Communications

· Rendering support in all Team building activities and internal meetings organized from time to time

· Supporting HR in maintaining a positive environment in the organization

4. Media Relations:

· Organising and managing events to boost brand awareness

· Build strategy, Identify opportunities for media activities and/or media partnerships

· Liaising with media contacts

· Launch, nurture, and guide media collaboration aligned with AIACA’s mandate

· Cultivate key influencers, media, and publishers

5. Any Other Task:

· Any other assignment deemed as necessary for the organization and its projects.

Key Skills Required

• Strong writing, editing, and storytelling abilities (especially around crafts and community impact).
• Visual communication sensibility and basic design knowledge (Canva, Adobe tools).
• Knowledge of artisan and craft sector, rural development, and social enterprise models.
• Familiarity with digital marketing, SEO, social media trends, and website management.

Salary/ Compensation:

The Salary/Compensation offered will be commensurate with the experience and qualifications of the candidate.

Additional Benefits:

Health insurance will be provided as an additional benefit.

Professionals meeting above requirements and with plans to associate with AIACA for several years, may mail their CV to searchcommittee@aiacaonline.org at the earliest.

Please clearly mark the e-mail with subject line: “Application for Lead -Communication”.

Job Types: Full-time, Permanent

Pay: ₹60,000.00 - ₹70,000.00 per month

Benefits:

• Health insurance
• Provident Fund

Work Location: In person