Assistant Manager - Marketing

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

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.

*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.