Leverage owned media channels to shape a positive narrative for the brand among customers, media, and other stakeholders. The role involves curating high-quality editorial content on Air India destinations to help create consideration for travel among customers. It also entails communicating stories about the brand and its milestones using owned media channels like the Namaste.ai inflight magazine and Air India Newsroom to help enhance the airline's reputation.
Key Accountabilities
Functional Activities
Manage the editorial content calendar for the year and ensure on-time publishing of the inflight magazine every month – physical and digital
Curate themes, cover stories, and features in close collaboration with the Air India communication and marketing leadership team and the publishing agency
Work with the publishing agency to commission distinguished writers, photographers, and illustrators to elevate content quality
Ensure all content aligns to brand guidelines in terms of tonality, design language etc
Proof-read and conduct fact checks to ensure content accuracy
Coordinate with on-ground teams for on-time upliftment of the magazine on the 1st of every month
Ensure digital amplification of the inflight magazine through emailers and social media posts
Liaise with the publishing agency to ensure a roster of premium and luxury advertisers
Create engaging content for the global newsroom to shape an authentic and positive narrative for the brand
Write articles, scripts for videos as well as record videos to effectively communicate key messages on the newsroom
Skills Required for the role
Excellent writing, editing, and proofreading skills
Creative mindset with a keen eye for detail
Strong visual literacy and a good design sense
Good inter-personal skills and a team player
Key Performance Indicators
Digital Performance
Generate positive social media sentiment about the magazine
Drive digital engagement of the inflight magazine through emailers and social media posts
Newsroom digital metrics such as SEO, no. of visitors, etc:Increase number of target audience to the Newsroom & generate positive social media sentiment.
Content and Engagement
Excellence in Content Quality: Create world-class content across platforms – inflight magazine, Newsroom, etc.
Stakeholder Engagement: Increase in engagement levels with key external stakeholders, as evidenced by interactions and feedback.
Key Interfaces
Internal Interfaces
Cross Functional Teams
Collaborate with senior management of other teams to align communication strategies with the overall business goals of the organisation
External Interfaces
Publishing agency
To liaise with the inflight magazine publishing agency to plan and roll-out monthly editions
Video and creative agency
To communicate the airline's values, initiatives, and milestones using engaging content formats on the Air India newsroom
F. Educational and Experience Requirements
Minimum Education requirements
A bachelor’s degree in Journalism, Communications, Public Relations or a related field.
Experience
Minimum Experience
Desired Experience
Minimum 8 years of relevant experience in content writing and editing
Organization Context