Senior Manager - International Marketing

Job Description

Job Purpose

• Responsible for leading the strategic development and execution of Air India and Air India Express marketing initiatives in defined international geographies for consumer and trade channels. This role involves overseeing targeted campaigns tailored to diverse audiences in the market, enhancing brand presence, driving customer acquisition, overseeing a channel-wise B2B marketing strategy (incl. OTAs, TMCs etc.), and facilitating revenue growth in key international markets like US or UK/Europe that drive a significant share of Air India and Air India Express.

Key Accountabilities

International Marketing Strategy

• Design and execute comprehensive international marketing strategies that align with global sales objectives, including market entry plans for new regions in the market.
• Conduct in-depth market research to understand regional trends, customer behavior, and competitive landscapes across various international markets.
• Collaborate with the Head – International Marketing to define marketing budgets
• Support the regional sales team with insights and appropriate campaigns, events and activation to achieve revenue targets.
• Develop and implement channel-wise strategy for key B2B channels – OTAs, TMCs, Consolidators and Retail agents.

Campaign Development and Execution

• Develop and lead marketing campaigns that effectively convey the brand’s message and values to different cultural contexts and market specifics.
• Ensure campaigns are localized appropriately and meet regional compliance and cultural sensitivities.
• Ensure that Air India and Air India Express products, services, and product lines resonate with current or potential customers

Drive B2B activation in collaboration with the central B2B marketing team and spearhead execution of trade and other partner events in market.

• Oversee coordination with internal stakeholders, including the Sales and Product teams, to ensure that marketing strategies are fully integrated with international business objectives and product launches.
• Liaise with external partners, such as travel agents, tourism boards, event organizers, and local businesses, to identify co-marketing opportunities and maximize brand exposure

Performance Metrics and Analytics

• Establish KPIs and metrics to assess the effectiveness of international marketing activities, focusing on ROI, market penetration, and brand loyalty in targeted regions.
• Regularly analyze campaign outcomes and market trends to adjust strategies and optimize future marketing efforts.

Cultural Sensitivity and Localization

• Ensure that all marketing materials and campaigns are culturally appropriate and effectively localized for each target market to maximize relevance and impact.
• Work with local experts or consultants to understand cultural nuances and integrate this knowledge into marketing strategies

Customer Engagement and Relationship Management

• Implement initiatives to enhance customer engagement and loyalty in international markets, such as targeted promotions, personalized communications, and loyalty rewards.
• Establish and maintain strong relationships with key customers, trade partners, key corporate clients and frequent flyers, to foster brand loyalty and repeat business.