General Manager – Marketing

JOB PURPOSE

Responsible for Achievement of Retail business at DIAL, by planning ,development & execution of Business Plans through business partners with support of Internal & External stakeholders

Lead the Marketing & Strategic Alliances function for the non-aero-related channel (includes retail, hospitality, advertising & promotions, services & landside), working in collaboration with the sector team/sector CCO, airport commercial teams, and business partners (agencies, concessionaires, etc.) with the objective of creating a unique experience for passengers at the airport. As GMR Airports Limited is getting into operating non-aero businesses and adding value to the group, this role needs to focus on synergy and growth strategy along with sector and airport teams. The role encompasses planning, development, and execution of marketing initiatives, strategic tie-ups and alliances in collaboration with business partners, and engagement with internal and external stakeholders.

ORGANISATION CHART

General Manager Marketing will report to Sector Chief Commercial Officer.

KEY ACCOUNTABILITIES

Accountabilities

Key Performance Indicators

Market Research, Analytics & Business Intelligence:

• Conduct market research to understand passenger demographics, preferences, and behavior.

• Utilize market research findings to design marketing campaigns that resonate with the target audience.

• Number of research studies conducted

• Number of Marketing campaigns executed

• Benchmarking data

Marketing & Promotional Campaigns:

• Oversee the design and development of in-house promotional material, publications, and marketing collateral for the yearly marketing calendar.

• Manage and oversee all on-ground promotional activities (BTL)

• Coordinate with partners to ensure seamless execution of campaigns.

• Cater to the new product launches

• No. of marketing campaigns

• No. of BTL Activities

• Income target achievement

Partnerships, Alliances, and Sponsorship:

• Coordinate with partners to ensure seamless execution of campaigns.

• Direct and oversee initiatives, alliances, and other airport marketing programs to build the commercial offering.

Number of alliances/sponsorships

• Number of strategic initiatives

• Number of partner campaigns executed

Digital Marketing

• Develop and execute a comprehensive digital marketing strategy tailored to the airport’s goals and target audience.

• Utilize various digital channels, including social media, email marketing, and online advertising.

• Digital income target achievement

• No of digital campaigns

• Digital performance dashboard

Non-Aero Brand Execution

• Drive brand awareness.

• Create, design, copy, edit, and revise/update creatives and promotional materials.

• ASQ ratings/Skytrax Rankings

• Net Promoter Score

Cost Optimization/Budget Management

• Identify potential collaborators and negotiate mutually beneficial agreements.

• Manage the advertising and marketing budget effectively to maximize ROI.

• Budgeted vs. Actuals

• ROI Target achievement

Support to drive Revenue

• Working along with airport/marketing teams to drive KPI’s (marketing & promotions initiatives) & revenue growth through strategic initiatives

• AOP: SPP, Penetration, ATV

• Revenue growth

EXTERNAL INTERACTIONS

Media, Marketing Research and other Agencies. Concessionaires. BCAS/ Other Regulatory Authorities – ensuring all necessary approvals / licenses are obtained

INTERNAL INTERACTIONS

Sector & Airport Commercial team

Finance – Commercial (Non-Aero) department budget preparation and monitoring

3rd Party Stakeholder (Hoi)

EDUCATION QUALIFICATIONS

Postgraduate (MBA) with specialization in Marketing

Strong knowledge, understanding of all B2C & B2B processes and a good financial & commercial acumen

RELEVANT EXPERIENCE

15-20 years of total experience of which at least 10 years of relevant experience (Marketing). Exposure to Airport Commercial & Retail Environment will be an added advantage.

COMPETENCIES
• Capability Building
• Strategic Orientation
• Social Awareness
• Entrepreneurship
• Execution & Results
• Teamwork & Interpersonal influence
• Problem Solving & Analytical Thinking
• Planning & Decision Making
• Personal Effectiveness
• Stakeholder Focus
• Networking