Head of Consumer Marketing, Branding and Communications

Head - Consumer Marketing, Branding & Communications

Responsibilities

Performance Marketing & Growth

• Own the full-funnel digital marketing engine for Adani One: acquisition, activation, retention, and monetization.
• Build and optimize performance marketing across Meta, Google, programmatic, and emerging channels with clear ROAS accountability.
• Drive app installs, MAU growth, transaction volume, and customer lifetime value through data-driven campaigns.
• Implement marketing automation (Braze, CleverTap, MoEngage, or equivalent) for lifecycle and CRM-driven personalization.

Consumer Branding, Content & Amplification

• Develop and execute a modern brand strategy for AAHL and Adani One that resonates with millennial and Gen Z travelers.
• Build a content engine spanning short-form video (Reels, Shorts), creator/influencer partnerships, UGC campaigns, and social-first distribution.
• Create platform-native content — not repurposed TVC assets — across Instagram, YouTube, X, LinkedIn, and emerging platforms.
• Leverage AI tools (generative content, automated creative testing, social listening) as core workflow components, not add-ons.

Events, Activations & Experiential

• Design and execute high-impact on-ground activations at airport properties — lounges, boarding gates, retail zones, arrival halls — tied to commercial outcomes.
• Build phygital experiences (QR-driven, AR-enabled, app-integrated) that connect the physical airport to the digital platform.
• Plan and deliver marquee events, brand pop-ups, and partnership activations that generate earned media and consumer engagement.

Revenue Integration

• Partner with the non-aero revenue team to drive F&B, retail, lounge, advertising, and parking revenue through marketing-led initiatives.
• Build and scale a loyalty and rewards ecosystem within Adani One to increase repeat engagement and transaction value.
• Develop co-marketing and brand partnership frameworks with airlines, F&B brands, retail partners, and financial services.

Group Brand Amplification

• Design a strategic program to use the airport consumer platform (physical and digital) to positively shift Adani Group brand perception among travelers.
• Create storytelling frameworks that connect Adani’s infrastructure impact (airports, green energy, ports) to everyday consumer experiences.
• Build measurement frameworks for brand lift, sentiment tracking, and earned media value.

Qualifications

Who You Are

• A builder-operator, not an inheritor: you have built a brand or growth function from scratch (or near-scratch) at a high-growth company.
• 10 - 15 years of compressed, high-intensity experience in consumer marketing.
• Personally hands-on with performance marketing, content creation, and brand strategy — not just a manager of agencies.
• Natively fluent in modern attention economics: you know why a 9-second reel outperforms a 60-second TVC, and you think in platform-native formats.
• Comfortable operating in a promoter-led conglomerate culture with fast decision cycles, high visibility, and Chairman-level exposure.

Required Capabilities

• Demonstrated track record of driving measurable commercial outcomes through marketing (app growth, revenue lift, ROAS).
• Hands-on fluency with: Meta/Google ad platforms, app attribution (AppsFlyer, Branch), marketing automation, A/B testing frameworks.
• Experience building creator/influencer-led campaigns with micro and mid-tier creators (not old-school celebrity endorsements).
• Strong POV on AI in marketing workflows uses tools like Claude, Midjourney, Runway, or equivalent in day-to-day work.
• Product analytics fluency (Mixpanel, Amplitude, or equivalent) can translate data into campaign decisions.
• Experience with physical-world activations, events, or experiential marketing (not purely digital).

Nice to Have

1. Experience with loyalty/rewards ecosystems
2. Exposure to aviation, travel, or hospitality industries
3. Community-building experience (Discord, Telegram, WhatsApp groups)
4. Background from high-growth Indian startups: CRED, Zepto, boAt, Cult.fit, Sugar, Nykaa, Jupiter, or similar