Lead - Branding and Marketing Communications

JOB PURPOSE Lead - Digital, social media and marketing communications (Lead - Branding and Marketing Communications) for Hyderabad Airport and support digital initiatives for Airport businesses and subsidiaries, including their websites and social channels. Turn airport services, milestones and stories into useful, engaging content; build visibility through campaigns, creators and digital PR; and crisis communications. Partner with airport teams, agencies and the Group Digital Centre of Excellence (CoE) to deliver consistent, measurable experiences across platforms. ORGANISATION CHART Lead - Digital, Social Media and Marketing Communications --> Head - Corprate Communications (GHIAL) KEY ACCOUNTABILITIES Accountabilities Key Performance Indicators Airport digital strategy and planning • Lead Hyderabad Airport’s digital and social media plans; support website, social and campaign initiatives for other airport businesses and subsidiaries. • Agreed channel plans delivered on time, with clear objectives and regular performance reviews. • Measurable improvement in relevant reach, engagement, traffic and audience quality. Websites, content and social channels • Plan and publish timely, accurate content that helps passengers and showcases the airports, their services and business priorities. • Maintain content quality and consistency across websites and social channels, working with platform owners and the Group Digital CoE. • Track content freshness, trends, discoverability, accessibility and user engagement. Campaigns, influencers and digital PR • Lead digital campaigns and coordinate influencer partnerships, creator content and digital PR opportunities from brief through evaluation. • Deliver approved campaigns against awareness, engagement, traffic or business objectives within budget. • Ensure partner suitability, disclosure, brand safety and quality of coverage/content. KEY ACCOUNTABILITIES - Additional Details Online reputation and crisis communications • Monitor online conversations, identify emerging issues and coordinate responses with airport operations and Corporate Communications. • Support digital crisis communications with accurate, useful updates through approved channels and escalation protocols. • Measure response timeliness, resolution quality and sentiment trends. Agency and partner management • Brief and manage digital, social, creative, media, PR and production agencies; oversee quality, timelines and campaign delivery. • Evaluate proposals, outputs and spend against approved plans and performance goals. • Build effective working relationships with creators, media and airport partners. Stakeholder collaboration and measurement • Work with Hyderabad, other airport businesses and subsidiaries and the Group Digital CoE to align priorities, standards and reporting. • Translate analytics, audience feedback and campaign results into practical improvements. • Provide clear dashboards, post-campaign learning and timely stakeholder updates. EXTERNAL INTERACTIONS Digital, social, creative, media and PR agencies Influencers, creators, bloggers and digital publishers Airlines, concessionaires and airport community Production partners, industry bodies and event partners INTERNAL INTERACTIONS GHIAL leadership Airport operations teams; Group Digital CoE Commercial, passenger experience, IT and website teams Other airports, businesses and subsidiaries’ stakeholders FINANCIAL DIMENSIONS NA OTHER DIMENSIONS Team size: 1 direct report. EDUCATION QUALIFICATIONS Postgraduate degree or diploma in Mass Communication, Marketing, Digital Media or a related discipline; an MBA is desirable. RELEVANT EXPERIENCE 10–12 years of experience in digital marketing, social media and marketing communications, with hands-on responsibility for campaigns, content, analytics, agency management, influencer partnerships, digital PR, online reputation and crisis communications. Experience in airports, airlines, travel or other consumer-facing service businesses is desirable. COMPETENCIES Public Relations (Proficient) Agency Management (Proficient) Performance Monitoring and Analysis (Proficient) Internal and External Communication Strategy (Proficient) Brand Advocacy (Proficient) Content Creation (Proficient) Digital and Social Media Management (Proficient) Networking Personal Effectiveness Teamwork & Interpersonal influence Stakeholder Focus Entrepreneurship Capability Building Social Awareness Planning & Decision Making Execution & Results Strategic Orientation Problem Solving & Analytical Thinking