GM–Marketing (Commercial Marketing)

Job Purpose

BIAL is a business of businesses and has multiple products, revenue streams that have their own identities and KPIs aligned with the overall organization goals to drive revenue. This role primarily will define go to market strategy to achieve profitability.

Being responsible for driving Commercial Revenue Growth for the Airport by strategizing and implementing marketing strategies to optimize the business performance and maximize the growth opportunities and providing enhanced customer experience at the airport.

The Commercial marketing team works as a central support team to the business of non-aero revenue and brings together the expertise of brand management, digital and off-line marketing in B2C and B2B environments. It defines brand and marketing strategies and works on 360 integrated campaigns from conceptualisation to execution, with ROI as a critical metric. Understanding consumer and market insights/ trends, managing the sub brands with an aim to increase share of voice, track and analyse performance is key to this role. Stakeholder management, internally and externally is also key.

This division is spread across various functions – events, activations, advertising, visual merchandising, digital commerce & martech, social media. And this works across the various commercial products – retail, F&B, lounges, services, transportation, digital and so on.

Principal Accountabilities

a. Performance Marketing & Strategic Planning

• Understanding the trends and dynamics of the Retail/ F&B, Entertainment, design thinking industry and developing short-term and long-term marketing strategies to optimize business performance and maximize revenue opportunities.
• Understanding the customer profile & segmentation, trends & insights to develop and implement strategies for maximizing passenger/guest experience
• Grow the performance marketing function to be fully integrated with - a) retail, F&B, lounge operations, Duty Free teams for tactical campaigns that-increase revenue, b) enhancing passenger/guest experience with events, activations, visual merchandising, design thinking d) grow the digital, social and ecommerce marketing mandate

b. Building Strategic Alliances and Partnerships

• Identifying and evaluating potential Brands, Products, for the airport and devise a roadmap for strategic partnerships and alliances keeping advertising and sponsorships in mind for events.

c. Innovation, Market Intelligence and Implementation of Best Practices

• Conduct Market Research, Benchmarking and Passenger profiling to identify new business opportunities across emerging segments.
• Monitoring the market trends in the Retail and Hospitality industry, Airport Commercial Business, including Travel Retail, Hospitality, Duty Free, F&B and Identifying potential opportunities for strategic collaboration / partnerships.

d. Leadership and Mentoring

• Provide leadership, support, mentor, and develop staff who directly report so they in turn develop and grow as valued resources.

Job Specifications

Education qualification and pre-requisites

• MBA / Post Graduation
• 15-20 Years with shopping mall, FMCG, AlcoBev, Sports, Retail / F&B Experience in a Senior Management role
• Exposure to revenue-based marketing
• Familiarity with Digital innovation and emerging Trends
• Strong Strategic Thinking, Negotiation, Stakeholder Management Skills
• Leadership
• Problem Solving & Decision Making
• Budgeting and P&L accountability
• International experience is not mandatory, but is a plus