Purpose/Objective

To plan, execute, and monitor BTL marketing initiatives aimed at enhancing passenger engagement, increasing retail and F&B; sales, improving commercial area footfall, and strengthening the airport's brand presence through on-ground activations, events, promotions, and stakeholder collaborations.

Key Responsibilities of Role

Key Responsibilities BTL Marketing & Activations - Develop and execute annual and quarterly BTL marketing calendars aligned with airport business objectives.
- Plan and manage on-ground activations, experiential campaigns, roadshows, exhibitions, kiosks, and brand promotions.
- Coordinate seasonal and festive campaigns across terminals and commercial areas.
- Drive passenger engagement initiatives to enhance the travel experience.
Retail & Non-Aero Revenue Support - Conceptualize promotional campaigns to increase footfall and sales at retail, F&B;, and service outlets.
- Collaborate with concessionaires to design joint marketing programs and customer engagement activities.
- Measure campaign effectiveness through sales uplift, footfall growth, and customer participation metrics.
Event Management - Execute airport events, cultural programs, brand showcases, product launches, and entertainment activities.
- Manage event agencies, vendors, artists, and promotional partners.
- Ensure smooth implementation while complying with airport operational and security requirements.
Stakeholder Coordination - Coordinate with internal departments including Operations, Security, Terminal Management, Commercial, and Corporate Communications.
- Liaise with brands, concessionaires, advertising agencies, and event partners.
- Obtain necessary approvals and ensure compliance with airport regulations.
Digital & Customer Engagement Support - Support digital marketing initiatives through integration with on-ground campaigns.
- Assist in passenger engagement programs through social media,



contests, and loyalty initiatives.
- Collect customer feedback and insights for future campaign planning.
Vendor & Budget Management - Identify and manage marketing agencies, event partners, and production vendors.
- Negotiate contracts and ensure optimum utilization of marketing budgets.
- Track campaign expenses and ensure adherence to approved budgets.
Reporting & Analytics - Monitor campaign ROI and prepare performance reports.
- Analyze passenger behavior, footfall trends, and promotional outcomes.
- Present campaign results and recommendations to management.

Technical Competencies

Brand Management-AAHL,Budget Management-AAHL,Campaign Management -AAHL,Data Analysis and Interpretation-AAHL,Digital and Social Media Marketing-AAHL,Event Planning and Management-AAHL,Lead Generation-AAHL,Market Intelligence and Competitor Analysis-AAHL,Marketing Strategy & Planning-AAHL,Public Relations Management-AAHL,SEO & SEM (Search Engine Optimization & Search Engine Marketing)-AAHL,Sponsorship Acquisition and Management-AAHL,Trend Analysis and Forecasting-AAHL

Qualifications and Experience

Qualifications - MBA/PGDM in Marketing, Mass Communication, Event Management, or related field.
- 5-8 years of experience in BTL marketing, event management, retail marketing, mall marketing, hospitality, aviation, or experiential marketing.
- Experience in managing large-scale consumer engagement activities preferred.
Key Skills - BTL Marketing - Event Management - Brand Activation - Retail Marketing - Vendor Management - Stakeholder Management - Budget Management - Communication & Negotiation - Campaign Planning & Execution - Data Analysis & Reporting KPIs - Number of activations/events executed.
- Passenger engagement levels.
- Commercial area footfall growth.
- Retail/F&B; sales uplift from campaigns.
- Campaign ROI.
- Concessionaire participation and satisfaction.
- Budget adherence and execution efficiency.

📌 Assistant Manager - Marketing (Ahmedabad)
🏢 Adani Group
📍 Ahmedabad