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

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.

*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