Job Purpose
Responsible for leading the strategic development and oversight of all social and creative initiatives at Air India. This role aims to strengthen the brand identity, communicate brand transformation & network prowess, support business & spaneting initiatives, enhance audience /community engagement, and ensure cohesive brand messaging across all platforms and media.
Ensure channel growth, optimization, and alignment with broader spaneting objectives.
Key Accountabilities
Creative & Content Leadership
Define and drive the global creative vision and content strategy aligned with brand purpose and business goals.
Oversee the development of high-quality, innovative, and impactful content across all formats (digital, video, experiential, editorial, campaigns).
Ensure brand consistency, storytelling excellence, and cultural relevance across spanets.
Lead global campaigns from concept to execution, ensuring alignment with regional and local teams.
Manage agency relationships and build a strong internal creative/content team.
Global Social Media Strategy & Execution
Develop and implement the global social media strategy to drive engagement, reach, and conversion.
Oversee platform strategy, ensuring content is optimized for each channel (LinkedIn, Instagram, TikTok, X, YouTube, etc.).
Partner with regional teams to balance global consistency with local spanet nuance.
Drive innovation in social formats, influencer partnerships, and community engagement.
Monitor and report on performance metrics, ensuring continuous improvement.
Social Media Listening & Insights
Lead the social listening charter to track brand reputation, consumer sentiment, and emerging cultural trends.
Establish global frameworks for social listening and ensure adoption across regions.
Translate insights into actionable recommendations for spaneting, communications, product, and leadership teams.
Identify opportunities for real-time engagement and proactive reputation management.
Leverage listening data to inform creative and content strategy, crisis response, and brand positioning.
Leadership & Collaboration
Build, inspire, and manage a diverse global team of creatives, strategists, content specialists, and social media experts.
Partner with Marketing, Communications, Digital, Product, and Regional Leaders to ensure alignment.
Champion innovation, creativity, and excellence across all touchpoints.
Represent the creative and content function at executive level, providing thought leadership on brand storytelling and digital engagement.
Skills/Qualities Required
Proven experience leading global creative and content functions in a large, matrixed organization.
Exceptional leadership, communication, and stakeholder management skills.
Deep expertise in social media strategy, emerging platforms, and digital storytelling.
Ability to balance big-picture vision with executional excellence.
Strong background in social listening tools, data-driven insights, and crisis management.
Culturally attuned, globally minded, and innovative thinker.
Educational and Experience Requirements
Minimum Education requirements - BSc/BA in advertising, fine art, design, or relevant field
Masters Preferred
Experience
Minimum - 14+ years’ experience in content creation, spaneting, and creative leadership
Desired - 18+ years of experience in content creation, spaneting, and creative leadership
Proven track record as a content manager, creative director, or in a similar role overseeing content and design teams
Experience in airlines creative/content is an advantage