The General Manager / Deputy General Manager – International Trade to Consumer Marketing will be responsible for the execution and localization of the global marketing strategy for India, aligned with brand and commercial priorities set by Abu Dhabi headquarters. As the primary marketing lead for India, the role ensures effective adaptation of global campaigns to drive demand, brand visibility, and conversion, while partnering with central teams to deliver measurable commercial impact and sustainable market growth.

Market Leadership, Demand Generation & Brand Visibility

Lead the execution of the India marketing strategy in alignment with global priorities and commercial objectives defined by HQ.
Ensure strong localization of campaigns and messaging to resonate with Indian traveler's.
Provide market insights and recommendations to HQ to optimize strategy and performance.
Act as the primary marketing representative for the India market internally and externally.
Execute integrated trade marketing campaigns across digital, social, PR and partnerships to increase brand awareness and consideration.
Adapt global brand campaigns for relevance to Indian consumer preferences.
Support key travel periods and promotional windows through targeted campaign activity.
Ensure brand consistency across all consumer touchpoints.

Joint Marketing Partnerships & Trade Enablement

Execute joint marketing initiatives with strategic partners including OTAs, airlines, tour operators and travel agents in alignment with HQ strategy.
Coordinate closely with HQ teams on partner prioritization and investment allocation.
Track and report performance of joint marketing activities.
Identify local partnership opportunities to enhance reach and conversion.
Work closely with Sales teams to support distribution partners through marketing initiatives and tools.
Ensure marketing activity supports conversion and packaging strategy across B2B and B2B2C channels.
Facilitate alignment between marketing campaigns and trade partner needs.
Support partner education and engagement initiatives where required.

Market Intelligence & Budget Coordination

Provide regular updates on market trends, competitor activity and consumer behavior.
Identify risks and opportunities impacting demand from India.
Share actionable insights with HQ teams to improve campaign effectiveness.
Manage local execution of agreed marketing budgets.
Ensure effective utilization of funds in line with HQ direction.
Monitor performance of marketing investments.

Team Management & Succession Planning

Manage and develop staff, including performance management, training, and career development.
Create and maintain a robust talent pipeline to ensure succession planning (1:2 ratio).

Sustainability

Oversee corporate governance within the assigned region, ensuring alignment with organizational principles, policies, and regulations.
Promote judicious use of natural resources and adhere to the organization's environment, health, and safety policies, objectives, and guidelines.
Drive the organization's sustainability initiatives, working towards achieving established targets.

Anti Bribery Management Systems (ABMS)

Follow the ABMS roles and responsibilities details as prescribed on the ABMS manual.

a. Understanding of ethical standards and the importance of integrity in business practices.

b. Ability to identify and evaluate risks related to bribery in various business contexts. For more detailed explanation, follow the ABMS manual

Education

Bachelor's degree in Marketing, Business or related field.

Experience

Minimum 8 years of marketing experience, preferably within travel, tourism, hospitality, or entertainment, with proven execution of integrated marketing campaigns and strong understanding of the India travel trade ecosystem.
Demonstrated experience working with OTAs, airlines, and tour operators, along with strong stakeholder management skills in matrix organizations and exposure to regional or global HQ structures

General Manager – International Trade to Consumer Marketing