About Business
JOB DESCRIPTION
Adani Group: Adani Group is a diversified organisation in India comprising 10 publicly traded companies. It has created a world class logistics and utility infrastructure portfolio that has a pan-India presence. Adani Group is headquartered in Ahmedabad, in the state of Gujarat, India. Over the years, Adani Group has positioned itself to be the market leader in its logistics and energy businesses focusing on large scale infrastructure development in India with O & M practices benchmarked to global standards. With four IG rated businesses, it is the only Infrastructure Investment Grade issuer in India.
Digital Labs:Adani Digital Labs has rapidly transformed from a nascent digital initiative to a leading innovator in the digital ecosystem. In just a few years, we have established ourselves as a key player in the digital transformation landscape, providing cutting-edge solutions in areas such as customer experience enhancement, data-driven insights, and advanced digital platforms. Our commitment to innovation and excellence has positioned us as a trusted partner for businesses seeking to thrive in the digital age
Job Purpose:This role at Adani Group will drive social media strategy, create engaging content, manage campaigns, analyze performance metrics, and enhance brand presence across platforms to increase audience engagement, reach, and overall digital footprint, contributing to the company's marketing success.
Responsibilities
- Brand, Social Media & Storytelling
- Develop and strengthen the overall brand positioning and identity across all consumer touchpoints.
- Craft compelling brand stories that educate, inspire, and build trust with travellers.
- Oversee brand guidelines, communication frameworks, tone of voice, and visual identity.
- Experience in Reputation Management on social media platforms – FB, Instagram, etc.
- Performance & Digital Marketing
- Own and optimize full-funnel digital marketing across SEO, ASO, SEM, Social, Display, Video, and CRM.
- Lead performance marketing strategy to drive cost-efficient installs, first transactions, and repeat usage.
- Build dashboards and measure campaign ROIs, CAC, retention, and lifetime value.
- Ensure strong SEO and ASO practices for constant organic discoverability.
- Experience in managing Performance Campaigns - CPC, CPL, and more via Google, Facebook, and Affiliates.
- Should have excellent experience in generating quality leads to drive business.
- Database & CRM Marketing
- Design CRM journeys leveraging email, SMS, push notifications and personalization.
- Drive user lifecycle engagement, churn prevention, and upsell/cross-sell strategies.
- Implement segmentation and automation to improve conversion and repeat transactions.
- Offline & Integrated Marketing
- Build and execute ATL campaigns including TVCs, films, radio, OOH, and print.
- Deliver high-impact BTL activations, airport partnerships, retail kiosks, and experiential events.
- Integrate offline and online campaigns for cohesive funnel impact.
- Research, Insights & Analytics
- Leverage data to identify growth opportunities and optimize marketing decisions.
- Build strong analytical rigor within the team through dashboards, KPIs, and experimentation frameworks.
- Growth & KPI Ownership
Own The Key Business KPIs Including
- App installs & monthly active users (MAUs)
- Customer acquisition cost (CAC)
- Transactions per user
- Retention & repeat rate
- Brand salience & awareness metrics
- Revenue contribution from marketing channels
- Track KPIs, optimize campaign performance, and report marketing ROI to leadership
- CTR
- Brand track
- Campaign metrics
- Budgeting
Channel Metris
- Team & Agency Leadership
- Build, mentor, and scale a high-performing marketing team.
- Manage external agencies across creative, digital, media buying, PR, research, and production.
- Ensure seamless collaboration with product, tech, operations, and leadership stakeholders.
- Stakeholder & Cross-functional Management
- Work closely with product and operations teams to align marketing with user experience and service launches.
- Present insights, performance metrics, and strategic recommendations to leadership.
Qualifications
- Education Qualification:
- BBA/MBA in Marketing or Communication or Media
- BA/BSc in Journalism
Work Experience (Range Of Years)
- 8–14 years of experience in digital marketing, brand management, or growth roles—preferably in consumer tech, travel, mobility, or internet-first companies.
