Role Overview
We are looking for a creative, strategic, and culturally attuned Social Media Marketing Manager to lead our presence across social platforms. This role will be responsible for shaping the airline's voice, driving brand love, amplifying key business milestones, and engaging travellers across the entire journeyfrom inspiration to arrival.
You will work at the intersection of brand storytelling, real-time marketing, customer engagement, and performance-led growth, ensuring our social channels reflect the warmth, reliability, and ambition of the airline.
Key Responsibilities
Strategy & Planning
- Develop and execute a holistic social media strategy aligned with brand, commercial, and communication objectives
- Build platform-specific strategies for Instagram, X (Twitter), Facebook, LinkedIn, YouTube, and emerging platforms
- Plan annual and quarterly content calendars around destinations, fleet, product, offers, partnerships, and brand campaigns
- Grow all social channels consistently
Content & Storytelling
- Lead creation of high-quality, culturally relevant content including short-form videos, static posts, stories, reels, and live formats
- Translate brand campaigns into social-first narratives
- Leverage moments across aviation, travel, culture, sports, and national milestones to create timely, meaningful content
- Collaborate with creative agencies, internal teams, pilots, cabin crew, and airport teams for authentic storytelling
Community & Reputation Management
- Oversee daily publishing, moderation, and community engagement across platforms
- Work closely with customer experience and corporate communications teams to manage queries, feedback, and sensitive conversations
- Support crisis and disruption communications on social channels with empathy and clarity
Performance & Growth
- Track and analyse performance across reach, engagement, sentiment, and conversions
- Use insights to continuously optimise content, formats, and posting strategies
- Partner with media teams on paid social amplification for campaigns and launches
Collaboration & Governance
- Work cross-functionally with Brand, Digital, PR, Operations, and Customer Experience teams
- Ensure adherence to brand guidelines, regulatory norms, and aviation communication protocols
- Stay updated on platform trends, algorithm changes, and best practices
Influencer & Creator Marketing
- Develop and manage a structured influencer and creator marketing program across key markets
- Identify, onboard, and nurture relationships with creators aligned to the brand's values and audience
- Plan and execute influencer-led campaigns for route launches, product features, brand moments, and promotions
- Manage contracts, content approvals, disclosures, and compliance requirements
- Track performance and ROI of influencer campaigns across reach, engagement, sentiment, and conversions
Qualifications & Experience
- 10 years+ of experience in social media marketing (travel, aviation, hospitality, or consumer brands preferred)
- Strong understanding of global and Indian social media landscapes
- Proven experience managing large, always-on social accounts
- Excellent writing skills with a strong sense of tone, warmth, and cultural nuance
- Experience working with creative agencies and production partners
Key Skills
- Social media strategy & content planning
- Short-form video storytelling
- Community management & crisis communication
- Data-driven decision making
- Strong collaboration and stakeholder management
- High attention to detail and operational discipline
What We're Looking For
- Someone who understands that an airline is always on
- A balance of creativity and responsibility
- Passion for travel, storytelling, and brand building
- Ability to stay calm, thoughtful, and empathetic in high-pressure moments
Why Join Us
- Be part of a brand that connects millions of journeys every year
- Shape how travellers experience and engage with the airline beyond the aircraft
- Work on iconic moments, launches, and stories that travel the world
