Head - Airline Marketing

JOB DESCRIPTION

JOB TITLE

Head Airline Marketing (Passenger)

LEVEL & GRADE

D3 / General Manager

DIVISION/ DEPARTMENT

Aviation Business

COST CENTER

16400

REPORTS TO

VP Aviation Business

DATE

immediate

1. JOB PURPOSE

(Provide an overview of the job its context in the organization and the contribution that it makes)

To strategically position KIAB amongst the airline community and guide the airport in terms of new airline customers Passenger. This role is critical towards developing strong airline presence at KIAB with focus on hub development and strong international connectivity.

1. PRINCIPAL ACCOUNTABILITIES

(List the responsibilities/ duties associated with the job and the major activities associated with each responsibility. For each responsibility/ duty listed give the factors on which an individuals performance is judged)

Accountabilities

Major Activities

Passenger Airline Business Development for the Airport

• To finalize the strategic positioning of the airport in terms of airline business development.
• To work towards achieving the company vision To be the Gateway to South India
• To achieve aviation revenue targets set by the organization
• To understand the route development objectives set by the organization and make a plan to implement the same
• Guide market research on air traffic potential markets
• Interact with trade and other relevant industry stake holders to create alternate traffic flows
• To understand the catchment area and do detailed analysis of the same to increase traffic flows
• To understand the need gaps in terms of connectivity and develop network plan for airline customers
• To write customized presentations using MIDT Airport IS and other data tools for targeting airlines and markets
• To work with Home Carrier and airline alliances so as to create transfer traffic and develop 5th and 6th freedom business
• To position the airport as the most progressive and growth oriented airport amongst the global airline community
• To work on incentive plans for strategic airline partners and develop innovative marketing programs.
• Make representation to MOCA for obtaining necessary bilateral and traffic rights for target customers.
• Work with key Indian carriers towards developing a hub with strong base at BLR

Relationship Management

• To conduct airline satisfaction studies and consumer behaviour studies to support airports operational needs
• Relationship management and regular data sharing with airlines to close need gaps.
• Be the representative of the airlines in the organization
• Coordinate with airlines through regular meetings and ensure all their needs are met
• Coordinate with all the internal stakeholders within BIAL to resolve conflicts and outstanding issues on behalf of airlines
• Represent the needs of airlines during project /expansion coordination like master plan workshop etc
• To assist an airline to start operations at BIAL by effective coordination with internal departments.

Leadership

• To support and guide the business development team to generate new airline business
• Assist the team in terms of new market studies and writing customized presentation
• Guide and write career path for the team
• Develop the team to take larger roles and create good managers

Engagement with statutory and trade bodies

• Participation at MoCA level discussions representing interests of BIAL and airport
• Engagement with GoK towards developing conducive state aviation policy which promotes airlines hub development in the state.
• Interaction with industry trade bodies and participation in joint activities.

1. DIMENSIONS

(Financial or Nonfinancial parameters which are directly impacted/controlled by the role or indirectly influences/contributes to in a measurable way)

Financial(Eg: Budgets project costs capex etc.)

• Formulate strategies and plans for achievement of annual revenue targets
• Closely monitor payment discipline from airline and follow up as required
• Capex provisions as per operational needs of the business

NonFinancial(Eg: No. of direct/ indirect reports headcount in projects no. of clients handled etc.)

• Ability to coordinate conflicting priorities within tight deadlines and meet work targets
• Strong Commercial Acumen
• Self starter demonstrate initiative flexible adaptable

• Welldeveloped soft skills enabling building of contacts with senior business decision makers.

1. OPERATING NETWORK

(Internal/ External contact groups with which the position holder interact/ work for achieving the organizations objectives)

External

Airlines (Dom & Int)

AOC BAR IATA etc

MoCA GoK &

Trade Bodies

(FICCI CII BCIC etc)

1. JOB SPECIFICATION

5.1. Education qualification and certifications(Indicate the level of education and certifications required)

• Graduates preferably with a management degree in Aviation management

• Professional course on airline strategy and planning will be an advantage

5.2. Years of Experience (Years of relevant experience required)

7 8 years of relevant work experience including exposure to Airline Network Planning and Business Development Strategies

5.3. Computer skills(Indicate the required knowledge on software applications hard ware etc. that are required)

Good analytical skills and should be extremely fluent with the knowledge of high end spread sheet applications like excel is a must and will be of additional advantage

5.4. Knowledge and work skillsIndicate what knowledge (machines equipment processes systems etc.) and work skills are required

Presentation skills

Negotiation skills

Problem Solving skills

Interpersonal Skills

Budgeting and Organizational Workflow skills

1. Behavioral Competencies(Levels: Contributor / Proficient / Advanced / Expert)

(Behavioral competencies are qualities and skills that describe how the job is to be performed. These qualities and skills translate into onthejob behaviors that lead to superior and effective performance. There are 6 organizational competencies for BIAL that describe specific qualities and skills required by the position holder. Mention the level as Contributor Proficient Advanced and Expert as applicable and if the competency is not required then mention n.a.)

Sl. No

Behavioral Competency

Required Level

1

Strategic Leadership

Advanced

2

Change Influencer

Proficient

3

Innovation Mindset

Advanced

4

Customer Centricity

Advanced

5

Execution Excellence

Advanced

6

Collaboration

Advanced

Cost Center Head

(Name & Signature)

Date:

Department Head

(Name & Signature)

Date:

HR Business Partner

(Name & Signature)

Date: