Chief Manager Marketing

Role : Chief Manager – Marketing Innovation, Products & Programs

Job Purpose

• Own and drive Air India Expresss member programs and product strategy
• Engineer a commercially led ecosystem that increases repeat purchase and retains the flyer and member base.
• Lead the full program roadmap across Customer Experience, Marketing integration, Program Governance, Loyalty, Product, and Partnerships — translating customer and commercial data into AI-powered interventions that drive measurable revenue impact.
• Act as the custodian of member relationships across all touchpoints, driving strategy and go-to-market priorities in close collaboration with ICT, Revenue Management, Customer Happiness, Digital and eCommerce.

Key Accountabilities

1. Program Strategy & Management

• Own and drive end-to-end customer lifecycle management — activation, engagement, retention, and reactivation.
• Design and optimise member journeys and lifecycle interventions to improve repeat purchase and long-term value.
• Track and deliver on core lifecycle KPIs — activation, engagement, churn, and frequency.
• Establish governance frameworks covering program policies, partner agreements, and compliance.

2.Loyalty Program Governance & Experience

• Own the program engagement and P&L, including accrual redemption ratios, partner revenues, and overall profitability for all participating programs including Maharaja Club and Tata NeuPass
• Lead budgeting and forecasting, aligning investments with growth and revenue outcomes
• Drive cash-positive program economics through pricing, cash-flows, liability, and partner funding optimisation
• Own and enhance
  
  end-to-end member experience across all lifecycle touchpoints
• Track and improve Digital, Journey & Support NPS & CSAT through structured feedback loops
• Build and scale partnerships to drive acquisition, engagement, and incremental revenue
• Drive compliance across fraud prevention, data privacy, and program governance

3. Product & AI Roadmap

• Lead, optimise & coordinate AI strategy initiatives across Marketing, Digital, Communications, Sustainability & Guest Experience.
• Identify, prioritise & drive AI use cases (personalisation, churn prediction, next-best-action)
• Drive cross-functional execution with Information Technology, eCommerce, Customer Experience and Revenue teams
• Serve as primary POC for the airline for external AI/technology partners, ensuring effective deployment and outcomes
• Own the product roadmap, driving seamless and personalised experiences.
• Track impact of AI initiatives on conversion, engagement, retention, and revenue

Skills Required for the Role

• Program strategy roadmap ownership
• High ownership mindset with bias for action and scale
• Proven ability to drive outcomes through cross-functional influence
• Deep understanding of member economics (accrual, redemption, liability)
• AI/ML fluency — personalisation, churn modelling, dynamic pricing
• Partnership development & commercial deal structuring
• P&L orientation with data-driven decision-making
• Customer-centric design thinking

Key Performance Indicators

1. Member Penetration

Active member enrolment rate, new member acquisition, activation rate within 365 days.

2. Program Cash Positivity

Redemption revenue vs. accrual cost; net program P&L points liability trend

3. Member Revenue

Revenue per active member, share of wallet, member vs. non-member yield differential

4. Member CX Score

NPS and CSAT across program touchpoints; redemption satisfaction; service recovery rate

5. Repeat Purchase

Member flight frequency, inter-purchase interval, churn rate, reactivation rate

6. Partnership Performance

Partner earn volume, cost of acquisition via partners, co-branded card acquisition

Educational and Experience Requirements

Minimum Education Requirement

Masters / MBA / PGDM or equivalent, preferably in Business, Marketing from Tier 1 Institute

Minimum Requirement

Experience

• 8+ years in program management, CRM, product management, or commercial roles
• At least 5 years in a team leadership capacity
• Relevant experience within aviation, travel, fintech, or eCommerce
• Demonstrated track record of building or scaling a member program including P&L ownership and partner development would be ideal
• Familiarity with frequent flyer economics, coalition programs, or points exchange mechanics
• Knowledge of DPDP Act, GDPR, and member data regulations in India