Head - Content & Creative

Job Purpose

Lead the strategic development and oversight of Air Indias global social and creative initiatives. Strengthen brand identity, communicate transformation and network leadership, support business and marketing priorities, enhance audience engagement, and ensure cohesive messaging across all platforms. Drive channel growth, optimization, and alignment with broader marketing objectives.

Key Accountabilities

Creative & Content Leadership

• Define and execute global creative vision and content strategy aligned with brand purpose.
• Deliver high-quality, innovative content across formats (digital, video, experiential, editorial, campaigns).
• Ensure brand consistency, storytelling excellence, and cultural relevance.
• Lead global campaigns from concept to execution with regional/local alignment.
• Manage agencies and build a strong internal creative/content team.

Global Social Media Strategy

• Develop and implement global social media strategy to drive engagement, reach, and conversion.
• Optimize content for each platform (LinkedIn, Instagram, TikTok, X, YouTube).
• Balance global consistency with local market nuance.
• Innovate in formats, influencer partnerships, and community engagement.
• Track and report performance metrics for continuous improvement.

Social Media Listening & Insights

• Lead global social listening to monitor reputation, sentiment, and cultural trends.
• Establish frameworks and ensure regional adoption.
• Translate insights into actionable recommendations for marketing, communications, product, and leadership.
• Identify real-time engagement opportunities and manage brand reputation proactively.
• Use listening data to inform creative strategy, crisis response, and positioning.

Leadership & Collaboration

• Build and inspire a diverse global team of creatives, strategists, and social experts.
• Partner cross-functionally with Marketing, Communications, Digital, Product, and Regional Leaders.
• Champion innovation, creativity, and excellence across all touchpoints.
• Represent creative/content at executive level, providing thought leadership on storytelling and digital engagement.

Skills & Qualities

• Proven experience leading global creative/content functions in large, matrixed organizations.
• Strong leadership, communication, and stakeholder management skills.
• Deep expertise in social media strategy, emerging platforms, and digital storytelling.
• Skilled in social listening, insights, and crisis management.
• Globally minded, culturally attuned, innovative thinker.

Education & Experience

• Education: BSc/BA in advertising, fine art, design, or related field (Masters preferred).
• Experience:
• Minimum 14+ years in content creation, marketing, and creative leadership.
• Desired 18+ years with proven track record as content manager/creative director.
• Airline industry creative/content experience preferred.