The incumbent will be responsible for developing a future-ready digital capability encompassing AI, GEO (Generative Engine Optimisation), influencer marketing, digital media, content creation, consumer analytics, dashboards, agency management and marketing technology.

The person should combine strong brand thinking with data orientation and have the ability to translate digital investments into measurable brand and business outcomes.

Given the regulatory environment of the Alcobev category, a strong understanding of responsible digital marketing, platform policies and surrogate/extension-brand considerations will be important.

KEY RESPONSIBILITIES:

1. Digital Strategy & Brand Building:

- Develop the overall digital strategy for Radico Khaitan's brand portfolio in alignment with individual brand positioning, consumer segments and business objectives.

- Build differentiated digital playbooks across luxury, premium and mass-premium brands rather than following a one-size-fits-all approach.

- Identify emerging digital platforms, formats, communities and consumer behaviours relevant to Alcobev brands.

- Ensure digital becomes an integral part of annual brand planning rather than functioning as a standalone media channel.

2. AI, GEO & Emerging Technology:

- Lead adoption of AI within the marketing function, including applications across consumer insights, content development, campaign optimisation, social listening, research and productivity.

- Build Radico's understanding and capability in GEO - Generative Engine Optimisation, ensuring brands are increasingly discoverable and accurately represented across AI-powered search and recommendation environments.

- Continuously evaluate new AI tools, platforms and technologies that can improve marketing effectiveness, speed and cost efficiency.

- Develop clear guidelines for responsible use of generative AI across brand and agency teams.

3. Influencer & Creator Marketing:

- Develop an integrated influencer and creator strategy across Radico's portfolio.

- Build structured creator ecosystems across celebrity, macro, micro and niche creators, depending on the brand and campaign objective.

- Move influencer marketing from one-off collaborations towards longer-term brand communities and measurable advocacy.

- Establish frameworks for creator selection, brand fit, reach quality, engagement, content effectiveness, compliance and ROI.

- Identify emerging creators, cultural communities and digital personalities before they become mainstream.

4. Digital Content & Creative Ecosystem:

- Lead the digital content strategy across social platforms, digital media, influencers and emerging platforms.

- Work closely with brand teams and creative partners to create platform-native, culturally relevant and high-engagement content.

- Build an always-on content engine alongside major campaign bursts.

- Explore AI-assisted content production to increase speed, localisation and experimentation without compromising brand quality.

- Ensure that premium and luxury brands maintain appropriate visual codes and storytelling standards across digital touchpoints.

5. Digital Media & Media Spend Management:

- Own and optimise digital media investments across the portfolio.

- Work with media agencies and platforms to determine the appropriate mix across Meta, Google/YouTube, OTT, programmatic, influencer amplification and emerging channels.

- Develop clear media KPIs across awareness, engagement, video consumption, consideration, search, traffic and other relevant outcomes.

- Regularly review media performance, CPM, CPV, CPC, reach, frequency and audience quality to maximise efficiency.

- Ensure rigorous governance of digital media spends, agency fees and platform investments.

6. Analytics, Dashboards & Marketing Intelligence:

- Build a central Digital Marketing Dashboard providing management with a clear view of performance across brands.

- Integrate data across social media, digital media, influencers, search trends, websites and campaign performance.

- Develop dashboards covering metrics such as: Share of Voice | Engagement | Reach | Video Views | Search Trends | Sentiment | Influencer Performance | Media Efficiency | Competitive Benchmarking.

- Translate data into actionable recommendations rather than simply reporting metrics.

- Develop competitor intelligence tracking digital activity of key Indian and international Alcobev brands.

- Establish a regular digital performance review with brand teams and senior management.

7. Agency & Partner Management:

- Identify, evaluate and onboard best-in-class partners across: Digital Creative | Social Media | Influencer Marketing | Digital Media | SEO/GEO | AI & Technology | Social Listening | Data & Analytics.

- Lead agency pitches, commercial negotiations and scope definition.

- Establish agency KPIs, SLAs and performance evaluation frameworks.

- Challenge agencies to deliver innovation and proactive thinking rather than simply executing briefs.

- Build relationships directly with key technology platforms and emerging digital companies.

8. Alcobev Digital Marketing & Compliance:

- Maintain a strong understanding of India's evolving Alcobev advertising and digital ecosystem.

- Ensure digital communication follows applicable regulations, platform policies, internal responsible-marketing standards and age-gating requirements.

- Identify innovative and compliant ways for Alcobev brands to participate in culture, entertainment, music, food, travel, luxury, nightlife and lifestyle conversations.