Associate Manager - QSD

Date: 8 Dec 2025

Location:

Hyderabad, IN

Company: GMR Hyderabad Intl Arprt

JOB PURPOSE

Effectively drives the organization’s customer focused approach through effective communication to customers responses received on ORM / social media platforms and monitor and improve the sentiments conversion through planned strategies. Conversion of negative sentiments to positive and strategies with the ORM agency, benchmarking with peer airports , good practices adopted by global airports to handle their ORM.

ORGANISATION CHART

Head – ASQ & Process Excellence --> Associate Manager - ORM

KEY ACCOUNTABILITIES

Responsibilities	Key Performance Indicators (KPIs)
Key Account manager for handling ORM agency. Monitor the entire ORM sentiments received through various channels and ensure a fast and correct response. Coordinate with various stakeholders (Internal/External) to obtain credible inputs and respond to passenger feedback/queries accordingly. Prepare shift roster for the SM Executives and monitor adherence to the roster. Approval of any new candidate for SM Executive before boarding. Ensure SLA monitoring and as Key account manager for an appointed ORM agency. Monthly Meetings with the senior team of the ORM agency for performance review.	Adherence to FRT KPI Feedback closure TAT Roster Adherence Recruitment process SLA monitoring
Conduct response quality audit on the responses posted by ORM across various channels and share inputs for improvement. Handhold/ train the ORM/ on any process changes and response strategy Convert Negative Sentiment to Positive Sentiment by effective engagement and on-ground coordination through planned strategies. Prepare shift report and escalate any high influencer tweets/feedback to the relevant departments. Keep track of all the conversations, brief on the repetitive negative sentiments follow the escalation matrix in time to ensure brand reputation.	No. of Quality Audits conducted Sentiment Conversions / sentiment Score No. of escalated cases
Weekly updates on CEO focus areas with respect to ORM performance Weekly review of Response Playbook (curated response database)-in-line with the latest process changes /improvements	Monthly & weekly reports Playbook should be up to date
Work in close coordination with Corp. Communication team and seek input on any branding related posts/ promotional posts for response management.	As per Corp Com plan

KEY ACCOUNTABILITIES - Additional Details

EXTERNAL INTERACTIONS

Work with various regulatory agencies such as CISF, BOI, Customs on sentiments received on SMs which are negative and repetitive in nature.

INTERNAL INTERACTIONS

Internal departments of GHIAL
Corp Comm for External Communication
CEO Office for Periodic Updates Escalation of Tickets to respective process owners and seek approval on responses wherever applicable. Collaborate with all the process owners to achieve the right response within the time limits.
Understanding the needs of different stakeholders and communicating with them appropriately.
Work with process owners to bring about the improvement in passenger experience

FINANCIAL DIMENSIONS

Operate within OPEX & CAPEX Budget

OTHER DIMENSIONS

Responsible for handling appointed agencies’ ORM/SM Executives (4 to 5 nos.) and scalable as per requirement.
Training /familiarization of the ORM staff on various processes at passenger touch point for effective understanding the operations while responding to the sentiments.

EDUCATION QUALIFICATIONS

Graduate & Post-Graduation in Mass communication / Social Media management
Certification in ORM/ Digital marketing

RELEVANT EXPERIENCE

8 to 10 years of relevant experience in handling ORM/SM handles of reputed brands (Airports, Airlines, Travel agencies, service industry etc.)
Minimum 6 years’ experience in Aviation/Airport Sector
Exposure to IMS and Lean Working
Hands On Exposure in Training Domain

Skillset for Survey Management and Passenger Experience Research

COMPETENCIES

Personal Effectiveness
Social Awareness
Entrepreneurship
Problem Solving & Analytical Thinking
Planning & Decision Making
Capability Building
Strategic Orientation
Stakeholder Focus
Networking
Execution & Results
Teamwork & Interpersonal influence
Performance Monitoring and Reporting (Practitioner)
Customer Experience (CX) Optimization (Proficient)
Analytics and Insights (Practitioner)
Customer Relationship Management Systems (Proficient)
Process and Service Excellence (Practitioner)