Lead - Branded Properties (Sports)

The Group has identified Corporate Branding as a priority. The mandate is to support the amplification of the Chairman’s inspirational Vision, and to help clearly communicate the Group’s achievements and contributions. And to appropriately position and enrich the Group’s brand through an integrated brand strategy, across its diverse geographies, businesses, and stakeholders. Towards this end, the starting point must always be our customer; our existing and potential customers across our diverse businesses, ranging from B2B, B2C and B2G (the term “customers” to also be read as consumers/other key stakeholders, including decision-makers, influencers, partners, etc). To Listen, Understand, and then Respond, appropriately and impactfully. In the competitive landscape. Our Group has created and owns an enviable roster of Branded Properties (eg. Women’s Premier League, Kho Kho, Kabaddi, Boxing, UAE’s International T 20, the Ahmedabad Marathon). For strategic reasons these properties may or may not carry the Adani name. However, there is an immense opportunity to create distinct brands for each of them within their respective space, and collectively, for the Adani Group, under the Adani Sportsline brand. Individually and collectively these properties offer an amazing brand engagement and experience potential, that can create large and loyal communities. To have a sharply focused, personalized, and impactful customer engagement calendar, it will be key for us to appropriately capitalize on these properties, as part of our customer-first strategy. An insight to the customers that engage with or through these properties, based on the VOC captured and available, should be the starting point to our Branded Properties strategy, from which the opportunities and initiatives must evolve. This must have the desired impact of distinctly associating our properties as independent brands, and still a part of the corporate brand, in the minds of the customer. Thus, bringing our brand closer to the customer, at large, moving from mere brand awareness to brand advocacy. Accountabilities

• Will be a key input provider to the Corporate Brand (CB) head, the CB team, the CBC team and other key stakeholders within the Group, and external partners
• Will help envisage and execute a brand surround strategy for the Branded Properties of the Group
• Will work closely with the Brand Intelligence and Customer Strategy & External Branding leads to create focused and winning data and analytics-backed customer strategies, that are then taken to brand our Properties
• Will track success and effectiveness through a pre-defined dashboard, so that results can be measured through regular monitors
• Will work closely with the Brand Compliance lead to ensure brand sanctity across all branded properties and their touch points, across the Group To actively engage with businesses, partners and team members, to deliver on this key role

• To have an in-depth understanding of what brand opportunity each Property has to offer
• To keep an eye on the Indian and international benchmarks among the sports properties, and within the categories in which we own properties
• To help define and design the ‘face’ of the Group, through the branding of each property, individually, and all our properties, collectively
• To design, execute and monitor the branding, engagement, experience and loyalty building opportunities
• To ensure the adherence of Brand Guidelines; creating, updating, keeping relevant, and implementation across our properties
• Work with diverse and relevant stakeholders to drive the brand agenda through the branded properties
• To keep the defined Dashboard as the key metric of success, insights and course correction