Corporate Services Department
Job Descriptions Manual
Doc # HRA/JDM/04
Brand Management Division
Rev. 0
Dated: 18-12-2012
Chapter: 6
Page: 5
TABLE OF CONTENTS
General Manager Brand Management .................................................................................................................... 6
Dy. General Manager Brand Management ......................................................................................................... 9
Brand Manager (Commercial) ..................................................................................................................... 11
Brand Manager (Corporate & Events) ......................................................................................................... 13
Brand Manager (Internet Marketing and Research) ..................................................................................... 15
Senior Brand Officer .................................................................................................................................... 17
Brand Officer ............................................................................................................................................... 18
Copy Writer.................................................................................................................................................. 19
Graphic Designer ......................................................................................................................................... 21
Manager In-Flight Entertainment ..................................................................................................................... 24
Assistant Manager Production ..................................................................................................................... 25
Planning Officer ........................................................................................................................................... 26
Editor - Librarian.......................................................................................................................................... 28
___________________________________________________________________________________________________________________________
Controlled Document – Do not copy or reproduce without prior permission
Rev. 0
Dated: 18-12-2012
Corporate Services Department
Job Descriptions Manual
Doc # HRA/JDM/04
Chapter: 6
Page: 6
Brand Management Division
Job Title
Pay Group
Reports to
General Manager Brand Management
X
Director Corporate Services
Section
Location
Job Code
Brand Management
KHI
6.1
A. Job Specifications:
Educational Qualifications:
 Second class B grade graduate from any
recognized university.
 MBA/MPA/MAS/Master degree holder
will be preferred.
Skills / Special Requirements:
 Leadership Skills and good Interpersonal
Skills
 Excellent command over English
language (Verbal + written)
 Sound knowledge in setting up,
developing and executing
marketing/promotion plans/campaigns
 Building brand equity and brand
activation
 Excellent Analytical and Presentation
Skills
Work Experience:
 Atleast 10 years of experience preferably in
Brand Management or in
Sales/Marketing/Product Management
Professional Training / Courses:
 Preferably Brand Management/ Sales/ Product
Management/ Services Marketing/ Customer
Relationship Management / Marketing Plan
Preparation/Customer Analysis/Competitor
Analysis
B. Job Description & Responsibilities:
 To ensure that departmental/divisional risk management process is proactive and concurrent and that all
safety concerns/issues are dealt with on priority basis.

To be aware of all safety and service quality requirement and to be to be responsible for the outcomes
and findings of all internal & external safety/quality audits.
 To ensure that corrective and preventive actions are taken at the root-cause levels on all audit nonconformities and audit findings in an acceptable manner and within reasonable time frame.
 To ensure strict compliance (by own self and by the subordinate staff) with all QHSE standards and
other legal or regulatory requirements; applicable to operational areas under their jurisdiction at all time
during the conduct of normal operations
___________________________________________________________________________________________________________________________
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Corporate Services Department
Job Descriptions Manual
Doc # HRA/JDM/04
Rev. 0
Dated: 18-12-2012
Chapter: 6
Page: 7
Brand Management Division
Job Title
Job Reference No.
General Manager Brand Management
6.1
 To ensure effective functioning of QHSE Steering and Working Committees. Assume responsibility as
per the Management approved system procedures.
 To ensure strict compliance to their department/division operational safety and security functions and
also ensuring operation are provided with necessary resources
 To ensure strict compliance (by own self and by the subordinate staff) with all HSE standards and other
legal or regulatory bodies requirements; applicable to operational areas under their jurisdiction at all
times during conduct of normal operations.
 To ensure effective functioning of HSE, Steering and Working Committees. Assume responsibility for
recording and reporting of all occupational hazards, accidents, incidents, near miss cases to the
concerned agencies as per the Management approved systems procedures.
 To be aware of all safety and service quality requirements and to be responsible for the outcomes and
findings of all internal and external safety/ quality audits.
 To ensure that corrective and preventive actions are taken at the root-cause levels on all audit nonconformities and audit findings in an acceptable manner within reasonable time frames.
 To develop brand strategy and ensure its execution.
 To lead the planning, execution, monitoring and evaluating of advertising & promotional activities .
 To achieve the desired brand positioning and revenue targets.
 Product Promotions with detailed media selection, planning and execution.
 Establish strong relationships across departments and Advertising agencies, TV/Radio and outdoor
companies for maximum brand exposure.
 Evaluate and Present theme/design of campaign to senior management to determine the most suitable
approach.
 Liaison with Route Managers/Regional Managers/Product Manager for in time launch of promotional
campaigns.
 Analysis of other brands, market and competitors for best brand positioning.
 To develop budget and maximize efficiency of its utilization.
 Ensuring standardization of Corporate Identity Usage at all PIA locations
 To keep the senior management aware about market trends i.e new products Destinations, additional
frequencies etc.
___________________________________________________________________________________________________________________________
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Rev. 0
Dated: 18-12-2012
Corporate Services Department
Job Descriptions Manual
Doc # HRA/JDM/04
Chapter: 6
Page: 8
Brand Management Division
Job Title
Job Reference No.
General Manager Brand Management
6.1
 Correspondence with all stations regarding office branding requirements.
 To ensure the procurement and distribution of giveaway items for Company’s valued customers/guests
 To ensure the maximum performance of advertising agencies and vendors.
 To supervise, capitalize , expand and evaluate digital media marketing opportunities
 To revise the brand identity (Logo, slogan, colors, guidelines) as per market requirements
 To be aware and supervise the visual and writing solutions to meet PIA’s communication needs using
a mix of creative skills and commercial awareness
 To ensure the acquiring of IFE video program duplications for in-flight screening on different aircraft in
different formats.
 To ensure proper inventory of different format / duration of blank IFE programs
 To ensure the program content according to airline policy where ever possible.
 To ensure proper quality levels of the IFE program duplications in the studio.
 To highlight management on the status of equipment performance and request for replacement /
additional equipment when work load demands.
 To insure strict compliance of HSE standards and procurement rules.
 To present and ensure execution of cases of Working Committees.
 To boost the Moral of all subordinates to get maximum performance from available Human resource
 Any other promotional task assigned by the senior Management.
C. Job Objectives (if defined)
 To keep the customer aware about PIA products and services
___________________________________________________________________________________________________________________________
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Rev. 0
Dated: 18-12-2012
Corporate Services Department
Job Descriptions Manual
Doc # HRA/JDM/04
Chapter: 6
Page: 9
Brand Management Division
Job Title
Pay Group
Reports to
IX
General Manager Brand Management
Section
Location
Job Code
Brand Management
KHI
6.1.1
Dy. General Manager Brand Management
A. Job Specifications:
Educational Qualifications:
 Second class B grade graduate from any
recognized university.
 MBA/MPA/MAS/Master degree holder
will be preferred.
Skills / Special Requirements:
 Good Interpersonal Skills
 Excellent command over English
language (Verbal + written)
 Sound knowledge in setting up,
developing and executing
marketing/promotion plans/campaigns
 Building brand equity and brand
activation
 Optimal utilization of marketing/brand
management budget
 Good Analytical and Presentation Skills
 Hands on Experience on MS Office,MS
Excel and MS PowerPoint
Work Experience:
 6-8 years of experience preferably in Brand
Management or in Sales/Marketing/Product
Management
Professional Training / Courses:
 Preferably Brand Management/ Sales/ Product
Management/ Services Marketing/ Customer
Relationship Management / Marketing Plan
Preparation/Customer Analysis/Competitor
Analysis
B. Job Description & Responsibilities:
 To ensure strict compliance to their department/division operational safety and security functions and
also ensuring operation are provided with necessary resources
 Supervise the brand management section in planning, execution, coordination, follow-ups and
monitoring of advertising & promotional activities.
 Supervise marketing campaigns to achieve the desired brand positioning and revenue targets.
 Supervise new product launches and events.
 Ensure that all forms of communication with the market are integrated and serve as building block for
enhancing brand image and equity
___________________________________________________________________________________________________________________________
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Corporate Services Department
Job Descriptions Manual
Rev. 0
Dated: 18-12-2012
Chapter: 6
Page: 10
Brand Management Division
Doc # HRA/JDM/04
Job Title
Job Reference No.
Dy. General Manager Brand Management
6.1.1
 Strategic analysis of brand and competition on a continuous basis
 Supervise budgeting for brand
 Evaluation of promotion campaigns after their execution; particularly the effect of telops/radio spots/
print advertisements.
 Ensuring standardization of Corporate Identity Usage at all PIA locations
 Capitalize on prospective co-brand partnerships
 Plan Budget Expenditure for assigned activity in a given year.
 Develop the strategic plan for brand management.
C. Job Objectives (if defined):
___________________________________________________________________________________________________________________________
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Dated: 18-12-2012
Corporate Services Department
Job Descriptions Manual
Doc # HRA/JDM/04
Chapter: 6
Page: 11
Brand Management Division
Job Title
Pay Group
Reports to
Brand Manager (Commercial)
VII/VIII
DGM Brand Management
Section
Location
Job Code
Brand Management
KHI
6.1.1.1
A. Job Specifications:
Educational Qualifications:
 Second class B grade graduate from any
recognized university.
 MBA/MPA/MAS/Master degree holder will
be preferred.
Skills / Special Requirements:
 Good Interpersonal Skills
 Excellent command over English language
(Verbal + written)
 Sound knowledge in setting up, developing
and executing marketing/promotion
plans/campaigns
 Building brand equity and brand activation
 Optimal utilization of marketing/brand
management budget
 Good Analytical and Presentation Skills
 Hands on Experience on MS Office,MS
Excel and MS PowerPoint
Work Experience:
 3-5 years of experience preferably in Brand
Management or in Sales/Marketing/Product
Management
Professional Training / Courses:
 Preferably Brand Management/ Sales/
Product Management/ Services Marketing/
Customer Relationship Management /
Marketing Plan Preparation/Customer
Analysis/Competitor Analysis
B. Job Description & Responsibilities:
 Responsible for the planning, execution, coordination, follow-ups and monitoring of advertising &
promotional activities conducted by Brand Management Department
 Identifying & coming up with campaigns that are critical to achieve the desired brand positioning,
sales, revenue and activation targets.
 Assist in new product launches by developing holistic marketing campaigns
 Ensure that all forms of communication with the market are in accordance and a building block for
enhancing brand image and equity.
 Strategic analysis of brand and competition on a continuous basis
 Prepare and manage Budgets running in crores
___________________________________________________________________________________________________________________________
Controlled Document – Do not copy or reproduce without prior permission
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Dated: 18-12-2012
Corporate Services Department
Job Descriptions Manual
Doc # HRA/JDM/04
Chapter: 6
Page: 12
Brand Management Division
Job Title
Job Reference No.
Brand Manager - Commercial
6.1.1.1
 Close-in coordination with Marketing Department/Route Managers/Regional Managers/Product
 Managers to identify new business opportunities/customers and potential new products (New
Destinations, additional frequencies etc, etc.)

Close-in coordination with Advertising agencies, ATL +BTL agencies & Public Relations
Department with regards to media selection, advertisement /radiospot/telop design and placement.
 Evaluation of promotion campaigns after their execution; particularly the effect of telops/radio spots/
print advertisements on sales revenues
 Correspondence with all stations for any promotional, budget or branding requirements
 Ensuring standardization of Corporate Identity Usage at all PIA locations
 Analyze and capitalize on prospective co-brand partnerships
 Procure, select , evaluate and distribute giveaway items for Company’s valued guests
 Develop strategy for and ensure proper branding of the assigned area of branding
 Plan Budget Expenditure for assigned activity in a given year.
 Implement, Plan and Execute Brand Plan as formulated for a given year
C. Job Objectives (if defined):
___________________________________________________________________________________________________________________________
Controlled Document – Do not copy or reproduce without prior permission
Rev. 0
Dated: 18-12-2012
Corporate Services Department
Job Descriptions Manual
Doc # HRA/JDM/04
Chapter: 6
Page: 13
Brand Management Division
Job Title
Pay Group
Reports to
Brand Manager (Corporate & Events)
VII/VIII
DGM Brand Management
Section
Location
Job Code
Brand Management
KHI
6.1.1.2
A. Job Specifications:
Educational Qualifications:
 Second class B grade graduate from any
recognized university.
 MBA/MPA/MAS/Master degree holder will
be preferred.
Skills / Special Requirements:
 Good Interpersonal Skills
 Good Event Management Skills
 Excellent command over English language
(Verbal + written)
 Sound knowledge in setting up, developing
and executing marketing/promotion
plans/campaigns
 Building brand equity and brand activation
 Optimal utilization of marketing/brand
management budget
 Good Analytical and Presentation Skills
 Hands on Experience on MS Office,MS Excel
and MS PowerPoint preferably Brand
Management
Work Experience:
 3-5 years of experience preferably in
Brand/Event Management or in
Marketing/Product Management
Professional Training / Courses:
 Preferably Brand Management/ Event
Management /Emotional Intelligence/
Product Management/ Services Marketing/
Customer Relationship Management /
Marketing Plan Preparation/Customer
Analysis/Competitor Analysis
B. Job Description & Responsibilities:
 Direct marketing/ branding and image building through events
 Analyze, Evaluate and Recommend sponsorship proposals
 Manage Corporate Events with thematic and creative concept in line with the Company’s Vision,
Mission and Values.
 Negotiating with Event Managers for best possible locations at the exhibition(eg.Expo Pakistan) for
placement of PIA Stall
___________________________________________________________________________________________________________________________
Controlled Document – Do not copy or reproduce without prior permission
Rev. 0
Dated: 18-12-2012
Corporate Services Department
Job Descriptions Manual
Doc # HRA/JDM/04
Chapter: 6
Page: 14
Brand Management Division
Job Title
Job Reference No.
Brand Manager (Corporate & Events)
6.1.1.2
 Liasoning with stall designers for design, Production and installation of PIA Stall
 Organizing the production of flyers, banners, standalones for placement at the event
 Coordinating with other PIA Departments like Reservations CRC, IT, Flight Services, Awards Plus to
ensure their presence at the PIA Stall at the event
 Overseeing the dismantling and removal of the stall and clearing of the venue efficiently after the end
of the event
 Post-event evaluation (including data entry and analysis and producing reports for event stakeholders)
 Responsible for the planning, execution, coordination, follow-ups and monitoring of advertising &
promotional activities conducted by Brand Management Department
 Ensure that all forms of communication with the market are in accordance and a building block for
enhancing brand image and equity
 Prepare and manage Budgets running in cores of rupees
 Close-in coordination with Advertising agencies, ATL +BTL agencies & Public Relations Department
with regards to media selection, advertisement / radio spot / telop design and placement for National
Days.
 Correspondence with all stations for any promotional, budget or branding requirements
 Ensuring standardization of Corporate Identity Usage at all PIA locations
 Analyze and capitalize on prospective co-brand partnerships
 Procure, select , evaluate and distribute giveaway items for Company’s valued guests
 Develop strategy for and ensure proper branding of the assigned area of branding
 Plan Budget Expenditure for assigned activity in a given year.
 Implement, Plan and Execute Brand Plan as formulated for a given year
C. Job Objectives (if defined):
___________________________________________________________________________________________________________________________
Controlled Document – Do not copy or reproduce without prior permission
Rev. 0
Dated: 18-12-2012
Corporate Services Department
Job Descriptions Manual
Doc # HRA/JDM/04
Chapter: 6
Page: 15
Brand Management Division
Job Title
Brand Manager (Internet Marketing and
Research)
Section
Pay Group
Reports to
VII/VIII
DGM Brand Management
Location
Job Code
Brand Management
KHI
6.1.1.3
A. Job Specifications:
Educational Qualifications:
 Second class B grade graduate from any
recognized university.
 MBA/MPA/MAS/Master degree holder
will be preferred.
Skills / Special Requirements:
 Good Interpersonal Skills
 Excellent command over English
language (Verbal + written)
 Sound knowledge in setting up,
developing and executing
marketing/promotion plans/campaigns
 Building brand equity and brand
activation
 Optimal utilization of marketing/brand
management budget
 Good Analytical and Presentation Skills
 Hands on Experience on MS Office, MS
Excel and MS PowerPoint
Work Experience:
 3-5 years of experience preferably in Brand
Management or in Sales/Marketing/Product
Management
Professional Training / Courses:
 Preferably Brand Management/ Sales/ Product
Management/ Services Marketing/ Customer
Relationship Management / Marketing Plan
Preparation/Customer Analysis/Competitor
Analysis
B. Job Description & Responsibilities:
 Responsible for the planning, execution, coordination, follow-ups and monitoring of advertising &
promotional activities conducted by Brand Management Department
 Identifying & coming up with digital/interactive campaigns that are critical to achieve the desired
brand positioning, sales, revenue and activation targets.
 Assist in new product launches by developing internet marketing campaigns
 Conduct research to identify and evaluate digital marketing opportunities
 Evaluate effectiveness of various digital media vehicles and make efficient use of it for branding.
___________________________________________________________________________________________________________________________
Controlled Document – Do not copy or reproduce without prior permission
Corporate Services Department
Job Descriptions Manual
Doc # HRA/JDM/04
Brand Management Division
Rev. 0
Dated: 18-12-2012
Chapter: 6
Page: 16
Job Title
Job Reference No.
Brand Manager (Internet Marketing and Research)
6.1.1.3
 Strategic analysis of brand and competition on a continuous basis
 Prepare and manage Budgets
 Close-in coordination with Marketing Department/Route Managers/Regional Managers/Product
 Managers to identify new business opportunities/customers and potential new products (New
Destinations, additional frequencies etc, etc.)
 Evaluation of promotion campaigns after their execution;
 Correspondence with all stations for internet/digital branding requirements
 Analyze and capitalize on prospective online co-brand partnerships
 Develop strategy for and ensure proper branding of the assigned area of branding
 Plan Budget Expenditure for assigned activity in a given year.
 Implement, Plan and Execute Brand Plan as formulated for a given year
C. Job Objectives (if defined):
___________________________________________________________________________________________________________________________
Controlled Document – Do not copy or reproduce without prior permission
Rev. 0
Dated: 18-12-2012
Corporate Services Department
Job Descriptions Manual
Doc # HRA/JDM/04
Chapter: 6
Page: 17
Brand Management Division
Job Title
Pay Group
Reports to
Senior Brand Officer
VI
Manager Brand
Section
Location
Job Code
Brand Management
KHI
6.1.1.4
A. Job Specifications:
Educational Qualifications:
 Second class B grade graduate from any
recognized university.
 MBA/MPA/MAS/Master degree holder will
be preferred.
Skills / Special Requirements:
 Good Interpersonal Skills
 Good Analytical and Presentation Skills
 Hands on Experience on MS Office
Work Experience:
 1-2 years of experience preferably in Brand
Management or in Marketing/Product
Management
Professional Training / Courses:
 Preferably Brand Management, Product
Management or Services Marketing
B. Job Description & Responsibilities:
 Product Promotions with detailed media selection, planning and execution
 Correspondence with all stations for any promotional, budget or branding requirements
 Ensuring standardization of Corporate Identity Usage at all PIA locations
 Analyze, Evaluate and Recommend sponsorship proposals to sponsor
 Analyze and capitalize on prospective co-brand partnerships
 Manage Corporate Events with thematic and creative concept in line with the Company’s Vision,
Mission and Values
 Procure, select and evaluate giveaway items for Company’s valued guests
 Develop strategy for and ensure proper branding of the assigned area of branding
 Plan Budget Expenditure for assigned activity in a given year.
 Direct marketing/ branding and image building through events
 Plan and Implement and Execute Brand Plan as formulated for a given year
C. Job Objectives (if defined):
___________________________________________________________________________________________________________________________
Controlled Document – Do not copy or reproduce without prior permission
Rev. 0
Dated: 18-12-2012
Corporate Services Department
Job Descriptions Manual
Doc # HRA/JDM/04
Chapter: 6
Page: 18
Brand Management Division
Job Title
Pay Group
Reports to
Brand Officer
V
Brand Manager
Section
Location
Job Code
Brand Management
KHI
6.1.1.5
A. Job Specifications:
Educational Qualifications:
 Second class B grade graduate from any
recognized university.
 MBA/MPA/MAS/Master degree holder will
be preferred.
Skills / Special Requirements:
 Good Interpersonal Skills
 Good Analytical and Presentation Skills
 Hands on Experience on MS Office
preferably Brand Management
Work Experience:
 1-2 years of experience preferably in Brand
Management or in Marketing/Product
Management
Professional Training / Courses:
 Preferably Brand Management, Product
Management or Services Marketing
B. Job Description & Responsibilities:
 Product Promotions with detailed media selection, planning and execution
 Correspondence with all stations for any promotional, budget or branding requirements
 Ensuring standardization of Corporate Identity Usage at all PIA locations
 Analyze, Evaluate and Recommend sponsorship proposals to sponsor
 Analyze and capitalize on prospective co-brand partnerships
 Manage Corporate Events with thematic and creative concept in line with the Company’s Vision,
Mission and Values
 Procure, select and evaluate giveaway items for Company’s valued guests
 Develop strategy for and ensure proper branding of the assigned area of branding
 Plan Budget Expenditure for assigned activity in a given year.
 Direct marketing/ branding and image building through events
 Plan and Implement and Execute Brand Plan as formulated for a given year
C. Job Objectives (if defined):
___________________________________________________________________________________________________________________________
Controlled Document – Do not copy or reproduce without prior permission
Rev. 0
Dated: 18-12-2012
Corporate Services Department
Job Descriptions Manual
Doc # HRA/JDM/04
Chapter: 6
Page: 19
Brand Management Division
Job Title
Pay Group
Reports to
Copy Writer
V
DGM Brand Management
Section
Location
Job Code
Brand Management
KHI
6.1.1.6
A. Job Specifications:
Educational Qualifications:
 Second class B grade graduate from any
recognized university.
 MBA/MPA/MAS/Master degree holder will
be preferred.
Skills / Special Requirements:
 Ability to work under deadline pressure and
extra hours if needed on assignments
 Ability to work in a team
 Good Interpersonal Skills
 Excellent command over English
language(Verbal + written)
 Sound knowledge in setting up, developing
and executing marketing/promotion
plans/campaigns
 Good Analytical and Presentation Skills
 Hands on Experience on MS Office, MS
Excel, MS Internet Explore, MS PowerPoint
&Macromedia Flash Ability to use language
to enhance the image of a product or create a
desired mood
 Ability to work within strict budgets
 Have an eye for detail
 Mastery over different language styles that
appeal to different target markets
Work Experience:
 Minimum 2-3 years of experience as
copywriter preferably in Advertising
Agency
Professional Training / Courses:
 Preferably Brand Management/ /Emotional
Intelligence/ Product Management/ Services
Marketing/ Customer Relationship
Management / Marketing Plan
Preparation/Customer Analysis/Competitor
Analysis
 Financial Accounting/Budgeting
B. Job Description & Responsibilities:

Study PIA products and services to identify the main selling features.
 Liaison with Route Managers/Regional Managers/Product to Managers to :
 understand their business requirements for various advertising mediums and promotional campaigns
___________________________________________________________________________________________________________________________
Controlled Document – Do not copy or reproduce without prior permission
Rev. 0
Dated: 18-12-2012
Corporate Services Department
Job Descriptions Manual
Doc # HRA/JDM/04
Chapter: 6
Page: 20
Brand Management Division
Job Title
Job Reference No.
Copy Writer
6.1.1.6
 Familiarize themselves with the product, target audience and competitor activities in the market
 Establish strong relationships across departments and an understanding of department needs, the
consumer experience, marketing strategy and operational capabilities.
 Discuss theme, style and length of copy with advertisers or management, to determine the most
suitable approach.
 Write and design print adds /telop/radio spots , brochures, annual reports, documents, speeches and
other sales and promotional material
 Evaluate the designs and scripts of print adds, flyers, brochures, annual reports suggested by external
advertising agencies to PIA and recommend changes in them to bring them into a final form
 Evaluate the telop / radio spot designs and scripts suggested by external advertising agencies to PIA
and recommend changes in them to bring them in a final form
 Ensure that all the content being advertised is truthful and complies with codes of advertising practice.
 Brainstorming Ideas and concepts for the visual and words with other members of the Brand team
 Correspondence with all stations for any promotional or branding requirements


Close-in coordination with Advertising agencies, ATL +BTL agencies & Public Relations
Department with regards to media selection, advertisement /radiospot/telop design and placement.
Generate the words, slogans and audio scripts that accompany advertising visuals.
 Ensuring standardization of Corporate Identity Usage at all PIA locations
 Develop strategy for and ensure proper branding of the assigned area of branding
C. Job Objectives (if defined):
___________________________________________________________________________________________________________________________
Controlled Document – Do not copy or reproduce without prior permission
Rev. 0
Dated: 18-12-2012
Corporate Services Department
Job Descriptions Manual
Doc # HRA/JDM/04
Chapter: 6
Page: 21
Brand Management Division
Job Title
Pay Group
Reports to
Graphic Designer
V
DGM Brand
Section
Location
Job Code
Brand Management
KHI
6.1.1.7
A. Job Specifications:
Work Experience:
Educational Qualifications:
 Bachelor Degree in Graphic Design or at
minimum Certified diploma in Adobe
Photoshop, Adobe illustrator, Freehand,
Coral, Basic Web designing soft wares
from recognized institute
Skills / Special Requirements:
 Minimum 2-3 years of experience as a graphic
designer preferably in Advertising Agency or
in a production/design house
Professional Training / Courses:
 Ability to work under deadline pressure
and extra hours if needed on assignments
 Ability to work in a team
 Good Interpersonal Skills
 Excellent command over English
language(Verbal + written)
 Sound knowledge in setting up,
developing and executing
marketing/promotion plans/campaigns
 Good Analytical and Presentation Skills
 Hands on Experience on MS Office, MS
Excel, MS Internet Explore, MS
PowerPoint &Macromedia Flash Ability
to use language to enhance the image of a
product or create a desired mood
 Ability to work within strict budgets
 Have an eye for detail
 Mastery over different language styles
that appeal to different target markets
 Awareness of current fashions in the
visual arts,
 Working knowledge of the latest
computer packages
 An understanding of material costs and
time limits, all of which can impact on
the design.
 Certified diploma in Adobe Photoshop, Adobe
illustrator, Freehand, Coral, Basic Web
designing soft wares from recognized institute
B. Job Description & Responsibilities:
 Produces visual solutions to
commercial awareness
meet PIA’s communication needs using a mix of creative skills and
___________________________________________________________________________________________________________________________
Controlled Document – Do not copy or reproduce without prior permission
Rev. 0
Dated: 18-12-2012
Corporate Services Department
Job Descriptions Manual
Doc # HRA/JDM/04
Chapter: 6
Page: 22
Brand Management Division
Job Title
Job Reference No.
Graphic Designer
6.1.1.7
 Study PIA products and services to identify the main selling features.
 Liaison with Route Managers/Regional Managers/Product to Managers to :
 understand their business requirements for various advertising mediums and promotional campaigns
 Familiarize themselves with the product, target audience and competitor activities in the market
 Developing design briefs by gathering information and data to clarify design issues;
 Establish strong relationships across departments and an understanding of department needs, the
consumer experience, marketing strategy and operational capabilities.
 Discuss theme, style and length of copy with advertisers or management, to determine the most
suitable approach.
 Evaluate the designs and scripts of print adds, flyers, brochures, annual reports suggested by external
advertising agencies to PIA and recommend changes in them to bring them into a final form
 Evaluate the Telop/radio spot designs and scripts suggested by external advertising agencies to PIA
and recommend changes in them to bring them in a final form
 Ensure that all the content and visuals being advertised are truthful and comply with codes of
advertising practice
 Use innovation to redefine a design brief and meet the constraints of cost, time
 Work with a wide range of media, including photography and computer-aided design (CAD);
 Proofreading to produce accurate and high-quality work;
 Contributing ideas and design artwork to the overall brief;
 Demonstrating illustrative skills with rough sketches
 Brainstorming Ideas and concepts for the visual and words with other members of the Brand team
 Keeping abreast of developments in IT, particularly design programs like Quark Xpress, FreeHand,
Illustrator, Photoshop, 3D Studio, Acrobat, Director, Dreamweaver and Flash as most graphic design
work is now completed on a computer
 Correspondence with all stations for any promotional or branding requirements.
 Close-in coordination with Advertising agencies, ATL +BTL agencies & Public Relations Department
with regards to media selection, advertisement /radiospot/telop design and placement.
 Generate the words, visuals, slogans and audio scripts that accompany advertising visuals
___________________________________________________________________________________________________________________________
Controlled Document – Do not copy or reproduce without prior permission
Corporate Services Department
Job Descriptions Manual
Doc # HRA/JDM/04
Brand Management Division
Rev. 0
Dated: 18-12-2012
Chapter: 6
Page: 23
Job Title
Job Reference No.
Graphic Designer
6.1.1.7
 Ensuring standardization of Corporate Identity Usage at all PIA locations
 Develop strategy for and ensure proper branding of the assigned area of branding
C. Job Objectives (if defined):
___________________________________________________________________________________________________________________________
Controlled Document – Do not copy or reproduce without prior permission
Rev. 0
Dated: 18-12-2012
Corporate Services Department
Job Descriptions Manual
Doc # HRA/JDM/04
Chapter: 6
Page: 24
Brand Management Division
Job Title
Pay Group
Section
Location
Reports to
General Manager Brand
Management
Job Reference No.
In-Flight Entertainment
KHI
6.1.2
Manager In-Flight Entertainment
VIII
A. Job Specifications:
Educational Qualifications:
 Graduation from recognized University,
higher qualification will be given Preference.
Skills / Special Requirements:
 Team leadership and Communicative Skills.
 Computer literate.
Work Experience:
 At least 8 yrs handling/planning of IFE
system or
20 years flying as cabin crew in Senior
Cadre.
Professional Training / Courses:
 Management Training.
 Quality Management System.
 IFE System on board.
B. Job Description & Responsibilities:
 To procure, review and short list different media content (audio / video) from contracted supplier local
and foreign to cater for the different IFE systems installed on PIA fleet.
 To arrange shipment of the audio video master tapes of selected content to USA for encoding and
encryption.
 To coordinate with Engineering / Flight Kitchen for loading the final content formats on to the aircraft –
timely with change of media content / magazines with the change of quarterly IFE cycle.
 To coordinate with IFE suppliers and the publisher for planning, layout and programming of content
schedule (sector wise and route wise). Collection of print related synopsis and images of program
required for the printing of IFE magazine.
 Correspondence with vendors relating IFE programming.
C. Job Objectives (if defined):
___________________________________________________________________________________________________________________________
Controlled Document – Do not copy or reproduce without prior permission
Rev. 0
Dated: 18-12-2012
Corporate Services Department
Job Descriptions Manual
Doc # HRA/JDM/04
Chapter: 6
Page: 25
Brand Management Division
Job Title
Pay Group
Reports to
Assistant Manager Production
VII
Manager In-Flight Entertainment
Section
Location
Job Reference No.
In-Flight Entertainment
KHI
6.1.2.1
A. Job Specifications:
Educational Qualifications:
 Graduation from recognized University,
higher qualification will be iven
Skills / Special Requirements:
 Communicative Skills.
 Computer literate.
 IFE System on board.
Work Experience:
 At least 5 yrs handling/planning of IFE
/audio/video system or 15 years flying as
cabin crew in senior cadre.
Professional Training / Courses:
 Management Training.
 Quality Management System.
 Handling recording equipment.
B. Job Description & Responsibilities:
 Responsible for arranging the required number of IFE video program duplications for in-flight
screening on different aircraft in different formats.
 To arrange duplications of all locally procured video programs into NTSC, Hi-8 or SVHS, in required
numbers according to the No. of aircraft / IFE schedule.
 To ensure proper inventory of different format / duration of blank tapes required for in-house
duplication of local programs.
 To edits program content according to airline policy where ever possible.
 To arrange program for special flights – Hajj, Umrah, VVIP, Charter etc.
 To ensure proper quality levels of the IFE program duplications in the studio.
 To highlight management on the status of equipment performance and request for replacement /
additional equipment when work load demands.
 To assist in selection and planning of programs to be included in IFE schedule.
C. Job Objectives (if defined):
___________________________________________________________________________________________________________________________
Controlled Document – Do not copy or reproduce without prior permission
Rev. 0
Dated: 18-12-2012
Corporate Services Department
Job Descriptions Manual
Doc # HRA/JDM/04
Chapter: 6
Page: 26
Brand Management Division
Job Title
Pay Group
Reports to
Planning Officer
VI
Manager In-Flight Entertainment
Section
Location
Job Reference No.
Monitoring Standards & IFE
KHI
6.1.2.2
A. Job Specifications:
Educational Qualifications:
Work Experience:
 Graduation from recognized University,
higher qualification will be given Preference.
Skills / Special Requirements:
 At least 3 yrs handling/planning of IFE
audio/video system or 10 years flying as
cabin crew.
Professional Training / Courses:
 Communicative Skills.
 Computer literate.
 Management Training.
 Quality Management System.(Prefer)
B. Job Description & Responsibilities:
 Arrange / follow up for dispatch and collection of all outbound and inbound IFE related material
(Audio Masters, Beta Cam Masters, and Seat Music Magazines for rerecording to and from USA) in
coordination with Engineering, Stores, Comat, AFU and New York Cargo Office.
 Evaluate passenger complaints and Flight Service Log reports regarding comment on IFE program
during flight.
 Assist in reviewing and selection of Audio Video IFE programs
 Assist in routine correspondence with IFE vendors
 Follow up of all IFE invoices initiated for settlement.
 To plans arrange / follow up for dispatch and collection of all outbound and in bound IFE related
material (Audio Masters, Beta Cam Masters, Seat Music magazines for rerecording to and from USA)
in coordination with Engineering, Stores Comet, AFU and New York Cargo office.
___________________________________________________________________________________________________________________________
Controlled Document – Do not copy or reproduce without prior permission
Corporate Services Department
Job Descriptions Manual
Doc # HRA/JDM/04

Brand Management Division
Rev. 0
Dated: 18-12-2012
Chapter: 6
Page: 27
Job Title
Job Reference No.
Planning Officer
6.1.2.2
To evaluate Passenger complaints and Flight Service Log Reports regarding comment on IFE Program
during flight.
 To assist in reviewing and selection of Audio Video IFE programs
 To assist in routine correspondence with IFE vendors

To follow up of all IFE invoices initiated for settlement.
C. Job Objectives (if defined):
___________________________________________________________________________________________________________________________
Controlled Document – Do not copy or reproduce without prior permission
Rev. 0
Dated: 18-12-2012
Corporate Services Department
Job Descriptions Manual
Doc # HRA/JDM/04
Chapter: 6
Page: 28
Brand Management Division
Job Title
Pay Group
Reports to
Editor - Librarian
V
Manager In-Flight Entertainment
Section
Location
Job Reference No.
Monitoring Standards & IFE
KHI
6.1.2.3
A. Job Specifications:
Educational Qualifications:
 Graduation from recognized University,
higher qualification will be given preference.
Skills / Special Requirements:
 Communicative Skills.
 Computer literate
Work Experience:
 At least 3 yrs handling/planning of IFE
audio/video system or 10 years flying as
cabin crew.
Professional Training / Courses:
 Management Training.
 Quality Management System.
B. Job Description & Responsibilities:
 To maintain proper inventory of all masters of current and previous IFE programs
 Maintain serviceability record of the different electronic equipment in the lab and keep check on
servicing, maintenance and timely change of sensitive parts of duplicating machines during routine use.
 To prepare & label video cassettes in boxes for flights according to different formats and aircraft as per
current schedule of programs.
 Coordinates with Kit Section for replacing program tapes as and when required.
 To provide adequate standby program tapes to meet emergency during holidays.
 To coordinate with Kit Section regarding stock levels of IFE magazine and headphones.
C. Job Objectives (if defined):
___________________________________________________________________________________________________________________________
Controlled Document – Do not copy or reproduce without prior permission