Assistant Vice President

Own and shape the public conversation around Impresario Entertainment & Hospitality

Pvt. Ltd. and its portfolio of brands, including SOCIAL, Smoke House Deli, Smoke House

Caf, antiSOCIAL, BOSS Burger, Aflatoon, Lucknowee and Goodness To Go.

This is a modern PR leadership role operating across two equally important mandates: building

culturally relevant consumer brands and strengthening Impresarios corporate reputation

as one of India’s leading hospitality companies.

The role sits at the intersection of consumer and corporate media, digital creators, industry

critics, communities, culture, business reputation and leadership communications. It goes

well beyond traditional media relations while keeping strong journalist relationships at its core.

A key part of the mandate is to build sustained corporate media visibility for Impresario and its

leadership, ensuring the company and its senior leaders are consistently part of relevant

business, industry and cultural conversations.

On the brand side, the mandate is to understand who shapes discovery, opinion and relevance

today, build stories for those audiences and ensure what happens inside the restaurants travels

meaningfully outside them.

On the corporate side, the mandate is to build a clear and consistent narrative around

Impresario’s growth, portfolio, leadership, innovation, expansion, consumer

understanding, technology, talent and role in shaping contemporary hospitality and goingout culture in India.

From journalists and creators to critics, digital communities, industry leaders and cultural

tastemakers, the role will build relevance, conversation and reputation for both Impresario and

the brands within its portfolio.

Where the Work Lives

• Set the communications strategy across the portfolio. Define what SOCIAL, Smoke

House Deli, Smoke House Caf, antiSOCIAL, BOSS Burger, Aflatoon, Lucknowee and

Goodness To Go should each be known for, while ensuring every brand has a distinct

voice, audience and communications agenda.

• Build Impresario’s corporate narrative. Develop a clear point of view on what the

company represents beyond its individual restaurant brands: its business growth,

portfolio strategy, expansion philosophy, consumer understanding, innovation,

technology, people, design thinking and contribution to India’s evolving hospitality

landscape.

• Own corporate media as a strategic workstream. Build strong and sustained

relationships across business, corporate, hospitality, marketing, technology and trade

media. Identify the company stories that deserve visibility and ensure Impresario is part

of the right conversations around growth, consumer behaviour, entrepreneurship,

innovation, talent and the future of hospitality.

• Build corporate media visibility for Impresario’s leadership. Identify the right

interviews, profiles, features, speaking opportunities, panels, podcasts and thoughtleadership platforms for senior leaders. Build distinctive points of view around their

areas of expertise rather than relying on standard corporate messaging.

• Build and deepen strong media relationships across business, hospitality, food,

lifestyle, culture, entertainment, marketing, technology and digital-first publications.

Develop trusted relationships with journalists and editors who influence both consumer

perception and industry opinion.

• Translate business strategy into stories. Work closely with leadership to understand

expansion, portfolio developments, partnerships, technology, talent, new formats and

changing consumer behaviour, and identify what within those developments can

become a meaningful corporate or industry narrative.

• Strengthen Impresario’s industry positioning. Identify the larger conversations the

company and its leaders should be part of across hospitality, consumer behaviour,

culture, growth, innovation, technology, talent, design and the future of dining and going

out.

• Build a strong digital discovery engine around the brands. Understand how

consumers discover restaurants, menus, experiences and cultural moments online, and

develop PR interventions that place the brands naturally within those conversations.

• Lead creator and influencer relations end to end, from identifying the right voices and

shaping briefs to hosting, collaborations, content opportunities and long-term

relationship building. Focus on relevance, credibility and community fit rather than

transactional creator attendance.

• Build relationships with industry critics, reviewers and tastemakers who shape

conversations around food, hospitality, culture and experience. Ensure the brands are

consistently present in the right critical and editorial conversations.

• Build and nurture digital community relationships across food, culture, city, lifestyle,

entertainment and discovery platforms. Create a strong network of digital publishers,

community pages and tastemakers who can take stories into relevant cultural

conversations.

• Turn launches into larger PR moments. Build narratives around outlet openings,

relaunches, menus, collaborations, festivals, partnerships and local activations that

can travel across media, creators, critics, communities and social platforms rather than

ending with a press release.

• Create PR ideas designed to travel. Work closely with marketing, brand and restaurant

teams to identify culturally relevant hooks, content opportunities, experiences and

narratives capable of generating earned conversation organically.

• Build campaigns around communities and culture, not generic launch templates.

Understand what is happening within each city, subculture and audience, and connect

that energy to the relevant brand without flattening what makes each market distinctive.

• Build portfolio intelligence. Understand when a story belongs to one brand, when

multiple brands can participate in a larger conversation and when Impresario itself

should lead the narrative.

• Run the PR agency as a strategic extension of the internal team. Set sharp briefs

across brand and corporate communications, challenge ideas, steer media and creator

strategy, review outreach, unblock execution and hold the work to a high creative and

editorial standard.

• Keep earned media strong and contemporary. Move beyond coverage volume to build

meaningful, high-quality visibility across consumer, corporate, trade and industry

media.

• Build corporate reputation alongside brand reputation. Ensure Impresario is

consistently represented not only through the success of its restaurant brands, but

through its business strategy, leadership, growth, innovation and contribution to India’s

hospitality and consumer landscape.

• Own reputation and real-time response. Stay close to conversations around the

company, its leadership and its brands, identify potential reputation issues early and

work with relevant teams to respond with speed, context and judgment when required.

• Use data to sharpen PR decisions. Look beyond reach and impression numbers to

understand quality of conversation, earned engagement, creator performance, share of

voice, discoverability, sentiment, cultural relevance, leadership visibility and the

strength of Impresario’s corporate reputation.

What This Looks Like in Practice

One week might involve shaping the media narrative around a new SOCIAL opening, developing

a creator strategy for Smoke House Deli, identifying a food story for Aflatoon or Lucknowee,

building visibility for BOSS Burger or Goodness To Go, engaging an important industry critic and

reviewing the communications strategy for another market.

At the same time, the role could be turning an Impresario expansion milestone into a national

business story, developing a corporate media narrative around changing consumer behaviour,

identifying a strong thought-leadership opportunity for a senior leader, preparing leadership for

a major interview or industry stage and building relationships with journalists who cover the

business of hospitality.

The job is to make all of it feel connected: distinctive by brand, relevant by market and

coherent at an Impresario level.

The Bar

• A PR strategy that understands how media, culture, influence and discovery move today,

not how PR worked five years ago.

• The ability to operate confidently across consumer PR, corporate media and

leadership communications, understanding that each requires dierent stories,

relationships and outcomes.

• A strong network across business and corporate media, alongside consumer,

hospitality, food, lifestyle and culture media.

• The ability to build sustained visibility for Impresario’s leadership through sharp,

credible and dierentiated points of view.

• A clear understanding of how to build corporate reputation around business strategy,

leadership, growth and industry relevance, not only company announcements.

• Strong and credible relationships across media, digital creators, industry critics and

communities.

• A creator ecosystem built around relationships and relevance, not databases and oneo invites.

• An instinct for knowing what will become a conversation, what deserves amplification

and what should be left alone.

• Strong editorial judgment across earned media, digital platforms, industry

conversations and reputation.

• The ability to identify the bigger business or industry story behind a campaign, launch,

partnership or company development.

• The ability to protect distinct brand identities while connecting them to a larger

Impresario story where relevant.

• A communications voice that can move from a restaurant floor to a creator Reel to a

critic’s review to a national business-stage conversation without losing clarity or

credibility.

• The ability to connect PR, corporate media, creators, critics, communities, leadership,

reputation and culture into one communications ecosystem.

• PR that earns attention because the idea is strong, the execution feels native to the

platform and the story has somewhere to go next.