Key areas of responsibilities are:

1) Lead airport-wide omnichannel marketing initiatives

• Conceptualise, develop and implement airport-wide omnichannel marketing initiatives (eg. Be a Changi Millionaire or equivalent) developed from the overarching strategy to achieve desired results, end to end.
• Take the lead in the engagement with internal stakeholders to optimise outcome and deliverables.
• Drive collaborations with external partners and airport tenants to drive business growth and user acquisitions.
• Manage appointed external agencies such as advertising and creative agencies, and events companies to develop and work on integrated marketing campaigns.
• Develop and implement effective in-airport communications strategies to drive store penetration, sales conversion and spend per passenger.
• Lead customer journey strategy for our customer-facing products and services, which includes crafting seamless frontend customer user journeys and gathering backend system user requirements.
• Familiarise and with the enterprise governance, procurement and approval frameworks to ensure necessary compliance considerations are met before execution.
• Responsible for overall budget and timeline management of these initiatives.

2) Develop sales and marketing initiatives to drive inbound tourist sales

• Conceptualise, develop and implement sales and marketing strategies and initiatives to drive footfall and sales conversion, in particular from the Indonesia sector.
• Cultivate and foster strategic partnerships to drive inbound tourist Sales. This can include Indonesian travel industry partners like airlines, travel agents or local partners from the likes of hospitality segment.
• Competent in the preparation of the business case with clear ROI analysis for approval prior to any project commencement, via email and / or at management meetings.

3) P&L and Business Metrics Tracking & Reporting

• Own the P&L for every sales and marketing initiative.
• Lead the business case and approval preparation for sales and marketing initiatives as well as subsequent post-mortem analysis on ROI.
• Where necessary, you will also be responsible to set up new structure (or to improve on current) to systematically track and report sales and marketing performances for areas under your purview.
• Responsible for regular tracking and reporting of business metrics, followed with the proposed solutions to optimise results or close gaps.
• Analyse data and experiment outcomes to identify insights and translate into business initiatives and/or actionable tasks to drive results.

To qualify for this role, you should have:

• A degree, with at least 8 years of relevant experience in B2C marketing and events management experience, with at least 2 years of team management experience.
• Proven track record in developing sales and marketing campaigns to drive commercial outcomes.
• Proven track record in forging strategic marketing partnerships to improve business performance.
• Leadership experience engaging at working level and ability to exercise influence at the management level.
• Strong stakeholder engagement skills.
• Proven track records in managing multiple projects and priorities simultaneously.
• Good analytical skills who can translate data into insights and actionable solutions.
• Excellent communication skills, both written and spoken.
• Good team player with the drive to deliver results.