Head of Marketing

2 days ago

Changi East Region, Singapore Plaza Premium Group Full time $100,000 - $150,000 per year

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What you'll be doing:

The Head of Marketing leads the regional marketing agenda to strengthen strategic partnerships, brand awareness, and passenger demand for Plaza Premium Group's airport hospitality services, including lounges, transit hotels, airport dining, and passenger services.

This role requires a proven leader with strong regional experience in partnership development and marketing strategy. You will oversee a regional marketing team, collaborate with cross-market colleagues to drive both inbound and outbound passenger traffic, and support the growth of Smart Traveller membership acquisition and engagement.

Working closely with the global marketing team, you will provide regional insights, market intelligence, and performance feedback to ensure campaigns are relevant and effective, while leading SEA-focused initiatives that deliver measurable business impact.

  • Lead the regional marketing strategy for SEA, ensuring alignment with business priorities, revenue targets, and brand objectives.
  • Build and manage strategic partnerships, e.g. with airports, tourism bodies, and travel and lifestyle brands to strengthen demand and brand presence.
  • Provide leadership and guidance to regional marketing team members, setting goals, coaching, and ensuring delivery of results.
  • Collaborate with global growth marketing to localise campaigns, share market insights, and optimise campaign effectiveness in SEA.
  • Strong understanding of SEA travel market dynamics and customer behaviour across B2C, B2B2C, and B2B channels.
  • Work with other regional teams to drive cross-border passenger traffic, ensuring alignment on inbound and outbound initiatives.
  • Support Smart Traveller membership acquisition and engagement through targeted regional partnerships, activations, and campaigns.
  • Coordinate campaign execution with cross-functional stakeholders (Operations, Loyalty, Sales, Business Development, etc.).
  • Ensure brand consistency across SEA by working with global marketing and brand teams for creative, messaging, and asset support.
  • Monitor and analyse market trends, customer behaviour, and campaign performance, providing actionable insights for continuous improvement.
  • Support global marketing initiatives by localising and executing campaigns in SEA, maintaining alignment with Group standards and goals.

About you:

  • Bachelor's degree in Marketing, Business, or related field.
  • 7 years' experience in marketing, with a strong focus on regional partnerships, brand-building, and demand generation in travel, aviation, or hospitality.
  • Proven track record in leading regional teams and cross-market initiatives, with excellent stakeholder management skills.
  • Strong experience in partnership marketing, including co-marketing with airports or tourism bodies.
  • Familiarity with digital marketing channels and ability to provide market-specific insights to global teams.
  • Strong analytical and commercial mindset, with ability to connect marketing outcomes to business performance.
  • Excellent project management and communication skills, with ability to lead cross-functional collaboration.
  • Hands-on, results-oriented leader who thrives in fast-paced, multicultural environments.
  • Willingness to travel as required.

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