Marketing Manager

Changi Airport Group is looking for an experienced Sales and Marketing Manager to transform and accelerate the growth of our travel retail business.

As part of the Advertising, Marketing and Promotions teams within the Airside Concessions Division, you will play a pivotal role in driving concession sales through various omnichannel sales and marketing initiatives.

To excel in the role, you should:

• Be a 360 marketer to grow inbound retail spend by Chinese travellers at Changi Airport and drive partnership programs targeting Chinese travellers; and
• Have demonstrated proven track record in forging strategic marketing partnerships to improve business performance; and
• Have demonstrated proven track record in conceptualising and driving new sales and marketing initiatives / innovations.

Your key areas of responsibilities will cover:

1) Sales & Marketing Strategy and Planning (20%)

• You must possess fluency to conduct strategic analysis of the competitive landscape for the business (macro), and conduct in-depth analysis of the business using a data-backed approach (micro), so as to derive meaningful insights to design or correlate with your sales and marketing plan.
• You must also possess written and spoken fluency to present and articulate your strategy and plans in a succinct manner to senior management for buy-in of the plans / business case.

2) P&L & Business Analytics (20%)

• You will own the P&L for every sales and marketing initiative under your care.
• You will lead the business case and approval preparation for every sales and marketing initiative as well as any 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.
• You will be required to conduct regular tracking, followed with the proposed solutions to optimise results or close gaps.
• Where needed, you will need to work with data analyst / tech systems to improve the data integrity or piping to support your analysis.
• You must be able to develop and implement all sales and marketing initiatives related to your strategy end to end, including but not limited to agency collaboration, prospecting and negotiating all necessary partnerships, vendor appointments etc.
• You should be competent in preparing the business case with clear ROI analysis for approval prior to any project commencement, via email and / or at management meetings.
• You need to adopt a data-led and business-led approach to plan and design all sales and marketing activities.
• You will also be required to apply A/B testing principles to more robustly measure performance of your campaigns.
• You will take lead in the engagement with internal stakeholders to optimise outcome and deliverables.
• You will drive collaborations with external partners and airport tenants to drive business growth and user acquisitions.
• You will front management of appointed external agencies such as advertising and creative agencies, and events companies to develop and work on integrated marketing campaigns.
• You will need to familiarise with the enterprise governance, procurement and approval frameworks to ensure the necessary compliance considerations are met before execution.

To qualify for this role, you should have:

• A business degree with at least 7-10 years of relevant experience in 360 marketing strategy and implementation.
• Proficiency in written and spoken Chinese to liaise with Chinese speaking counterparts and handle marketing collaterals in Chinese.
• Understanding and have executed marketing campaigns on China’s social media (e.g. WeChat, RedNote, etc).
• Possess high level of competency and experience in the following:- (a) At least 2 years hands-on experience in using data analytics to design and analyse sales and marketing initiatives. Fluency in using BI tools such as Microstrategy, Tableau / Power BI is necessary; (b) At least 3 years hands-on experience in hands-on sales and marketing work with ROI / P&L focus; (c) At least 3 years hands-on experience in marketing work involving strategic partnerships sourcing and collaboration; (d) At least 3 years marketing leadership experience, both in 360 marketing strategy planning & in senior management engagement.
• 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.