Short Term Contract - Executive Marketing (6 Months) at South African Airways (SAA)

Job Purpose    

• The Executive Marketing is responsible for developing and executing the airline’s integrated marketing, brand, customer experience, digital engagement, communications and loyalty strategies to strengthen market position, stimulate demand, increase customer lifetime value and enhance corporate reputation. The role is the executive custodian of the airline’s brand and customer proposition. The role ensures that every customer touchpoint - from digital channels and advertising to airport experiences and onboard service - reinforces the airline’s brand promise and delivers a consistent, differentiated and memorable customer experience.
• The role translates the airline’s strategic objectives into customer-centric marketing initiatives that grow passenger demand, improve brand equity, increase digital engagement, optimise marketing return on investment (ROI) and strengthen customer loyalty. The role leads the development of integrated marketing campaigns, customer insights, market intelligence, loyalty programmes, digital marketing, public relations, corporate communications and customer experience design while ensuring that marketing investments contribute directly to commercial performance and shareholder value.
• The role also plays a critical leadership role in crisis communications, reputation management and stakeholder engagement, ensuring that the airline maintains public trust during both normal operations and periods of operational disruption.

Principal Accountabilities    

• Develop and implement the airline’s integrated marketing strategy aligned with corporate and commercial objectives, network growth, fleet expansion and product development
• Position the airline as the preferred carrier within target domestic, regional and international markets
• Develop annual marketing plans, budgets and performance objectives
• Identify new market opportunities through customer and competitor insights
• Develop and protect the airline’s corporate brand identity and ensure consistent brand standards across all customer touchpoints
• Strengthen brand awareness, preference and reputation
• Manage corporate identity, visual standards and brand governance
• Protect the airline’s reputation through proactive reputation management
• Develop the airline’s customer experience strategy
• Improve the end-to-end passenger journey across all touchpoints
• Measure and improve customer satisfaction and loyalty
• Collaborate with Operations to improve service delivery
• Ensure customer feedback drives service improvements
• Lead digital marketing strategy across web, mobile applications and social media
• Increase digital sales conversion and online engagement
• Optimise search engine marketing, content marketing and digital advertising
• Improve website and mobile user experience
• Enhance digital personalisation through customer analytics
• Develop and expand the airline’s frequent flyer and loyalty programmes
• Increase member acquisition, engagement and retention
• Grow partnership opportunities with banks, retailers and travel partners
• Improve customer lifetime value through targeted engagement
• Lead corporate communications and media relations
• Develop executive communications and stakeholder messaging
• Manage crisis communications and media response
• Strengthen internal communications and employee engagement
• Protect and enhance corporate reputation
• Lead customer research and market intelligence
• Analyse passenger behaviour and travel trends
• Measure marketing effectiveness and campaign performance
• Provide strategic customer insights to the Executive Committee

Qualifications & Experience    

• Bachelor’s degree in Marketing, Business Management, Communications or related field at NQF level 7
• Relevant postgraduate qualification in Marketing, Business Administration or related discipline
• Professional certification or executive development in marketing, customer experience, digital strategy, communications or commercial leadership is advantageous
• At least 12 – 15 years’ progressive experience in marketing of which 10 years should be at senior management or executive level
• Experience within aviation, travel, hospitality or premium consumer brands
• Demonstrated success in brand transformation and digital marketing
• Experience managing large marketing budgets
• Proven track record in customer experience improvement and loyalty programme growth
• Experience leading crisis communications and reputation management

Knowledge and Skills    

• Brand strategy
• Digital Marketing
• Customer Experience Management
• Loyalty Programme Management
• Marketing Analytics
• Customer Relationship Management
• Market Research
• Media Relations
• Reputation Management
• Marketing Budget Management
• Social Media Strategy
• Customer Journey Strategy
• Customer Journey Mapping
• Marketing Technology
• Data Analytics
• Consumer Behaviour
• Financial and budget management
• Strategic thinking
• Data-driven decision-making
• Change leadership
• Excellent Communication skills
• Influencing and negotiation skills
• Report-writing and executive presentation skills
• Talent Development

Attributes    

• Strategic mindset
• Commercial acumen
• Customer centricity
• Brand stewardship
• Creativity and innovation
• Results orientation
• Organisational awareness
• Curiosity
• Resilience
• Stakeholder influence
• Collaboration
• Executive presence
• Agility
• Ethics and integrity
• Communication impact
• Emotional Intelligence