South African Airways (SAA) began operations on 1 February 1934. SAA, is a leading carrier in Africa, serving regional destinations between Johannesburg and six African destinations - Accra, Kinshasa, Harare, Lusaka, Lagos, Mauritius and 2 domestic routes from Johannesburg to Cape Town and Durban. SAA is a member of the largest international airline network, Star Alliance.
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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
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