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Budget Aviation Holdings ("BAH"), a wholly-owned subsidiary of Singapore Airlines Group ("SIA") formed in 2016, owns and manages SIA’s low-cost carriers ("LCCs") Scoot and Tigerair. Scoot and Tigerair offer a combined network of 56 destinations over 16 countries across the Asia Pacific, with Scoot operating an all-787 Dreamliner fleet to medium-to-long-haul destinations and Tigerair offering short-to-medium-haul flights on its Airbus A320-family aircraft from Singapore.

We want people with big smiles and even bigger personalities. People with passion—passion for travel, passion for people, passion for pushing boundaries. An airline with a different attitude. People with a different attitude. Scootitude™.

If you think you have Scootitude and can handle the excitement and challenges ahead to grow with us, apply today!

Receive information about vacancies and recruitment from Scoot & Tigerair Careers Facebook Page – "GOT Scootitude?"

Simply click on the link Facebook: Got Scootitude? to "like" us.

Section Manager, Marketing

Apply now Job no: 492754
Work type: Full time
Location: Singapore
Categories: Marketing

Main Responsibilities

Support commercial objectives to drive revenue through bookings; build Scoot/TigerAir brand equity in the markets assigned.

Market Responsibilities

  • Responsible for development of brand and go-to-market strategies for an assigned region that the airline flies to.
  • Develop Robust Marketing Plans for those markets to support the business.
  • Execute tactical initiatives to boost sales in the markets.
  • Work with internal design/production team and external agencies to execute marketing plans in those markets.
  • Work in partnership with Tourism partners and Interline partners on Co-Marketing plans
  • Work with local marketing team/GSA team to derive maximum impact and results for both HQ and local initiatives


  • Responsibility for defining the marketing strategy with a view to integrating concepts across our platforms (owned and paid) - media planning and buying; working with Comms team on potential coverage (earned media).
  • Ensure campaigns meet revenue objectives while building and reinforcing Scoot brand values
  • Working through both external and internal to manage production and implementation timelines to ensure that campaigns go "live" across platforms.

Customer Experience

  • Track and monitor delivery against the brand and marketing vision
  • Ensure this is integrated – alongside Scoot values – and carried through our touchpoints

Brand and Product Development

  • Manage the brand identity across consumer touch points
  • Ensure the organisation keeps to brand guidelines
  • Conduct market sensing activity to refresh messaging where necessaryDetermine the opportunity or need for change to the customer proposition from a brand perspective by assessing new ideas, market trends, consumer needs, passenger and staff feedback.  This will include the identification of sources of future competitive advantage, the definition of appropriate product life cycles and the classification of key customer segments from a value based perspective

Cross-functional Initiatives

  • Where needed, work with other departments like Ground Operations, HR, Cabin Services, to develop and execute initiatives/projects to promote the airline and the brand.


  • Manage own cost budget for each market ensuring optimal spend and ROI
  • Keep a strong control on the marketing spend with the marketing agencies, suppliers and planned product budget to maximise revenue opportunity and improve profitability, manage administrative tasks related to invoicing and budget accruals
  • Work with Commercial team to achieve overall revenue budget and market share targets for your market

People/Team Management

  • Oversee campaigns and Market Development for the region assigned, by overseeing the team assigned to each market(s)
  • Manage staff and workload to ensure that team operates at maximum efficiency within deadlines
  • Provide effective coaching and training
  • Develop and motivate staff


  • The ideal candidate will have demonstrated a successful track record in a strategic marketing or brand/product management role
  • At least 1-2 years of agency/commercial/marketing experience
  • Strong digital marketing capabilities and knowledge with prior experience in developing and executing digital-led campaigns across paid, owned and earned media
  • Experience in the retail or dynamic fast moving consumer goods environments a major advantage
  • Excellent written, spoken and reading capability in English and Chinese (Mandarin Preferred).
  • Commercial acumen
  • Creative and innovative style
  • Strong analytical skills and data driven approach, up to date with latest trends and best practices in online marketing and measurement.
  • Highly motivated to succeed
  • Team player; collaborative working style
  • Energy and enthusiasm;
  • Self-starter and excellent communicator

Advertised: Singapore Standard Time
Applications close: Singapore Standard Time

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