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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.

Specialist / Senior Specialist, Marketing (Campaigns)

Apply now Job no: 492836
Work type: Full time
Location: Singapore
Categories: Marketing

Main Responsibilities

Market Responsibilities

  • Responsible for the development of brand and go-to-market strategies for 2 or more markets 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.


  • Responsible 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 marketing campaigns have maximum stand out, reflect the airline’s brand values.
  • Work 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 the brand and marketing vision are integrated – alongside Scoot values – and carried through our touchpoints.

Brand and Product Development

  • Manage brand identity across consumer touch points.
  • Ensure the organisation keeps to brand guidelines.
  • Conduct market sensing activity to refresh where necessary.
  • Determine 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

  • When required, 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.


Essential Skills

  • 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

Desirable Traits

  • 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
  • Experienced in the retail or dynamic fast-moving consumer goods environments is a major advantage


Advertised: Singapore Standard Time
Applications close: Singapore Standard Time

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