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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.

Assistant Manager, Marketing (Market Development)

Apply now Job no: 492839
Work type: Full time
Location: Singapore
Categories: Marketing



Market Responsibilities

  • Responsible for development of brand and go-to-market strategies for 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.
  • Develop and manage a working relationship with an agency network to execute marketing plans in those markets.
  • Work in partnership with Tourism partners and Interline partners on Co-Marketing plans



  • Responsibility for defining the marketing strategy with a view to integrating concepts across a wide variety of media; media planning, buying
  • Establishing creative direction for external communications that internal or external marketing teams can use to deliver cost effective and consistent marketing campaigns
  • Look to exploit new marketing channels (both on and off line) that provide new/innovative communication or distribution opportunities for the airline
  • Ensuring marketing campaigns have maximum stand out, reflect the airline’s brand values and wherever possible provide a platform for PR activity


Customer Experience

  • Track and monitor delivery against the brand and marketing vision
  • Ensure this is integrated – alongside values – into key people training initiatives


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 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

  • Work with other departments like Ground Operations, HR, Commercial, to develop and execute initiatives/projects to promote the airline and the brand.


Employer Branding

  • Work closely with HR to develop a long-term strategy and plan to brand the company as an employer of choice
  • Develop and execute initiatives under this plan that strongly links the brand image and personality with its employees to help the company achieve a strong corporate image and reputation



  • Manage own cost budget for each market ensuring optimal spend
  • 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




  • Excellent written, spoken and reading capability in English and Chinese (Mandarin Preferred due to the need to serve Chinese markets).
  • 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





  • The ideal candidate will have demonstrated a successful track record in a strategic marketing or brand/product management role
  • At least 4-5 years of 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
  • Knowledge of the travel (airlines, hotels), service (mobile, banks) or dynamic fast moving consumer goods environments a major advantage


Advertised: Singapore Standard Time
Applications close: Singapore Standard Time

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