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Senior Executive/Assistant Manager Digital Marketing (AI and Data Innovation)

Singapore Airlines • SG • 6d ago

Job Description

The successful candidate will be part of SIA’s Brand & Marketing Department, Sales & Marketing Division. He/she will manage end-to-end digital marketing campaigns and drive innovation in campaign planning, management and optimization through the strategic application of AI, agentic AI, audience intelligence, and airline revenue management data, transforming how Singapore Airlines engages customers across their journey.

Responsibilities

1.Plan, manage and optimize full funnel campaigns across multiple channels and platforms including but not limited to search, display, social, affiliates, Whatsapp marketing.

2.Research, test, and deploy agentic AI tools to automate and optimize stages of the marketing process—from strategy ideation to post-campaign learning loops.

3.Collaborate with AI vendors, data scientists, and internal tech teams to pilot AI-driven campaign workflows (e.g. automated media planning, predictive audience segmentation, copy generation).

4.Leverage first-party data and audience management platforms to identify audience clusters and high-value segments.

5.Integrate AI-driven predictive modelling to forecast customer behaviour, booking propensity, and lifetime value.

6.Work with internal teams and external stakeholders to build audience journeys that adapt dynamically based on engagement and revenue signals

7.Map and continuously evolve the end-to-end digital customer journey using AI insights and behavioral data.

8.Identify friction points and opportunities to enhance targeting and personalization across touchpoints (web, app, search, social, programmatic, email etc).

9.Partner with creative, media, technology and legal teams to ensure AI-generated creative assets align with brand voice and regulatory standards.

10. Collaborate with Revenue Management and Commercial Strategy teams to translate fare data, demand patterns, and route profitability insights into actionable marketing campaigns.

11. Responsible for maintaining workflow diagrams and decks across multiple stakeholders to ensure clarity and consistency in the processes relating to these tools, dashboards and ad operations.

12. Establish and develop best practices, SOPs, ways of working and comprehensive training materials for all levels of marketers.

13. Collaborate and work cross-functionally with internal and external stakeholders including performance & brand marketing, overseas sales & marketing offices, internal business units, tech developers & data scientists, creative & media agencies, big tech & media owners to ensure deliverables are defined and KPIs are exceeded.

14. Be the subject matter expert in agentic AI for marketing, dynamic creative optimization, Gen AI as well as well-versed in latest AI innovations, capabilities and technological developments.

Requirements

Bachelor’s Degree
Preferably proficiency in digital marketing, AI marketing solutions and marketing technology/automation tools and models
3–5 years of experience in digital marketing, programmatic advertising, or AI marketing solutions (preferably in travel, airline, or e-commerce sectors). Strong understanding of AI/ML concepts, data analytics, and marketing automation platforms.
Experience with tools such as Google Marketing Platform, Adobe Experience Cloud, Meta Ads, CDPs, DCO platforms
Familiarity with airline or revenue management systems (e.g., Amadeus, Sabre) is highly desirable.
Demonstrated experience in data storytelling, A/B testing, and AI ethics in marketing.
Excellent collaboration, communications and writing skills, able to bridge marketing, tech and business teams, meticulous, creative, data-driven, adaptable, strong stakeholder management skills and performance oriented.

We thank all candidates for your interest in Singapore Airlines, and regret that only shortlisted candidates will be notified