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

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.

Requirements

• Plan, manage and optimize full funnel campaigns across multiple channels and platforms
• Research, test, and deploy agentic AI tools to automate and optimize stages of the marketing process
• Collaborate with AI vendors, data scientists, and internal tech teams to pilot AI-driven campaign workflows
• Leverage first-party data and audience management platforms to identify audience clusters and high-value segments
• Integrate AI-driven predictive modelling to forecast customer behaviour, booking propensity, and lifetime value
• Work with internal teams and external stakeholders to build audience journeys that adapt dynamically based on engagement and revenue signals
• Map and continuously evolve the end-to-end digital customer journey using AI insights and behavioral data
• Identify friction points and opportunities to enhance targeting and personalization across touchpoints
• Partner with creative, media, technology and legal teams to ensure AI-generated creative assets align with brand voice and regulatory standards
• Collaborate with Revenue Management and Commercial Strategy teams to translate fare data, demand patterns, and route profitability insights into actionable marketing campaigns
• Responsible for maintaining workflow diagrams and decks across multiple stakeholders
• Establish and develop best practices, SOPs, ways of working and comprehensive training materials for all levels of marketers
• Collaborate and work cross-functionally with internal and external stakeholders