Website South African Airways (SAA)
South African Airways (SAA) began operations on 1 February 1934. SAA, is a leading carrier in Africa, serving regional destinations between Johannesburg and six African destinations – Accra, Kinshasa, Harare, Lusaka, Lagos, Mauritius and 2 domestic routes from Johannesburg to Cape Town and Durban… read more. SAA is a member of the largest international airline network, Star Alliance. SAAs core business is the provision of passenger airline and cargo transport services together with related services, which are provided through SAA and its wholly owned subsidiaries: SAA Technical (SAAT), a world class maintenance facility and Air Chefs, the catering entity of SAA. SAAT has particularly been successful in the delivery of high-quality maintenance services such as major airframe checks; engine overhaul; mechanical components; avionics and line maintenance. From its first flight in 1934, SAA have welcomed the world to South Africa by showing off the warm generous heart of the country. The airline has more than 88 years of excellence and innovation to draw on.
Job Purpose
This role is responsible for driving revenue growth by developing and executing effective strategies across all relevant channels. This includes evaluating the effectiveness of sales channels, optimizing resource allocation and profitability, and monitoring cost of sale and customer acquisition costs.
This role also requires a strong focus on market share, ensuring competitiveness in the industry and understanding the value of customer retention and loyalty through Customer Lifetime Value (CLV) and Net Promoter Score (NPS). Additionally, this position will oversee marketing efforts, such as building brand awareness, tracking marketing ROI, and optimizing e-Commerce user experience.
Lastly, this role will focus on ancillary revenue and load factor, ultimately contributing to the overall efficiency and success of the airline.
Principal Accountabilities
Develop and implement Sales, Marketing, and E-commerce strategies to drive revenue growth and increase the airline’s market share
Optimize and manage sales channels (direct, indirect, online, and offline) for maximum revenue generation and cost efficiency
Monitor and control the cost of sale, including marketing, sales, distribution, and e-commerce expenses, to enhance profitability
Implement initiatives to reduce customer acquisition cost (CAC) and improve the efficiency of sales, marketing, and e-commerce efforts
Establish and manage effective internal and external stakeholder relationships through appropriate relationship building and networking
Ensure that effective Governance and Risk Management policies, processes and systems are in place
Ensure regular and timeous reporting of information to key stakeholders
Lead and drive continuous optimisation programmes and initiatives for the department
Develop and maintain customer retention and loyalty programs to maximize customer lifetime value (CLV) and improve Net Promoter Score (NPS)
Assess marketing ROI to optimize marketing campaigns and strategies, driving brand awareness and recognition among the target audience
Manage the performance, productivity, and engagement of the sales, marketing, distribution, and e-commerce teams, fostering a motivated and productive workforce
Optimize e-commerce strategies and user experience to improve conversion rates and average order value (AOV) while reducing cart abandonment rates
Drive website traffic through online marketing efforts and search engine optimization, addressing bounce rate and site navigation issues
Develop and implement customer retention strategies to improve customer retention rate and customer satisfaction efforts
Manage social media marketing campaigns to increase engagement, brand presence, and interactions on social media platforms
Oversee email marketing campaigns, tracking performance metrics to assess campaign effectiveness and optimize future efforts
Develop and implement ancillary revenue strategies, focusing on non-ticket sources such as baggage fees, in-flight purchases, and premium services
Monitor and analyse market trends and competitor activities, adjusting strategies as needed to maintain a competitive edge in the industry
Lead and drive talent management, performance management, training and development
Build the function’s capability to enable achievement of objectives
Leads and aligns change management with the vision and strategic direction of the airline
Lives and role models the airline’s Values
Qualifications & Experience
A Bachelor’s degree in Commerce, Marketing or Business Administration or related field at NQF level 7 is essential with a minimum of 7 – 10 years Marketing and Sales experience of which 5 years is at a senior management level OR 10 – 15 years Marketing and Sales experience of which 7 years is at a senior management experience
A relevant postgraduate qualification will be an advantage
Experience in overseeing all marketing, sales, distribution and e-commerce, advertising and promotional functions of a large matrix structured organisation with international markets
Experience with digital marketing, including search engine optimisation (SOE), search engine marketing (SEM), social media marketing, email marketing, and content marketing
Experience in contract negotiation and managing relationship with key partners and stakeholders
Knowledge and Skills
Knowledge of product launch strategies and tactics
Expertise with the tools of the trade in marketing including PR written communication, website development, product packaging
Visual communication software, technological design tools and creative services
Identify market segments, niches, and potential markets
Strong understanding of digital marketing tools and strategies
Strong understanding of airline revenue management, pricing strategies and customer segmentation
Strong understanding of global distribution systems (GDS), online travel agencies (OTA), and other distribution channels used in the airline industry
Brand Management
Financial acumen
Commercial acumen
Analytical
Project Management
Strategic thinking
Excellent communication skills (verbal and written)
Presentation skills
Excellent interpersonal skills
Attributes
Leads with courage and empathy
Coaches and mentors
Drives change and innovation and leads transformation
Visionary, purposeful and inspirational leader
Culturally aware and inclusive leader
Service orientated
Detail orientated
Integrity
Stakeholder management
Transparent
Assertive/ decisive
Results driven
Apply via company website ( https://www.flysaa.com/ ) or
flysaa.erecruit.co