Head of Marketing at Air Peace

JOB SUMMARY

• The Head of Marketing is responsible for developing and executing Air Peace's overall marketing strategy to strengthen brand positioning, drive passenger demand, stimulate revenue growth, and enhance customer engagement across all domestic, regional, and international markets.
• The role oversees brand management, digital marketing, product development, market insights, advertising, and customer communications to support Air Peace's commercial objectives.

KEY RESPONSIBILITIES

Responsibilities include but are not limited to:

Strategy and Leadership

• Develop the airline's annual and long-term marketing strategy aligned with commercial goals, network expansion, and brand ambitions.
• Lead and manage the marketing team, ensuring high performance, creativity, and efficient execution of campaigns.
• Serve as a strategic advisor to the CCO and Marketing and Brand Director on market trends, consumer behavior, and brand-related decisions.
• Oversee the airline's marketing budget and ensure ROI-driven spend allocation across channels.

Brand Management

• Strengthen and protect the Air Peace brand across all customer touchpoints.
• Define and maintain brand identity, visual guidelines, tone of voice, and brand architecture.
• Drive brand consistency in all internal and external communications, sponsorships, and partnerships.

Digital Marketing and Communications

• Oversee digital media strategy, including SEO/SEM, social media, online advertising, email marketing, and mobile engagement.
• Collaborate with e-commerce and revenue teams to optimize online sales, website conversion, and customer retention.
• Ensure timely, clear, and engaging communication across all digital platforms.
• Support crisis communication and reputation management activities.

Product and Customer Experience

• Work with Network Planning, Revenue Management, and Customer Experience teams to develop market-driven products, promotions, and loyalty propositions.
• Conduct segmentation analysis to identify new opportunities for revenue growth and customer engagement.
• Manage inflight and ground product communications, brand experience, and service touchpoint alignment.

Market Research & Insights

• Lead market intelligence activities, competitive benchmarking, and customer research.
• Provide data-driven insights to support route launches, pricing strategies, and promotional decisions.
• Monitor passenger sentiment, brand metrics, and customer trends to guide commercial decisions.

Campaigns, Advertisement and Promotions

• Plan and execute integrated marketing campaigns for route launches, promotions, seasonal demand, and brand initiatives.
• Manage relationships with advertising agencies, media partners, influencers, and creative vendors.
• Ensure campaigns are optimized for reach, relevance, and measurable impact.

Stakeholder & Partnership Engagement

• Collaborate with corporate communications, sales, PR, government affairs, airport partners, and tourism boards.
• Develop co-marketing partnerships with GDSs, OTAs, travel agencies, and hotel groups.
• Support international expansion activities with market entry strategies and launch events.

EDUCATIONAL QUALIFICATION, EXPERIENCE, KNOWLEDGE & SKILLS

• Bachelor's degree in marketing, Business, Communications, or related field.
• Master's Degree or MBA preferred.
• Minimum 10—15 years marketing experience, with at least 5 years in a senior leadership role, ideally in aviation, travel, hospitality, or consumer brands.
• Experience managing large-scale digital and offline campaigns.
• Strong understanding of airline commercial functions (pricing, distribution, network planning, loyalty).
• Proven ability to lead teams and manage agency relationships.
• Strategic thinking and commercial acumen
• Strong leadership and team-building abilities
• Excellent communication, storytelling, and brand-building skills
• Expertise in digital marketing, analytics, and market insights
• Creativity and innovation in campaign development
• Strong stakeholder management and negotiation skills
• Ability to work in a fast-paced, dynamic environment.

KEY PERFORMANCE INDICATORS

• 100% brand awareness and perception scores
• Passenger demand and route performance uplift linked to campaigns.
• Digital engagement and conversion metrics
• 100% marketing ROI and cost-efficiency
• 30% minimum growth in direct channel sales
• 30% yearly market share improvement in strategic markets
• 100% On-time and on-budget campaign deliver