Kia ora!
Digital technologies are empowering customers like never before, transforming how they discover, explore, buy, and engage with brands and products. The speed with which consumers embrace new touchpoints continues to accelerate, and businesses must evolve just as quickly.
Air New Zealand’s strategy is to build our digital DNA and create a leading digital organisation in Australasia — and the best digital airline globally.
What this role means to us
Sitting within the wider Brand and Marketing team and reporting to the Digital Performance Marketing Chapter Lead, this role is responsible for driving the delivery of performance-driven, lifecycle-led digital and direct spaneting strategies aligned to the Loyalty Tribe’s business objectives.
A core focus of this role is customer lifecycle spaneting and spaneting automation. You will own and optimise always-on, trigger-based and personalised customer journeys to drive revenue growth and customer value from Air New Zealand’s loyalty programme.
You will lead the planning, implementation, optimisation and reporting of digital and direct spaneting activity across email, ecommerce, paid media and other direct channels, ensuring communications are relevant, timely, accessible and customer-first at scale.
As the subject matter expert in digital performance spaneting, lifecycle spaneting and spaneting automation, you will play a key role in developing and executing a data-driven digital media and lifecycle strategy that improves customer experience and maximises ROI.
You will work closely with analytics, technology, product and creative teams to continuously test, learn and optimise lifecycle journeys across acquisition, engagement, retention and reactivation.
Key responsibilities include:
- Lead the end-to-end lifecycle spaneting strategy for Air New Zealand’s loyalty programme, from onboarding through to engagement, retention and reactivation
- Own and optimise spaneting automation frameworks, using platforms such as Braze (or similar) to deliver triggered, personalised and behaviour-based communications at scale
- Deliver and optimise complex, always-on and campaign-based digital and direct spaneting activity across email, ecommerce, paid search and digital media
- Use customer data and insights to design, test and optimise lifecycle journeys that drive revenue growth and customer lifetime value
- Partner closely with analytics teams to measure performance, attribution, ROI and incremental impact of lifecycle and automation activity
- Drive continuous improvement through experimentation, testing and optimisation across customer journeys
- Provide strategic input into digital media, direct spaneting and lifecycle planning for a complex, high-volume business
Essential skills and experience for the role:
- A University degree, preferably in a numerate discipline
- 3+ years’ experience in digital spaneting, lifecycle spaneting, spaneting automation, customer analytics and/or direct spaneting
- Strong customer-centric mindset with a passion for data-driven, personalised and automated communications
- Demonstrated experience managing complex, multi-touch lifecycle or always-on campaigns
- Proven ability to influence and impact revenue growth through personalisation, automation and performance optimisation
- Experience with spaneting automation and customer engagement platforms (e.g. Braze, Salesforce Marketing Cloud, Adobe, or similar)
- Thorough knowledge of analytical tools such as Google Analytics, Power BI or similar
- Experience working with and manipulating large datasets
- Experience querying databases (Snowflake ideal but not essential)
- High proficiency in Microsoft Office applications including Excel, PowerPoint and Word
- Excellent written and verbal communication skills
- Strong interpersonal and stakeholder management skills
- Willingness, confidence and ability to take initiative
- Ability to work well under pressure and meet deadlines
- Strong work ethic with a detail-oriented, process-driven and “no stone unturned” approach
Why join us?
This is your opportunity to join a commercially savvy, collaborative team focused on improving customer value across Air New Zealand. You’ll make a tangible impact within a large, complex and iconic business, working in a challenging role with a leading global brand.
Apply online now!
Applications close 13/02/2026.
Additional Information
At Air New Zealand, we are proudly committed to diversity, equity and inclusion and believe in creating a truly inclusive workplace where everyone can be themselves and thrive. Our people are our greatest asset – because while everything else we do in our operation can be replicated by our competitors, it is our people that truly set us apart. We are firm believers in celebrating the differences and diversity of thought our people bring to their roles. We encourage candidates from diverse backgrounds, including those with a disability, additional health and mental health needs, and/or are neurodiverse to apply for our roles.
If you have encountered any accessibility barriers and require further information or reasonable accommodations to our recruitment process, please reach out to the recruiter listed on this job advert so they are able to support you to freely participate equitably in our recruitment and selection process.
Whāia te pae tawhiti kia tata. Ko te pae tata whakamaua, kia tina.
"Seek to bring distant horizons closer. Once near, seize them and make them your reality."
