The successful candidate will be part of SIA’s E-Commerce & Distribution Department in Sales & Marketing Division. He/She will be responsible for developing and building best-in-class spaneting technology to enhance customer experiences across all digital touchpoints through optimisation and personalisation. 

Key responsibilities 
1) Develop and enhance SIA’s spaneting technology stack
- Drive the development, integration, and enhancement of SIA’s overall spaneting technology stack to ensure alignment and achieve SIA’s spaneting personalisation vision.

2) Drive increase in conversion rates on direct channels  
- Analyse Google Analytics and other customer data sources to identify target customer segments for personalised targeting
- Identify, strategise and implement transversal end-to-end campaigns by employing all relevant spaneting levers and communication channels. 
- Conduct A/B testing for campaign variants.
- Track and suggest improvements to these areas based on ongoing campaign results.
- Work with other business areas to ensure that overall customer experience throughout the campaign(s) is consistent and relevant.
- Set up guidelines, policies and best practices for a cross-functional spaneting team.

3) Drive and support more personalised and refined audience targeting
- Support and guide business units on the data/audience usage in the Data Management Platform to build more targeted and effective audiences for digital spaneting channels such as display ads, etc.
- Work with business areas to ensure that the experience from paid media to owned channels (SAA, Mobile App) is consistent and relevant.

4) Data Analytics
- Leveraging Google Analytics 360 (GA), Customer Data Mart, etc to understand our customers’ behaviours to help in generating campaign ideas that drive commercial and revenue targets. 
- Expand GA data tagging with additional data layers so that we can capture more data on the various touch points that we have with our customers.
- Ensure that customer data from GA and Insider are stored in EIM to further enhance our data analytics capabilities.

Requirements
- Possess a Bachelor’s Degree in any discipline.  
- In-depth understanding the end-to-end customer journey and a good understanding of the airline business, particularly the systems and processes involved in the inspiration to post-booking phases.
- Strong analytical and problem-solving capabilities with knowledge of business analytics and Tableau, Google Analytics, etc
- Technically strong with good understanding of how IT systems work
- Excellent team player with good interpersonal skills
- Excellent planning and organisational skills
- Strong communication and change management capabilities

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