Job Description

Changi Airport Group is seeking a dynamic and highly experienced Sales & Marketing Manager to accelerate the growth of our travel retail business. In this pivotal role, you will drive concession sales performance through strategic partnerships, data-led omnichannel sales and marketing strategies that shape how Singapore residents engage with Changi Airport's retail ecosystem. This role sits in the Singapore Market Team, within the Marketing, Promotions & Customer Segment Sales Section, in the Airside Concessions Division.
You will operate at the intersection of marketing strategy, business performance, and partnership development-working closely with internal teams, external partners, and senior management to deliver impactful commercial outcomes.
To excel in this role, you should:

• Be a 360 marketer with strong experience driving outbound retail spend and consumer engagement through integrated domestic and travel-related initiatives;
• Demonstrate a strong track record of forging and activating strategic partnerships that uplift business performance; and
• Possess proven experience in conceptualising and executing innovative sales and marketing initiatives that deliver measurable commercial results.

Key Responsibilities
1) Sales & Marketing Strategy & Planning (20%)

• Conduct holistic strategic analyses-including competitive landscape reviews (macro) and deep-dive business diagnosis (micro)-to derive insights that directly shape your sales and marketing roadmap.
• Identify, evaluate, and secure strategic partners to strengthen and scale your commercial strategy.
• Develop clear, succinct proposals and presentations for senior management, securing buy-in for plans, budgets, and business cases.

2) P&L Ownership & Business Analytics (20%)

• Own the full P&L and ROI performance of all sales and marketing initiatives within your portfolio.
• Lead the development of business cases, approval papers, and post-mortem performance reviews.
• Establish or enhance systematic tracking structures to measure initiative performance and ensure reporting accuracy.
• Conduct ongoing performance monitoring and recommend data-supported actions to optimise results.
• Collaborate with data analysts and tech teams to strengthen data integrity and improve analytics pipelines.

3) Sales & Marketing Execution Excellence (50%)

• Lead end-to-end development and execution of all sales and marketing initiatives-this includes campaign design, partnership prospecting, contract negotiations, vendor management, and agency coordination.
• Prepare comprehensive business cases with clear ROI projections for all proposed initiatives; confidently present these via written submissions or in management forums.
• Apply a data-led, business-led approach in planning and evaluating initiatives, with fluency in retrieving and interpreting datasets such as Adobe Analytics, Microstrategy/Tableau/Power BI dashboards, passenger flow metrics, footfall penetration, shopper conversion, and sales-per-passenger/sector data.
• Use A/B testing methodologies to rigorously compare and validate campaign effectiveness.

4) Stakeholder Engagement & Governance (10%)

• Lead cross-functional engagement with internal stakeholders to optimise project deliverables and business outcomes.
• Cultivate partnerships with external organisations, agencies, and airport tenants to drive user acquisition and commercial growth.
• Manage appointed creative, media, and events agencies to deliver integrated and effective marketing campaigns.
• Ensure full compliance with enterprise governance, procurement, and approval frameworks.

Job Requirements

• Bachelor's Degree in Business, Marketing, or related fields, with 7-10 years of relevant experience in holistic, integrated marketing roles with a strong track in strategic partnerships.
• Strong hands-on experience in:

a) Data analytics (min. 2 years)-comfortable designing initiatives using extensive data analysis; proficiency in Microstrategy, Tableau, Power BI required.
b) Sales & marketing with P&L/ROI focus (min. 3 years).
c) Strategic partnership sourcing and collaboration (min. 3 years).
d) Marketing leadership (min. 3 years)-experience in 360 strategy development and senior management engagement.

• Strong stakeholder management skills with the ability to influence, collaborate, and drive alignment.
• Proven ability to manage multiple priorities and deliver results in a fast-paced environment.
• Strong analytical and problem-solving skills, with the ability to convert data into insights and actionable strategies.
• Excellent written and verbal communication skills, with demonstrated competency in clear, persuasive business writing.
• A collaborative team player with strong ownership, drive, and executional excellence.

Skills Required