Senior Executive, Digital Insights

Position Title

Senior Executive, Digital Insights

Reporting To

Marketing Planning & Analytics Manager

Role Purpose

The Senior Executive, Digital Insights supports the airline’s marketing teams by planning and tracking digital marketing activities, analysing online performance, and generating insights that drive key commercial metrics. This role combines analytical capability, strategic thinking, and strong coordination skills to ensure digital marketing plans are executed efficiently and aligned with business goals.

Key Accountability

• Plan and monitor the performance of digital marketing activities and initiatives.
• Analyse data from multiple sources to identify trends, patterns, and actionable insights.
• Interpret data and provide recommendations to optimise digital strategies and campaign performance.
• Collaborate with cross-functional teams to define data requirements and ensure data accuracy and integrity.
• Develop reports, dashboards, and visualisations to effectively communicate insights to relevant stakeholders.
• Conduct in-depth analysis of user behaviour, customer journeys, and conversion funnels to identify opportunities for improvement.
• Monitor key performance indicators (KPIs) to measure and evaluate the effectiveness of digital marketing initiatives.
• Stay up to date with industry trends, emerging technologies, and best practices in digital analytics and data analysis.

Qualifications & Experience

• Bachelor's Degree in Business, Marketing, Data Analytics, or a related field.
• 2–4 years of relevant working experience in digital analytics, marketing analytics, performance marketing, or a related field.
• Prior experience in a similar role, such as Marketing Analyst, Digital Analyst, Data Analyst, or Performance Marketing Executive, preferably within the aviation, travel, e-commerce, or related industries.
• Strong analytical capabilities, with proven experience in translating complex digital and commercial data into clear, actionable insights.
• Proficiency in digital analytics tools, preferably Adobe Analytics (AA), with experience analysing customer journeys, funnels, and conversion data. Experience with other analytics platforms will also be considered.
• Experience using data visualisation and analytical tools, such as Power BI, Excel, Python, or R, to develop dashboards and performance reports.
• Understanding of airline-related KPIs would be an added advantage.

Personality Traits

• Insights-driven, with a proactive mindset and a continuous focus on identifying opportunities to improve performance and influence decision-making.
• A strong communicator and storyteller, with the ability to translate complex data into clear and compelling narratives that support informed decision-making.
• Meticulous and disciplined, with strong attention to detail, accuracy, and consistency.
• Collaborative and responsive, with the ability to work effectively across cross-functional teams.
• Resilient, resourceful, and adaptable, with the ability to perform effectively in a dynamic environment with evolving priorities and commercial demands.