Head of Coalition Marketing Job at Virgin Australia July 2022

We’re Looking to hire, Head of Coalition Marketing Job at Virgin Australia July 2022

1. Head of Coalition Marketing Job
2. Sydney,Australia
3. Full-Time

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About Company

One of Australia's biggest airlines, Virgin Australia, is one of the few to make the whole transition from a low cost to a full service airline. Virgin Australia, which is wholly owned by the Virgin Group, launched as Virgin Blue in 2000 and was the nation's first still-operating pure LCC. Since then, the carrier has left that market and changed its branding in May 2011. Virgin Australia now employs a full service strategy and aims to increase its share of the leisure market while retaining its low cost base and higher-yielding corporate traffic. In order to replicate Qantas' twin brand strategy, Virgin Australia completed a 100% acquisition of local LCC Tigerair's (formerly Tiger Airways, which stopped operations in 2020) shares in 2014.  Virgin Samoa (formerly Polynesian Blue) and Virgin Australia Regional Airlines were both run by the company. In order to establish its own flag carrier once more, the Samoan government ended its cooperation with Virgin in 2018. Virgin Australia is the sole owner of Velocity Frequent Flyer, the frequent flyer programme. Prior to Virgin Australia regaining 100% ownership in November 2019, the loyalty programme was 65% owned by Virgin Australia and 35% owned by Affinity. Virgin Australia's Head of Coalition Marketing July 2022

Job Responsibilities

• Hold joint accountability for the customer-led marketing campaign and tactical activity calendar to deliver a consistent and positive member experience across the whole Velocity program and channels
• Work with Virgin Australia Group and Velocity marketing and digital specialists to deliver and oversee the full funnel framework, with a particular focus on Velocity’s SEM and SEO strategy
• Drive delivery of omni-channel marketing campaigns, with a deep understanding of audience segmentation and digital product
• Work with Virgin Australia and Velocity marketing teams to build brand confidence and manage the Velocity brand and creative agency relationships
• Lead complex prioritisation conversations to achieve the best outcomes for Velocity members, Velocity’s partners, and the Group
• Own and distribute the master marketing budget to support Velocity’s commercial objectives, delivering ROI evaluation of paid media spend across campaigns to increase marketing effectiveness
• Provide Digital Marketing leadership, sharing benchmarks, the latest in technology and best practices and case studies

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Job Requirement

• A relevant tertiary qualification with significant marketing experience within airline, major consumer brand and/or loyalty environments
• Proven capability in strategic omni-channel marketing
• Demonstrated success in digital marketing leadership, including paid media, search and social, app, website, and campaigns
• A deep understanding of audience segmentation and personalisation
• The ability to think strategically and implement initiatives in a way that delivers business outcomes, with a strong focus on cost per acquisition and return on investment
• Strong leadership, coaching and mentoring skills
• High level of knowledge and understanding of marketing processes, business processes, risk management and implementation of change

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