Job Description

Closing Date 2025/09/16
Reference Number SAA250815-2
Job Title General Manager: Sales, Marketing, Distribution and E-Commerce
Division Commercial
Business Unit Sales and Distribution
Job Type Permanent
Location - Country South Africa
Location - Province Gauteng
Location - Town / City Kempton Park
Job Purpose
This role is responsible for driving revenue growth by developing and executing effective strategies across all relevant channels. This includes evaluating the effectiveness of sales channels, optimizing resource allocation and profitability, and monitoring cost of sale and customer acquisition costs.
This role also requires a strong focus on market share, ensuring competitiveness in the industry and understanding the value of customer retention and loyalty through Customer Lifetime Value (CLV) and Net Promoter Score (NPS). Additionally, this position will oversee marketing efforts, such as building brand awareness, tracking marketing ROI, and optimizing e-Commerce user experience.
Lastly, this role will focus on ancillary revenue and load factor, ultimately contributing to the overall efficiency and success of the airline.
Principal Accountabilities

• Develop and implement Sales, Marketing, and E-commerce strategies to drive revenue growth and increase the airline's market share
• Optimize and manage sales channels (direct, indirect, online, and offline) for maximum revenue generation and cost efficiency
• Monitor and control the cost of sale, including marketing, sales, distribution, and e-commerce expenses, to enhance profitability
• Implement initiatives to reduce customer acquisition cost (CAC) and improve the efficiency of sales, marketing, and e-commerce efforts
• Establish and manage effective internal and external stakeholder relationships through appropriate relationship building and networking
• Ensure that effective Governance and Risk Management policies, processes and systems are in place
• Ensure regular and timeous reporting of information to key stakeholders
• Lead and drive continuous optimisation programmes and initiatives for the department
• Develop and maintain customer retention and loyalty programs to maximize customer lifetime value (CLV) and improve Net Promoter Score (NPS)
• Assess marketing ROI to optimize marketing campaigns and strategies, driving brand awareness and recognition among the target audience
• Manage the performance, productivity, and engagement of the sales, marketing, distribution, and e-commerce teams, fostering a motivated and productive workforce
• Optimize e-commerce strategies and user experience to improve conversion rates and average order value (AOV) while reducing cart abandonment rates
• Drive website traffic through online marketing efforts and search engine optimization, addressing bounce rate and site navigation issues
• Develop and implement customer retention strategies to improve customer retention rate and customer satisfaction efforts
• Manage social media marketing campaigns to increase engagement, brand presence, and interactions on social media platforms
• Oversee email marketing campaigns, tracking performance metrics to assess campaign effectiveness and optimize future efforts
• Develop and implement ancillary revenue strategies, focusing on non-ticket sources such as baggage fees, in-flight purchases, and premium services
• Monitor and analyse market trends and competitor activities, adjusting strategies as needed to maintain a competitive edge in the industry
• Lead and drive talent management, performance management, training and development
• Build the function's capability to enable achievement of objectives
• Leads and aligns change management with the vision and strategic direction of the airline
• Lives and role models the airline's Values

Qualifications & Experience

• A Bachelor's degree in Commerce, Marketing or Business Administration or related field at NQF level 7 is essential with a minimum of 7 - 10 years Marketing and Sales experience of which 5 years is at a senior management level OR 10 - 15 years Marketing and Sales experience of which 7 years is at a senior management experience
• A relevant postgraduate qualification will be an advantage
• Experience in overseeing all marketing, sales, distribution and e-commerce, advertising and promotional functions of a large matrix structured organisation with international markets
• Experience with digital marketing, including search engine optimisation (SOE), search engine marketing (SEM), social media marketing, email marketing, and content marketing
• Experience in contract negotiation and managing relationship with key partners and stakeholders

Knowledge and Skills

• Knowledge of product launch strategies and tactics
• Expertise with the tools of the trade in marketing including PR written communication, website development, product packaging
• Visual communication software, technological design tools and creative services
• Identify market segments, niches, and potential markets
• Strong understanding of digital marketing tools and strategies
• Strong understanding of airline revenue management, pricing strategies and customer segmentation
• Strong understanding of global distribution systems (GDS), online travel agencies (OTA), and other distribution channels used in the airline industry
• Brand Management
• Financial acumen
• Commercial acumen
• Analytical
• Project Management
• Strategic thinking
• Excellent communication skills (verbal and written)
• Presentation skills
• Excellent interpersonal skills

Attributes

• Leads with courage and empathy
• Coaches and mentors
• Drives change and innovation and leads transformation
• Visionary, purposeful and inspirational leader
• Culturally aware and inclusive leader
• Service orientated
• Detail orientated
• Integrity
• Stakeholder management
• Transparent
• Assertive/ decisive
• Results driven

Additional Information
SAA is using an online recruitment tool. Applicants are required to complete an individual registration profile capturing essential personal and career selection criteria. Applicants must please note that they only need to complete the online registration once and thereafter they can update their online profiles as and when necessary.
PLEASE NOTE: The onus are on applicants to ensure all mandatory fields are completed. Incomplete online profiles will be disqualified from the application process. Online profiles are used for screening and shortlisting purposes. A CV is only for verification and record keeping purposes. Applicants need to ensure that their online profiles are completed with correct and current information. Incomplete sections can disqualify applicants from the screening and selection process.
This applies to all internal and external applicants.

Skills Required