Summary

Job Description

Why This Role Matters

You will shape how the world sees, feels and chooses Scoot.
This role leads the evolution of Brand Scoot beyond Brand 2.0 — amplifying our Purpose Make Each Journey Better, strengthening preference and loyalty across key markets, and stewarding enterprise reputation. You build a brand customers trust, employees are proud to stand behind, and future travellers aspire to experience.

What You Will Lead

Brand, Social & Experience

• Drive the next phase of Brand Scoot — distinct, bold, memorable.
• Elevate creative standards, storytelling quality and visual identity.
• Grow brand engagement, persona and community across social media/owned channels.
• Embed CVP into consumer narrative (Delightful + Dependable + Distinctly Scoot).
   

Corporate Communications & Reputation

• Build a newsroom-style Comms function — fast, clear, trusted.
• Lead enterprise reputation, media relations and crisis readiness.
• Strengthen media management, proactive storytelling & alignment with SQ PA.
   

Market Development, CRM, SEO & Performance

• Build a full-funnel engine: brand → consideration → conversion → loyalty.
• Optimise media ROI and maximise co-funded investments with airport and tourism partners.
• Evolve CRM into segmented, insight-driven personalisation.
   

Loyalty, Partnerships & Non-Pax Growth

• Grow members contribution and member value.
• Shape global partnership collaborations (incl. livery projects).
• Develop new revenue paths through digital & non-pax monetisation.

Leadership Expectations
We Expect You To… Lead with resilience & integrity

You Demonstrate… SAFE — calm, consistent, trusted

We Expect You To… Inspire with clarity & purpose

You Demonstrate… CARE — meaning, belief, connection
 

We Expect You To…Grow people & recognise contribution

You Demonstrate… EMPOWER & RECOGNISE — stretch, develop, celebrate
 

We Expect You To…Drive decisions & accountability

You Demonstrate… OWN THE JOURNEY — clear outcomes, delivery focus
 

We Expect You To…Innovate boldly & improve progressively

You Demonstrate… DIFFERENT — experiment, iterate, learn quickly
 

We Expect You To…Build collaboration & belonging

You Demonstrate… OPEN — inclusive, cross-functional, unifying

Your leadership shapes how people feel working here — empowerment, growth, recognition, belonging.

Requirements & Desired Experience

Experience & Proven Achievements

• 12–18 years in Marketing/Brand/Communications, with more than 5 at senior leadership.
• Track record leading global or regional brand strategy and creative direction.
• Demonstrated success in social growth, community engagement and platform expansion.
• Experience in full-funnel performance media, CRM and digital optimisation.
• Proven ability in reputation management, media relations and crisis response.
• Exposure managing loyalty programmes and/or revenue partnerships is a strong plus.
   

Skills & Capabilities

• Brand strategist with strong commercial judgement & customer intuition.
• Ability to translate Purpose into storytelling, behaviour and market expression.
• Strong influencer of senior stakeholders — persuasive, clear, politically aware.
• Data-grounded decision making; ROI-focused with creativity still intact.
• Builds culture — develops talent, empowers teams, recognises contribution.
• Thrives in pace, ambiguity and growth — resilient, adaptive, decisive.
• High executive presence: confident communicator, inspiring storyteller.

What Success Looks Like

✔ Brand health uplift across priority markets
✔ Growth in engagement, advocacy and community impact
✔ Elevated media credibility and earned voice in region
✔ Better ROI on spend, conversion efficiency & CRM contribution
✔ A bold, high-confidence marketing team with succession strength
✔ Creative output + partnerships that put Scoot on global map