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Etihad Airways (UAE): Consumer Analytics/Marketing Planning Manager


Use customer analytics and insights to inform marketing and guest experience strategy.



Etihad Airways At: Etihad Airways
Location: UAE
Web: www.etihad.com


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Etihad Airways is one of the fastest growing commercial airlines in the world, operating to over 100 destinations with over 20,000 staff based in the UAE and abroad. Etihad's ambition is to be the best airline in the world and to achieve this goal, Etihad has a determined focus on providing the best guest experience. It can only do this if it understands who our guests are, what they need, and what would excite them.

To this end, an additional role in Etihad's Marketing Planning & Guest Analytics function has been developed. The purpose of this newly created role is to use customer analytics and insights to inform marketing and guest experience strategy. You will be an expert on analytic tools, such as Tableau an R, with the ability to transform data into insights that inspire your colleagues to evaluate the relevance of their plans to Etihad's current and future guests. You will offer full support to senior management and the marketing team across an agreed set of projects/activities in order to drive improved Marketing & Guest Experience effectiveness, innovation and results.

JOB RESPONSIBILITIES
  • Provide recommendations to the Etihad Marketing community relating to target audiences, markets, media, and message using all available resources (Etihad (EY) Guest behaviour, EY Guest Feedback, market research, market data, past commercial performance, past campaign performance, other reports)
  • Review agency and business operational responses and ensure the uptake of recommendations through to execution
  • Assist Marketing Heads in the development and monitoring of channel KPIs and ensure a best practice campaign Test & Learn cycle, including performance forecasts
  • Ensure the adoption and use of industry best practice methodologies for campaign performance measurement and customer analytics across the Planning team, and EY marketing community.
  • Maintain and improve data assets, and self-service tools/templates (improving performance, data visualisation, usability, business rules and metrics)
  • Encourage a discipline of insight-led planning and evidence-based decision-making across the Etihad Marketing community
  • Guide, coach and provide formal/informal feedback to the team to ensure skills development and performance improvement
  • Deputise in the absence the Senior Manager
EDUCATION and EXPERIENCE
  • The successful candidate must hold a Bachelors degree and have a minimum of 5 years experience developing strategic recommendations in a commercial environment (preferably for marketing problems), using analytics, marketing research, stakeholder consultancy, and desk research.
  • Extensive experience directly working with large and complex datasets, interrogated with R, Matlab, SAS, STATA, Python or similar.
  • Extensive experience directly working with data visualization tools such as Tableau, Qlikview, Spotfire or similar. Previous exposure to the operation of a marketing department in a large organization will be ideal. Previous exposure to the airline industry will be an advantage.
  • Proven ability to turn data into insights and actionable recommendations
  • Proven ability to effectively communicate insights to key stakeholders
  • Previous exposure to the operation of a marketing department in a large organization will be ideal. Previous exposure to the airline industry will be an advantage.


Etihad Airways began operations in 2003, and in 2014 carried 14.8 million passengers. From its Abu Dhabi base, Etihad Airways flies to or has announced plans to serve 111 passenger and cargo destinations in the Middle East, Africa, Europe, Asia, Australia and the Americas. The airline has a fleet of 117 Airbus and Boeing aircraft, and more than 200 aircraft on firm order, including 66 Boeing 787s, 25 Boeing 777-X, 62 Airbus A350s and six Airbus A380s.

Etihad Airways holds equity investments in airberlin, Air Serbia, Air Seychelles, Aer Lingus, Alitalia, Jet Airways, Virgin Australia, and Swiss-based Darwin Airline, trading as Etihad Regional. Etihad Airways, along with airberlin, Air Serbia, Air Seychelles, Alitalia, Etihad Regional, Jet Airways and NIKI, also participate in Etihad Airways Partners, a new brand that brings together like-minded airlines to offer customers more choice through improved networks and schedules and enhanced frequent flyer benefits. For more information, please visit: www.etihad.com

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