Senior Manager, Marketing

• Owns the brand itself and the demand it has to create. The sub-function holds four things together: the brand system and the creative that expresses it, the campaigns and media that carry it to market, the digital brand behaviour that audiences actually meet, and the performance evidence that says whether any of it worked. It is the commercial engine of the function — the post the airline will judge on load factor support and marketing return, not on output volume.
• 1. Key Duties and Responsibilities:
• Owns the RwandAir brand strategy, architecture, positioning and identity system across every customer touchpoint.
• Owns the annual marketing plan and campaign calendar, aligned to the network plan and the route programme to 29 destinations.
• Owns the digital marketing strategy — how the brand shows up, is found and is engaged with across owned and paid digital.
• Prepares and defends the brand architecture position for the Qatar Airways joint venture, and briefs the Head for the shareholder conversation.
• Owns the brand expression of the four-star proposition and the Bugesera hub brand rollout.
• Accountable for campaign-generated demand on target routes — enquiries, brand search and traffic delivered to the direct channel.
• Accountable for brand-led and organic traffic growth, and for engaged audience growth across owned digital channels.
• Owns the media budget — the largest discretionary spend in the function — and its allocation across markets.

Qualifications & Experience:

• Full professional fluency in English (written and spoken) is mandatory; French proficiency is a significant advantage; Kinyarwanda proficiency is beneficial but not required
• Brand strategy and identity system design — able to build the system, not only apply it.
• Integrated campaign planning across paid, owned and earned channels.