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Account Management Associate (Agency Sales)

Job Description

The successful candidate will be part of SIA's Sales & Marketing Division.

Key Responsibilities:

1. Achieve passenger segment, revenue & market share goals for agency accounts

  • Deliver growth from new and ad hoc opportunities
  • Own a portfolio of agencies, including tour/cruise operators, consolidators, travel management companies (TMCs), etc
  • Thoroughly understand needs of assigned agency accounts (typical origin & destinations (ODs), travel class, price sensitivity, segment served, etc) through agency contacts, internal/external data, and news sources
  • Build relationships with agencies and ensure they are up to date on latest promotions, pricing, and product via multiple channels – phone, email, face-to-face sales calls, in-house staff events
  • Be a key source of market intelligence on competitors’ fares, promotions, and market activities
  • On a regular basis, prepare account plans and align with Sales Planning; adjust periodically as needed
  • Deploy the right solution (incentive agreements, ad-hoc fares, etc) to grow SIA's market share
  • Execute interventions to improve performance, including joint marketing campaigns with agencies
  • Ensure incentive contract commitments (e.g. service level agreements (SLAs), joint events, etc) are executed/ achieved on time
  • File sales reports in Sales Management Tools (SMT) with account and sales call information including post and upcoming action plans. Document outcomes and learnings, where applicable
  • Proactively feedback internally where business may be hampered by SIA policies or processes and work with relevant departments to ensure that it is easy for agencies to sell SQ flights from an operational perspective
  • Any other relevant duties assigned

2. Deliver growth from new and ad hoc opportunities

  • Proactively identify Group sales opportunities; execute with assistance from Sales Ops (Groups) Department
  • Via agency sales contacts, identify leads that can be developed into managed corporate accounts and work with corporate Account Managers (AMs) to pursue those leads
  • Stay up-to-date on local events, disruptions, holidays, competitors' actions to capture temporary or seasonal opportunities that occur
  • Review performance against such opportunities and document results in SMT
  • Liaise with Network Revenue Management (NRM) to secure marketable adhoc group fares for religious groups and student groups. Track and ensure they are attended to timely due to very tight tender deadlines.
  • Monitor competitor activity and products available in the market. To be circulated back to Sales Planning and Pricing to ensure SIA’s relevance in the market
  • Perform studies on market segments and buying selling patterns to identify new selling opportunities
  • New Agency Appointments, evaluations and coordination of admin matters.
  • Drive marketing collaborations and trade events
  • Any other relevant duties assigned

3. Sales Team shared duties

  • Active participation in e-commerce projects related to Agency Sales (e.g. Travel Agent Portal, SMT, Altea Group Management (AGM), New Distribution Capabilities (NDC))
  • Represent SQ in industry events, trade shows, travel fairs, etc
  • Driving adoption of NDC
  • Agency sales is the key point of contact (POC) linking up interested agencies with Head Office (HO) departments. Addressing gaps in communication and ensuring progress
  • Canvassing market to encourage agency sign-ups and push the value proposition of NDC and NDC content
  • Gathering feedback from trade, and wish-lists and sharing with HO to help develop and curate content
  • Any other relevant duties assigned


  • A diploma and above in any discipline
  • Sales experience is preferred
  • High proficiency in MS Office
  • Strong data analytical skills
  • Strong interpersonal skills to build and leverage relationships
  • Able to multi-task and manage multiple projects
  • Highly organized
  • Independently manage workload in a dynamic environment