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Overview
WELCOME TO SITA
At SITA, we keep airports moving, airlines flying smoothly, and borders open. Our technology and communication innovations power the success of the global air travel industry.
You'll find us in 95% of international airports, working closely with over 2,500 transportation and government clients. Each partnership brings unique challenges, and we thrive on delivering fresh solutions and cutting-edge tech to keep operations running like clockwork. We don't just move the world forward—we're proud to be recognized as a Great Place to Work® by 79% of our employees and certified in most of our growing locations. Here, we feel empowered, supported, and inspired to grow.
Are you ready to love your job?
The adventure begins right here, with you, at SITA.
About The Role And The Team
This role is the global lead for marketing campaigns activity in SITA’s Airports Business Unit.
Reporting to the Head of Airports Marketing, this role is responsible for planning, developing, and delivering integrated campaigns that drive increased awareness of SITA and its latest developments and best-in-class products within the Airport Technology sector. Building and top-of-funnel engagement and demand generation on a global scale.
The role serves as a bridge between the Airport Business Unit (BU), Central Marketing, and ‘in-market’ (GEO) Marketing teams, helping deliver the Airport BU’s growth goals, while ensuring that campaigns are aligned with SITA’s strategic aim for the sector and executed to best-in-class B2B technology marketing standards.
In this strategic position, you will design innovative and impactful multi-channel campaigns – leveraging paid, earned, and owned media across digital and traditional channels. Elevating and maintaining SITA’s marketing leading position while generating Marketing Qualified Leads (MQLs) for airport solutions. You will also coordinate closely with GEO marketing teams (APAC, MEA, EURO, AMER) and BU Solution Specialists (SST) to nurture leads, converting awareness and interest into a tangible pipeline of leads for the GEOs to ultimately progress into new and increased revenue (MQL to SQL conversion).
Collaboration is critical: success in this role means working hand-in-hand with BU portfolio teams, GEO marketing, and Central Marketing functions (e.g. brand, content, digital) to ensure campaigns resonate globally while meeting specific, measurable needs.
This role carries significant responsibility for campaign strategy and execution. It entails full ownership of the campaign lifecycle – from initial concept and messaging, through content creation and channel selection, to launch, measurement, and optimization.
As the dedicated campaigns specialist within the Airports BU Marketing team, you will shape how SITA engages the airport industry market: positioning new product innovations, building thought leadership on airport technology trends, and driving lead generation efforts that help to fill the sales pipeline. The impact is large and visible – your campaigns will influence SITA’s growth in the Airports sector and help maintain its reputation as an industry leader.
What You Will Do
Campaign Strategy & Planning
- Develop and own the global campaign strategy for the Airports BU, focusing on industry-wide awareness and demand generation for airport solutions.
- Identify key themes (e.g., “Airports Innovation”, new product launches, thought leadership topics) and, working in coordination with your marketing colleagues, plan targeted campaigns to build top-of-funnel awareness and reputation for SITA in the airport technology space.
- Ensure each campaign has clear objectives (such as brand awareness, MQL generation, or product launch support), defined target audiences (segmented by tier, persona etc), and established success metrics.
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Integrated Campaign Execution
- Execute end-to-end marketing campaigns across multiple channels, including digital (web, email, social media, search, webinars) and, working with the wider team, offline (industry events, print, PR). Using a mix of paid, owned, and earned media.
- Coordinate with SITA’s Central Marketing team for assets and channels under central control (e.g. corporate website, Marketing Automation platform, social media) to deploy campaign content effectively.
For each campaign, manage the creation of compelling content (videos, infographics, white papers, case studies etc.), engaging messaging, and a timeline of tactical activities (e.g. digital ads, email nurtures etc.) that maximize reach and impact.
Demand Generation & Lead Management
- Drive early intent lead generation and nurturing as a core outcome of campaigns.
- Work closely with GEO teams to global campaigns in their territories, aiming to identify early engagement and generate Marketing Qualified Leads (MQLs) to support the GEO teams and their development of the sales pipeline.
- Ensure a process is in place to capture, track, and qualify leads from campaigns (e.g. via Salesforce Marketing Cloud).
- Handing off qualified ‘early leads and buying signal’ insights to GEO teams and SSTs for follow-up.
- Monitor the funnel progression (MQL to SQL conversion) and collaborate with Sales Operations to improve lead quality and conversion rates.
Budget & Agency Management
- Own the campaign budget and manage any external agencies or vendors involved in campaign execution.
- This includes planning and allocating budgets across campaigns and channels to maximize ROI, negotiating with and briefing internal and external agencies and teams (creative, digital, and PR) as needed, and ensuring that deliverables meet quality standards and timelines.
Maintaining rigorous control of campaign spend and seek cost-effective approaches, benchmarking performance to ensure SITA’s marketing investments yield strong returns.
Performance Measurement & Reporting
- Define Key Performance Indicators (KPIs) for each campaign and regularly report on results.
- Track metrics such as the number of leads generated, conversion rates, engagement metrics, and contributions to the pipeline and revenue.
- Use SITA’s analytics tools and dashboards to monitor campaign performance in real-time and post-campaign.
- Provide insight, analysis and a clear read-out to stakeholders, highlighting successes, learnings, and ROI.
- Recommend optimizations or shifts in strategy based on data-driven insights (e.g. adjusting message, channel mix, or targeting to improve results).
Cross-Functional Collaboration
- Serve as the central point of coordination for Airports BU campaigns, liaising between multiple teams:
Work with Product Marketing and Product Managers (within the Airports BU) to incorporate new product developments, value propositions, and solution messaging into campaigns. Ensure campaign content is accurate, technically sound, and aligned with product launch plans or updates.
Partner with GEO Marketing teams to tailor global campaign initiatives for regional audiences. Providing them with campaign toolkits and guidance, and gathering local feedback to refine global strategies.
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Align with Central Marketing functions, including Brand & Communications for PR/social media support, the Internal Studio for creative design, and Digital Marketing for web and marketing automation. Ensuring that campaigns align with corporate brand guidelines and leverage enterprise tools effectively.
Coordinate with GEO teams to ensure they are aware of ongoing campaigns and equipped with campaign insights or materials.
Thought Leadership & Content Development
- Contribute to SITA’s position as a thought leader in airport technology.
- This may involve collaborating with the Corporate Communications and Research teams to promote cornerstone research and ensure that campaign themes align with these major content pieces.
- Use thought leadership content in campaigns to engage senior industry stakeholders.
- Also collaborate on industry events and PR opportunities, supporting the planning and amplification through both paid and earned channels.
Continuous Improvement & Innovation
- Stay abreast of Technology and B2B marketing best practices (in airport, ATI, and broader high-tech industries) and bring fresh ideas to the team.
- Pilot new approaches and tools, such as account-based marketing tactics, personalization using data/AI, or creative uses of social media to keep SITA’s campaigns at the cutting edge.
- Emphasize an innovation-focused, data-driven, iterative approach: test and learn (“try fast, fail fast”) with campaign tactics, then scale up what works.
- Documenting and sharing campaign learnings with the Airports marketing team and the wider SITA marketing cohort to improve overall effectiveness.
KPIs and Success Metrics
Role
Success in this role will be measured through a set of key performance indicators reflecting both demand generation outcomes and brand impact, benchmarked against industry best-in-class standards for B2B tech marketing in the aviation sector. Key KPIs include:
- Maintain category-leading brand perception in the airports sector
- Product/Solution Marketing-qualified leads generated.
- Conversion rate from MQL to Sales Qualified Lead
- Return on Marketing Investment (ROMI)
Other metrics will also be monitored, including campaign engagement metrics (click-through rates, content downloads, and event participation), Marketing Automation metrics (email open rates and landing page conversion rates), and influence on deals won and revenue from campaign-sourced leads.
Additionally, the number of campaigns delivered on time and within budget is a basic performance expectation.
Real-time monitoring and Quarterly performance reviews will evaluate these metrics. The Airports Campaign Manager will be expected to present achievements and improvements, using data to demonstrate how campaigns are contributing to Airports BU’s sales and growth objectives.
(These responsibilities above are indicative; the role may evolve as the Airports BU and SITA’s marketing strategy grows. The Head of Airports Marketing may assign additional duties related to marketing strategy alignment, or ad-hoc strategic projects in service of the BU’s growth focus.)
Qualifications
ABOUT YOUR SKILLS:
- 7+ years of experience in B2B marketing, with a significant focus on campaign management and demand generation. Experience in the technology sector is preferred – ideally in aviation/airport technology, telecom/IT, or a similar fast-paced B2B environment where multi-channel campaigns and solution selling are
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