ROLE PURPOSE
Drive the development and evolution of the Jewel business proposition by translating customer insights, market trends, and emerging lifestyle concepts into distinctive commercial and experiential offerings.
The role is responsible for shaping the core Customer Value Proposition (CVP) of Jewel while continuously identifying innovative opportunities to enhance customer experience, increase destination attractiveness, and strengthen Jewel's long-term competitive positioning.
KEY RESPONSIBILITIES
1. Customer & Market Insights
Conduct customer, visitor, passenger and consumer behavior research to identify evolving needs, motivations and expectations.
Develop and continuously refine the base Customer Value Proposition (CVP) for various customer segments.
Analyze local and international benchmarks across airports, mixed-use destinations, lifestyle centers, retail destinations, and experiential attractions.
Translate customer insights into actionable business opportunities and strategic recommendations.
2. Experience Innovation & Concept Development
Identify emerging global trends in lifestyle, entertainment, retail, hospitality, wellness, digital engagement and placemaking.
Conceptualize innovative experiences, programs, attractions and destination concepts that differentiate Jewel from traditional airport commercial offerings.
Generate and evaluate new ideas that strengthen customer engagement and emotional connection with the destination.
Collaborate with internal stakeholders and external partners to prototype and test new concepts.
3. Strategic Business Development
Support the development of new revenue streams, business models and commercial initiatives aligned with the Jewel vision.
Assess the commercial viability of proposed concepts and initiatives through market research, business cases and customer validation.
Participate in strategic planning exercises and long-term development roadmaps.
Monitor market evolution and identify opportunities for future growth.
4. Business Case & Opportunity Assessment
Develop market assessments, customer demand analyses and competitor reviews.
Build strategic recommendations supported by qualitative and quantitative research.
Evaluate commercial, operational and customer impacts of new initiatives.
Prepare presentations and business proposals for leadership review.
5. Cross-Functional Collaboration
Work closely with Commercial, Retail, Marketing, Airport Operations, Digital, Design and Project Development teams.
Coordinate with external consultants, research agencies and strategic partners when required.
Support alignment between customer experience objectives and commercial performance targets.
REQUIREMENTS
Education
Bachelor's degree in Business, Marketing, Innovation, Economics, Hospitality, Urban Development, Consumer Psychology or related disciplines.
Master's degree is an advantage.
Experience
5-10+ years of experience in one or more of the following:
Strategy Consulting
Customer Insights & Research
Consumer Planning
Commercial Strategy
Innovation & New Business Development
Experience Design
Destination Development
Retail & Lifestyle Development
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