Top level shuffle in the SIA group

Scoot's chief executive Campbell Wilson (pictured first on the left) is set to leave the role and take on a new senior position of acting SVP sales & Marketing at parent company SIA. Wilson was in charge of starting up the airline in 2012.

Also exiting the role is Steven Greenway, head of commercial for the budget airline. Marketing has reached out to SIA for Greenway's replacement.  Both Wilson and Greenway are set to leave the company by mid next week.

The moves come as earlier last week  Singapore Airlines (SIA) established a holding company to own and manage its budget airlines Scoot and Tiger Airways, following the delisting of Tiger Airways (which operates as Tigerair) from SGX-ST. This new company will be known as Budget Aviation Holdings.

According to an SIA statement, the holding company structure will allow for the integration and sharing of key functions, such as in sales and marketing, IT, planning and operations.

“We also recognise the contribution Campbell has made through his leadership of Scoot since its establishment, successfully developing its corporate culture, brand, route network and fleet, and bringing it to profitability in a short time. We look forward to his return to SIA,” SIA CEO, Goh Choon Phong, said.

Following the restructure, Lee Lik Hsin, who has led Tigerair since May 2014, will lead both budget airlines as CEO of the holding company. Lee has spent more than 20 years in a range of roles with the SIA Group. Meanwhile, Leslie Thng, former CEO of SilkAir will take on the role of chief commercial officer.

“We launched our general offer so that we could fully realise commercial and operational synergies between Scoot and Tigerair. We are confident that Lee and his team are up to the task,” Goh added.

Replacing Thng at SilkAir is Foo Chai Woo. He has been SIA’s divisional VP sales & marketing since May 2014.

Under Wilson and Greenway's leadership, Scoot has seen numerous successful marketing campaign. Most recently, Scoot put up a cheeky video pointing out the similarities of American airline Spirit’s logo and marketing collaterals featuring CEO Wilson himself.

At last night's Agency of the Year awards, Scoot won several MARKies awards including Best Idea - Digital, Mobile, Social, Viral and Social as well as Best Use of - Analytics, Digital and Social.

The company also landed the top title of Marketer of the Year at the Marketing Excellence Awards 2014  and  2015 in front of hundreds of eager finalists and senior marketers at the Singapore Marriott Hotel tonight. The airline took home a total of three Gold for Excellence in Content Marketing, Media Strategy and Viral Marketing, one Silver for Excellence in Social Media Marketing and rounded it off with a Bronze in Excellence in Brand Awareness.

Last year, Sharon Koh, marketing and communications manager of Scoot also left the company after three years in the role. Replacing her Jacqueline Loh, senior manager marketing, product and ancillaries of Scoot.