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Finnair is a diverse community of professionals who work ambitiously with a big heart and commitment. A strong safety culture is our priority and at the core of our everyday work, never taking it for granted. We are committed to doing our share in solving the climate challenge by determinedly following our science-based pathway to decarbonize our operations. We find meaning in our purpose: With our heart in Finland, we make every journey better, today and tomorrow. Our values – Always Safe, Customer at Heart and Stronger Together– guide us in everything we do.
We are now looking for a
DIRECT SALES MANAGER
to join our Retail team!
As Direct Sales Manager, you are responsible for driving the commercial performance of Finnair’s direct digital channels (Finnair.com and the App). You execute actions from Finnair’s Retail strategy and Direct Sales roadmap, contributing to the successful implementation of Finnair’s Retail strategy.
You manage the day-to-day commercial performance of Finnair.com and the App, ensuring data-driven decision-making, and continuous optimization of sales actions that support revenue growth and customer engagement.
You coordinate with key stakeholders (Digital, Marketing, Revenue Management, Product, Loyalty, and Analytics teams) in a structured way to prioritize actions that improve the customer retail journey and business results.
You identify and shape growth opportunities backed by analytics, and work closely with stakeholders to prioritize and deliver results with speed and clarity.
This role suits a commercial-minded problem solver who enjoys working with multiple stakeholders. You are hands-on, comfortable navigating complex data, and able to communicate clearly.
You will be part of Retail team and report to Head of Direct Sales.
Main responsibilities:
Drive the commercial execution of Finnair’s Retailing strategy and Direct Sales priorities.
Manage daily sales performance of Finnair.com and the App against defined commercial targets.
Monitor KPIs, analyze sales performance drivers and outcomes, and ensure timely follow‑up and communication to stakeholders.
Diagnose sales performance across key booking steps and digital touchpoints; identify opportunities, build business cases, align priorities.
Partner with Digital teams to execute the roadmap and deliver measurable improvements.
Define and maintain business requirements for merchandising and personalization.
Define and maintain a commercial backlog of hypotheses and requirements, contribute to digital experimentation planning, and track and communicate commercial results.
Maintain a commercially focused understanding of customer segments and behavior in digital channels; translate customer and sales data into concrete actions with measurable impact.
Stay up to date with ecommerce and retail trends in the airline industry and translate relevant best practices into actions.
Act as an operational commercial point of contact in cross‑functional initiatives.
Our expectations:
Master’s degree in Business, Strategy, Marketing, Engineering, or a related field.
3–5 years of experience in digital sales, ecommerce, commercial performance, or similar roles.
Proven experience in analytics, performance management, and revenue optimization initiatives.
Excellent communication and interpersonal skills in English, with the ability to convey complex findings clearly in a structured manner for both operational and senior audiences.
Experienced in coordinating or leading cross‑functional initiatives with measurable business impact, driving alignment through clear communication.
Customer‑centric mindset and understanding of customer behavior and journeys.
Strong analytical skills and ability to turn complex data into clear commercial actions.
Hands‑on, results‑oriented approach with strong planning, follow-up, and ability to maintain structure in a multi-stakeholder environment.
Ability to prioritize effectively between daily performance management and longer‑term initiatives.
Understanding of digital experimentation, development, and agile delivery.
Motivation to contribute to Finnair’s transformation towards modern retailing practices, by driving continuous improvement with a can-do, problem-solving attitude.
Working at Finnair:
We offer you an exciting opportunity to work in the fast-changing aviation and international travel industry in a culture that drives and enables professional development and continuous improvement. You will be supported by internally highly rated supervisory work with modern leadership practices that we constantly develop.
We are happy to enable our employees to enrich their lives and fulfill their travel dreams by offering a wide leisure travel benefit. We also support the health and wellbeing of our employees through our own Sickness Fund insurance benefit, Epassi sport (culture, health & wellbeing or commuting benefit), gyms around the Finnair campus and activities organized by our hobby clubs.
Are you ready for the challenge and want to join our team? Get onboard! Submit your application with your CV, cover letter and salary expectation no later than Sunday 26 April 2026.
For more information, please contact Chuqiao Yu (Head of Direct Sales) by phone +358 44 9716690 during Thursday, 16 April between 2pm to 3pm Helsinki time.
Please note that the hiring process includes a pre-employment security clearance and a drug test.
Please note that we do not process applications submitted via email.
Our people are key to our success and the foundation that makes Finnair unique. We are committed to creating a safe work environment where all our people can thrive and succeed. We cherish diversity and strive to employ people with different backgrounds and experiences, to bring together multiple views to foster our business success. According to our employee survey, respecting diversity is at a high level in our work community. You are welcome to join Finnair as your authentic self.
