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Impromptu
58 | FireFlyz
Head of Revenue Management, Norhayati Sufira talks about her crucial role in getting
more people to flywith Firefly.
executive in the sales department. After
a few years of working closely with the
revenue management team, Norhayati
finally joined that department in 2011. “As
a team, we need tomonitor overall pricing
and analyst reports on current market
trends to ensure competitiveness in the
market.We coordinatewith all commercial
counterparts in terms of sales andmarket-
ing on weekly tactical campaigns, as well
as planning for campaign strategies. I
report directly to the CEO”.
Most revenue analysts like Norhayati
have a degree in quantitative disciplines
such as finance, economics, mathematics,
statistics and science. Good computing
skills is a must as well as a love for num-
bers. One also has to be a quick learner,
possess an analytical mind and have a
sharp business acumen.
Getting the Numbers Up
P
roviding
the bes t
poss ibl e servi ce i s
vital in all types of
business,regardless of
the size of the company.
It is even more so in
the competitive airline
industry, with revenue based on the
number of seats occupied on each flight.
On top of the high-ranking services, airline
service providers like Firefly rely on the
expertise of someone like Norhayati Sufira
who carries a very big responsibility as the
Head of Revenue Management. She is in
charge of maximising revenue by ensuring
the right seat is sold at the right time in the
booking curve, at the optimal price point.
Pricing and timing are two elements that
play major role in Norhayati’s job.
She joined Firefly in 2008 as a senior
“I have six years of experience in
sales. It really helps in providing a better
understanding on current market needs
and consumer behaviours towards pricing.
Working closely with our travel trade
partners is a value added point to this job
as we need to know the market demands.
Aviation industry shifts from full legacy
models to low cost carrier. Air travel has
now become affordable and a popular
mode of transportation to consumers,”
explains Norhayati.
Her weekdays are occupied with
monitoring and price managing as well
as working on inventory for more than
135 flights per day. The crucial part of
her role is to fill up the seats. This is
where the excitement comes in. Nothing
is more rewarding to her than seeing all
her forecast flights filled up.
Bodyguard for the ladies
Ahoy there!