Since its establishment in 1972, Singapore Airlines (SIA) has garnered a global reputation as one of the world’s leading airlines, earning numerous accolades for its impeccable services and creating a legacy that every Singaporean can take pride in.

Having grown up with family deeply entrenched in the work that SIA does, Scholar Anisah Binte Abdul Rahman Zamawi has developed a unique insight into the airline. It was only a matter of time before she became determined to be a part of this remarkable legacy as well. Today, her keen fascination with SIA’s impact on the aviation industry and dogged determination to carve her own niche in the organisation has led to her role as Staff Assistant to both SIA’s Chairman and Chief Executive Officer (CEO).

We sat down with Anisah to learn more about her journey and her intriguing experiences at SIA.

What motivated you to take up a scholarship and pursue a career with Singapore Airlines?

I was motivated to pursue the Singapore-Industry Scholarship (SgIS) with Singapore Airlines (SIA) because of the airline’s commitment to service excellence and its stellar reputation as a global leader in the aviation industry. Growing up, I’ve always admired SIA’s dedication to providing an elevated flying experience compared to other international airlines, which resonates with my values of going above and beyond.

Additionally, having relatives who have been part of the SIA family has given me insights into the company’s nurturing environment and growth opportunities. Their positive experiences at SIA have significantly influenced my decision. For me, SIA is not just a company, but a community where one can build a rewarding career while contributing to the legacy of one of the world’s leading airlines.

That’s interesting! Could you elaborate on the roles and responsibilities you’ve held in SIA so far?

Over the past four years at SIA, I’ve had the privilege of serving as a KrisFlyer Partnerships Manager, where I nurtured strategic partnerships and fostered relationships with key partners within the KrisFlyer programme. This role allowed me to develop a deep understanding of the frequent flyer programme landscape and underscored the importance of collaborative efforts for mutual growth.

As the Staff Assistant to both the Chairman and CEO, my role provides me with a unique vantage point on executive decision-making and company direction. In this capacity, I shadow them during company meetings and events, which broadens my perspective on the airline industry. This exposure not only enhances my strategic thinking but also equips me with the ability to anticipate and respond to the needs of our business at a high level.

The transition from being a KrisFlyer Partnerships Manager to Staff Assistant has significantly expanded my professional network and enriched my knowledge and skills, making me a more effective and insightful airline professional.

Reflecting on your career journey with SIA, what would you regard as your most significant accomplishment to date?

Joining SIA during the pandemic offered me a unique perspective on resilience and adaptability. Witnessing how the airline steered through the aviation industry’s most significant crisis to date was incredibly insightful. It underscored the importance of people-focus, strategic agility, and customer-centric innovation. One of my significant accomplishments was the revitalisation of the KrisFlyer-UOB co-brand cards in late 2022. This initiative was particularly rewarding as it captured the post-pandemic travel demand surge. By introducing attractive card features and forging a strategic regional partnership between SIA and UOB, we were able to tap into a new customer base who were eager to explore the world again.

That’s admirable! What do you find most fulfilling about your work in SIA?

The most fulfilling aspect has been the opportunity to work alongside dedicated colleagues. Their commitment to excellence and the shared vision of elevating the customer experience at SIA has been a source of inspiration and motivation for me.

How has SIA supported your career aspirations and development so far?

SIA has been instrumental in supporting my career aspirations and development. The company has provided a robust platform for continuous learning and growth, enabling me to expand my professional capabilities. Through various trainings and challenging assignments, SIA has fostered an environment where I can thrive and excel.

The leadership at SIA has been particularly supportive, encouraging me to take on new responsibilities and projects that align with my career goals. This has enabled me to gain valuable experience in different facets of the airline industry and has sharpened my skills in strategic thinking and problem-solving.

Moreover, SIA’s commitment to innovation and excellence resonates with my personal drive for improvement and efficiency. The company’s forward-thinking approach has inspired me to adopt a similar mindset, which has been beneficial not only in my current role but will also be a strong foundation for my future endeavours within the industry.

Any words of wisdom for aspiring scholars looking to join SIA?

If you’re considering joining Singapore Airlines (SIA) as a scholar, my advice is to embrace every learning opportunity that comes your way. SIA is an organisation that values innovation, excellence, and service, and as a scholar, you will be exposed to a wealth of knowledge and experience that can shape your career.

Be proactive in seeking out challenges and be open to stepping out of your comfort zone, which is where real growth happens. Take the initiative to network within the company and the industry, as the relationships you build will be invaluable throughout your career.