About
Visionary marketing and technology leader with over a decade of experience driving success in aviation, digital strategy, and humanitarian initiatives. Expertly blends SAP technical acumen with creative brand-building across global markets, leading award-winning campaigns and securing high-impact partnerships with industry giants like Meta and Google. Passionate about promoting Africa's aviation story, Yirga consistently delivers measurable results through innovation, strategic leadership, and digital transformation.
Work
Ethiopian Airlines Group
|Senior Marketing Expert
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Summary
Leads strategic marketing and digital transformation initiatives for Ethiopian Airlines, driving brand visibility and cultivating global partnerships.
Highlights
Led the airline's fuselage branding initiative, applying the name across the fleet (starting with the 4th A350-1000) to significantly enhance brand visibility.
Initiated and negotiated a Dubai Red Roof Taxi ad campaign, securing sponsorship from Airbus for strategic visibility in a key market.
Secured significant media funding from Airbus, enabling CNN-based global marketing campaigns that amplified brand reach.
Designed and implemented the airline's largest international brand survey, gathering insights from over 41,000 respondents to inform strategy.
Cultivated executive-level media partnerships with global outlets including Al Jazeera, Canal+, and CCTV, enhancing corporate reputation.
Health Professionals Network for Tigray
|Regional Manager
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Summary
Managed healthcare operations and supply chain for a non-profit, delivering critical services to a large refugee population with improved outcomes.
Highlights
Coordinated healthcare services for over 70,000 refugees, ensuring timely delivery of medical supplies and improved health outcomes.
Managed end-to-end procurement and distribution of essential medical supplies and equipment, optimizing resource allocation.
Collaborated with Sudanese Choirs Organization for Development (SCOD) to expand service reach and enhance community impact.
Produced strategic health reports and managed daily field operations, improving operational efficiency and accountability.
Ethiopian Airlines
|Manager Digital Experience, International Airports
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Summary
Spearheaded digital experience strategy across major international airports to enhance passenger journeys and optimize digital touchpoints.
Highlights
Led the digital experience strategy for major international airports, significantly improving passenger engagement and efficiency.
Coordinated complex cross-functional projects to enhance the passenger journey and optimize digital touchpoints.
Ethiopian Airlines
|Senior Digital Marketing and Sales Expert
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Summary
Drove digital marketing and sales initiatives, optimizing online presence and conversion funnels to significantly increase sales and brand visibility.
Highlights
Managed comprehensive SEM/SEO, Google Ads, Meta Ads, and email/social campaigns, significantly increasing online visibility and engagement.
Oversaw all Ethiopian Airlines' social platforms (Facebook, Instagram, YouTube, LinkedIn, Telegram), expanding digital reach and community interaction.
Implemented A/B testing, advanced analytics, and customer conversion funnels, improving campaign effectiveness and ROI.
Enhanced online traffic and sales through targeted Facebook retargeting, audience segmentation, and digital performance tracking.
Ethiopian Airlines
|Senior Software Developer
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Summary
Designed, implemented, and optimized core SAP ABAP programs and systems for critical business functions, progressing quickly through developer roles.
Highlights
Designed and implemented core SAP ABAP programs for MM, SD, FI, and HCM modules, significantly enhancing ERP functionality.
Led the Revenue Accounting System development and SAP-KABA time integration, streamlining financial processes and data accuracy.
Delivered complex interface integrations, custom modules, and ERP enhancements, optimizing system performance and user experience.
Mentored junior developers and provided critical support for SAP deployment and maintenance activities, ensuring system stability.
Ethiopian Airlines
|SAP ABAP Developer
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Summary
Contributed to SAP ERP ABAP customization, enhancement, and development across various progressive roles from Assistant to Developer.
Highlights
Involved in SAP ERP ABAP customization, enhancement, and development, supporting core business operations and system efficiency.
Progressed through Assistant, Associate, and Developer roles, demonstrating consistent growth in SAP expertise and responsibility.
Volunteer
Community Outreach Initiatives
|Community Volunteer
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Summary
Supported humanitarian efforts and community development through educational and aid initiatives for refugees.
Highlights
Organized reading symposiums and coordinated book donations to promote literacy and community engagement.
Supported humanitarian efforts for refugees in Sudan's Al Qadarif State, providing critical aid and assistance.
Education
Alison
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Diploma
Customer Services
Mekelle University
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Bachelor of Science
Computer Science
Awards
Commendation Letter for Emergency Response Team Participation
Awarded By
Ethiopian Airlines GCEO
Received a commendation letter from the Ethiopian Airlines Group CEO for exemplary participation in the Emergency Response Team following the ET-302 tragedy.
Languages
Tigrigna
English
Amharic
Certificates
Online Certification in AI and Career Empowerment
Issued By
University of Maryland, Robert H. Smith School of Business
Google Analytics Certification
Issued By
Meta (Facebook) Flight School – Digital Marketing
Issued By
Meta
English Proficiency Certificate
Issued By
Duolingo
Certificate in Basic Passenger Reservation and Ticketing
Issued By
Ethiopian Airlines
Leadership Training
Issued By
Various Providers
Skills
Marketing & Digital Strategy
Global Brand Strategy, International PR, Digital Marketing, SEO, SEM, Meta Ads, Social Media, Data-Driven Campaigns & Analytics, ROI, KPIs, Integrated Marketing Communications (IMC), Global Sponsorships & Stakeholder Management, Retargeting & Offline-to-Online Conversion, Media Relations, Aviation Marketing, Passenger Experience.
Technical & ERP
SAP ABAP Development, ERP Integration, SAP ABAP, SmartForms, BDC, ALV, SAP Scripts, Google Analytics, Meta Ads Manager, SEO Tools, Facebook Business Suite, LinkedIn Ads, YouTube Studio, WordPress, MS Office Suite, Campaign Monitor, Mailchimp, Retargeting Platforms, Telegram Channel Management, Zoho Desk.
Leadership & Collaboration
Team Leadership, Cross-functional Collaboration.