📌 Core Information
🔹 Job Title: Manager, Content & Social Media
🔹 Company: AirAsia
🔹 Location: The Ampwalk, Malaysia
🔹 Job Type: Full-Time
🔹 Category: Marketing & Communications
🔹 Date Posted: July 16, 2025
🔹 Experience Level: 2-5 years
🔹 Remote Status: On-site
🚀 Job Overview
Key aspects of this role include:
- Developing and leading content strategies that support the overall brand vision, product promotions, and educational goals
- Planning and executing content across various platforms, ensuring strategic content sequencing
- Overseeing daily social media management, monitoring trends, and tracking performance
- Supporting campaigns by developing narratives, coordinating assets, and executing influencer collaborations
- Managing and mentoring junior team members, running weekly check-ins, and providing feedback
- Preparing monthly performance reports, highlighting top-performing content, learnings, and actionable next steps
ASSUMPTION: This role requires a strong strategic mindset, excellent communication skills, and the ability to work effectively in a cross-functional team environment.
📋 Key Responsibilities
✅ Develop and lead content strategy that supports the overall brand vision, product promotions, and educational goals
✅ Plan and execute content aligned with three core pillars: Brand Identity, Product Awareness, and Educational Value
✅ Build and manage a monthly editorial calendar across platforms (social media, blog, YouTube, etc.)
✅ Ensure strategic content sequencing (e.g., storytelling > product highlight > education > community)
✅ Oversee daily content publishing across platforms, ensuring content is platform-appropriate and visually consistent with brand guidelines
✅ Monitor social trends, hashtags, and competitor activity for content opportunities
✅ Track social performance using analytics tools (e.g., Meta Insights, TikTok Analytics)
✅ Develop campaign narratives and content rollout plans
✅ Coordinate with design/video teams for campaign assets
✅ Plan and execute influencer or ambassador collaborations (in content form)
✅ Track content KPIs for each campaign (reach, engagement, shares, conversions)
✅ Manage and mentor junior content writers or social media executives
✅ Run weekly check-ins and reviews to align task progress
✅ Provide feedback on content drafts, visual directions, and social copy
✅ Work cross-functionally with product, partnerships, and customer service teams
✅ Prepare monthly content and social media performance reports
✅ Highlight top-performing content, learnings, and actionable next steps
✅ Adjust strategies based on performance, trends, and business priorities
ASSUMPTION: This role requires a high level of organization, multitasking, and the ability to work effectively under tight deadlines.
🎯 Required Qualifications
Education: Bachelor's degree in Marketing, Communications, or a related field
Experience: 2-5 years of experience in content strategy, social media management, or a related role
Required Skills:
- Proven experience in content strategy and social media management
- Strong analytical skills and data-driven mindset
- Excellent communication and leadership skills
- Ability to work effectively in a cross-functional team environment
- Familiarity with social media analytics tools (e.g., Meta Insights, TikTok Analytics)
- Strong project management skills
Preferred Skills:
- Experience with influencer marketing or collaborations
- Fluency in additional languages (e.g., Mandarin, Indonesian)
- Experience working in the aviation or travel industry
ASSUMPTION: Candidates with experience in fast-paced, dynamic environments will likely excel in this role.
💰 Compensation & Benefits
Salary Range: The salary range for this role is estimated to be between RM 6,000 - RM 9,000 per month, based on industry standards for a Manager, Content & Social Media role in Malaysia with 2-5 years of experience.
Benefits:
- Medical and dental insurance
- Life and personal accident insurance
- Employee discounts on AirAsia flights and products
- Opportunities for career growth and development
Working Hours: Full-time position with standard office hours (Monday - Friday, 9:00 AM - 6:00 PM), with flexibility for occasional overtime or weekend work as needed.
ASSUMPTION: The provided salary range is an estimate and may vary based on the candidate's specific qualifications and experience.
📌 Applicant Insights
🔍 Company Context
Industry: AirAsia is a leading airline and travel company, operating in the competitive and dynamic aviation industry.
Company Size: AirAsia is a large organization with over 10,000 employees, providing ample opportunities for career growth and development.
Founded: AirAsia was founded in 2001 and has since grown to become a world-class brand and leading ASEAN airline.
Company Description:
- AirAsia is a world-class brand and leading ASEAN airline, offering affordable air travel and a range of travel and lifestyle services through its digital platform.
- The company is committed to connecting people and transforming lives through its innovative and customer-centric approach.
- AirAsia fosters a dynamic and inclusive work environment, encouraging employees to grow and develop their careers.
Company Specialties:
- Aviation
- Digital
- Business Intelligence & Insights
- Duty Free & Merchandise
- E-Commerce
- Innovation & Technology
- Logistics
- Travel
- Lifestyle
- FinTech
- Aviation Engineering
Company Website: http://www.airasia.com
ASSUMPTION: AirAsia's diverse range of specialties and commitment to innovation provide ample opportunities for employees to learn and grow in their roles.
📊 Role Analysis
Career Level: This role is a mid-level management position, offering opportunities for career growth and development within the marketing and communications field.
Reporting Structure: The Manager, Content & Social Media will report directly to the Head of Marketing or a similar role and may oversee junior content writers or social media executives.
Work Arrangement: This role is on-site, with standard office hours and occasional flexibility for overtime or weekend work as needed.
Growth Opportunities:
- Progression to a senior management role within the marketing and communications department
- Expansion into related fields, such as digital marketing, e-commerce, or innovation and technology
- Opportunities to work on cross-functional projects and gain exposure to different aspects of the business
ASSUMPTION: Successful candidates will have a strong desire to learn, grow, and take on new challenges in their roles.
🌍 Location & Work Environment
Office Type: AirAsia's headquarters is located in Sepang, Selangor Darul Ehsan, Malaysia, with additional offices and operations throughout the region.
Office Location(s): The Ampwalk, Malaysia
Geographic Context:
- The Ampwalk is a popular shopping and entertainment destination in Kuala Lumpur, Malaysia.
- The office is conveniently located near public transportation and offers ample parking.
- The area is known for its vibrant atmosphere, with numerous restaurants, cafes, and shops nearby.
Work Schedule: Full-time position with standard office hours (Monday - Friday, 9:00 AM - 6:00 PM), with flexibility for occasional overtime or weekend work as needed.
ASSUMPTION: The dynamic and fast-paced work environment at AirAsia requires employees to be adaptable, resilient, and able to thrive in a constantly evolving setting.
💼 Interview & Application Insights
Typical Process:
- Online application submission
- Phone or video screening
- In-person or virtual interview with the hiring manager
- Final interview with the department head or a panel of stakeholders
Key Assessment Areas:
- Content strategy and planning skills
- Social media management experience
- Analytical and data-driven mindset
- Leadership and team management abilities
- Cross-functional collaboration skills
- Alignment with AirAsia's company values and culture
Application Tips:
- Tailor your resume and cover letter to highlight your relevant experience and skills for this role.
- Demonstrate your understanding of AirAsia's brand and target audience in your application materials.
- Prepare examples of your past content strategies, social media campaigns, or other relevant projects to discuss during the interview.
- Research AirAsia's competitors and industry trends to showcase your knowledge and insights.
ATS Keywords: Content strategy, social media management, campaign support, team leadership, performance reporting, analytics, content creation, editorial calendar, influencer collaboration, brand identity, product awareness, educational value, visual consistency, mentoring, cross-functional collaboration, trend monitoring
ASSUMPTION: Successful candidates will be able to demonstrate their passion for storytelling, creativity, and data-driven decision-making in their application materials and interviews.
🛠️ Tools & Technologies
- Social media platforms (Instagram, TikTok, Facebook, YouTube, LinkedIn, etc.)
- Analytics tools (Meta Insights, TikTok Analytics, Google Analytics, etc.)
- Project management tools (Asana, Trello, Microsoft Project, etc.)
- Content creation and design tools (Canva, Adobe Creative Suite, etc.)
ASSUMPTION: Familiarity with these tools and technologies is not required but would be an asset for successful candidates.
👔 Cultural Fit Considerations
Company Values:
- Passion
- Integrity
- Respect
- Excellence
- Fun
Work Style:
- Dynamic and fast-paced environment
- Collaborative and cross-functional teamwork
- Focus on innovation and continuous improvement
- Opportunities for growth and development
Self-Assessment Questions:
- How do you align with AirAsia's company values, particularly 'Passion' and 'Excellence'?
- How comfortable are you working in a dynamic and fast-paced environment, with occasional overtime or weekend work?
- How do your personal work style and preferences fit with AirAsia's collaborative and cross-functional teamwork approach?
ASSUMPTION: Successful candidates will be able to demonstrate their alignment with AirAsia's company values and work style preferences in their application materials and interviews.
⚠️ Potential Challenges
- Managing multiple projects and deadlines simultaneously
- Adapting to a fast-paced and constantly evolving work environment
- Collaborating effectively with cross-functional teams and stakeholders
- Monitoring and analyzing performance data to inform content strategies and decisions
ASSUMPTION: Successful candidates will be able to overcome these challenges and thrive in AirAsia's dynamic work environment.
📈 Similar Roles Comparison
- This role is similar to a Content Marketing Manager or Social Media Manager position in other industries, but with a focus on the aviation and travel sector.
- Compared to related roles, this position offers unique opportunities to work on cross-functional projects and gain exposure to different aspects of the business.
- Career progression in this role may lead to senior management or leadership positions within the marketing and communications department or related fields.
ASSUMPTION: Candidates should research similar roles in other industries to gain a better understanding of the skills and experience required for success in this position.
📝 Sample Projects
- Developing and executing a social media campaign to promote a new flight route or destination
- Creating an editorial calendar that aligns with AirAsia's brand vision, product promotions, and educational goals
- Analyzing social media performance data to inform content strategies and improve engagement
ASSUMPTION: Successful candidates will be able to provide examples of their past projects and achievements that demonstrate their skills and experience in content strategy, social media management, and performance analysis.
❓ Key Questions to Ask During Interview
- Can you describe the team structure and dynamics within the marketing and communications department?
- How does this role contribute to AirAsia's overall brand vision and business objectives?
- What are the most significant challenges facing the content and social media team, and how can this role address them?
- What opportunities are there for growth and development within this role and the broader organization?
- How does AirAsia support work-life balance for its employees, particularly in a dynamic and fast-paced environment?
ASSUMPTION: Asking thoughtful and insightful questions during the interview process will help candidates better understand the role and demonstrate their interest and engagement.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through this link
- Tailor your resume and cover letter to highlight your relevant experience and skills for this role.
- Prepare examples of your past content strategies, social media campaigns, or other relevant projects to discuss during the interview.
- Research AirAsia's competitors and industry trends to showcase your knowledge and insights.
- Follow up with the hiring manager one week after submitting your application to confirm receipt and reiterate your interest in the role.
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
