📌 Core Information
🔹 Job Title: Manager, Digital Marketing
🔹 Company: AirAsia
🔹 Location: KL Sentral - Redstation, Malaysia
🔹 Job Type: Full-Time
🔹 Category: Marketing
🔹 Date Posted: May 20, 2025
🔹 Experience Level: 5-10 years
🔹 Remote Status: On-site
🚀 Job Overview
Key aspects of this role include:
- Leading full-funnel digital marketing campaigns across multiple platforms
- Collaborating with cross-functional teams to drive app growth and business results
- Managing campaign setup, monitoring, and reporting
- Analyzing campaign performance and providing actionable insights
- Budget management and allocation of digital investments
- Staying updated with digital marketing trends and industry best practices
ASSUMPTION: This role requires a balance of strategic planning and hands-on execution, with a strong focus on performance and data-driven decision-making.
📋 Key Responsibilities
✅ Plan, execute, and optimize digital marketing campaigns across Google Ads, DV360, Meta, and TikTok Ads
✅ Manage end-to-end campaign setup, monitoring, and reporting
✅ Work with Martech platforms such as Appsflyer for mobile attribution & analytics and Appfollow for app reputation management & insights
✅ Analyze campaign performance, generate insights, and recommend optimizations to achieve KPIs like installs, app engagement, ROAS, and CPA
✅ Manage budgets, forecast spends, and ensure effective allocation of digital investments
✅ Coordinate with internal teams and external agencies for smooth campaign execution
✅ Stay up-to-date with digital marketing trends, platform updates, and industry best practices
✅ Provide regular performance reports to stakeholders with actionable recommendations
✅ Support broader digital initiatives, including CRM, retargeting, app store optimization (ASO), and growth hacking strategies
ASSUMPTION: This role involves a mix of tactical execution and strategic planning, with a focus on driving results through data-driven insights.
🎯 Required Qualifications
Education: Bachelor’s degree in Marketing, Business, Digital Media, or related field
Experience: 5-7 years of hands-on experience in digital marketing with a focus on performance marketing
Required Skills:
- Proven track record of managing campaigns across DV360, Meta Ads, TikTok Ads
- Strong understanding of Martech platforms like Moengage, Clevertap, Appsflyer (MMP), and Appfollow (ASO & reputation management)
- Analytical mindset with proficiency in performance tracking, attribution models, and data-driven decision-making
- Strong understanding of mobile app marketing, including user acquisition and retention strategies
- Experience in working with large datasets, dashboards, and reporting tools
- Excellent project management, communication, and stakeholder management skills
- Ability to thrive in a fast-paced, agile environment
Preferred Skills:
- Experience with other tools like Bigquery, GTM, Google Analytics
- Knowledge of SEO, ASO, CRM tools, and customer journey mapping
- Experience in the travel, e-commerce, or app-based industry
ASSUMPTION: Given the role's focus on performance marketing and data analysis, candidates should have a strong background in digital marketing and a proven track record of driving results.
💰 Compensation & Benefits
Salary Range: Based on industry standards for a Digital Marketing Manager role in Malaysia with 5-7 years of experience, the estimated salary range is MYR 120,000 - 180,000 per annum.
Benefits:
- Competitive salary package
- Employee travel benefits
- Health and wellness benefits
- 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 remote work or adjusted hours as needed.
ASSUMPTION: The salary range provided is an estimate based on market research and may vary depending on the candidate's experience and qualifications. Benefits may vary and are subject to change.
📌 Applicant Insights
🔍 Company Context
Industry: AirAsia is a leading airline and travel company in Asia, with a strong focus on digital innovation and customer experience.
Company Size: With over 10,000 employees, AirAsia offers a large and diverse work environment with ample opportunities for growth and collaboration.
Founded: AirAsia was founded in 2001 and has since grown to become a world-class brand, offering a wide range of travel and lifestyle services.
Company Description:
- AirAsia is committed to making flying affordable for everyone, with a focus on providing exceptional customer service and innovative travel solutions.
- The company operates a low-cost carrier (LCC) model, offering competitive fares and a wide range of ancillary services to enhance the passenger experience.
- AirAsia has expanded its offerings to include digital travel and lifestyle platforms, as well as investments in fintech, logistics, and other related industries.
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 business portfolio and commitment to innovation make it an exciting place to work, with opportunities for career growth and development across various functions.
📊 Role Analysis
Career Level: This role is a mid-level management position, reporting directly to the Head of Digital Marketing or a similar senior role.
Reporting Structure: The Digital Marketing Manager will oversee a team of digital marketing specialists and may collaborate with other departments, such as sales, product, and customer experience, to drive business results.
Work Arrangement: This role is primarily on-site, with the possibility of occasional remote work or flexible hours, depending on the team's needs and the candidate's preferences.
Growth Opportunities:
- Progression to senior management or leadership roles within the digital marketing function
- Expansion into related fields, such as e-commerce, fintech, or logistics, as AirAsia continues to grow and diversify its business portfolio
- Opportunities to work on cross-functional projects and gain exposure to different aspects of the business
ASSUMPTION: Given AirAsia's rapid growth and expansion, there are ample opportunities for career progression and development within the company.
🌍 Location & Work Environment
Office Type: AirAsia's headquarters is located in Sepang, Selangor Darul Ehsan, Malaysia, with additional offices in various locations across Asia.
Office Location(s): The primary office for this role is at KL Sentral - Redstation, Malaysia.
Geographic Context:
- KL Sentral is a major transportation hub in Kuala Lumpur, offering easy access to public transportation and amenities
- Malaysia is a multicultural country with a tropical climate, offering a unique blend of urban and natural environments
- The country is known for its vibrant food scene, rich history, and diverse cultural experiences
Work Schedule: Standard office hours with flexibility for occasional remote work or adjusted hours as needed.
ASSUMPTION: The work environment at AirAsia is dynamic and fast-paced, with a strong focus on collaboration and innovation.
💼 Interview & Application Insights
Typical Process:
- Online application submission
- Phone or video screening with the HR department
- Technical assessment or case study presentation
- In-person or video interview with the hiring manager and/or team members
- Final decision and job offer
Key Assessment Areas:
- Digital marketing expertise and campaign management skills
- Analytical and problem-solving abilities
- Communication and stakeholder management skills
- Cultural fit and alignment with AirAsia's values
Application Tips:
- Tailor your resume and cover letter to highlight your relevant experience and skills for this role
- Demonstrate your understanding of digital marketing trends and platforms in your application materials
- Prepare for the interview by researching AirAsia's business and industry, and be ready to discuss your approach to digital marketing campaign management
ATS Keywords: Digital Marketing, Performance Marketing, Google Ads, DV360, Meta Ads, TikTok Ads, Martech Platforms, Mobile Attribution, Analytics, Campaign Optimization, Budget Management, Project Management, Communication, Stakeholder Management, User Acquisition, Data-Driven Decision Making
ASSUMPTION: AirAsia's application process is designed to assess candidates' technical skills and cultural fit, with a focus on identifying strong performers who can drive results in a dynamic and fast-paced environment.
🛠️ Tools & Technologies
- Google Ads
- DV360 (programmatic display & video)
- Meta (Facebook/Instagram ads)
- TikTok Ads
- Martech platforms (e.g., Moengage, Clevertap, Appsflyer, Appfollow)
- Data analysis and reporting tools (e.g., Google Analytics, Bigquery)
ASSUMPTION: The tools and technologies listed are subject to change and may evolve as AirAsia continues to innovate and adopt new platforms.
👔 Cultural Fit Considerations
Company Values:
- Passion
- Integrity
- Respect
- Excellence
- Fun
Work Style:
- Collaborative and team-oriented
- Agile and adaptable
- Data-driven and results-focused
- Innovative and creative
- Customer-centric
Self-Assessment Questions:
- How do you align with AirAsia's core values, and can you provide examples of how you've demonstrated these values in your previous roles?
- How comfortable are you working in a fast-paced, dynamic environment, and can you share an example of a time when you thrived in such a setting?
- How do you approach project management and stakeholder communication, and can you describe a situation where you successfully managed competing priorities and expectations?
ASSUMPTION: AirAsia's company culture is characterized by a strong focus on collaboration, innovation, and customer-centricity, with a commitment to fostering a fun and engaging work environment.
⚠️ Potential Challenges
- Managing multiple campaigns and platforms simultaneously, requiring strong organizational skills and time management
- Keeping up with the fast-paced nature of the digital marketing industry, with constant platform updates and evolving best practices
- Collaborating effectively with cross-functional teams and external agencies, requiring strong communication and stakeholder management skills
- Working in a dynamic and sometimes unpredictable business environment, with the need to adapt quickly to changes and new priorities
ASSUMPTION: The challenges listed are common to digital marketing roles and can be mitigated through strong project management, communication, and adaptability skills.
📈 Similar Roles Comparison
- Compared to other digital marketing manager roles, this position places a stronger emphasis on performance marketing and campaign optimization
- AirAsia's focus on digital innovation and customer experience sets it apart from traditional airlines and travel companies
- Career progression opportunities may vary depending on the specific business unit and the candidate's performance
ASSUMPTION: While there may be similarities between this role and other digital marketing manager positions, AirAsia's unique business model and focus on innovation make it a distinct and exciting opportunity for the right candidate.
📝 Sample Projects
- Developing and executing a comprehensive digital marketing strategy to drive app installs and user engagement for AirAsia's mobile application
- Optimizing paid social media campaigns to improve ROAS and reduce CPA for AirAsia's e-commerce platform
- Analyzing user data and behavior to identify trends and opportunities for targeted marketing campaigns and personalization
ASSUMPTION: The sample projects listed are intended to illustrate the types of initiatives a Digital Marketing Manager might work on at AirAsia, but the specific projects may vary depending on the company's priorities and the candidate's skills and experience.
❓ Key Questions to Ask During Interview
- Can you describe the team structure and dynamics, and how this role fits within the broader digital marketing function?
- How does AirAsia approach data-driven decision-making, and what tools and resources are available to support this process?
- What are the key priorities for this role in the first 30, 60, and 90 days, and how will success be measured?
- How does AirAsia support the professional development and growth of its employees, particularly within the digital marketing function?
- What are the most rewarding and challenging aspects of working in digital marketing at AirAsia, according to current team members?
ASSUMPTION: Asking thoughtful and insightful questions during the interview process demonstrates your interest in the role and commitment to understanding the company's culture and priorities.
📌 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, with a focus on digital marketing campaign management and data-driven decision-making
- Prepare for the interview by researching AirAsia's business and industry, and be ready to discuss your approach to digital marketing campaign management and your alignment with the company's values
- Follow up with the hiring manager or HR department within one week of submitting your application to confirm receipt and inquire about the next steps in the process
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
