📌 Core Information
🔹 Job Title: Manager, Marketing
🔹 Company: AirAsia China
🔹 Location: Guangzhou, Guangdong, China
🔹 Job Type: Full-Time
🔹 Category: Marketing
🔹 Date Posted: 2025-06-24
🔹 Experience Level: 5-10 years
🔹 Remote Status: On-site
🚀 Job Overview
Key aspects of this role include:
- Developing and executing go-to-market strategies
- Planning and managing integrated marketing campaigns
- Leading brand positioning and storytelling
- Conducting market research and competitive analysis
- Managing marketing calendar, budgets, and external vendors
- Maximizing promotional opportunities for AirAsia
- Tracking and reporting on KPIs and campaign performance
- Managing and growing internal marketing team members
ASSUMPTION: This role requires a strategic and creative mindset, with a strong focus on data-driven decision making and cross-functional collaboration.
📋 Key Responsibilities
✅ Develop and execute go-to-market strategies aligned with company goals and market trends
✅ Plan and manage integrated marketing campaigns across digital, social, CRM, and offline channels
✅ Lead brand positioning, storytelling, and visual consistency across all touchpoints
✅ Conduct market research and competitive analysis to identify new opportunities
✅ Manage marketing calendar, budgets, timelines, and external vendors
✅ Use creative and effective channels to maximize promotional opportunities for AirAsia
✅ Track and report on KPIs, campaign performance, and ROI to optimize effectiveness
✅ Manage and grow internal marketing team members and support their development
ASSUMPTION: This role involves a high level of autonomy and requires strong leadership skills to manage and mentor team members.
🎯 Required Qualifications
Education: Bachelor’s degree, Advanced Diploma or Diploma in Business Administration, Marketing, Mass Communication, Advertising or related discipline
Experience: At least 5 years of working experience in a marketing role
Required Skills:
- Proficient in English, written and spoken
- Proven track record of delivering successful campaigns and measurable business results
- Ability to think both strategically and tactically in a fast-paced environment
- Creative mindset with attention to detail and a growth-oriented attitude
- Excellent verbal and written communication skills with the ability to foster collaboration and goodwill between different teams
- Excellent analytical skills and ability to understand data, campaign performance, and business financials
- Demonstrable passion for travel in general and with Asia in particular
Preferred Skills:
- Experience in the aviation or travel industry
- Familiarity with AirAsia brand and products
ASSUMPTION: While not explicitly stated, experience in the aviation or travel industry may be beneficial for understanding the unique aspects of marketing within this sector.
💰 Compensation & Benefits
Salary Range: Based on industry standards for a Marketing Manager role in Guangzhou, China, with 5-10 years of experience, the estimated salary range is ¥300,000 - ¥500,000 per year. This estimate is subject to change based on the candidate's qualifications and the company's internal salary structure.
Benefits:
- Key medical and insurance benefits
- Maternity expenses
- Flexible work arrangement
- Paid time off
- Wellness programmes
- Resources relating to financial, personal skills, and career growth programmes
- Free flights, unlimited discounted flights, and exclusive discounts with partners
Working Hours: Full-time position with standard office hours, Monday to Friday, 9:00 AM to 6:00 PM. However, additional hours may be required based on project needs and deadlines.
ASSUMPTION: The salary range provided is an estimate based on market research and may vary depending on the candidate's qualifications and the company's internal salary structure.
📌 Applicant Insights
🔍 Company Context
Industry: AirAsia is a leading low-cost airline and travel and lifestyle platform, operating in multiple countries across Asia.
Company Size: AirAsia has over 10,000 employees globally, providing a large and diverse work environment.
Founded: AirAsia was founded in 2001 and has since grown to become a world-class brand with a strong presence in the aviation industry.
Company Description:
- AirAsia is committed to connecting people and transforming lives in ASEAN through affordable air travel and innovative digital platforms
- The company offers a unique Allstar culture that values diversity, creativity, and a passion for travel
- AirAsia is dedicated to creating a diverse, inclusive, and fair work environment for all employees
Company Specialties:
- Aviation and travel
- Digital and e-commerce
- Business intelligence and insights
- Finance and technology
- Logistics and supply chain management
Company Website: http://www.airasia.com
ASSUMPTION: AirAsia's extensive experience in the aviation industry and commitment to innovation make it an attractive employer for marketing professionals seeking to grow their careers in a dynamic and fast-paced environment.
📊 Role Analysis
Career Level: This role is at the manager level, requiring strategic decision-making, team leadership, and cross-functional collaboration.
Reporting Structure: The Marketing Manager reports directly to the Head of Marketing or a similar role within the organization.
Work Arrangement: This is an on-site role based in Guangzhou, China, with the possibility of occasional remote work for specific projects or tasks.
Growth Opportunities:
- Progression to Senior Manager or Director of Marketing roles within the organization
- Expansion into new markets and business units, such as digital platforms, finance, or technology
- Development of leadership and management skills through team mentoring and project management
ASSUMPTION: AirAsia's rapid growth and expansion provide numerous opportunities for marketing professionals to grow their careers and take on new challenges.
🌍 Location & Work Environment
Office Type: AirAsia China's office is a modern, collaborative workspace designed to foster creativity and innovation.
Office Location(s): The main office is located in Guangzhou, with additional offices in other major cities across China.
Geographic Context:
- Guangzhou is the capital and largest city of Guangdong province, with a population of over 15 million people
- The city is a major transportation hub and a significant economic center in southern China
- Guangzhou is known for its rich history, diverse culture, and vibrant food scene
Work Schedule: Standard office hours are Monday to Friday, 9:00 AM to 6:00 PM, with flexibility for remote work or adjusted hours based on project needs and team availability.
ASSUMPTION: Guangzhou's dynamic business environment and cultural diversity make it an attractive location for marketing professionals seeking to grow their careers in a fast-paced and innovative industry.
💼 Interview & Application Insights
Typical Process:
- Online application submission
- Phone or video screening
- On-site or virtual interview with the hiring manager
- Final round interview with senior leadership or relevant stakeholders
- Background check and offer extension
Key Assessment Areas:
- Strategic thinking and problem-solving skills
- Campaign management and execution experience
- Brand positioning and storytelling abilities
- Market research and analysis skills
- Leadership and team management capabilities
- Adaptability and cultural fit within the AirAsia organization
Application Tips:
- Tailor your resume and cover letter to highlight relevant marketing experience and skills
- Prepare examples of successful marketing campaigns you've led or contributed to, emphasizing results and impact
- Research AirAsia's brand, products, and target audience to demonstrate your understanding of the company and its market
- Showcase your creativity and strategic thinking through your application materials and interview responses
ATS Keywords: Marketing, Campaign Management, Brand Positioning, Market Research, Team Leadership, Strategic Planning, Digital Marketing, CRM, Offline Channels, KPI Tracking, Budget Management
ASSUMPTION: AirAsia's hiring process is designed to assess candidates' strategic thinking, creativity, and cultural fit within the organization, with a focus on identifying strong leaders and innovators in the marketing field.
🛠️ Tools & Technologies
- Marketing automation and CRM platforms (e.g., Salesforce, HubSpot, Marketo)
- Social media management tools (e.g., Hootsuite, Buffer, Sprout Social)
- SEO and content management systems (e.g., WordPress, Google Analytics)
- Project management and collaboration tools (e.g., Asana, Trello, Microsoft Teams)
- Data visualization and business intelligence tools (e.g., Tableau, Power BI)
ASSUMPTION: Familiarity with industry-standard marketing tools and technologies is essential for success in this role, as they are used to streamline workflows, improve collaboration, and drive data-driven decision making.
👔 Cultural Fit Considerations
Company Values:
- Passion for travel and connecting people
- Innovation and continuous improvement
- Collaboration and teamwork
- Customer-centric mindset
- Integrity and accountability
Work Style:
- Dynamic and fast-paced environment
- Cross-functional collaboration and teamwork
- Data-driven decision making and continuous learning
- Creative and strategic thinking
- Adaptability and flexibility in response to changing market conditions
Self-Assessment Questions:
- How do you embody AirAsia's core values in your daily work and personal life?
- Describe a time when you had to adapt to a significant change in your work environment or project scope. How did you handle it, and what was the outcome?
- How do you approach building and maintaining strong relationships with internal and external stakeholders to drive successful marketing campaigns?
ASSUMPTION: AirAsia's unique culture and values place a strong emphasis on creativity, innovation, and collaboration, making it essential for candidates to demonstrate a strong cultural fit within the organization.
⚠️ Potential Challenges
- Managing a team with diverse skills and backgrounds in a fast-paced and dynamic environment
- Balancing multiple projects and priorities while maintaining a high level of quality and attention to detail
- Adapting to changing market conditions and consumer behaviors in the competitive aviation industry
- Navigating the complexities of working in a large, multinational organization with diverse teams and stakeholders
- Managing external vendors and partners to maximize promotional opportunities for AirAsia
ASSUMPTION: These challenges require strong leadership, adaptability, and strategic thinking to overcome, making them valuable opportunities for growth and development in the role.
📈 Similar Roles Comparison
- Compared to other marketing manager roles, this position offers a unique opportunity to work in the aviation industry and drive growth for a leading low-cost airline
- AirAsia's focus on innovation and digital transformation provides marketing professionals with exposure to cutting-edge technologies and trends in the industry
- Career progression in AirAsia may involve expanding into new markets or business units, such as digital platforms, finance, or technology, offering diverse growth opportunities
ASSUMPTION: This role offers a unique combination of industry exposure, innovative technologies, and diverse growth opportunities, making it an attractive choice for marketing professionals seeking to advance their careers in a dynamic and fast-paced environment.
📝 Sample Projects
- Developing and executing a go-to-market strategy for a new AirAsia destination or route
- Managing a cross-functional team to launch a new marketing campaign, from concept to execution and evaluation
- Conducting market research and competitive analysis to identify new opportunities for AirAsia's marketing efforts
- Optimizing AirAsia's digital marketing channels to improve customer engagement and conversion rates
- Collaborating with external vendors and partners to secure exclusive promotions and discounts for AirAsia customers
ASSUMPTION: These sample projects demonstrate the diverse range of responsibilities and challenges faced by the Marketing Manager, requiring strong leadership, strategic thinking, and adaptability to succeed.
❓ Key Questions to Ask During Interview
- Can you describe the team structure and dynamics within the marketing department, and how this role fits into the overall organization?
- How does AirAsia support the professional development and growth of its marketing team members?
- What are the key priorities for this role in the first 90 days, and how will my success be measured?
- How does AirAsia approach collaboration and communication with external vendors and partners to maximize promotional opportunities for the brand?
- What are the most significant challenges facing the marketing department in the current market landscape, and how can this role contribute to addressing them?
ASSUMPTION: Asking these questions demonstrates your interest in understanding the role's context, requirements, and growth opportunities, as well as your commitment to contributing to AirAsia's success.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through this link
- Tailor your resume and cover letter to highlight relevant marketing experience and skills, with a focus on strategic thinking, campaign management, and brand positioning
- Prepare examples of successful marketing campaigns you've led or contributed to, emphasizing results and impact
- Research AirAsia's brand, products, and target audience to demonstrate your understanding of the company and its market
- Follow up with the hiring manager or HR representative one week after submitting your application to inquire about the status of your application
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
