Manager, Marketing

📌 Core Information

🔹 Job Title: Manager, Marketing

🔹 Company: AirAsia

🔹 Location: Guangzhou, Guangdong, China

🔹 Job Type: Full-Time

🔹 Category: Marketing

🔹 Date Posted: June 24, 2025

🔹 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
• Tracking and reporting on KPIs and campaign performance
• Managing and growing internal marketing team members

ASSUMPTION: This role requires a strategic mindset with a balance of both tactical and creative skills. The ideal candidate will have experience in leading marketing campaigns and managing teams.

📋 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 (Sales).

✅ 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 including media agencies and tourism partners.

✅ Use creative and effective channels to maximize promotional opportunities for AirAsia in a cost-efficient manner, building a consistent level of "buzz" around the brand, driving conversion & bookings for the business.

✅ Track and report on KPIs, campaign performance, and ROI to optimize effectiveness.

✅ Manage and grow internal marketing team members and support their development.

ASSUMPTION: The role involves a high degree of cross-functional collaboration and stakeholder management. Strong communication and leadership skills are essential for success.

🎯 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

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 & 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
• Fluency in additional languages

ASSUMPTION: While a degree in a related field is required, relevant experience and a strong portfolio may be considered equivalent. Fluency in additional languages is a plus, given AirAsia's pan-Asian presence.

💰 Compensation & Benefits

Salary Range: Based on industry standards for a Marketing Manager role in Guangzhou, the estimated salary range is ¥300,000 - ¥450,000 per year. This range takes into account the candidate's experience level, the company's size, and the city's cost of living.

Benefits:

• Key medical and insurance benefits
• Maternity expenses
• Flexible work arrangement
• Paid time off
• Wellness programmes
• Financial resources relating to financial, personal skills and career growth programmes
• Free flights, unlimited discounted flights, and exclusive discounts with partners
• A unique Allstar culture like no other

Working Hours: Full-time, typically 40 hours per week with flexibility based on project demands and business needs.

ASSUMPTION: The salary range provided is an estimate based on market research and may vary depending on the candidate's exact experience and qualifications. AirAsia offers a comprehensive benefits package to attract and retain top talent.

📌 Applicant Insights

🔍 Company Context

Industry: AirAsia operates in the competitive and dynamic aviation and travel industry, with a focus on low-cost air travel and digital services.

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 one of the world's leading low-cost airlines, serving over 160 destinations across Asia, Australia, and the Middle East.

Company Description:

• AirAsia is a world-class brand that wears many hats, including a leading Asean airline, a digital travel and lifestyle platform, and a fintech company
• The company is committed to connecting people and transforming lives in Asean, with a mission to make flying affordable for everyone
• AirAsia fosters a unique Allstar culture that celebrates individuality and encourages employees to bring their authentic selves to work

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 business units offers candidates the opportunity to grow and develop their skills across various aspects of the business.

📊 Role Analysis

Career Level: This role is at the manager level, with the potential for progression to senior management positions within the marketing department or other areas of the business.

Reporting Structure: The Marketing Manager will report directly to the Head of Marketing or a similarly senior role within the marketing department. They will oversee a team of marketing professionals and may have cross-functional responsibilities.

Work Arrangement: This role is based in Guangzhou, China, and requires on-site presence. However, AirAsia offers flexible work arrangements, including flexible hours and remote work options for eligible roles.

Growth Opportunities:

• Progression to senior management roles within the marketing department or other areas of the business
• Expansion of skills and expertise through working on diverse marketing campaigns and projects
• Opportunities to work with and learn from experienced marketing professionals and industry experts

ASSUMPTION: AirAsia's fast-paced and dynamic environment provides ample opportunities for career growth and development. The company encourages internal mobility and supports employees in pursuing new challenges and roles.

🌍 Location & Work Environment

Office Type: AirAsia's Guangzhou office is a modern, collaborative workspace designed to foster creativity and productivity.

Office Location(s): Guangzhou, China

Geographic Context:

• Guangzhou is the capital and most populous city of the province of Guangdong in southern China
• The city is a major transportation hub and an important economic and political center in South China
• Guangzhou is known for its rich history, vibrant culture, and diverse culinary scene

Work Schedule: The work schedule for this role is typically Monday to Friday, with some flexibility based on project demands and business needs. AirAsia offers flexible work arrangements, including flexible hours and remote work options for eligible roles.

ASSUMPTION: Guangzhou's vibrant culture and central location make it an attractive place to live and work. AirAsia's modern office environment and flexible work arrangements contribute to a positive work-life balance.

💼 Interview & Application Insights

Typical Process:

• Application received
• Candidate screening
• Interview(s) and assessment(s)
• Background check and/or other assessments
• Offer and negotiation

Key Assessment Areas:

• Strategic thinking and planning
• Campaign management and execution
• Brand positioning and storytelling
• Analytical skills and data-driven decision making
• Leadership and team management
• Communication and collaboration skills

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 marketing strategies in your application materials
• Prepare examples of successful marketing campaigns you've led or contributed to, highlighting your strategic thinking, creativity, and results-driven approach

ATS Keywords: Marketing Manager, Campaign Management, Brand Positioning, Strategic Planning, Market Research, Team Management, Asean, Travel Industry, AirAsia

ASSUMPTION: AirAsia's hiring process is designed to assess candidates' skills and cultural fit for the role and the organization. The company values diversity and encourages candidates from all backgrounds to apply.

🛠️ Tools & Technologies

• Marketing automation platforms (e.g., Marketo, HubSpot)
• Social media management tools (e.g., Hootsuite, Buffer)
• CRM software (e.g., Salesforce, HubSpot CRM)
• Data analysis and visualization tools (e.g., Google Analytics, Tableau)
• Project management tools (e.g., Asana, Trello)

ASSUMPTION: The specific tools and technologies used may vary depending on the candidate's role and responsibilities. AirAsia provides training and support to help employees develop the skills they need to succeed in their roles.

👔 Cultural Fit Considerations

Company Values:

• Passion
• Integrity
• Respect
• Excellence
• Fun

Work Style:

• Collaborative and team-oriented
• Fast-paced and dynamic
• Results-driven and data-focused
• Innovative and creative

Self-Assessment Questions:

• Do you share AirAsia's passion for connecting people and transforming lives through affordable travel?
• Are you comfortable working in a fast-paced, dynamic environment and adapting to change?
• Do you thrive in a collaborative, team-oriented work environment?
• Are you results-driven and committed to delivering measurable business impact through your marketing efforts?

ASSUMPTION: AirAsia's unique Allstar culture celebrates individuality and encourages employees to bring their authentic selves to work. The company values diversity and inclusion and seeks candidates who share its commitment to excellence, integrity, and fun.

⚠️ Potential Challenges

• The role may require working on multiple projects simultaneously, with tight deadlines and competing priorities
• AirAsia's fast-paced and dynamic environment can be challenging for candidates who prefer a more structured or predictable work environment
• The role may require travel, including international travel, to support marketing campaigns and events
• Guangzhou's competitive job market and high cost of living may present challenges for candidates relocating to the city

ASSUMPTION: AirAsia's unique Allstar culture and commitment to employee development help mitigate these challenges and create a positive work environment for employees.

📈 Similar Roles Comparison

• This role is similar to a Senior Marketing Manager role, but with a greater focus on strategic planning and brand positioning
• Unlike some marketing roles, this position requires a strong understanding of the travel and aviation industry, as well as regional market trends and consumer behavior in Asean
• Career progression in this role may lead to senior management positions within the marketing department or other areas of the business, such as digital, e-commerce, or fintech

ASSUMPTION: While this role shares similarities with other marketing management positions, its unique focus on the travel and aviation industry and regional market trends sets it apart.

📝 Sample Projects

• Developing and executing a go-to-market strategy for a new route or aircraft type
• Planning and managing a regional marketing campaign to promote AirAsia's digital services and lifestyle offerings
• Conducting market research and competitive analysis to identify new opportunities for AirAsia's expansion into new markets

ASSUMPTION: These sample projects illustrate the strategic and creative nature of the Marketing Manager role at AirAsia, as well as the opportunity to work on high-impact initiatives that drive business growth and innovation.

❓ Key Questions to Ask During Interview

• Can you describe the company's marketing strategy and how this role contributes to its success?
• How does AirAsia support the professional development and growth of its marketing team members?
• What is the company's approach to work-life balance and employee well-being?
• How does AirAsia measure the success of its marketing campaigns and initiatives?
• What opportunities are there for collaboration and knowledge-sharing with other departments and business units within the company?

ASSUMPTION: These questions are designed to help candidates better understand the role, the company, and the work environment, as well as assess their fit for the position and the organization.

📌 Next Steps for Applicants

To apply for this position:

• Submit your application through the AirAsia Careers portal
• Tailor your resume and cover letter to highlight your relevant experience and skills for this role
• Prepare examples of successful marketing campaigns you've led or contributed to, demonstrating your strategic thinking, creativity, and results-driven approach
• If you are selected for an interview, be prepared to discuss your application materials and answer questions about your marketing philosophy, approach to campaign management, and understanding of the travel and aviation industry
• Follow up with the hiring manager or recruiter after your interview to express your interest in the role and reiterate your qualifications

⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.