📌 Core Information
🔹 Job Title: Senior Manager, Marketing
🔹 Company: AirAsia Aviation Management Services Sdn. Bhd.
🔹 Location: Sepang, Selangor Darul Ehsan, Malaysia
🔹 Job Type: Full-time
🔹 Category: Marketing
🔹 Date Posted: July 18, 2025
🔹 Experience Level: 5-10 years
🔹 Remote Status: On-site
🚀 Job Overview
Key aspects of this role include:
- Leading marketing initiatives and campaigns to drive customer engagement and business growth
- Overseeing brand positioning, storytelling, and visual consistency across all touchpoints
- Conducting market research and competitive analysis to identify new opportunities
- Managing marketing calendar, budgets, timelines, and external vendors
- Growing and developing 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 including media agencies and tourism partners
✅ Using creative/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: This role involves a high level of autonomy and requires strong leadership, project management, and stakeholder communication skills.
🎯 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 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 marketing automation tools and CRM systems
ASSUMPTION: Candidates with relevant industry experience and a strong portfolio demonstrating their ability to drive successful marketing campaigns will be highly competitive for this role.
💰 Compensation & Benefits
Salary Range: Based on industry standards for a Senior Marketing Manager role in Malaysia, the estimated salary range is RM 150,000 - RM 250,000 per annum (approximately USD 35,000 - USD 58,000).
Benefits:
- Key medical and insurance benefits
- Maternity expenses
- Flexible work arrangement
- Health and fitness amenities
- Paid time off
- Wellness programmes
- Childcare amenities
- 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 - Friday, 9:00 AM - 5:30 PM) and occasional weekend or evening work as required
ASSUMPTION: The salary range provided is an estimate and may vary based on the candidate's experience, qualifications, and market conditions. 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 industry, focusing 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 the world's best low-cost airline, serving over 160 destinations across Asia, Australia, and the Middle East.
Company Description:
- AirAsia is a leading Asean airline and a world-class brand that wears many hats, including aviation, digital, travel, and lifestyle services
- 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 offers a diverse work environment
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 business units and services offers unique career growth opportunities for marketing professionals.
📊 Role Analysis
Career Level: This role is at the senior management level, reporting directly to the Head of Marketing or a similar position.
Reporting Structure: The Senior Manager, Marketing will oversee a team of marketing professionals and may have dotted-line responsibilities for cross-functional projects.
Work Arrangement: This is an on-site role based at AirAsia's headquarters in Sepang, Selangor Darul Ehsan, Malaysia. However, occasional remote work may be possible with prior approval.
Growth Opportunities:
- Progression to a Head of Marketing or similar leadership role within AirAsia's marketing department
- Expansion into other business units or functions within the AirAsia group, such as digital, travel, or lifestyle services
- International assignments or secondments to AirAsia's regional offices or subsidiaries
ASSUMPTION: Successful candidates will have a strong track record of driving marketing campaigns and a clear vision for growing AirAsia's brand and market share.
🌍 Location & Work Environment
Office Type: AirAsia's headquarters is a modern, open-plan office with a vibrant and dynamic work environment.
Office Location(s): AirAsia RedQ, Jalan Pekeliling 5, KLIA2, Sepang, Selangor Darul Ehsan, Malaysia
Geographic Context:
- Sepang is located approximately 50 km south of Kuala Lumpur, the capital city of Malaysia
- The area is well-connected by major highways and public transportation, with easy access to shopping, dining, and entertainment options
- Malaysia offers a tropical climate, diverse culture, and a low cost of living compared to other Southeast Asian countries
Work Schedule: Standard office hours are Monday - Friday, 9:00 AM - 5:30 PM, with occasional weekend or evening work as required
ASSUMPTION: The work environment at AirAsia is fast-paced, collaborative, and focused on driving results through innovative marketing campaigns.
💼 Interview & Application Insights
Typical Process:
- Online application submission
- Phone or video screening with the HR department
- Face-to-face or video interview with the hiring manager and/or team members
- Final interview with senior leadership or the Head of Marketing
- Background check and reference verification
- Job offer and onboarding
Key Assessment Areas:
- Marketing strategy and campaign planning
- Brand positioning and storytelling
- Data analysis and interpretation
- Leadership and team management skills
- Cross-functional collaboration and stakeholder communication
- Cultural fit and alignment with AirAsia's values and mission
Application Tips:
- Tailor your resume and cover letter to highlight your relevant marketing experience and achievements
- Prepare examples of successful marketing campaigns you've led or contributed to, focusing on results and impact
- Demonstrate your understanding of AirAsia's brand and business by providing relevant insights or ideas during the interview
- Showcase your creativity, strategic thinking, and problem-solving skills through relevant examples or case studies
ATS Keywords: Marketing strategy, campaign execution, brand positioning, market research, competitive analysis, budget management, team leadership, cross-functional collaboration, data-driven decision making, customer engagement, business growth
ASSUMPTION: AirAsia's hiring process is designed to assess candidates' skills, experience, and cultural fit, with a focus on finding the best fit for the role and the organization.
🛠️ Tools & Technologies
- Marketing automation tools (e.g., Marketo, HubSpot, or similar)
- CRM systems (e.g., Salesforce, Microsoft Dynamics, or similar)
- Social media management platforms (e.g., Hootsuite, Buffer, or similar)
- Google Analytics and other web analytics tools
- Microsoft Office Suite (Word, Excel, PowerPoint)
- Project management tools (e.g., Asana, Trello, or similar)
ASSUMPTION: Familiarity with relevant marketing tools and technologies is essential for this role, as the Senior Manager, Marketing will be responsible for driving campaigns and managing team members' workloads.
👔 Cultural Fit Considerations
Company Values:
- Passion for travel and connecting people
- Innovation and continuous improvement
- Collaboration and teamwork
- Integrity and accountability
- Fun and a positive work environment
Work Style:
- Fast-paced and dynamic, with a focus on driving results
- Data-driven and analytical, with a strong emphasis on performance metrics
- Collaborative and team-oriented, with a focus on cross-functional collaboration
- Adaptable and flexible, with a willingness to take on new challenges and learn continuously
Self-Assessment Questions:
- Do you share AirAsia's passion for travel and connecting people, and do you have a deep understanding of the Asian travel market?
- Are you comfortable working in a fast-paced, dynamic environment, and do you thrive on driving results through innovative marketing campaigns?
- Do you possess strong leadership, team management, and stakeholder communication skills, with a proven track record of growing and developing marketing teams?
ASSUMPTION: Successful candidates will demonstrate a strong alignment with AirAsia's values and a clear understanding of the company's mission and business objectives.
⚠️ Potential Challenges
- The marketing landscape is constantly evolving, requiring continuous learning and adaptation
- AirAsia's fast-paced environment may present challenges for candidates who prefer a more structured or predictable work environment
- Managing a team of marketing professionals may require strong leadership and conflict resolution skills
- The role may involve occasional travel to AirAsia's regional offices or subsidiaries, which could disrupt personal schedules or family commitments
ASSUMPTION: Candidates should be prepared to face these challenges head-on and demonstrate their ability to thrive in a dynamic, fast-paced work environment.
📈 Similar Roles Comparison
- Compared to other marketing manager roles, this position offers a unique opportunity to work for a leading aviation and travel company with a strong global presence
- AirAsia's focus on low-cost travel and digital services sets it apart from traditional airlines, presenting candidates with a unique set of challenges and opportunities
- Career progression in this role may lead to international assignments or secondments, providing candidates with exposure to diverse markets and cultures
ASSUMPTION: Candidates should consider the unique aspects of this role and weigh the potential benefits and challenges against their personal and professional goals.
📝 Sample Projects
- Developing and executing a regional marketing campaign to promote AirAsia's new route launches or destination offerings
- Conducting market research and competitive analysis to identify new opportunities for AirAsia's digital travel and lifestyle services
- Leading a cross-functional team to rebrand AirAsia's corporate identity and visual guidelines, ensuring consistency across all touchpoints
ASSUMPTION: These sample projects illustrate the diverse range of responsibilities and challenges that the Senior Manager, Marketing may face in this role.
❓ Key Questions to Ask During Interview
- What are the key priorities for this role in the first 90 days, and how will my performance be measured against these objectives?
- How does AirAsia support the professional development and growth of its marketing team members?
- What are the most significant challenges facing AirAsia's marketing department, and how can this role contribute to addressing these issues?
- How does AirAsia foster a culture of innovation and continuous improvement within its marketing teams?
- What opportunities exist for collaboration with other business units or functions within the AirAsia group, and how can this role drive cross-functional projects and initiatives?
ASSUMPTION: Asking these questions demonstrates your interest in the role and your commitment to understanding the organization's priorities and culture.
📌 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 marketing experience and achievements, focusing on results and impact
- Prepare examples of successful marketing campaigns you've led or contributed to, focusing on your role and the outcomes
- If applicable, provide a portfolio or examples of your work to showcase your creativity and strategic thinking
- Follow up with the HR department one week after submitting your application to inquire about your application status
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
