Job Description

The Role:

This is a leadership role for someone who wants to shape how one of Asia’s most recognisable brands shows up in culture — during the moments that matter most.

As Social & Influencer Manager, you’ll be at the centre of everything big: Ramadan and CNY campaigns, influencer activations, major route launches, and anything else that calls for AirAsia to make a statement. You’ll own the social strategy behind these campaigns and lead a small, sharp team to bring them to life — from ideas and influencer plans, to strategy, content delivery and performance analysis.

You won’t be doing this alone. You’ll work hand-in-hand with a dedicated Social Media Specialist, Social Media Executive, and a Production lead (who brings creative to life). You’ll also partner closely with our paid, spaneting, PR teams — all working toward one goal: building brand relevance through brilliant storytelling.

What you’ll be doing:

• Leading the strategy for seasonal and brand campaigns — from first idea to final post

• Translating business goals into social-first content plans that connect with real people, across regions and platforms

• Partnering with your Social Media Specialist, Executive, and Production Lead to brainstorm, brief, and bring campaigns to life

• Defining the influencer approach for each moment — identifying the right talent and how they fit into the wider campaign

• Reviewing content, concepts, and creator submissions — giving clear, constructive feedback that elevates the work

• Aligning with PR, spaneting, growth, and regional teams to ensure messaging, timing, and creative are in sync

• Spotting content bottlenecks early and helping the team navigate challenges before they become blockers

• Using insights from performance data and social listening to guide strategy and surface opportunities

• Building and owning the campaign calendar — planning ahead, setting lead times, and ensuring the team is prepared

• Leading creative sessions and campaign workshops that spark bold, actionable ideas

• Creating internal strategy decks and presenting clear plans to senior stakeholders and cross-functional teams

• Mentoring your team — offering regular feedback, helping set development goals, and creating space for them to grow

• Keeping an eye on where culture is heading — and helping AirAsia show up in ways that feel timely and relevant

What we’re looking for:

• You have 5+ years of experience in social strategy, content, or influencer spaneting — ideally with campaign leadership across multiple regions

• You’re a strong team leader and team player who can guide people and bring calm to fast-moving projects

• You can take a complex business goal and turn it into a clear, creative campaign strategy — then lead others to deliver it

• You’re both incredibly creative and structured — great, fresh ideas excite you, but so does building a well-planned calendar and running an organised team

• You know how to give feedback that helps the work get better — with clarity, not ego

• You’re confident presenting ideas to stakeholders, and backing them up with logic, insight, and intent

• You’re collaborative, easy to work with, and able to align people across teams and time zones

• You bring cultural fluency — especially across Southeast Asia — and you’re always listening to what matters to our audiences

• Most importantly: you care about making things that matter — not just to the business, but to the people we’re speaking to

A few extras we look for:

We’re not interested in buzzwords or bravado. We’re looking for someone who:

• Cares about doing things well, but doesn’t wait for perfection

• Communicates clearly and kindly

• Knows how to make things happen — and enjoys the process

• Brings incredible creative and  original thinking, but isn’t afraid to adapt and evolve