Job Description
Job Overview:
We’re looking for a highly strategic, creative, and driven brand manager to champion the next evolution of AirAsia MOVE. As Manager/Senior Manager of Brand & Content, you will own the brand narrative, steer content strategy, and lead integrated campaigns that shape how millions perceive and engage with our travel platform. You’ll work closely with senior leadership, creative partners, and cross-functional teams to push boundaries, grow brand equity, and deliver measurable business impact.
Responsibilities:
Brand Strategy & Execution:
Lead the development and execution of AirAsia MOVE’s brand positioning, architecture, and identity across all spanets.
Translate high-level business goals into bold, insight-driven brand strategies that build awareness, differentiation, and loyalty.
Evolve and enforce brand guidelines to ensure consistency across touchpoints while allowing for local spanet nuance.
Drive strategic brand partnerships and ambassador programs that increase reach and relevance.
Content Creation & Management:
Own the brand content calendar, messaging frameworks, and storytelling pillars across paid, owned, and earned channels.
Lead ideation and production of high-impact, audience-first content ranging from UGC and influencer-led videos to branded editorial and social storytelling.
Oversee the quality, tone, and creative excellence of all brand assets including video, copy, photography, and campaign collateral.
Evaluate performance of content assets through data-driven insights and iterate for growth and engagement.
Campaign Activations and Collaborations
Lead brand campaigns and go-to-spanet strategies from concept to execution, integrating across digital, ATL, BTL, and experiential platforms.
Oversee KOL, creator, and influencer strategies to amplify campaigns and connect with key demographics, particularly price-savvy travelers and digital natives.
Manage large-scale activations, product launches, and PR stunts that generate buzz and emotional connection with the brand.
Cross-Functional Collaboration:
Act as the brand guardian across the organization, working closely with product, CRM, customer experience, and commercial teams to align messaging and uphold brand standards.
Provide strategic and creative direction to internal stakeholders and external agencies to ensure cohesive execution.
Partner with Performance Marketing to create branded content that also converts.
Brand Performance and Market Intelligence
Define and track key brand KPIs such as brand awareness, perception, engagement, and share of voice.
Lead brand health studies, customer sentiment analysis, and competitive benchspaning to inform decision-making.
Stay ahead of emerging trends in travel, technology, content, and culture to keep AirAsia MOVE fresh and culturally relevant.
We are all different - one talent to another - that is how we rely on our differences. At AirAsia, you will be treated fairly and given all chances to be your best.We are committed to creating a diverse work environment and are proud to be an equal opportunity employer.
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