Position Title
Central Region International Marketing Head
Report To
Head, Airlines Global Marketing
Role Purpose
Responsible for driving commercial excellence and leading integrated marketing initiatives for the Central region (Malaysia and ASEAN markets), with a clear focus on direct channel sales performance, media ROI, and brand elevation. The role requires developing and executing data-driven marketing strategies that optimize the marketing channel mix to achieve measurable commercial outcomes.
This role is accountable for leading and developing high-performing teams, fostering collaboration and alignment across internal stakeholders and external partners to ensure marketing investments translate into tangible business results.
Key Accountability
Commercial & Marketing Strategy
- Lead the development and implementation of comprehensive marketing strategies across online and offline channels, ensuring clear contribution to direct channel sales and commercial objectives
- Translate business goals into integrated marketing campaigns that drive measurable outcomes in revenue growth, conversion, and share of voice
- Ensure all marketing plans align with the Airlines Business commercial objectives, focusing on profitability, efficiency, and scalability
- Monitor marketing ROI, cost-per-acquisition (CPA), and channel efficiency to continuously optimise spend and effectiveness
Brand & Partnership Development
- Collaborate with key strategic partners, tourism boards, and global brands to enhance Malaysia Airlines and Firefly’s brand equity, positioning it as a locally relevant yet globally admired airline
- Drive co-marketing and joint-brand initiatives that strengthen awareness, preference, and engagement across priority markets.
- Ensure consistent storytelling and adherence to MAG’s brand standards in all market executions
Campaign Development & Execution
- Lead the planning, execution, and performance review of regional and international campaigns, coordinating with internal stakeholders (Group Communications, Revenue Management, Network, Sales, etc) and external partners (creative/media agencies, vendors)
- Deliver campaigns that achieve targeted business KPIs including direct sales uplift, yield improvement, and market share growth
- Oversee event activations and sponsorships in international markets to ensure strategic alignment and measurable outcomes
Team Leadership & Collaboration
- Lead and coach a cross-functional marketing team to deliver against KPIs with agility, accountability, and commercial mindset
- Foster effective collaboration with internal stakeholders (Commercial, Finance, Digital Solutions, Customer Experience) and external partners to ensure seamless end-to-end campaign delivery.
- Build a culture of high performance and learning within the team, ensuring alignment with Commercial & Group values and leadership competencies
Insights, Analytics & Reporting
- Analyse campaign performance across digital, media, and CRM platforms to extract actionable insights for continuous improvement
- Prepare weekly or monthly summarising campaign results, spend efficiency, and contribution to commercial targets for senior management review
Qualification & Working Experience
- Master/Degree in Marketing, Business Management or a related field
- 10 - 15 years of relevant Marketing experience, preferably with a Travel / Aviation background.
