Position Title
Senior Executive, Creative Communications & Innovation
Report To
Assistant Manager, Commercial Brand Comms and Creative Strategy
Position Summary
The Senior Executive, Creative Communications & Innovation is responsible for driving the development and enhancement of innovative creative initiatives within Global Marketing. This role leads the conceptualisation, execution, and scaling of innovative creative communication strategies that strengthen brand presence and differentiate Malaysia Airlines globally.
Acting as custodian of key creative innovation assets, the role ensures they remain brand-aligned, commercially relevant, and continuously optimised across relevant communication touchpoints. The position also functions as project lead for assigned creative initiatives, managing cross-functional stakeholders, budgets, and timelines to deliver high-quality creative commercial outcomes.
Key Accountability
- Lead the conceptualisation, development, and scaling of creative initiatives, from ideation through to launch and continuous optimisation.
- Serve as the custodian of key creative innovation assets, ensuring they are continuously refreshed, brand-aligned, and impactful across all customer touchpoints.
- Explore and evaluate emerging creative formats, platforms, and technologies (e.g. AI-driven content, immersive experiences, interactive storytelling) to enhance brand engagement.
- Collaborate closely with internal marketing, commercial and cross-functioning teams, as well as external agencies and partners, to design and deliver future-forward brand experiences.
- Function as project lead for assigned creative initiatives — managing timelines, budgets, stakeholders, and deliverables to ensure high-quality execution.
- Develop compelling business cases and strategic narratives for new creative concepts, securing cross-functional alignment and leadership buy-in.
- Drive a “test-and-learn” approach to innovation, translating experimental creative ideas into scalable brand-building initiatives.
- Define and track success metrics for creative innovation projects, linking brand impact to commercial outcomes.
- Stay ahead of global creative, marketing, and cultural trends, identifying opportunities to llead in storytelling and customer engagement.
- Ensure all creative innovation initiatives adhere to brand governance, regulatory requirements, and data-privacy standards.
Qualification & Working Experience
- Bachelor’s Degree in Marketing, Communications, Art or a related discipline
- At least 4 years of experience in 360° marketing, advertising, or creative-led roles, preferably in travel, tourism or aviation industry.
- Proven exposure to emerging creative technologies, including but not limited to AI, immersive media (AR/VR), chatbots and personalisation.
- Proven exposure to project management.
- Strong knowledge of AI ecosystems – from evaluation and testing to deployment and continuous improvement.
Personality Traits
- Excellent communication and presentation skills, with the ability to convey complex ideas clearly and persuasively.
- Creative, curious, and adaptable, with a strong problem-solving mindset and passion for future-forward marketing.
