Department
Passenger Sales & Distribution
Employee Type
Probationary
Cebu Pacific puts people at the heart of service, and it is through this mindset that our team of moment makers are always looking at new and innovative ideas to deliver solutions, services, and products for our passengers, clients, and partners. At Cebu Pacific, we don’t just manage routes and partnerships—we create impactful strategies that define the future of air travel.
Bring your unique and bold ideas to the team and be a moment maker in the ever evolving field of Commercial and Sales as Country Manager
. Visit our careers site to learn more about how your moment matters at Cebu Pacific: Cebu Pacific Air
The Country Manager is accountable for Cebu Pacific’s commercial performance, market development, and corporate representation across the assigned territory. The role translates enterprise priorities into an integrated country strategy that grows revenue, passengers, market share, and route sustainability; expands sales and distribution reach; and strengthens the airline’s relevance with customers, trade partners, government, regulators, airports, tourism bodies, and industry stakeholders. The Country Manager also provides overall branch leadership and governance, ensuring that market opportunities, business risks, regulatory obligations, operational issues, and local resources are managed effectively in close partnership with Head Office functions.
Responsibilities:
Country Strategy & Commercial Performance
- Develop and execute an integrated country strategy aligned with Cebu Pacific’s network, revenue, brand, and distribution priorities.
- Own the territory’s commercial outcomes, including revenue, passenger growth, market share, route performance, and charter opportunities.
- Identify and prioritize market, route, segment, account, partnership, and channel opportunities based on commercial value and strategic fit.
- Monitor market performance, competitive activity, consumer behavior, and emerging trends, converting insights into clear recommendations and action plans.
- Provide authoritative local-market input to Revenue Management, Network Planning, Marketing, Ancillaries, Distribution, and other commercial teams.
Sales, Distribution & Strategic Partnerships
- Build and optimize Cebu Pacific’s sales and distribution footprint across travel trade, OTAs, GDS, tour operators, consolidators, corporate accounts, groups, and other relevant channels.
- Set clear objectives for priority accounts and partners, and improve productivity through performance reviews, negotiations, joint business plans, and targeted commercial initiatives.
- Identify gaps in content, connectivity, servicing, payment, channel capability, and partner support, and lead cross-functional resolution with Head Office teams.
- Develop strategic partnerships that expand market access, stimulate demand, and strengthen Cebu Pacific’s competitive position.
Market & Destination Development
- Lead market-stimulation programs that increase awareness, consideration, conversion, and demand for Cebu Pacific and its network.
- Partner with Marketing and relevant Head Office teams to develop locally relevant campaigns and commercial initiatives grounded in market insight.
- Engage tourism organizations, airports, Philippine government representatives, and industry stakeholders to advance destination and route development.
- Identify barriers to travel and recommend practical initiatives that improve market accessibility, relevance, and competitiveness.
Government, Regulatory & External Representation
- Serve as Cebu Pacific’s senior representative with government agencies, regulators, aviation and airport authorities, tourism bodies, trade associations, airline associations, and other key stakeholders.
- Build trusted relationships that protect the airline’s interests, enable growth, and support timely resolution of market issues.
- Oversee local permits, licenses, regulatory filings, and statutory requirements in coordination with Corporate Affairs, Legal, Airport Operations, Finance, and other functional owners.
- Anticipate and monitor policy or regulatory developments, assess business impact, and ensure timely escalation, mitigation, and action.
Branch Leadership, Governance & Risk Management
- Provide overall leadership and administrative oversight for the branch and assigned territory, ensuring effective execution of company priorities.
- Ensure compliance with company policies, delegated authorities, financial controls, contractual obligations, and applicable local laws and regulations.
- Coordinate the resolution of significant commercial, regulatory, operational, financial, legal, labor, and customer issues affecting the market.
- Provide senior local leadership during major disruptions, crises, or other business-critical situations.
- Oversee the performance and governance of key local vendors, agents, consultants, and outsourced partners with the relevant functional owners.
Cross-Functional & People Leadership
- Act as the primary link between the territory and Cebu Pacific Head Office, aligning local execution with enterprise priorities and ensuring timely decision support.
- Lead cross-functional plans for route launches and recovery, market development, regulatory matters, commercial initiatives, and other strategic projects.
- Lead, coach, and develop the local team through clear priorities, performance expectations, accountability, and regular feedback.
- Build capability in commercial planning, analytics, negotiation, distribution, account development, stakeholder management, and strategic problem-solving.
- Assess organization design, resource requirements, succession, and development needs to strengthen long-term team effectiveness.
Key Success Measures
Performance will be assessed across:
- Revenue, passenger, market share, and route performance against plan.
- Growth and productivity of priority channels, accounts, and strategic partners.
- Delivery and business impact of market-development and strategic commercial initiatives.
- Quality, timeliness, and influence of market intelligence and recommendations.
- Effectiveness of government, regulatory, airport, tourism, and industry relationships.
- Branch governance, regulatory compliance, risk management, and issue resolution.
- Team performance, capability, engagement, and succession readiness.
- Cross-functional alignment, execution discipline, and speed of delivery
Qualifications:
- Bachelor’s degree in Business, Economics, Marketing, Tourism, Aviation, or a related discipline; postgraduate qualification is an advantage
- Minimum of 10 years of progressive leadership experience in aviation, travel, tourism, e-commerce, or a related industry, including significant commercial and market-facing responsibility.
- Proven track record in commercial strategy, revenue growth, business development, distribution, partnerships, and key-account management.
- Strong knowledge of the assigned territory’s business, regulatory, competitive, and consumer environment, with experience operating across multiple markets preferred.
- Demonstrated experience engaging senior commercial partners, government agencies, regulators, airports, tourism organizations, and other external stakeholders.
- Strong analytical and commercial judgment, with the ability to translate market intelligence into decisions, priorities, and measurable action plans.
- Demonstrated ability to lead teams and deliver results in a cross-functional, matrixed, and fast-changing environment.
- Advanced negotiation, influencing, stakeholder management, communication, and executive-presentation skills.
- Excellent written and verbal English, together with professional proficiency in the relevant local-market language.
Why Join Us:
- We are the first Great Place to Work ® certified airline in Southeast Asia.
- We have been recognized as Best Employer Brand on LinkedIn for two consecutive years.
- Be part of a forward-thinking team that values innovation and continuous improvement.
- Play a key role in developing and nurturing the talents that drive our success.
- Accelerate your career with access to extensive learning programs and leadership development initiatives, all under Ceb U, our corporate university.
- Enjoy unique employee perks such as free travel for you and your family. Expanded coverage to common law partners and same sex partners!
- Be assured of a comprehensive healthcare coverage upon hire.
Note: This position is for an Individual Contributor and will be based in Pasay, Metro Manila but currently follows a hybrid workplace flexibility arrangement.
Your moment matters. Be a Moment Maker!
Cebu Pacific warns the public against fake hiring and training advertisements by unknown groups. We do not require payment from candidates during the recruitment process nor do we require submission of physical application documents. For official information on our job openings, please visit our LinkedIn or career site at Cebu Pacific Careers Site
for reference.
Experience Range Range (Years)
5 - 10 years
Job posted on
2026-10-20
