Job Description

SENIOR BRAND MANAGER

AirAsia brand co.(Abc.), Kuala Lumpur

As a Senior Brand Manager at Abc., you bring life to the vision and development of the AirAsia group of brands through multiple channels and modes of communication. Managing a global brand that has been built over 22 years naturally requires the focus on consistency in brand identity and messaging. You will also need to provide an understanding in applying brand to business needs whether it be operations to consumer journey and route marketing or market expansion. You are instrumental in driving the constant innovation necessary in how we communicate. On a day-to-day basis, you will work closely with the group brand team, creative team and social teams to bring to life campaigns and projects. You will also be responsible for working on the evolution of the brand as ‘more than just an airline’ and its relevance + appeal to consumers. This is a role that seeks a balance of art and logic. You see the beauty in design as well as the power in effective communications.

RESPONSIBILITIES

• Lead and develop brand plans, strategies and initiatives for multiple markets.

• Manage, improve and assist in steering our voice and brand representation across advertising and operational communications.

• Develop, maintain and act as a guardian of the brand, its identity, personality and perception by conducting regular audits to ensure compliance across all online and offline channels, internal assets, and customer touch points among others.

• Prepare proposals that cover rationales, direction, strategy and recommendations.

• Communicate and build strong relationships with teams across the group and cross-functions.

• Stay closely connected to the overall brand experience of an AirAsia guest (i.e. from pre-booking to post-booking experience of our relevant services etc.).

• Work closely with the wider brand, creative & content team to develop and implement long-term brand building efforts against key business objectives.

• Oversee quality of brand communications and branding placements across assets both digital and physical.

• Identify the right audience/communities to connect with.

• Manage brand budget according to portfolio or project.

• Identify critical issues, trends and opportunities.

• Follow through with post-campaign results for learnings and reporting.

• Annual tracking and monitoring of brand health & valuation via periodic brand health and valuation studies.

• Collaborate with creative thinkers and creators in the company to keep the brand forward thinking and always in the thick of popular culture and trends.

• Work alongside potential brand partners and agencies.

• Manage group corporate branding, sponsorship portfolios and oversee ambassador engagement across the group.

• Lead strategic conversations that help rethink and reimagine the way we communicate with current and future consumers.

• Work agile and react quick to new information and direction.

• Prepared for all round cross-function support if needed.

• Trademark management, covering registration, renewal, monitoring, and enforcement against infringement activities.

REQUIREMENTS

• At least 8 years in a Brand, strategy or accounts servicing role.

• A degree or higher in brand, marketing, communications or similar.

• Experience in partnership marketing or sponsorship management is beneficial.

• Must be confident, self-motivated, meticulous, resourceful, and able to perform under tight deadlines.

• Able to travel as and when required.

• Proficient in oral and written English. Proficiency in other languages, especially Bahasa Malaysia and Mandarin is beneficial

• Exceptional communication skills, including presenting and training abilities.

• Ability to maintain high confidentiality, tactful and discreet when dealing with people.

• Strong and genuine passion and understanding for sports, entertainment, or related industries.

• Thorough understanding of brand marketing strategy, strong communications skills, and the ability to find creative and unique solutions. 

• Thorough understanding of relevant distribution & advertising platforms.

• Strong planning and project management skills.

• Detail-oriented and capable of managing multiple projects simultaneously.

• Ability to work independently and as part of a team.

• Strong understanding of brand management principles.

• Familiarity with Adobe Creative Cloud, Canva, Figma or similar is an added advantage.