Position Title 

Manager, Social Media

Report To

Commercial Comms & Creative Strategy Head

Position Summary

The Manager, Social Media is responsible for developing and delivering the social media strategy, audience growth and content direction for Malaysia Airlines and its portfolio of airline brands. The role leads platform-led social experiences that strengthen brand affinity, grow audiences and drive engagement, while partnering with internal teams, agencies and platform partners to support brand and commercial objectives.

Key Accountabilities

• Develop and implement annual, quarterly and monthly social media strategies aligned with brand, commercial and communication priorities. Define platform roles, content pillars, audience strategies and channel approaches across key and emerging social platforms.


• Drive sustainable audience and fanbase growth through organic and paid strategies, partnerships and platform opportunities that expand reach, strengthen engagement and build long-term brand affinity.


• Lead the strategic and editorial direction of social media content, ensuring brand stories are distinctive, engaging, culturally relevant and tailored to platform, audience and brand positioning.


• Identify emerging trends, cultural moments and audience behaviours, recommending timely and authentic opportunities for brand participation.


• Partner with Creative, Copy, AV, Media, Digital Marketing, Brand, Commercial, Corporate Communications, PR and regional teams to embed social media strategy into campaigns and provide strategic direction to agencies.


• Establish and manage social media performance frameworks, translating audience, content and campaign insights into actionable recommendations and continuous optimisation.


• Lead community management strategies to ensure customer engagement, feedback, sensitive issues and reputational risks are managed consistently and appropriately.


• Monitor developments in social platforms, AI, technology and digital culture to improve social listening, audience insights, content effectiveness and operational efficiency.


• Manage agencies, platform partners, vendors, budgets and stakeholder relationships while serving as a trusted advisor on social media strategy and audience engagement.


• Lead, coach and develop the social media team, fostering a high-performing culture of accountability, collaboration, innovation and continuous learning.

Qualifications & Experience

At least 3–5 years' leadership experience in strategy, people and agency management, with experience in a large consumer-facing or high-profile organisation preferred.

Personality Traits

• Strong expertise in social media strategy, platform management, content development and audience growth.


• Ability to translate insights, analytics and trends into strategies supporting brand and commercial objectives.


• Strong creative judgment and storytelling ability to guide content direction across platforms.


• Working knowledge of AI, emerging technologies and social listening tools.


• Strong leadership, stakeholder management and ability to drive social media impact