Head, International Marketing - Western Region

• 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 Business commercial objectives, focusing on profitability, efficiency, and scalability.
  
• Monitor marketing ROI, cost-per-acquisition (CPA), and channel efficiency to continuously optimise spending and effectiveness.
  

• Collaborate with key strategic partners, tourism boards, and global brands to enhance the 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 their brand standards in all market executions.
  

• 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.
  

• 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.
  

• A​nalyse 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.
  

Requirements

• Master/Degree in Marketing, Business Management or a related field.
  
• 10-15 years of relevant Marketing experience, preferably with a Travel / Aviation background.
  
• Proven track record in developing and executing multi-market marketing strategies that directly drive commercial outcomes — including revenue growth, direct channel sales, and measurable media ROI — ideally within the aviation, travel, or premium consumer sectors.
  
• Deep understanding of market dynamics across Malaysia, ASEAN, and key international markets, with the ability to translate regional insights into actionable go-to-market strategies.
  
• Strong command of integrated marketing disciplines, including brand, digital, CRM, media, partnerships, and performance marketing — with demonstrated success in balancing brand equity with conversion performance.
  
• Hands-on experience with digital platforms and analytics tools (e.g., Meta, Google Ads, DV360, programmatic, AppsFlyer, or similar) to optimise campaigns and measure effectiveness across the funnel.
  
• Strong commercial acumen with the ability to translate marketing activities into business results.
  
• Proven leadership in managing teams, agencies, and cross-functional stakeholders.
  
• Data-driven and analytical mindset, with hands-on experience in interpreting marketing performance metrics.
  
• Excellent communication, negotiation, and influencing skills.
  
• Global marketing exposure with sensitivity to cultural and market nuances.