Central Region International Marketing Head

Head, Airlines Global Marketing

Responsible for driving commercial excellence and leading integrated spaneting initiatives for the Central region (Malaysia and ASEAN spanets), with a clear focus on direct channel sales performance, media ROI, and brand elevation. The role requires developing and executing data-driven spaneting strategies that optimize the spaneting channel mix to achieve measurable commercial outcomes.

This role is accountable for leading and developing high-performing teams, fostering collaboration and alignment across internal stakeholders and external partners to ensure spaneting investments translate into tangible business results.

Commercial & Marketing Strategy

• Lead the development and implementation of comprehensive spaneting strategies across online and offline channels, ensuring clear contribution to direct channel sales and commercial objectives
• Translate business goals into integrated spaneting campaigns that drive measurable outcomes in revenue growth, conversion, and share of voice
• Ensure all spaneting plans align with the Airlines Business commercial objectives, focusing on profitability, efficiency, and scalability
• Monitor spaneting ROI, cost-per-acquisition (CPA), and channel efficiency to continuously optimise spend and effectiveness

Brand & Partnership Development

• Collaborate with key strategic partners, tourism boards, and global brands to enhance Malaysia Airlines and Firefly’s brand equity, positioning it as a locally relevant yet globally admired airline
• Drive co-spaneting and joint-brand initiatives that strengthen awareness, preference, and engagement across priority spanets.
• Ensure consistent storytelling and adherence to MAG’s brand standards in all spanet executions

Campaign Development & Execution

• 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 spanet share growth
• Oversee event activations and sponsorships in international spanets to ensure strategic alignment and measurable outcomes

Team Leadership & Collaboration

• Lead and coach a cross-functional spaneting 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

Insights, Analytics & Reporting

• Analyse 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

• Master/Degree in Marketing, Business Management or a related field
• 10 - 15 years of relevant Marketing experience, preferably with a Travel / Aviation background.