Marketing Manager, Ancillary

Job Description

• Location: Red Horizon, Manila, Philippines

• Department: Ancillary, Commercial

• Entity: PAA Philippines AirAsia Inc.

• Status (Full time/part time/contract): Full time

JOB DESCRIPTION:

YOUR ROLE AS AN ANCILLARY MANAGER

To drive the marketing strategy and execution for core ancillary revenue streams across the AirAsia Philippines, ensuring alignment with business goals to maximize revenue, customer engagement, and satisfaction. This role involves developing innovative campaigns, optimizing marketing channels, and collaborating with cross-functional teams to promote ancillary products, including baggage, seat upgrades, bundles, and value-added services.

WHAT YOU'LL CHAMPION:

• Marketing Strategy Development:

  • Develop and implement impactful marketing strategies for ancillary products at the AOC level to achieve revenue and customer experience goals.

  • Align strategies with overall business objectives and local market sentiments.

  • Oversee local ancillary campaigns and plans, ensuring alignment with group targets and messaging.

  • Facilitate the sharing of best practices across local teams to enhance campaign effectiveness.

• Campaign Management & Performance Tracking

  • Design and execute ancillary, standalone, and flight tag-on campaigns to promote ancillary products, ensuring alignment with brand guidelines.

  • Use data-driven insights to optimize campaign performance across digital, social media, and traditional marketing channels, providing actionable recommendations for improvement.

  • Track key metrics, including conversion rates, ancillary take-up rates, and ROI on marketing spend.

• Partnerships and Collaborations:

  • Collaborate with internal stakeholders to enhance ancillary product visibility at the group level, including product teams, ancillary pricing, digital marketing, and Sales & Distribution teams.

  • Work with external partners (e.g., external service providers, travel insurance providers, car rental companies) to co-market products.

• Customer Insights and Segmentation:

  • Leverage customer data and research to identify target segments and create personalized marketing strategies.

  • Test and refine messaging to ensure it is relevant and resonates with different customer personas.

• Innovation and Growth:

  • Stay up to date on industry trends and competitors strategies to develop innovative marketing approaches.

  • Identify and test new channels, technologies, and strategies to expand ancillary product reach.

  • Liaise with the S&D team on the status of Ancillary API integration to ensure a seamless customer experience and product availability.

• Budget Management:

  • Manage marketing budgets for ancillary campaigns to ensure cost efficiency and maximize returns.

WHO YOU ARE:

• Education: Bachelor's degree in Economics, Marketing, or a related field. A master's degree is a plus.

• Experience: Minimum 3-5 years of experience in marketing, preferably in the travel, aviation, or e-commerce industry.

• Proven track record of developing and executing successful regional marketing campaigns.

• Strong analytical skills with a focus on performance metrics and ROI.

• Excellent project management and organizational abilities.

• Proficiency in digital marketing tools and platforms (e.g., Google Ads, Meta Business Suite, CRM systems).

• Exceptional communication and interpersonal skills.

• Creativity and the ability to think strategically and execute tactically.

• Results-oriented mindset with a focus on driving revenue.

• Strong collaboration skills to work with diverse, cross-functional teams.

• Ability to adapt quickly in a fast-paced, dynamic environment.

• Passion for travel and enhancing customer experiences.

OUR HIRING PROCESS:

• Application Review

• Application Review and Skills Match

• Interview & Assessments

• Background Verification

• Offer Process

GET TO KNOW US:

AirAsia has been the World's Best Low-Cost Airline for 16 consecutive years with over 800 million guests flown. We continue to champion dreams, serve the underserved and connect the world and Asean like no other so Now Everyone Can Fly.

Our story begins in 2001 with a dream, two planes and a 40 million ringgit debt. You'll know us as the Now Everyone Can Fly airline (if you don't, we're definitely older than you).

Above all, we're Allstars. We believe in the unbelievable and we dare to dream. We also believe in celebrating all individuals. So no matter your culture and background or if you prefer aisle seat to window seat, we're excited to have you onboard.

Search Firm Representatives - We do not accept unsolicited assistance from search firms for employment opportunities. All CVs/resumes submitted by search firms to any of our employees without a valid written search agreement in place will be deemed as our sole property. No fee will be paid when a candidate is hired by us as a result of an agency referral when there is no pre-existing agreement in place.

We are all different - one talent to another - that is how we rely on our differences. At AirAsia, you will be treated fairly and given all chances to be your best.We are committed to creating a diverse work environment and are proud to be an equal opportunity employer.

Search Firm Representatives - AirAsia does not accept unsolicited assistance from search firms for employment opportunities. All CVs / resumes submitted by search firms to any employee at our company without a valid written search agreement in place will be deemed the sole property of our company. No fee will be paid in the event a candidate is hired by our company as a result of an agency referral where no pre-existing agreement is in place.