Job Description

Digital Marketing Manager - Performance Channels
Position Overview
The Digital Marketing Manager will lead MOVE's always-on paid media strategy across Meta, TikTok, and Google, optimizing our path to aggressive seat targets. This role demands a performance-obsessed marketer who can balance efficiency with growth, managing significant monthly budgets across diverse APAC markets with differentiated strategies.
Key Responsibilities
Multi-Platform Campaign Management
Lead always-on paid media strategy across Meta Ads, TikTok Ads, and Google Ads with substantial monthly budgets.
Develop market-specific campaign strategies aligned with business targets across key APAC markets.
Execute the 70/30 strategic split: prioritize new user acquisition and market expansion (70%) over existing market optimization (30%).
Manage seasonal budget allocation based on demand patterns and efficiency opportunities.
Budget Optimization & ROAS Management
Optimize budget allocation across all platforms to maximize efficiency and seat achievement.
Monitor and optimize ROAS across all platforms, identifying efficiency gains and reallocation opportunities.
Conduct scenario planning across different spend levels to maximize seat achievement.
Identify and capitalize on underinvestment periods during high-efficiency windows.
Incrementality Testing & Cross-Channel Optimization
Design and execute geo-holdout tests and incrementality experiments to measure true platform contribution.
Optimize budget allocation across Meta, TikTok, and Google based on incremental value, not last-click attribution.
Analyze cross-platform synergies and diminishing returns at different spend levels.
Develop testing roadmaps for new markets with conservative budget approaches.
Creative Strategy & Platform Innovation
Partner with creative teams to develop high-performing ad creatives optimized for each platform.
Stay ahead of platform algorithm changes and beta features (Meta Advantage+, Google PMax).
Test emerging formats and placements to maintain competitive edge.
Localize creative and messaging for cultural relevance across APAC markets.
Success Metrics (First 12 Months)
Achieve or exceed seat targets through optimized paid media investment.
Maintain target ROAS while scaling spend across budget scenarios.
Reduce cost per acquisition (CPA) through incrementality-driven optimization.
Increase MAU through effective new user acquisition campaigns.
Drive significant bookings to include cross-sell products (hotels, SNAP, duty-free).
Achieve breakeven or positive ROI in test markets.
Required Qualifications
5+ years managing large-scale performance marketing budgets across Meta, Google, TikTok.
Proven track record optimizing ROAS at scale while balancing growth and efficiency.
Deep expertise in incrementality testing methodologies and measurement frameworks.
Experience with multi-market campaign management, preferably in APAC region.
Strong analytical skills with proficiency in platform analytics and data visualization.
Preferred Qualifications
Travel/OTA industry experience with understanding of booking behaviors and seasonal patterns.
Experience managing substantial monthly budgets across multiple markets simultaneously.
Knowledge of APAC market nuances (language, culture, payment methods, consumer behavior).
Familiarity with cross-sell strategies for travel ancillaries.
Meta/Google/TikTok platform certifications.
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.

Skills Required