Senior Growth Lead (Thailand)

Job Description

We are seeking an experienced Senior Growth Lead, Thailand on a six-month fixed-term contract to act as the on-the-ground market lead for Thailand and the primary link between local market reality and our regional growth agenda. This is a senior individual-contributor role focused on market intelligence, opportunity identification, and cross-functional influence rather than direct campaign execution or team management. Reporting to the Chief Marketing Officer, you will work across Marketing, Product, CRM, Commercial, and Engineering to surface Thailand-specific growth opportunities, translate them into clear recommendations, and help the relevant teams act on them with speed and local relevance.

The nature of this role

This is an individual-contributor position. It does not carry direct reports, and the role holder should not expect to build or manage a team within the contract term. Success in this role is defined by the quality of insight, recommendations, and cross-functional influence delivered — not by owning a marketing budget or a personal performance target. The role holder will operate alongside teams they do not directly manage and will be supported by the Chief Marketing Officer in doing so. We describe this openly so that candidates can assess fit before applying.

Key responsibilities

• Market intelligence & the Thailand voice
  Serve as the primary source of Thailand market intelligence to the regional team, covering consumer behavior, competitor activity, channel dynamics, and platform and payment expectations specific to the Thai market. Identify shifts and signals in the local market that are not visible from the regional center, and clearly and promptly communicate their commercial implications. Represent the Thai customer perspective in regional planning and prioritization discussions.
• Opportunity identification & prioritization
  Identify and evaluate growth opportunities across AirAsia MOVE's product lines, with particular focus on Hotels and ancillary travel products (‘Fly-Beyond’). Pressure-test opportunities against local market evidence and commercial logic before recommending them. Prioritize opportunities based on potential impact, feasibility, and strategic fit for the Thailand market.
• Translation into actionable recommendations
  Translate market opportunities and customer insights into clear, well-structured briefs that Product, CRM, Engineering, and Commercial teams can act on. Define requirements and desired outcomes with enough clarity to enable efficient execution by the relevant owning teams. Support the localization of platform experience, communications, and campaigns for the Thai market.
• Partnerships
  Identify and help unlock local partnership opportunities that accelerate growth in the Thailand market, coordinating with the relevant internal teams.
• Data-informed decision-making
  Use analytics tools (e.g., GA4, Amplitude, Looker Studio, or equivalent) to ground recommendations in evidence and to validate market observations. Present clear, well-supported insights and recommendations to senior leadership.
• Stakeholder engagement
  Build effective working relationships across Marketing, Product, CRM, Commercial, Analytics, Engineering, and regional business units. Influence outcomes through the quality of analysis and recommendations rather than through direct authority.

Scope boundaries

To ensure clarity for applicants, this role does not include: ownership of acquisition budgets or direct campaign execution; a personal revenue, conversion, or acquisition performance target; or people-management responsibilities. The role adds value by strengthening the Thailand market focus of the teams that hold those mandates.

Requirements

• Bachelor's degree in Marketing, Business, Economics, Data Analytics, or a related discipline.
• 10–12 years of experience in growth, performance, digital, or commercial marketing.
• Proven experience in OTA, travel, e-commerce, technology, or digital-marketplace businesses.
• Deep, current knowledge of the Thai consumer and travel market, including how Thai customers research, pay for, and book travel. This is essential to the role.
• Demonstrated ability to influence and mobilize cross-functional teams without direct authority.
• Strong ability to translate market signals and data into clear written recommendations and briefs.
• Working proficiency with digital analytics platforms such as GA4, Firebase, Looker Studio, Amplitude, or Mixpanel, sufficient to independently interpret and validate data.
• Excellent stakeholder management and communication skills in the Thai market context.

Advantageous

• Experience across multiple Southeast Asian markets.
• Exposure to marketplace, platform, or multi-product travel environments.

AirAsia Berhad: Asia’s leading airline was established with the dream of making flying possible for everyone. Since 2001, AirAsia has swiftly broken travel norms around the globe and has risen to become the world’s best. Driven by the Dare to Dream spirit, we pride ourselves in being the region’s largest low-cost carrier, serving 24 countries and over 130 destinations. We're not confined by walls, except when we need to answer the call of nature, so all departments mingle every day. As we embrace new technology to become a digital airline, services like BIG Duty Free, BIG Pay, BIG Loyalty, Touristly, ROKKI and Xcite Inflight Entertainment will be an exciting evolution, placing us ahead of the game. Are you in? AirAsia is set to take low-cost flying to an all new high with our belief, "Now Everyone Can Fly"