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

• 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.
• 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.
• 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.
• Identify and help unlock local partnership opportunities that accelerate growth in the Thailand market, coordinating with the relevant internal teams.
• 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.
• Build effective working relationships across Marketing, Product, CRM, Commercial, Analytics, Engineering, and regional business units.
• Influence outcomes through the quality of analysis and and recommendations rather than through direct authority.

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.