🔹 Job Title: Digital Marketing Manager (India focus)
🔹 Company: AirAsia
🔹 Location: Bangalore, India
🔹 Job Type: Full-time
🔹 Category: 🌐 Digital Marketing
The Digital Marketing Manager serves as a vital bridge between AirAsia's Marketing, Commercial, Product Management, and Data teams. This strategic role involves developing and implementing comprehensive digital marketing strategies to drive online traffic, increase revenue, and enhance brand awareness across AirAsia's platforms. The ideal candidate will possess a unique blend of technical acumen and marketing expertise to effectively interface between commercial objectives and technological implementations.
ASSUMPTION: This role appears to be midway between a pure marketing function and a technical product role, requiring someone who can "translate" between these domains based on the emphasis on bridging technology and marketing.
✅ Develop and implement digital marketing strategies aligned with business objectives
✅ Plan, execute, and optimize marketing campaigns across channels (SEO, PPC, social media, email, content marketing)
✅ Work with commercial, marketing, and product teams to innovate projects with business impact
✅ Plan, scope, and schedule project timelines, epics, and milestones in JIRA and related tools
✅ Develop annual plans and strategies to drive online traffic, revenue, and brand awareness
✅ Track, analyze, and report on campaign performance using tools like Google Analytics
✅ Identify trends and insights to optimize spend and performance
✅ Initiate new digital channels, technologies, tools, and partnerships
✅ Manage and control digital marketing budget and spending
✅ Coordinate with external teams to manage project scope, changes, impacts, and risks
✅ Ensure product, data, and digital marketing are synchronized with growth team projects and KPIs
Education: Not specified
Experience: 4+ years of experience in digital marketing with relevant experience in growing business via 360-degree digital marketing
Skills:
ASSUMPTION: While no specific degree is mentioned, the technical nature of the role suggests that a background in marketing, business, computer science, or related fields would be beneficial based on industry standards for similar positions.
Salary Range: Not specified
Benefits: Not specified
Industry Comparison: Digital Marketing Manager roles in Bangalore typically offer competitive compensation in the technology sector compared to other industries, with salaries often reflecting the strategic nature of the position.
ASSUMPTION: Based on industry standards for similar roles in Bangalore's technology sector, this position likely offers a competitive package given AirAsia is a multinational company and the position requires 4+ years of experience in a specialized field.
Industry Position: AirAsia is one of Asia's leading low-cost airlines with a significant digital presence. The company has been expanding its digital ecosystem beyond air travel into various travel-related services.
Company Size: Large enterprise with operations across multiple countries in Asia
Company Stage: Established company undergoing digital transformation and expansion
ASSUMPTION: These insights are based on AirAsia's public market presence and reputation as a major airline in Asia that has been investing significantly in digital transformation initiatives.
Career Level: Mid to Senior level
Reporting Structure: Likely reports to a Head of Digital or Marketing Director
Team Size/Composition: Likely works with cross-functional teams including product managers, developers, and marketing specialists
Growth Opportunities: Potential paths include advancement to Director of Digital Marketing, Head of Growth, or similar leadership positions
ASSUMPTION: Career level is determined by the 4+ years experience requirement and the strategic nature of the role. Reporting structure and team composition are inferred from the cross-functional collaboration mentioned in the description.
Office Type: In-office (explicitly mentioned as "based in Bangalore, India")
Geographic Context: Bangalore is India's technology hub, known as the "Silicon Valley of India," with a vibrant tech ecosystem and relatively high cost of living compared to other Indian cities
Work Schedule: Standard full-time schedule, likely with flexibility expected due to potential coordination with regional teams across different time zones
Regional Considerations: Bangalore offers excellent tech infrastructure, but commuting can be challenging. The role focuses on India markets while coordinating with regional teams, requiring cultural sensitivity and understanding of local digital consumption patterns.
ASSUMPTION: Work environment details are inferred from standard practices in multinational companies in Bangalore and the nature of the role requiring regional coordination.
Typical Process: Initial screening, technical/marketing assessment, panel interviews with marketing and technical stakeholders, and possibly a case study presentation
Key Assessment Areas: Digital marketing expertise, analytical skills, technical understanding, project management capabilities, stakeholder management experience, and adaptability
Application Tips: Highlight experience that demonstrates both marketing results and technical collaboration. Quantify past achievements with metrics (traffic growth, conversion rates, ROI). Showcase examples of successfully bridging technical and commercial teams.
ATS Keywords: digital marketing strategy, campaign optimization, SEO, PPC, social media marketing, marketing analytics, Google Analytics, JIRA, project management, cross-functional collaboration, budget management, data-driven, KPI tracking
ASSUMPTION: These insights are based on standard practices for similar strategic digital marketing roles in technology companies, particularly those requiring cross-functional expertise.
JIRA, Google Analytics/GA 360, Salesforce Marketing Cloud, Adobe Marketing Cloud, SEO tools, PPC advertising platforms, social media management tools, email marketing platforms, content management systems, data analysis tools, CRM systems
ASSUMPTION: While only JIRA, Google Analytics, Salesforce, and Adobe platforms are explicitly mentioned, the role responsibilities suggest familiarity with other standard digital marketing and analytics tools would be expected.
Company Values: Innovation, cross-functional collaboration, data-driven decision making, adaptability
Work Style: Fast-paced, matrix environment requiring both independence and team collaboration, ability to challenge stakeholders constructively
Self-Assessment: Do you thrive in environments that require both technical and marketing expertise? Are you comfortable navigating between different functional teams? Can you work effectively with limited guidance in a fast-paced setting? Are you able to balance creative marketing approaches with data-driven decision making?
ASSUMPTION: These cultural elements are inferred from descriptions of the work environment ("matrix-fast paced environment") and required qualities ("self-starter able to work with limited guidance," "team player," "confidence to challenge stakeholders").
The role requires balancing technical and marketing domains, which can be demanding. Working in a matrix organization may involve navigating complex stakeholder relationships and potentially competing priorities. The position mentions working with "limited guidance," suggesting a need for self-direction in a potentially ambiguous environment. Coordinating with regional teams may require flexibility with scheduling and communication styles.
ASSUMPTION: These challenges are inferred from the job description's emphasis on cross-functional work, matrix environment, and the bridging nature of the role between commercial and technical domains.
This role differs from standard Digital Marketing Manager positions by emphasizing technical understanding and product management interfaces. Unlike pure marketing roles, it requires significant project planning using technical tools like JIRA. Compared to Growth Marketing roles, it appears to have broader responsibilities across the marketing spectrum rather than focusing solely on acquisition metrics. The position has more strategic elements than a typical campaign manager role but more hands-on implementation than a Director-level position.
ASSUMPTION: This comparison is based on standard industry patterns for digital marketing roles and the specific emphasis on technical bridging mentioned in this description.
1. Developing a coordinated SEO and PPC strategy to increase website traffic and bookings for specific travel routes
2. Creating and implementing a data collection framework to better track customer journey touchpoints across digital platforms
3. Collaborating with product teams to optimize the user experience of the booking funnel based on analytics insights
4. Planning and executing a regional digital campaign with localized content for the Indian market while maintaining brand consistency
5. Evaluating and recommending new marketing technology solutions to enhance customer segmentation and personalization capabilities
ASSUMPTION: These projects are illustrative examples based on the listed responsibilities and common initiatives for digital marketing managers in the travel industry.
1. How does the digital marketing function collaborate with the product and technology teams on new initiatives?
2. What are the key performance indicators that define success for this role in the first 6-12 months?
3. How does AirAsia balance regional marketing strategies with local market needs, particularly for the Indian market?
4. What marketing technology stack is currently in place, and are there plans to evolve it?
5. Can you describe how the matrix organization works in practice, particularly when coordinating between regional and local teams?
6. What are the biggest challenges facing AirAsia's digital marketing efforts in India specifically?
ASSUMPTION: These questions are suggested based on the role type and the specific emphasis on cross-functional collaboration and regional/local balance mentioned in the description.
⚠️ This enhanced job description was AI-generated based on the original job listing. Information has been organized and supplemented with industry-standard insights where details were not provided. All assumptions are explicitly labeled. Applicants should verify all details directly with the employer before making decisions based on this content.
1. Update your resume to highlight relevant experience: Emphasize projects where you've bridged marketing and technical domains. Include quantifiable achievements and metrics that demonstrate your impact on business goals.
2. Optimize for ATS: Incorporate key terms from the job description such as "digital marketing strategy," "campaign optimization," "cross-functional collaboration," and specific tools mentioned (JIRA, Google Analytics).
3. Prepare a portfolio: Compile examples of successful digital marketing campaigns you've managed, particularly any that involved coordinating between marketing and technical teams.
4. Research AirAsia's digital presence: Familiarize yourself with their website, mobile app, and digital marketing approaches, particularly in the Indian market.
5. Network: Connect with current or former AirAsia employees on LinkedIn to gain insights into the company culture and work environment.
6. Prepare for technical questions: Given the dual nature of the role, be ready to discuss both marketing strategies and technical implementations, including analytics interpretation and marketing technology platforms.