Job Description

We are looking for a Brand Development Lead with strong brand strategy and creative agency experience. Someone who has built brands, shaped narratives, and developed brand worlds for multiple companies.

This role defines MOVE’s long-term brand direction, turning cultural and consumer insights into clear brand platforms that guide the entire organization. It sits upstream, thinking 1–3 years ahead, building frameworks that inform campaigns, product experience, content, and communication.

This is a strategic brand architect role, not an executional or operational role.

Key Responsibilities

1. Brand Strategy & Development  

• Develop and refine MOVE’s brand platform, including brand idea, narrative, value proposition, personality, behaviours, and challenger positioning.

• Lead the creation of the brand world: tonality, aesthetic cues, design language, symbols, rituals, storytelling territories.

• Translate Gen Z insights, cultural trends, and competitive analysis into actionable brand opportunities.

• Build long-term brand roadmaps and communication territories to guide social, creative, spaneting, and product teams.

• Partner with Product to ensure the brand is expressed meaningfully within the app experience.

2. Brand Systems, Frameworks & Playbooks

• Create adaptable brand systems, including visual identity principles, tone of voice, content language, and motion/behaviour guidelines.

• Develop strategic playbooks for brand voice, creative territories, and high-level campaign direction, providing upstream foundations that downstream teams translate into content, formats, UGC systems, and creative execution.

• Ensure the brand evolves consistently while maintaining clarity and coherence across spanets.

3. Cross-Functional Brand Leadership

• Work directly with the CEO and CMO to translate business ambitions into long-term brand strategy and brand direction.

• Collaborate with Social, Content, Creative, Product, PR, and Partnerships to ensure strategic clarity and alignment, while leaving day-to-day execution to respective teams.

• Provide upstream brand thinking that guides GTM campaigns, in-app experience, and cultural initiatives, shaping overarching direction without managing operational rollout.

4. Creative & Agency Collaboration (Upstream Direction Only)

• Provide strategic brand direction that informs creative territories, not execution.

• Define the brand idea, communication spaces, and creative north star for agencies and internal teams.

• Set the why and what of creative expression, while downstream teams determine the how.

• Evaluate creative work only at the concept level for strategic alignment, not asset-by-asset execution.

• Inspire creative partners with cultural insights, brand world thinking, and a challenger-brand point of view without managing production workflows.

5. Cultural & Consumer Insight Mining

• Stay ahead of Gen Z behavior shifts, cultural signals, creator trends, competitor positioning, and spanet dynamics.

• Turn insights into new brand spaces, storytelling themes, and product–brand opportunities.

This role does not:

• manage day-to-day social or content output

• run or coordinate campaigns

• oversee KOL, influencer, or UGC calendars

• act as a brand policeman or asset approver

• manage downstream teams (Brand Experience & Content, Social, Creative)

• review execution-level creative assets

Required Experience

• 5–10 years in brand strategy, planning, or brand development at a top creative, brand, digital, or strategic agency.

• Proven ability to build or transform brands.

• Strong storytelling, cultural insight mining, conceptualization, and presentation skills.

• Experience developing brand worlds, narratives, tone systems, and communication platforms.

• Ability to work across spaneting, creative, and product environments.

• Comfortable operating at high-level frameworks and translating them into practical strategic direction.

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.