Assistant Manager, Paid Digital

Malaysia Airlines; Kuala Lumpur; On-site; MYR 80,000 - 100,000; Full time

Job summary

A leading airline company based in Kuala Lumpur is seeking an Assistant Manager, Paid Digital. The role involves managing and optimizing paid media campaigns across various digital platforms, focusing on driving direct flight bookings. Candidates should possess a bachelor's degree in marketing, strong analytical skills, and 3-5 years of experience in performance marketing. The ideal applicant will have proficiency in Google Ads and Adobe Analytics, along with a proactive mindset to navigate a competitive landscape.

Qualifications

• Minimum of 3–5 years of experience in performance marketing.
• Experience in SEM and PMAX.
• Google Ads Certification is a plus.

Responsibilities

• Lead execution and optimization of paid media campaigns.
• Track KPIs and generate performance reports.
• Coordinate with platform partners for campaign execution.

Skills

Analytical mindset

Communication

Proficiency in Excel

Data-driven decision making

Adaptability

Education

Bachelor's degree in Marketing or related field

Tools

Google Ads

Adobe Analytics

Job description

Position Title

Assistant Manager, Paid Digital

Report To

Manager, Paid Digital

Position Summary

The Assistant Manager, Paid Digital is responsible for planning, executing, and optimizing paid media campaigns across Google Search Engine Marketing (SEM), Performance Max (PMAX), and metasearch platforms such as Skyscanner and Kayak. This role is instrumental in driving direct flight bookings and revenue growth by optimizing digital performance levers through data, experimentation, and collaboration with internal stakeholders and external partners.

Key Accountability

Campaign Management

Lead day-to-day execution, monitoring, and optimization of campaigns across Google Search, PMAX, Skyscanner, and Kayak to meet return on ad spend (ROAS), cost per action (CPA), and revenue targets.

Performance Analysis & Reporting

Track campaign KPIs, generate performance reports, and derive actionable insights to guide continuous improvement and support business decisions.

Channel Budget Management

Support budget allocation across platforms and destinations, ensuring efficient spending and pacing aligned with business priorities and booking curves.

Stakeholder Collaboration

Work closely with the digital analytics, regional marketing, and other commercial teams to align campaigns with demand patterns, load factor, and fare competitiveness.

Platform Partner Coordination

Liaise with platform partners (e.g. Google, Skyscanner, Kayak) to ensure best-in-class campaign execution, beta feature adoption, and strategic recommendations.

Creative & Messaging Coordination

Ensure ad copies, creatives, and landing pages are aligned with conversion optimization principles

Qualification & Working Experience

• Bachelor’s degree in Marketing, Business, Digital Media, or a related field.
• Google Ads Certification is a plus.
• Minimum of 3–5 years of experience in performance marketing, preferably within a fast-paced or data-driven environment
  
  

Areas of Experience

• Proven experience in performance marketing, with hands-on execution in Google Ads, including.
• Search Engine Marketing (SEM) and Performance Max (PMAX), as well as metasearch platforms.
• Experience in travel, airline, or eCommerce industries is an advantage.
  
  

Skills and Knowledge

• Analytical and data-driven mindset with strong attention to
• Strong sense of ownership and
• Effective communicator—able to present performance insights clearly to stakeholders of varying technical levels.
• Proactive and adaptable in a fast-paced, high-stakes
• Knowledge of digital attribution, conversion funnel optimization, and A/B testing principles.
• Proficiency in Excel and Adobe Analytics for performance tracking and reporting.
  
  

Key Challenges

• Navigating high competition in the travel
• Adapting to rapidly evolving performance marketing best practices and consumer booking behaviors.
• Balancing cost-efficiency with demand stimulation across short booking windows and seasonal travel patterns.
• Managing multiple platform requirements, attribution discrepancies, and optimization levers simultaneously.