Senior Manager, Industry Transformation and Digitalization

About the team you are joining The Senior Manager, Industry Transformation and Digitalization is responsible for advancing IATA's digitalization, innovation and transformation agenda across the North Asia region, helping airlines move from legacy processes toward a digitalized state. The role combines industry adoption leadership, senior stakeholder engagement, cross-functional regional execution and strategic market insight, supported by strong data analysis, commercial understanding and awareness of emerging technology trends shaping airline retailing transformation. The role, reporting to Regional Director of Financial and Distribution Services, acts as the primary IATA point of contact for airlines in the region on matters related to industry distribution programs, providing expertise, guidance, training and practical support to help members progress along their transformation journey. It also translates global IATA priorities into practical regional action, using airline readiness, market dynamics, commercial opportunity, regulatory context and data-backed insight to shape engagement plans, executive discussions and implementation support. What your day would be like Industry and Standards Adoption Lead regional engagement with airlines on digital transformation and modern retailing adoption, including guidance on Offers and Orders, NDC, ONE Order and related standards. Support airlines through the adoption lifecycle—from initial assessment and business case development to implementation and certification. Track and report on adoption progress across the region, identifying barriers and developing adaptive plans. Enable airlines to participate in IATA digital transformation relevant advisory groups, task forces and regional communities, ensuring North Asia perspectives are represented in global discussions. Act as subject matter expert for the region on digital retailing and distribution-related topics, providing advice to airlines and ecosystem partners. Collaborate with IATA consulting teams on regional advisory engagements and market studies in assigned domains. Deliver educational sessions, workshops, trainings and conduct taskforce meetings. Strategic Market Intelligence and Data-Driven Business Insight Develop market intelligence and structured analysis to support airline engagement, adoption prioritization, product positioning and regional strategy. Translate regional market dynamics, airline commercial priorities, settlement trends, traffic patterns, distribution behavior and customer expectations into actionable insights. Build data-backed business cases, market studies, executive briefings and strategic recommendations that link industry transformation with measurable commercial and operational value. Use business-intelligence and data-analysis tools to strengthen performance monitoring, reporting quality, stakeholder discussions and evidence-based decision-making. Identify market gaps, adoption barriers, revenue opportunities and partnership priorities through analysis of airline behavior, agency dynamics, settlement volumes, digital-payment developments and competitive market shifts. Convert complex analytical findings into clear, persuasive narratives suitable for senior airline executives, regulators, IATA leadership and external partners. Digital Transformation and Emerging Technology Monitor developments in digital retailing, intelligent automation, agent-enabled distribution, digital payments and next-generation airline commercial models. Assess how emerging technologies may affect airline distribution control, customer ownership, settlement flows, data quality, market access and competitive positioning. Support industry discussions on trusted, compliant and commercially meaningful use of data in airline distribution, settlement and digital transformation. Help airlines and partners understand the business implications of technology change, including the shift toward structured, machine-readable offers, modern order management and digitally enabled customer journeys. Apply strong knowledge of IATA defined global data-management principles and China/North Asia market expectations to support practical transformation pathways specific to local airlines and market realities. Promote disciplined use of dashboards, market evidence, business intelligence and structured reporting to improve transparency, management decisions and stakeholder alignment. Stakeholder Engagement Build and maintain relationships with airline stakeholders across commercial, distribution, IT, and finance functions. Engage with regulators, industry associations, and ecosystem partners to align on industry priorities. Represent IATA at industry events, workshops, and conferences across the region Facilitate collaboration among airlines, solution providers, and other ecosystem players to accelerate adoption. Cross-Functional Collaboration Work closely with internal IATA teams (standards, financial services, legal, consulting) to ensure coordinated regional delivery. Coordinate with global teams to provide regional feedback and insights. Support the rollout of new products and services related to distribution and retailing. Maintain and grow online/offline digital retailing community and conduct relevant activities.