Head, Brand & Creative

ACCOUNTABILITIES

The Head, Brand & Creative is responsible for leading AirBorneo's brand strategy, creative direction, visual identity, campaign storytelling and brand governance across all customer and stakeholder touchpoints. The role exists to build a distinctive, consistent and commercially relevant airline brand that reflects AirBorneo's positioning, values and customer promise. The position contributes to company objectives by strengthening brand awareness, market differentiation, customer preference, internal alignment and the quality of all creative outputs across digital, airport, onboard, corporate and commercial channels.

RESPONSIBILITIES

Brand Strategy and Governance

• •Develop and implement AirBorneo's brand strategy, brand architecture, creative platform and brand governance framework.
• •Define and maintain the airline's brand positioning, tone of voice, visual identity principles, brand personality and creative standards.
• •Own and continuously update brand guidelines covering logo usage, typography, colours, imagery, layout, tone, customer-facing language and application across channels.
• •Ensure brand consistency across marketing, digital, airport, onboard, sales, customer communication, corporate communication and internal engagement materials.

Creative Direction and Production

•Lead creative direction for campaigns, launch materials, route announcements, promotional assets, social content, corporate collateral, customer communications and internal brand materials.

•Oversee the development of high-quality creative concepts, copy, visual designs, key visuals, templates, photography direction, video assets and branded content.

•Review and approve creative outputs to ensure they are on-brand, accurate, polished, customer-centric and commercially effective.

•Manage creative workflows from brief development, concept review, stakeholder alignment, production coordination and final delivery.

Campaign, Marketing and Commercial Support

•Work closely with Commercial, Marketing, Revenue Management and Corporate Communications to translate business priorities into compelling brand and creative campaigns.

•Support customer acquisition, route launches, destination campaigns, product launches, partnerships, loyalty initiatives and promotional activities through strong creative direction.

•Ensure all campaign assets are aligned with airline positioning, customer segments, market requirements, sales objectives and channel requirements.

•Monitor campaign creative effectiveness and recommend improvements based on market feedback, customer insights and performance results.

Customer Experience and Touchpoint Branding

•Ensure the brand is consistently expressed across the end-to-end customer journey.

•Provide creative direction for airport signage, check-in touchpoints, boarding communications, onboard materials, in-flight announcements, digital channels, service recovery materials and post-flight communication.

•Ensure brand application supports clarity, customer confidence, warmth, safety perception, accessibility and service consistency.

•Work with Cabin Services, Ground Operations, Digital and Airport Services to ensure brand experience is practical, operationally usable and consistently deployed.

Digital, Social and Content Standards

• •Lead creative standards for website, mobile, social media, email, digital advertising, online booking content and customer communication templates.
• •Ensure aviation, destination and promotional content is engaging, accurate, accessible and aligned with brand tone of voice.
• •Guide social-first creative content, storytelling formats and visual treatments that build brand relevance and customer engagement.
• •Partner with Digital and IT teams to ensure digital interfaces and creative assets are visually consistent and customer-friendly.

Agency, Vendor and Budget Management

• •Manage creative agencies, designers, production houses, photographers, videographers, printers and other brand-related vendors.
• •Develop clear creative briefs and ensure deliverables meet quality, timeline, budget and brand requirements.
• •Review vendor proposals, production estimates and creative outputs, and recommend suitable partners where required.
• •Manage departmental resources and creative production budgets in line with approved limits.

KPIs and Performance Targets

• •Brand guideline compliance and consistency across customer and corporate touchpoints.
• •Quality, timeliness and effectiveness of creative deliverables for campaigns, launches and business requests.
• •Improvement in brand awareness, brand recall, brand preference and customer engagement indicators where measured.
• •Creative campaign performance, digital engagement, stakeholder satisfaction and successful delivery within approved budget.

ACCOUNTABILITIES

Role Ownership

• •Own AirBorneo's brand identity, creative standards, brand guidelines, creative governance and brand asset management.
• •Own the quality and consistency of all major customer-facing and corporate creative outputs.
• •Own the creative translation of business, commercial, customer experience and corporate communication priorities into compelling brand assets.

Results Accountable For

•Consistent and professional representation of the AirBorneo brand across all approved channels and touchpoints.

•Delivery of creative outputs that support commercial growth, customer engagement, corporate reputation and brand differentiation.

•Effective collaboration with Commercial, Marketing, Communication, Digital, Flight Operations, Cabin Services and Ground Operations to ensure the brand is practical and consistently experienced.

•Proper governance of brand assets, templates, approvals, creative workflows, agency outputs and vendor deliverables.

AUTHORITY

•Approve creative concepts, design templates, campaign assets and brand applications within delegated authority.

•Set and enforce brand guidelines, tone of voice, visual standards and creative quality requirements across the organisation.

•Require revision of materials that do not meet brand, quality, customer clarity or governance standards.

•Recommend appointment of creative agencies, production vendors, photographers, videographers, printers and other brand-related suppliers subject to procurement and approval limits.

•Manage approved brand and creative budgets, production resources and external creative deliverables.

•Escalate brand risks, reputational concerns, inaccurate customer-facing material, budget exceptions or strategic creative decisions to senior management.

DELEGATION OF DUTIES

In the absence of the Head, Brand & Creative, duties may be delegated to the Marketing Manager or another appointed senior team member, subject to approved company authority limits. Delegated duties may include routine creative review, coordination of design deliverables, agency follow-up, campaign asset production, brand guideline clarification and day-to-day stakeholder coordination. Authority relating to final brand strategy, major campaign approval, budget commitment, vendor appointment, policy changes or reputationally sensitive materials remains subject to the company's delegation of authority and senior management approval.