MALAYSIA. AirAsia Group has appointed experienced executive Colin Currie as its new Chief Commercial Officer, effective from today. He is the former Managing Director of adidas Asia-Pacific.
He has been given a brief to develop a consumer-centric strategy using data to optimise growth and meet the financial objectives across AirAsia’s airlines and digital units.
Currie played a leading part in making adidas one of the most successful consumer brands in the region, helping to grow the company’s revenue fivefold in Greater China and narrowing the market share gap from fourth to head-to-head market leadership.
“This is a big statement on AirAsia’s part to be recruiting Colin as we come out of COVID. It is also a great testament to the brand despite all our issues, as great people continue to join us on this very exciting journey” – AirAsia Group CEO Tony Fernandes
He was also credited for improving the brand’s operating model and leading the regional market to record-breaking growth.
Before joining adidas, Currie had worked in the music and entertainment industry as Managing Director of Sony BMG Music Malaysia.
Earlier, Currie developed a broad knowledge of marketing in Hong Kong and Australia through key marketing positions with Citibank, Ansett Australia and Telstra Mobile.
Currie said: “I am excited to be joining AirAsia Group with my experience and knowledge in enhancing the overall brand and sales performance, especially in the new digital enterprises.
“I have been closely following AirAsia’s amazing growth story, and I am confident that, together with its passionate teams, we can put the pedal to the metal in accelerating and solidifying AirAsia’s success as a leading digital tech and lifestyle company in Asean.”
He added: “This is the most exciting time to join AirAsia as it embarks on its next revolution embracing the digital era.”
AirAsia Group said its decision to bring in the seasoned Malaysian businessman serves to underscore AirAsia’s commitment and strategic focus on increasing the market competitiveness of its new businesses, including the airasia Super App and its ecommerce ventures.
AirAsia Group CEO Tony Fernandes said: “We are delighted to welcome Colin onboard. He brings a wealth of experience at a global company which has also focused on Asean and can drive data integration within the Group to speed up our revenue growth and create a new breadth of synergies across many of our new and exciting projects.
“This is a big statement on AirAsia’s part to be recruiting Colin as we come out of COVID. It is also a great testament to the brand despite all our issues, as great people continue to join us on this very exciting journey.”
