Kuala Lumpur, Malaysia – Ravi Shankar Mallavarapu, most recently with Carsome, has been recently appointed as the chief marketing officer of AirAsia MOVE, airasia’s travel and lifestyle app–and formerly known as airasia Digital.
In an exclusive conversation with MARKETECH APAC, Ravi said, “I am entrusted with shaping and implementing our comprehensive branding and marketing strategy. This strategy is designed to enhance brand recognition and become a top-of-mind travel companion for ASEAN travelers, aligning with our business objectives.”
He also noted his particular interest in adopting AI strategies to AirAsia MOVE’s marketing strategies, stating, “I am particularly keen on leveraging AI in our marketing strategies. This includes leveraging AI across multiple marketing functions to increase productivity; prioritising the adoption of AI will help us stay competitive and relevant in the rapidly evolving travel market. The other priority is to build a community of creators who are loyal to the brand and keep generating content for us.”
Prior to this new role, Ravi was recently the chief marketing officer at Carsome for over two years, where he handled the brand’s marketing, digital, social media, public relations, growth, market research and customer experience. He also worked closely with Derek Tan, chief brand officer at Carsome, on brand, creative, production and sponsorships.
It is also worth mentioning that this marks Ravi’s return to the airasia ecosystem. He was with AirAsia for five years, where he had served various leadership roles that included group head of digital marketing and chief growth officer.
“My tenure as CMO at Carsome taught me how difficult it is to build a brand and that it is not just a marketing responsibility. I’m looking forward to working with the fantastic team [at AirAsia MOVE] and working on the vast amounts of data,” he stated.
When asked about challenges and opportunities related to AI-integrated marketing strategies, Ravi said that adapting strategies in Gen AI presents both opportunities and challenges, and it depends on how fast the industry leverages and implements them in daily work.
“In 2024 and beyond, I foresee a continued emphasis on personalised travel experiences. At AirAsia MOVE, aligning with these trends involves adopting more sustainable practices in our operations and marketing and utilising technology to tailor unique travel experiences that meet evolving consumer expectations,” he concluded.
