AirAsia Group has appointed former adidas executive Colin Currie, as its Chief Commercial Officer, who will develop a consumer-centric strategy using data to optimise growth and meet the financial objectives across AirAsia’s airlines and digital units. The appointment will be effective as of November 10, 2021.
As the former Managing Director of adidas Asia-Pacific, covering Greater China, South Korea, Japan, and Southeast Asia and Pacific countries, Currie was responsible for making adidas one of the hottest consumer brands in the region, growing the company’s revenue fivefold in Greater China and narrowing the market share gap from fourth to head to head market leadership. He was also credited for improving the brand’s operating model and leading the regional market to record-breaking growth.
“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. This is the most exciting time to join AirAsia as it embarks on its next revolution embracing the digital era,” says Colin Currie.
Currie’s appointment underscores AirAsia’s commitment and strategic focus on increasing the market competitiveness of its new businesses, including airasia Super App and its e-commerce ventures, the company says.
For AirAsia Group CEO Tony Fernandes, Colin’s wealth of experience at a global company that has also focused on Asean will be a plus. The fact that he can drive data integration within the Group to speed up revenue growth will create a new breadth of synergies across the company’s new 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.”
