Spencer Lee

Commercial Head

AirAsia Berhad

 

​Spencer oversees the entire Commercial function of AirAsia's Malaysia operations covering 11 departments including marketing and advertising, sales and distribution, digital, financial partners, mobile and loyalty.

 

He joined AirAsia in 2006 as Marketing Manager before becoming Head of Marketing in 2013 and then Head of Commercial a year later.

 

Spencer helped to set up the Ancillary Income department responsible for devising and managing the pricing of ancillary products, which contributes 21​%​ of revenue ​annually.

 

He also spearheaded key projects at AirAsia, such as, AirAsia BIG Loyalty Programme, Citibank co-brand credit card, CIMB-AirAsia savers account, AirAsia BIG Prepaid Mastercard to name a few.

 

He emphasizes the importance of utilizing digital platforms and strategies to take the business a step further to meet today’s challenging industry standards. Being an e-commerce business, AirAsia depends a lot on online user traffic, hence he ensures that the entire commercial team and all touch points are fronted digitally. He also championed collaboration with Google’s Ignite Program to welcome young talents into AirAsia.

 

During his time at AirAsia, Spencer has won several industry accolades for his work. These include awards for Best Asean Marketing and Promotional Campaign, Best Asean Airline Programme from the Asean Tourism Association (ASEANTA), Best Use of Out-Of-Home and Best Use of Activations/Events at the Malaysia Media Awards.

 

He is also a member of the Malaysian Advertisers Association, a board member of the Audit Bureau of Circulation (Malaysia) and member of the World Federation of Advertisers (WFA).