AirAsia picks new regional head of partnerships for digital arm

Airasia Digital, the digital arm of Capital A, which recently rebranded to MOVE Digital, has appointed Lim Ben-Jie (pictured) as its new regional head of partnerships and global markets, according to AirAsia when A+M reached out. He will cover AirAsia Move and BigPay in his new role.

Lim initially joined AirAsia in 2015 as part of the airline’s internship programme and worked his way up the rungs of the ladder to his current role. Over the past eight years, Lim held the role of investor relations executive from 2015 to 2016 before being promoted to executive assistant to the CEO from 2016 to 2020. In this role, he served as a liaison between staff, executives, senior leaders and CEO, regarding company climate, employee well-being, project updates, proposals, and planning, as seen on his LinkedIn page.

Don't miss: AirAsia moves from iconic red to green for new digital wing. Why?

This then led to his promotion to chief of staff, working under the group CEO of AirAsia, Tony Fernandes. As part of his role, Lee oversaw businesses under the group on behalf of the CEO and acted as a key intermediary in channelling down the vision of the CEO and ensuring the successful implementation and execution of said vision and ideas. After nearly six years as chief of staff, Lim moved on to group head of delivery where he led the incubation, development and regional expansion of consumer-facing lifestyle and delivery categories.

His penultimate role before making regional head of partnerships and global markets was of as head of global markets. According to his LinkedIn page, this role comprised him leading the market entry and expansion of AirAsia’s SuperApp products and services into priority markets across Asia, enabling access to affordable travel for everyone.

Lim's appointment comes shortly after AirAsia Digital's recent rebrand to MOVE Digital (MOVE) in a bid to emphasise its commitment towards travel. MOVE’s travel platform business, AirAsia Superapp, will also undergo a brand refresh and will see its name change to “AirAsia move” as part of the ongoing transformation. Founder of airasia and CEO of Capital A, Tony Fernandes, will assume the position of executive chairman of MOVE as part of the rebrand. According to airasia, he will play a pivotal role in driving the close collaboration between both airasia Superapp (airasia move) and BigPay to unlock the potential of the digital business.

As part of the shift, Nadia Omer will also take on the role of CEO of airasia move effective 26 October. Airasia stated that her key priority will be to further drive airasia move’s vision as a low-cost travel platform with high conversion, while closely collaborating with BigPay which is led by Zubin Rada Krishnan.

Fernandes said that the name “MOVE” is a better representation of the digital arm of Capital A and reiterates its commitment to move people, ideas and innovation forward in the travel space. “Imagine seamless access to travel and financial services on one single platform, with integrated financial features such as balance display, top-up and payments from BigPay and further strengthening the value proposition of airasia move as the travel app of choice,” he added.

The biggest conference is back! Experience the future of marketing with 500+ brilliant minds at Digital Marketing Asia on 28 - 30 November in Singapore. Uncover groundbreaking strategies that connect leading brands with their target audiences effectively.

Related articles:
AirAsia moves from iconic red to green for new digital wing. Why?
Airasia Digital and Superapp to rebrand with enhanced capabilities
Airasia Superapp lands a new chief growth officer