Airasia super app appoints first CMO

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Airasia super app has appointed Michele Mattotti to the newly created role of CMO. Mattotti (pictured) told A+M that the app is a fast-growing business under Capital A with verticals such as travel and delivery, as well as with ASEAN expansion in mind. Hence, he was brought in to streamline all marketing efforts across the region, specifically for the super app.

He added that airasia has always been one of the companies he has the utmost professional respect for and a strong personal emotional attachment. "In my eyes, it has never been second in innovation to any other company, not only in ASEAN but also in the world. With innovation at heart, it has the ability to positively impact the life of millions of people, especially with the wide array of new verticals," he added.

According to him, airasia as a company has also shown great resilience throughout the pandemic, evolving fully into a super app, launching new business verticals and showing great results. On a personal level, airasia has also helped fulfil his travelling dreams ever since he moved to Malaysia seven years ago. "I would like to help this team of Allstars make this dream come true for even more people," he added.

He was previously from Heineken Malaysia, last helming the role of head of eCommerce, B2C, B2B, and B2E. Before that, Mattotti was head of marketing and growth at honestbee and head of growth at dahmakan. Mattotti also worked at adidas Group and boutique consultancy Carpe Diem Valuenet. A+M has reached out to Heineken Malaysia for comment.

While Mattotti did not specify the current headcount for airasia super app's marketing team, he said it is continuously building the team across the region. His vision for the new role lies in two areas – Allstar marketers and a consumer-centric approach.

When it comes to Allstar marketers, Mattotti believes that airasia super app has the right combination of hard competencies, such as data-driven marketing and product, a "learn how to learn" mentality, and creativity to find uncommon solutions to uncommon problems.

At the same time, he added that the airasia super app is on the edge of business innovation. By having meaningful interactions with millions of customers, Mattotti said the team will hopefully uncover new paths in marketing. "The 'always on' approach and behavioural data will help us improve incrementally every day. Overall product innovation and data will help us expand and refine our way of investing our marketing budget," he explained.

Earlier this week, airasia ride, the e-hailing service by airasia Super App, launched the Community Drivers feature on its platform to cater to different passenger needs. This kicked off with the LadiesONLY Driver community, giving female passengers the option to ride with lady drivers, and vice versa. Airasia ride will

Meanwhile, with the gradual reopening of borders, the company has been seizing the opportunity to expand its flight routes. Just yesterday, AirAsia Thailand offered international flights to seven nations across 18 routes, including flights connecting Thailand to Malaysia, Singapore, Indonesia, Vietnam, Cambodia, and India.