AirAsia Philippines boosts marketing leadership with Gian Directo's appointment

AirAsia Philippines has appointed Gian Directo (pictured) as its new head of marketing, marking a pivotal step in bolstering its marketing and commercial leadership.

Directo officially assumed the role in June, succeeding Diana Chua, who departed in January to focus on growing her own agritech startup. He initially served as officer-in-charge following Chua’s exit, before his official promotion and subsequent expansion of responsibilities into a commercial role in August.

With his new remit, Directo now leads both marketing and branding functions, while also overseeing sales. “The scope is just bigger,” he told MARKETING-INTERACTIVE, describing the shift in his portfolio that now combines strategic and commercial oversight.

Don't miss: Exit interview: Rudy Khaw bids farewell to AirAsia after 18 years

As part of his expanded role, Directo is tasked with crafting and implementing AirAsia Philippines’ overall marketing strategy, managing the marketing team to ensure effective execution of campaigns across all channels, and driving efficient marketing spend through cost-optimisation measures.

His focus also spans brand management - ensuring consistent messaging and customer experience across touchpoints - alongside market research to track emerging trends, competitive dynamics, and new opportunities.

Data-driven decision-making remains central to his approach. Directo is also charged with analysing campaign performance and translating insights into actionable strategies, while strengthening cross-functional collaboration with non-marketing departments to ensure cohesive execution across the organisation.

He reports directly to Amanda Woo, chief commercial officer based in Malaysia, with a dotted-line to Suresh Bangah, CEO of AirAsia Philippines.

Looking ahead, Directo’s immediate priorities include expanding the airline’s network in preparation for 2026 and revitalising consumer affinity for the brand. “The rest of 2025 is focused on the resumption of our Cebu hub flights, which we are aggressively marketing,” he added.

AirAsia previously announced it is reopening its Cebu hub with a new Macao–Cebu route launching on 15 November 2025, operating three times weekly. The move expands domestic and international connectivity, linking travellers from Macao, Hong Kong, and the Greater Bay Area to key Philippine destinations such as Boracay, Davao, and Iloilo.

To mark the resumption of its Cebu hub, AirAsia Philippines is set to stage a music festival headlined by top OPM acts, celebrating the airline’s return to the Queen City of the South. The festivities will coincide with the launch of AirAsia’s Christmas campaign, kicking off a season of renewed travel spirit. Into 2026, the airline will further drive brand love through nationwide campaigns centred on music and sports, Directo said.

Related articles:
AirAsia Philippines turns Sandugo Festival into a Gen Z cultural experience
AirAsia turns up the heat on Boracay's culinary and wellness appeal
AirAsia runs the distance: Bali race draws 5,000 as carrier bets on lifestyle tourism