Omnichannel Experience Manager - Digital (APAC)

WHO WE ARE

Avolta is the world’s leading and largest Travel Experience (Retail, Convenience, F&B) company (https://www.avoltaworld.com/en) with >5,500 outlets, >1,200 locations, >77,000 employees in more than 70 countries and annual revenue of Swiss Francs CHF 13.5 Billion in 2024.

We operate primarily at airports as well as other travel channels, including motorways, railways, cruises, border shops, downtown.

We are on a journey towards our Destination 2027 strategy, creating a travel experience revolution by putting the traveler at our core. Based on four strong pillars including delivering the Travel Experience Revolution, Diversifying our Geographical Presence, further fostering a Culture of Continual Improvement, and Sustainability, our strategy is ultimately powered by our people.

In Asia Pacific, we are present in more than 10 countries, including India, Sri Lanka, Maldives, China, Hong Kong, Macau, Japan, Vietnam, Malaysia, Singapore, Indonesia and Australia.

PURPOSE OF THE ROLE

A key role within the Regional Omnichannel Experience function, this position is responsible for delivering sales growth and achieving the APAC business plan through the strategic use of digital platforms and tools. The Omnichannel Experience Manager leads digital projects, optimizes user experiences, and activates marketing strategies that drive customer engagement and revenue across all APAC business lines (Travel Retail, Convenience, Food & Beverage). This role partners with global and local teams to ensure digital initiatives are aligned with market needs and deliver measurable commercial impact.

RESPONSIBILITIES

Program/ Project Management

• Lead the rollout of digital programs across APAC, digital partnerships and digital ordering for Travel Retail and F&B, with a focus on driving digital penetration and revenue growth.
• Oversee the end-to-end project delivery cycle - from technical scoping and pilot setup to testing, market rollouts, and post–go-live support - ensuring initiatives are delivered on time, within budget, and according to scope.
• Act as the central coordination point between digital & technology teams, external vendors and local market operations to ensure seamless, effective and timely implementation.

E-Commerce Platform & User Experience

• Lead ongoing user experience and performance optimisation of digital touchpoints in APAC including: Reserve & Collect, OMS (order management system), Website, Customer Apps, QR ordering and kiosks – using analytics, user insights, and conversion optimisation techniques to maximize engagement, increase sales, and support business plan delivery.
• Drive local digital roadmaps, ensuring feature development is aligned to APAC local requirements and relevant to the region’s diverse customer needs, with a focus on commercial impact.

Loyalty (Club Avolta) and CRM

• Rollout Club Avolta for new markets and businesses; and set loyalty KPIs for each market (sales, members, ATV).
• Establish and operationalize CRM marketing capabilities for APAC, defining communication strategies and managing implementation through Salesforce Marketing Cloud. The role should also create channel strategies that are tailored for each country to drive customer retention, repeat purchase, and sales uplift in line with business plan goals.
• Localize global customer journeys for APAC and deploy tactical CRM campaigns for selected markets, with clear KPIs.
• Advise countries on database segmentation, creative production, and performance monitoring to boost retention, increase purchase frequency, and maximize spend per passenger (SPP), directly supporting sales targets.

Digital Marketing, Social Media, and Content Activation

• Localize and optimise digital marketing campaigns, to drive traffic and conversions.
• Oversee the transition of legacy social media accounts in line with new strategies and adapt social toolkits and support markets in developing robust local content plans.
• Drive optimisation of regional online listings & review platforms, ensuring consistent brand presence and relevant content.
• Track campaign performance, analyse results and identify opportunities to optimize ROI.

Digital Capability Building 

• Coach country omnichannel teams on project planning, digital operations, and analytics.
• Strengthen regional digital capability by sharing best practices, templates, and learnings to build a disciplined approach to digital execution across APAC.
• Track and report on the performance and impact of digital initiatives, supporting continuous improvement and accountability.

WHAT WE ARE LOOKING FOR

Required Experience

• Bachelor’s degree in Digital Marketing, Business, Information Systems, or related field.
• 10+ years’ experience in digital project management, e-commerce, CRM, or digital marketing within retail, F&B, travel, hospitality, or consumer industries preferred.
• Proven track record of using strategies, digital tools and platforms to drive market growth and business results.
• Hands-on experience with CRM platforms (e.g., Salesforce Marketing Cloud), eCommerce systems, digital analytics and marketing automation tools.
• Prior experience working across APAC markets, with a strong understanding of digital market trends and customer dynamics.

Key Skills & Attributes

• Strong digital project management and stakeholder coordination skills.
• Analytical mindset with proficiency in data-driven decision making and performance measurement.
• Excellent collaboration skills, able to work effectively across global matrixed organisation.
• Highly adaptable, innovative and able to work in a fast-paced, dynamic environment.
• Technical proficiency with platforms such as Salesforce, Google Analytics, CMS, and social media management tools.
• Deep subject matter expertise in e-commerce, omnichannel, CRM, digital marketing, user experience and conversion optimisation.

Personal Qualities

• Excellent communication written & verbal in English and Chinese (Mandarin, Cantonese).
• Strategic thinker with a passion for digital transformation and growth.
• Results-oriented and proactive in identifying opportunities for improvement.
• Empathetic and approachable, able to coach and inspire teams.
• Able to influence and motivate others to embrace new digital practices.
• Agile mindset, adaptable to change, thriving in dynamic environments.
• Hands-on and action-oriented, leading change from the front and driving initiatives through to completion.