Director Marketing & Communication

Overview

As Director Marketing & Communications at FlyArystan, you will lead the airline’s marketing, brand, communications and public relations agenda, playing a key role in supporting FlyArystan’s next phase of growth and commercial transformation.

The role will be responsible for building a strong, distinctive and internationally relevant FlyArystan brand while supporting the airline’s planned international expansion, strengthening the perception of affordability and value for money, and accelerating the strategic shift toward direct digital distribution channels.

The Director Marketing & Communications will lead the development and implementation of FlyArystan’s brand refresh and new identity, ensuring a consistent and compelling brand proposition across all customer touchpoints and markets.

The role will also develop a scalable marketing approach to support international growth, including new-market entry, route launches, customer acquisition, localization, PR, partnerships and destination marketing.

Working closely with E-Commerce, Network Planning, Revenue Management, Sales and other functions, the Director will ensure that marketing and communications activities are aligned with the airline’s commercial objectives, network strategy and long-term growth ambitions.

The successful candidate will combine strategic brand leadership with strong execution capabilities and a highly commercial, customer- and data-driven mindset.

 

Qualifications & Experience

• Bachelor’s degree in Marketing, Communications, Business Administration or a related field. MBA or relevant advanced degree is preferred.
• Minimum 8–10 years of progressive experience in marketing, brand management, communications or related consumer-facing functions.
• Minimum 5 years of leadership experience managing marketing, brand and/or communications teams.
• Airline, aviation, travel, hospitality, digital commerce or other relevant consumer-sector experience is strongly preferred.
• Experience in a leading service-industry company in Kazakhstan, with a strong consumer-facing brand, would be highly desirable.
• Demonstrated experience in brand strategy, brand transformation or rebranding, including implementation across multiple customer touchpoints.
• Strong experience in developing and executing integrated marketing and communications strategies.
• Proven understanding of digital marketing, direct-to-consumer acquisition and digital distribution.
• Experience supporting international expansion, new-market entry or multi-market brand development is highly desirable.
• Strong understanding of PR, corporate communications and media relations.
• Demonstrated ability to build consumer brands and influence customer perceptions and behaviour.
• Strong understanding of digital marketing, social media, CRM, content, customer segmentation and marketing analytics.
• Strong commercial and analytical mindset, with the ability to connect marketing activities to customer acquisition, revenue and business performance.
• Excellent communication, presentation and stakeholder management skills, including the ability to influence senior management.
• Experience managing agencies, marketing budgets and complex cross-functional projects.
• International experience and exposure to multicultural markets is highly desirable.
• Fluency in both Kazakh and Russian is preferred, with excellent written and verbal communication skills in both languages.
• Strong proficiency in English is required, particularly for international business, communications and stakeholder engagement.
• Strong understanding of the Kazakhstan consumer market and media environment.
• Ability to operate effectively in a fast-paced, rapidly growing and changing environment.
• High level of creativity combined with strong execution and project management skills.
• Strong leadership, strategic thinking and stakeholder management capabilities.

Key Responsibilities

1. Marketing Strategy & Leadership

• Develop and execute FlyArystan’s overall marketing and communications strategy in line with the company’s commercial objectives, network growth and long-term strategy.
• Translate the company’s business strategy into clear marketing, brand and communications priorities.
• Position Marketing & Communications as a commercially focused and data-led function supporting customer acquisition, direct distribution, international growth and long-term brand development.
• Develop annual marketing plans, budgets and resource allocation based on clear commercial priorities and measurable returns.
• Establish clear KPIs and performance measurement across marketing, brand, digital and communications activities.
• Continuously assess customer behaviour, market developments and competitor activity to identify opportunities and adapt the marketing strategy.
• Ensure marketing investment is focused on activities that generate measurable customer and business value.

2. Brand Strategy & Brand Refresh

• Lead the development and implementation of FlyArystan’s brand refresh and new brand identity, from strategic positioning through to full market implementation.
• Define and strengthen the airline’s brand proposition, positioning, personality, tone of voice and visual identity.
• Build a distinctive and recognizable brand capable of supporting FlyArystan’s evolution from a predominantly domestic carrier into an increasingly international low-cost airline.
• Ensure the refreshed brand is scalable and relevant across different countries, cultures and customer segments.
• Develop and maintain clear brand guidelines and governance to ensure consistency across all customer touchpoints.
• Ensure consistent brand execution across digital channels, airports, aircraft, advertising, social media, customer communications and commercial partnerships.
• Monitor brand health, awareness, consideration, preference and customer perceptions and translate findings into actionable initiatives.
• Ensure the brand remains distinctive while benefiting from FlyArystan’s position within the Air Astana Group.

3. Affordability & Value Proposition

• Establish and reinforce a clear market perception of FlyArystan as an affordable, smart and accessible airline.
• Develop a compelling and differentiated value proposition around affordability, simplicity and value for money.
• Ensure customers clearly understand the benefits of FlyArystan’s low-cost business model and product proposition.
• Develop marketing and communications initiatives that reinforce the accessibility of air travel and stimulate demand among both existing and new customer segments.
• Ensure fares, promotions, destinations and ancillary propositions are communicated in a clear, transparent and compelling way.
• Monitor customer perceptions of FlyArystan’s affordability and value proposition against key competitors and take corrective action where required.
• Protect the perception of affordability as the airline expands internationally and evolves its product offering.

4. Direct Distribution & Digital Customer Acquisition

• Support FlyArystan’s strategic shift toward direct distribution channels, increasing customer engagement and transactions through the airline’s own digital ecosystem.
• Develop marketing strategies designed to increase direct traffic, customer acquisition, conversion and repeat purchase through FlyArystan’s website and mobile platforms.
• Work closely with E-Commerce to reduce reliance on indirect distribution channels and strengthen FlyArystan’s direct relationship with customers.
• Develop customer acquisition and engagement strategies across search, social media, digital advertising, content, CRM and other relevant channels.
• Support the development of increasingly personalized, data-led customer communications.
• Use customer segmentation, behavioural data and campaign analytics to improve targeting and marketing effectiveness.
• Optimize marketing investment based on customer acquisition cost, conversion, incremental revenue and other relevant performance measures.
• Promote the benefits and convenience of booking directly with FlyArystan through appropriate customer communications and campaigns.
• Support the development of a direct, data-led customer relationship as a core element of FlyArystan’s commercial transformation.

5. International Expansion & New-Market Development

• Develop and execute marketing and communications strategies supporting FlyArystan’s planned international expansion and entry into new markets.
• Build FlyArystan’s awareness and relevance among customers outside Kazakhstan as the airline expands its international network.
• Develop a scalable market-entry marketing framework that can be efficiently deployed across new countries and destinations.
• Develop market-specific customer acquisition strategies based on local consumer behaviour, competitive dynamics and distribution characteristics.
• Lead marketing support for new international route launches, including pre-launch, launch and post-launch campaigns.
• Develop localized communications, campaigns and content while maintaining a consistent overall FlyArystan brand identity.
• Work closely with Network Planning and Revenue Management to prioritize marketing investment according to route performance, capacity growth and commercial requirements.
• Monitor route-level marketing performance and adapt investment to support the ramp-up and sustainability of new international routes.
• Identify and develop relevant partnerships with airports, tourism authorities, destination marketing organizations and other stakeholders to increase market visibility and stimulate demand.
• Strengthen FlyArystan’s positioning as a leading low-cost airline from Kazakhstan and Central Asia.
• Support the development of an international brand architecture and marketing approach capable of scaling with FlyArystan’s planned fleet and network growth.

6. Communications & Public Relations

• Lead FlyArystan’s corporate communications and public relations strategy in Kazakhstan and international markets.
• Build and protect the airline’s corporate reputation and ensure a consistent external narrative.
• Develop proactive media strategies covering company growth, new routes, fleet developments, partnerships, customer initiatives and other key corporate developments.
• Oversee press releases, media briefings, interviews, executive communications, speeches and corporate announcements.
• Build and maintain strong relationships with national and international media, journalists, influencers and relevant industry stakeholders.
• Increase FlyArystan’s visibility and positive media coverage in both domestic and international markets.
• Develop appropriate PR strategies for new international markets and route launches.
• Advise senior management on communications, reputation and media matters.
• Lead communications during sensitive situations and reputational issues in coordination with relevant company functions.
• Ensure external communications are accurate, timely and aligned with corporate and brand positioning.

7. Digital Marketing, Social Media & Content

• Lead FlyArystan’s digital marketing, social media and content strategy.
• Build social and digital channels as important platforms for brand building, customer engagement, customer acquisition and direct conversion.
• Develop relevant and engaging content adapted to different audiences, platforms and markets.
• Oversee digital campaigns, social media, content production, influencer activity and online customer engagement.
• Develop a content strategy capable of supporting both the core Kazakhstan market and FlyArystan’s growing international network.
• Use digital analytics to continuously improve reach, engagement, conversion and marketing efficiency.
• Ensure consistency between brand communications, promotional messaging and the customer experience across digital touchpoints.
• Continuously identify new digital platforms, tools and technologies that can strengthen direct customer acquisition and engagement.

8. Customer & Market Insights

• Lead customer and market research to understand customer behaviour, motivations, booking patterns, perceptions and evolving expectations.
• Develop actionable insights to support brand positioning, communications, international expansion and customer acquisition.
• Monitor market trends, competitor positioning and emerging consumer behaviours.
• Establish regular measurement of brand awareness, consideration, affordability perception, customer engagement and other relevant indicators.
• Use customer insights to identify opportunities for demand stimulation and new customer segment development.
• Ensure marketing decisions increasingly rely on data and measurable customer insights rather than purely campaign-based approaches.

9. Partnerships & Destination Marketing

• Develop strategic marketing partnerships with airports, tourism boards, destination marketing organizations and other relevant partners.
• Maximize opportunities for joint marketing and co-funded campaigns supporting international routes and new-market entry.
• Work with partners to promote Kazakhstan as a destination in international markets and international destinations to customers in Kazakhstan.
• Identify partnerships capable of increasing FlyArystan’s reach while improving marketing efficiency.
• Ensure partnerships are aligned with the FlyArystan brand and deliver measurable commercial value.

10. Cross-Functional & Group Collaboration

• Work closely with E-Commerce, Network Planning, Revenue Management and Sales to align marketing activities with the wider commercial strategy.
• Coordinate with Operations, Customer Experience and other functions to ensure that brand promises are supported by the actual customer experience.
• Ensure Marketing & Communications is involved early in new route launches, market entry and major commercial initiatives.
• Collaborate with Air Astana Group functions where appropriate to identify synergies while maintaining a clear and differentiated FlyArystan brand identity and positioning.
• Act as the principal marketing, brand and communications advisor to FlyArystan senior management.
• Ensure strong coordination between marketing priorities and the airline’s wider commercial transformation agenda.

11. Team Leadership & Capability Development

• Lead, develop and mentor the Marketing & Communications team, establishing a high-performance, accountable and commercially focused culture.
• Build the capabilities required for a modern airline marketing organization, including brand management, digital marketing, performance marketing, content, PR, social media, customer insights and international marketing.
• Establish clear responsibilities, objectives and KPIs across the function.
• Develop the team’s international marketing capabilities to support FlyArystan’s geographic expansion.
• Identify opportunities to improve productivity through technology, automation, data and appropriate use of external partners and agencies.
• Manage relationships with creative, media, digital, PR and other external agencies, ensuring quality, efficiency and measurable value.
• Build an organization capable of scaling with FlyArystan’s growth while maintaining high standards of execution and brand governance.

Key Success Measures

Success in the role will include:

• Successful development and implementation of the FlyArystan brand refresh and new identity.
• Stronger perception of FlyArystan as an affordable, smart and value-for-money airline.
• Increased brand awareness, consideration and preference in Kazakhstan and priority international markets.
• Successful marketing support for FlyArystan’s international network expansion and new-market entry.
• Effective ramp-up of new international routes through targeted customer acquisition and market development.
• Increased share of customers acquired and engaged through direct digital channels.
• Growth in direct traffic, digital engagement and conversion.
• Improved effectiveness and measurable return from marketing investment.
• Stronger corporate reputation, media visibility and share of voice.
• Consistent brand positioning and execution across domestic and international markets.
• Development of stronger customer and market insight capabilities.
• Creation of a high-performing, data-led and internationally capable Marketing & Communications function.
• Successful evolution of Marketing & Communications into a strategic growth function supporting FlyArystan’s international expansion, direct distribution strategy and long-term brand value.