Cynthia Chung
About Cynthia Chung
Cynthia Chung is a Manager of Social Media at AirAsia, where she has worked since 2013. She has extensive experience in social media strategy, crisis management, and team coordination across regional campaigns.
Work at AirAsia
Cynthia Chung has been serving as the Manager of Social Media at AirAsia since 2013. In her role, she has implemented tracking of organic postings using AB testing to enhance understanding of fan engagement. She has successfully managed various regional teams across multiple countries to ensure effective rollout of regional campaigns, including promotions and innovative initiatives. Cynthia played a key role in growing AirAsia's social media following to 30 million, which contributed to winning the 2013 Aseanta award for Best Marketing & Promotions Award.
Previous Experience in Marketing
Prior to her current position at AirAsia, Cynthia Chung worked at TGV Cinemas as a Senior Executive in Marketing and Digital from 2011 to 2013. She also held the position of Executive in Marketing and Digital at Packet One Networks (P1) from 2010 to 2011. Earlier in her career, she was an Assistant Planner at Mindshare from 2007 to 2009. These roles provided her with a solid foundation in marketing strategies and digital engagement.
Crisis Management Expertise
Cynthia Chung managed the QZ8501 crisis on social media, collaborating closely with the internal PR team to ensure timely and accurate updates during the crisis. Her experience in crisis management highlights her ability to handle sensitive situations effectively while maintaining clear communication.
Social Media Strategy and Innovation
Cynthia has been instrumental in developing processes for the Social Media and Social Media Customer Care teams at AirAsia. She established specific tone and reply timeframes for responding to guests and monitoring CEO accounts. Additionally, she was part of the team that launched LINE as a new social media channel, which involved pre-launch planning and coordination with LINE sales.
Subject Matter Expertise in Social Media Tools
As a subject matter expert in social monitoring, engagement, and tracking tools, Cynthia Chung possesses the ability to identify and distinguish tools based on the depth of analysis required. Her expertise in this area supports the strategic goals of AirAsia's social media initiatives.