Head, Growth

Responsibilities

• You will own the P&L for Santan's retail and digital growth. Concretely, that means:
• Driving topline revenue across every Santan channel that isn't inflight (airport stores, transit, corporate, delivery, vending, FMCG)
• Same-store sales growth at every existing location
• Store expansion across Malaysia first, then Thailand, Indonesia, Philippines, Singapore, Vietnam
• Customer acquisition, retention, and loyalty across physical and digital
• Commercial partnerships: landlords, delivery platforms, payment partners, co-brands
• Menu commercialization in partnership with our product and culinary teams (you decide what sells where, at what price, with what story)
• Continuous experimentation: pricing, formats, bundles, hours, locations, channels
• Turning AirAsia's inflight customer base into ground-side Santan customers
• You will not own: aviation/inflight sales (that sits with the aviation team), food R&D and QA (that sits with our product team), or core finance and legal. You will partner with all of them intensely.
• Growth & Commercial Responsibilities
• Build and own the Santan revenue model by channel, by store, by SKU, by daypart
• Hit aggressive monthly and quarterly revenue targets and report against them transparently
• Drive same-store sales growth through pricing, mix, dayparts, bundles, LTOs, and traffic-driving campaigns
• Own unit economics for every store: AOV, transactions per day, food cost %, labor %, store-level EBITDA
• Build the bundling, upsell, and combo strategy that lifts ticket size
• Lead pricing strategy across markets, premium where we can, accessible where we must
• Run a weekly growth cadence: hypothesis, test, measure, scale or kill
• Partner with the AirAsia ecosystem (airasia MOVE app, BIG Loyalty, inflight) to convert travelers into Santan regulars
• Retail Expansion Responsibilities
• Build the store rollout plan: which formats, which cities, which sites, in which order
• Develop the playbook for each format: airport flagship, transit kiosk, mall inline, corporate counter, dark kitchen, smart vending
• Own site selection criteria, payback expectations, and capex discipline
• Negotiate with landlords, airport operators, transit authorities, and corporate clients
• Hit store opening targets without compromising on unit economics
• Build the operational playbook with our operations partners so every new store opens to the same standard
• Customer & Brand Responsibilities
• Make Santan a brand people genuinely love, not just a logo they recognize from a tray table
• Define and protect the brand voice: proud, modern, ASEAN, warm, a little cheeky
• Own the customer journey end-to-end: discovery, first visit, second visit, loyalty, advocacy
• Build the loyalty program: points, perks, tiers, surprise-and-delight, designed for the way ASEAN consumers actually behave
• Lead all consumer marketing: social, content, influencer, PR, partnerships, in-store
• Build content engines around ASEAN food culture: Nasi Lemak heritage, regional recipes, the stories behind our dishes
• Run high-leverage campaigns tied to travel moments, festive seasons, and local cultural events
• Own NPS, customer reviews, and the response loop when something goes wrong
• Data & Performance Responsibilities
• Build Santan's growth dashboard from scratch: daily, not quarterly
• Mak

Additional Information

Job Description We're looking for a Head of Growth to help build Santan into the most loved food brand in ASEAN. This is not a marketing job. This is a founder-operator role with a mandate to scale revenue, open stores, build customer love, and turn Santan into a regional icon, the way Starbucks did for coffee, Pret did for lunch, and Jollibee did for Filipino comfort food. You'll own the commercial engine: revenue, same-store sales, store expansion, customer acquisition, loyalty, partnerships, and digital growth. You'll move fast, run experiments weekly, kill what doesn't work, and double down on what does. You'll be measured on outcomes, not slides. If you've ever wanted to build the next great ASEAN consumer brand from the inside, this is the seat. Why This Role Matters Santan is at an inflection point. We started as the food you loved at 35,000 feet. We're now becoming the food you reach for on the ground, in airports, transit hubs, offices, malls, and on your delivery app. ASEAN has 680 million people, one of the youngest populations on earth, a food culture richer than anywhere in the world, and no dominant homegrown grab & go chain serving hot Asian comfort food at scale. That gap is ours to take. We have unfair advantages most consumer startups would kill for: a built-in marketing platform that reaches tens of millions of AirAsia travelers a year, a tested menu of regional hits (Pak Nasser's Nasi Lemak, Chicken Rice, Rendang), a brand people already know and feel something about, and the operational backbone of Capital A behind us. What we don't have yet is the person who can turn all of that into a scaled retail business. That's the role.

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