Meet Allstar Ciayi, the Digital Marketing Lead for Outclass – AirAsia’s Learning Experience Platform (LXP) catered to individual needs. She’s the guru behind nurturing tech talent, balancing her professional expertise while setting off on a journey of self-discovery through yoga and travel. Tune in as we dive into a Hot Seat session with Ciayi!

1. Hey Ciayi! Before we get in the zone, tell us 3 fun facts about yourself.

• I did a personality test, and it turns out I’m an influencer. I guess that’s pretty spot on, considering I’m a digital marketer!

• I’m a huge advocate for the environment. People around me even call me a ‘greenie’ because of my passion for sustainability.

• As a yoga enthusiast, my mantra has always been, ‘May all beings in this Universe be free and happy.’ It’s something that really resonates with me.

2. What does a Digital Marketing Lead Trainer for Outclass do?

My role is all about nurturing tech talent, both within the Capital A group and with our corporate clients and the public. I don’t really see myself as a trainer or teacher, but more like a coach sharing what I’ve learned from my own professional journey.

Besides leading a team of Digital Marketing professionals to create an in-demand learning syllabus, I’ve recently been promoted to Acting Head of Digital Marketing! In my new role, I’ll be overseeing the growth of our online business and managing performance.

3. What kickstarted your career and led you to your current role?

Throwback time. I started my career in the creative and media industry and eventually shifted to my client’s company as a marketer. I’ve always been intrigued by helping traditional companies embrace digital transformation. So, ten years ago, I started a consulting studio.

During the pandemic, I got a call from AirAsia about an opening for a trainer role. At the time, I was really interested in a programme aimed at helping SMEs by providing digital training to tackle the global challenges brought on by the pandemic. It felt incredibly rewarding to do my part during such a tough time, and it’s something that has kept me going ever since.

4. Tell us about your favourite part about what you do.

There are many components in digital marketing, but my favourite has always been social listening. It’s so important to understand the evolution of consumer behavior and how brands adapt by either fulfilling demand or creating it.

What matters most to me personally is seeing our trainees grow and transform in their careers and lives after attending our course. That’s when you know you’ve truly made an impact in someone’s life.

5. How do you stay updated with the latest trends to ensure you’re delivering quality products?

With the rapid development of today’s trends and technologies, it’s so important to stay up to date on the latest trends and skill sets. I keep myself in the loop by attending the latest tech conferences and earning professional certifications to create relevant courses.

6. Let’s pause the work talk. Do you have any hobbies that help you unwind and recharge?

Yes! There’s yoga and traveling — two passions that have truly changed my outlook on life. I’ve travelled to 30 different countries (and counting), and the best part is volunteering while I travel. It makes the entire experience so much more meaningful, keeps your perspective fresh, and teaches you so much about what’s going on around the world.

7. How has yoga contributed to your personal wellbeing?

The best part about being a yogi is maintaining the light within through daily practice. My yoga teacher once said that the more effort and practice you put into it, the brighter the light will be on top of your head; this is something we yogis call the ‘crown chakra’.

To me, practice isn’t just about the ‘asana’ (physical movements), but also the ‘pranayama’ (focus on breath) and ‘dhyana’ (state of meditation) at all times. The combination of these elements helps me stay grounded, balanced, and connected to my inner self. To me, yoga isn’t just a workout; it’s a way of life that brings peace, clarity, and a deeper understanding of myself and the world around me. 

8. Tell us about a project that really stuck out to you!

Two years ago, we launched the #RatuTech campaign to help women in Malaysia learn tech skills, and we’ve successfully trained over 200 women from all kinds of backgrounds, including many from the B40 income group. The entire campaign was incredibly beneficial; we taught valuable and in-demand tech skills that opened up broad economic opportunities for these bright women. 

We’ve got to bring that movement back and have more sharing sessions with women in tech to encourage engagement and keep the learning going. It really does make a difference and helps make the tech industry more inclusive.