Assistant Manager Membership Marketing

Cathay Pacific Airways is an international airline registered and based in Hong Kong, flying to over 190 destinations around the world. We are proud of our home Hong Kong, where the company was founded in 1946. Our corporate headquarters are located at Hong Kong International Airport. We employ over 21,000 people worldwide. We are also a founding member of the oneworld global alliance whose combined network serves over 750 destinations worldwide.

Reports To:  Membership Marketing Manager

Department:  Brand, Insights & Marketing Communications

The Assistant Manager, Member Marketing is responsible for supporting the Membership Marketing Manager (MMM) in driving brand awareness and consideration for the Cathay Membership Programme; locally in Hong Kong and supporting the Regions globally. Together, with the MMM, s/he will develop a strong membership brand that non-/existing members can instantly recognise as a premium travel and lifestyle loyalty program. S/he will be responsible for leading the project management of membership communication hallmarks – like The Diamond Shortlist and other automated journeys with a distinct Cathay proposition – as well as regulating the membership communications calendar. The Assistant Manager will also support the wider business in regulating a comprehensive communications and content strategy to ensure loyalty program news and offerings, alongside wider Company updates – such as the CEO newsletters, product launches, partnership news and offers etc. – are delivered in a strategic, relevant and personalised manner. Further, by focusing on enhancing the value proposition of the program with a specific emphasis on communicating with the Silver tier members and above, s/he will play a vital role in driving key KPIs including member engagement ratio and un-subscription rate.

This role will require the individual to work in an independent capacity and proactively lead key member communications initiatives as well as support the ongoing branding exercise to drive up awareness and desirability to use the Cathay Membership programme.

Key Responsibilities

• Support the management and execution of the member engagement strategy for our customer relationship programme.
• Project manage and lead the design, execution and performance of the Diamond Shortlist to engage high-value member tier
• Contribute to management of all loyalty program branding touchpoints – owned and paid – and constantly optimise with relevant content and offers
• Support, engage and collaborate with communications and marketing teams across the business to manage an optimal cadence and calendar for member communications
• Proactively ideate, design, implement and test new channels, content or engagement mechanisms to continuously improve marketable ratio
• Support and lead reporting of member communications and engagement performance for tactical and existing campaigns
• Support High-value member team in dialling up the Diamond brand and proposition
• Collaborate with Proposition team to design, introduce and review total program proposition; particularly for Silver tier and above
• Contribute to development of loyalty program campaigns by setting campaign mechanics and optimising multi-channel communication and engagement journey to drive higher engagement and subscription rate
• Prepare post-campaign report and performance tracking to evaluate campaign effectiveness in partnership with Insights team to monitor and improve loyalty program brand awareness and consideration ratios
• Benchmark competitor loyalty programs – both travel and lifestyle – to ideate and find ways to contribute to constant improvement of all membership touchpoints and offers
• Support wider team in actively entering loyalty program awards to continue building credibility and recognition for the program within HK and worldwide

Requirements

List requirements for the position:

• A university degree in business administration or other related discipline with 5 years relevant working experience in CRM and member engagement campaigns.
• Analytically focused yet creatively wired to create engaging marketing campaigns.
• Experience in CRM & digital marketing with an ability to manage agencies and vendors.
• An understanding of CRM loyalty marketing – understanding the key drivers of loyalty and the behaviour implication across the membership life cycle
• Customer-centric mind-set and comfortable with analytics and marketing software and platforms
• Strong project-management skills
• Highly organised and able to work autonomously
• Strong command in English, Chinese and Mandarin (both spoken and written)
• Strong networking and interpersonal skills

Application Deadline: 07 May 2024

Personal & Application Information

Cathay Pacific is an Equal Opportunities Employer. Personal data provided by job applicants will be used strictly in accordance with our personal data policy and for recruitment purposes only. Candidates not notified within eight weeks may consider their application unsuccessful. All related information will be kept in our file for up to 24 months. A copy of our Personal Information Collection Statement will be provided upon request by contacting our Data Protection Officer.

*Terms and Conditions Apply

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