Assistant Manager Digital, Journey Orchestration

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.

Role Introduction

Reports to: Digital Manager – Omni Channel Orchestration

Department:  DGT - Digital

• Lead omni-channel orchestration on customer experience delivery, campaign management and feedback loop via digital touchpoints with the use of SFMC.
• Lead and deliver personalized experience based on customer segments to improve speed-to-market & quality on campaign execution, offer construction, channel delivery, targeting and messaging by use of business rules and exclusions
• Evaluate, demonstrate, and articulate functionality, business benefits and technical considerations of campaign tools and features to enhance the overall effectiveness of journey orchestration
• Act as a Platform Owner for Marketing Cloud and work closely with IT and business units under an agile organisation
• Liaise with stakeholders, set expectations, manage deliverables with competing priority within available resources and capability constraints

Key Responsibilities

• Drive cross-pillar Salesforce Marketing Cloud (SFMC) projects and work closely with respective Journey Orchestration leads, business units and IT teams on solution design, development and deployment.
• Drive design, development, and implementation of campaigns across sales, servicing and loyalty streams in headquarters and in regional offices.
• Lead journey orchestration design, including but not limited to defining customer segments, implementing business rules and exclusions (such as decision splits, audience deduplication), and delivering an omni-channel experience across touchpoints including email, mobile push, onsite banner, display advertising etc.
• Identify gap and deficiencies, recommend areas for improvement or optimisation of workflow, to enhance speed-to-market of campaign execution from ideation to roll-out
• Act as a Platform Owner and work closely with IT by providing requirements, clarifications and sign-off on stories as appropriate
• Evaluate, demonstrate, and articulate functionalities, business benefits and technical considerations of campaign tools and features to enhance the overall effectiveness of journey orchestration
• Drive development, pilot tests, and adoptions of new Marketing Cloud features such as cloudpages, Einstein AI features, datorama reports, etc.
• Work closely with IT Tagging team, Omni Channel Activation team, and Analytics team to ensure proper tracking and feedback loop of customer data are fed into centralized datahub to create single view of customer 
• Adopt campaign response models, propensity models and other customer value models developed by Analytics team or through Customer 360 to drive better personalisation and ensure model refinement
• Analyse campaign results and recommend areas for continuous improvements
• Recommend and implement A/B testing on campaigns to enrich understanding of customer and expand test-and-learn opportunity

Requirements

• University Degree in Business, Marketing, IT or other related disciplines
• Minimum 5 years of experience in digital, preferably in CRM, e-Commerce, digital marketing, customer lifecycle management and customer analytics area
• Understanding of digital channels and digital-centric approaches to meeting customer needs
• Experience in Salesforce Marketing Cloud, personalization tools, Customer Data Platform (CDP) or other similar omni channel experience delivery products
• Knowledge in SQL, Javascript, Amscript, HTML or tagging is preferred
• Logical & analytical mindset and detail-orientation to implement workflow, rules, and generate insights
• Strong communication capabilities with experience working with multiple stakeholders
• Customer focused, result driven, able to stay focused under pressure, prioritizing and managing multiple projects in a fast paced environment
• Able to deal with ambiguity and adapt to complex and fast changing environment 
• Business acumen with good influencing and stakeholder management skills
• Passion in latest digital big data trends, knowledge of marketing technology tools on campaign management across digital touch points 
• Experience working with digital media/marketing agencies is a plus

Application Deadline: 20-Jun-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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