Assistant Manager Marketing (Hong Kong)

Role Introduction

Reports To:  Marketing Manager Hong Kong

The position holder acts as the primary point of contact for Hong Kong passenger sales team for all sales related communications needs.

The position holder will also support the manager in planning and executing integrated communications campaigns to portray Cathay’s brand, products & services, fare promotion, and other company stories with maximum positive buzz and impact in Hong Kong, the home market for the airline group.

The role should also demonstrate ownership of the quality and effectiveness of the assigned communications campaigns in Hong Kong, and to promote a high-performance culture within the advertising and media agency.

Key Responsibilities

The position holder acts as the primary point of contact for Hong Kong passenger sales team for all sales and flight redemption related communications needs.

The position holder will also support the manager in planning and executing integrated communications campaigns to portray Cathay’s brand, products & services, fare promotion, and other company stories with maximum positive buzz and impact in Hong Kong, the home market for the airline group.

The role should also demonstrate ownership of the quality and effectiveness of the assigned communications campaigns in Hong Kong, and to promote a high-performance culture within the advertising and media agency.

1. To support the strategic revenue generation activities of Hong Kong Sales team through integrated communications

Proactive engagement of HK Sales team to identify routes needing support.

Work with HK Sales team to identify target segments and tailor products to suit.

Lead advertising and media agency to develop and implement integrated communications campaigns to inspire the special segment to travel with the Cathay group and drive website traffic and sales conversion, and also work with media agency to optimize digital media.

Coordinate with Sales Team and other business units to ensure various customer touch-points, especially digital touch points, are ready to capture the increased website traffic as a result of the marketing campaigns.

Coordinate with Sales Team and other business units for the production and delivering of campaign related contents over various in-house communications channels, especially digital channels. E.g. eDMs, Whatsapp image, trade template, etc.

Monitor and evaluate effectiveness of campaigns.

2. To promote product and service awareness in Hong Kong

Promote new destinationsWork with various business units to identify key message and produce communication brief for route launch communications in Hong Kong.Lead advertising and media agency to develop creative and launch campaign to raise awareness of new route offering in Hong Kong market and trade.

Promote special products and services in Hong KongWork with relevant BUs and International team to produce localized communication brief for special product / service launches.Lead advertising and media agency to develop creative and relevant launch activities to raise awareness of new product / service in Hong Kong and among trade.

Ad hoc campaignsBased on need, lead ad hoc campaigns in Hong Kong market by understanding business units’ requirements and working closely with the agency.

3. To support the manager in enhancing brand reputation in Hong Kong

Support Marketing Manager in developing localized and engaging brand communication stories.

Grow brand love via media partnershipSupport Marketing Manager to explore in-kind partnership with offline/online media to maximize the airlines’ brand exposure.Manage in-kind partnership with media partners, while coordinating with internal departments to facilitate media shooting and exposure.

Requirements

Bachelor’s degree in Communications, Marketing, Business Administration or related disciplines.

Minimum of 5 years of Marketing experience, preferably in managing a consumer brand in the travel and hospitality sector in the Hong Kong market.

Integrated communications planning, project management and campaign execution skills.

Stakeholder management; negotiation and influencing skills.

Excellent Chinese and English writing and editorial skills. Native in Cantonese, fluent in English.

Attention to details.

A strong understanding of Hong Kong market.

High degree of internet savvy, with a curiosity and enthusiasm for digital and media trends.

Good analytical skills – must be able to assemble and interpret data, create executive summaries and deliver business insights.

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.