Company Description
At Cathay Pacific, we share one common aspiration: to be the world's best airline. We believe in looking for the best in our people, in working as a team, in doing the right thing by our shareholders and our communities.
With a global team, we offer a diverse range of career choices and opportunities - in the air, on the ground; in customer service, in the office; managerial or professional roles. Our team of great people each plays a key role to deliver the quality service that we are famous for.
Notes:
- All Chinese mainland based positions are subject to local terms and conditions.
- Applicants must have the right to live and work in Chinese mainland.
- Once employment is confirmed, the employment contract and personnel file will be arranged through local FESCO/ FASCO.
Role Introduction
- To manage Cathay own channels (APP/CATHAY.COM/WCMP) daily maintenance & campaigns, especially for channels customized content, channels analytics are needed as well to support own channel competitive presence in the market; Being a key contact person for OTA partner and internal relevant stake holders (e.g., GGT, Head Office, IATA, GDS) on all distribution- related matters.
- To have active involvement in direct channels (APP/CATHAY.COM/WCMP/OTA Flagship) integrated campaigns to max. direct channels sales revenue & drive direct channels holistic image.
Key Responsibilities
Website Content and Communication
- Oversee retailing of air and non-air offers across web/mobile platforms, driving channel-exclusive offers.
- Ensure content quality across Cathay Pacific’s digital channels, including brand tone, voice, grammar, and imagery.
- Master Adobe Experience Manager, supporting quality content publication with speed to market.
- Maintain customer experience and brand consistency in content, collaborating with internal/external stakeholders.
- Liaise regularly with the Regional Office on website technical developments and global updates.
Digital Promotions and Campaigns
- Assist in devising and managing campaigns to recruit customers to the airline’s contact database.
- Drive engagement through targeted communications.
- Ensure ancillary revenue generation is maximized.
OTA Management
- Support distribution channel strategy, monitor sales channel performance, and manage operations.
- Analyze OTA performance (BSP & Flagship) and promote appointed platforms.
- Ensure OTA sales practices comply with Cathay’s distribution policies (e.g., Ctrip, Fliggy).
- Build strong relationships with major OTAs and platform players.
- Regularly analyze regional distribution practices, sharing insights with Head Office.
- Handle daily OTA inquiries and provide administrative backup for sales and distribution.
Analytics
- Use Google Analytics to measure performance, identify opportunities, and improve traffic from various sources.
- Provide data-driven recommendations for website enhancements.
- Track sales performance in digital channels, measuring revenue and sales contribution for air/non-air products.
Search Engine Marketing/Optimisation
- Ensure pages have appropriate SEO elements.
- Test and analyze keyword strategies for SEM/SEO campaigns to drive traffic to flagship sites.
Social Media
- Manage social media content strategy, reporting on engagement and performance.
Retailing Tools and Platforms
- Lobby for toolset enhancements in payment options, campaign tools, marketing assets, and translation training.
- Prioritize direct digital distribution channels.
Benchmarking
- Analyze competitor pricing and ensure competitive digital channel pricing both onand offline.
- Share best practices across Outports and monitor competitor strategies to enhance Cathay’s presence and revenue.
E&A
- Fulfill Emergency and Accident/Crisis Response responsibilities as required.
Requirements
Academic Qualifications
- Bachelor degree is desirable
- Tertiary qualification in a related field is an advantage
Knowledge, Skills, Training And Experience
- Minimum 3 years’ in a digital sales/airline sales, pricing, ticketing or distribution
- or similar enterprise
- A strong understanding of how the internet works, preferably with a junior developer or similar IT training/qualification
- Demonstrable experience in GDS, platform distribution landscape or sales operations is a distinct advantage
- A demonstrable passion for digital and commerce
- Strong literacy skills, including copywriting and the ability to adhere to brand and tone of voice
- Strong numeracy skills and experience of working with data to tell a story
- Strong PC literacy including Adobe Experience Manager and Google Analytics
- Adapts to and embraces constant change
- Proficient in written and spoken English and Chinese (Mandarin), Cantonese will be a plus
- Good level of PC literacy in Word, Excel and PowerPoint
- Adapts to embrace constant change
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.
