Role Introduction
Becoming a brand-led organisation is core to Cathay’s strategy, thus placing the brand team at the heart of the company. We ensure that we remain true to our brand – lighting it up at every opportunity; amplifying, enhancing and refining it across every customer and employee touchpoint. Every interaction that our customers and employees have with our brand influences their perception of it. We therefore work on a wonderfully diverse set of projects which will stimulate, challenge and reward any candidate deeply passionate about branding. Under our brand platform Move Beyond, our purpose is to move people forward in life.
The brand team helps to translate this brand promise and strategy into everything that we do. We work with the insights team to really understand our targeted customers’ needs, desires and behaviours, translating the insights into our brand strategy and associated experience. We collaborate with the travel and lifestyle marketing teams to bring our brand strategy to life through interesting and experiential campaigns
Key Responsibilities
Brand growth & experience
- Support the development and delivery of brand growth initiatives and other experience led brand assets. Coordinate with internal stakeholder, creative agencies, and specialist partners to translate brand strategy into tangible experience
- Drive hero brand merchandise development and review brand merchandise and design collaterals through brand design governance
- Monitor industry treads and benchmark best-in-class examples and identify opportunities for brand innovation. Track project performance and evaluation on impact and effectiveness and suggest next phase approach, if needed
Brand education
- The core purpose of this role-as an integral member of the Brand team, to be the brand ambassador and guardian and educate the business about out brand through a variety of means
- With the brand manager, protect, manage and govern the brand across all business areas, addresses core challenges, drives brand understanding and shapes brand behaviours to improve brand awareness
- Personify and amplify the brand through different touchpoints and communications in both airline and lifestyles aspects. Work with cross-functional teams to establish consistent branding across departments, products/services and communications to reflect our brand values and to address and treat brand non-compliance
- Manage and maintain brand portal content and AI-related brand governance initiatives to preserve the Group’s brand identity system
Brand strategy & research
- Lead a diverse set of strategic projects-positioning, naming, product, with multiple business areas and stakeholders, to translate our brand into different parts of the customer and employee experience
- Assist the brand manager in this area and provide research on industry trends to support the brand strategy development
- Crafting of presentation in PPT and translate data into insightful and meaningful supporting points
Requirements
- 4+ years’ experience in branding and/or customer experience design
- Fluent in written and spoken English, Cantonese and Mandarin
- Skilled in Adobe creative suite – illustrator, InDesign, Photoshop
- Good project management skills, process orientated, organised and capable of managing multiple projects simultaneously. High attention to detail
- Holds oneself to high standards and takes pride in quality of work
- Leveraging AI in everyday work
- Creative and design savvy, with natural alignment to our design ethos
- Full of energy and passion, talented at building rapport with a diverse group of people, good communicator and has good presentation skills. Speaks and acts with brand conviction
- Bachelor’s degree in brand, design, communications, art or similar field
- An absolute lover of travel and all that it represents
Personal & Application Information
Equal Opportunity
Cathay Pacific is committed to fostering an environment that values Diversity, Equity, Inclusion and Belonging. As an equal opportunity employer, we are committed to attracting and hiring qualified individuals from diverse backgrounds, experiences and abilities. We strive to create a respectful, inclusive workplace free from discrimination, harassment and bullying.
Privacy
Personal data provided by job applicants will be used strictly in accordance with our Applicant Personal Information Collection Statement and for recruitment purposes only. Candidates not notified within eight weeks may consider their application unsuccessful. We keep records of your data for no longer than is necessary for the purpose for which we obtained them and any other permitted linked purposes. If your application is unsuccessful, we will keep your details on file for as long as is necessary to process your application or for the purposes of further job opportunities if you agree to such longer periods.
