上海招聘

Purpose

The position holder is the primary ‘storyteller’ for Cathay Pacific and Cathay Dragon to plan and execute integrated communications campaigns to portray Cathay’s brand, products & services, fare promotion, and other company stories with maximum positive buzz and impact in the PRD market in order to build PRD as the extended home market for the airline group. It leads and manages all brand, marketing and Public Relations activity across the region with the ultimate goal of driving demand for all channels with a focus on digital sales. The role should demonstrate ownership of the quality and effectiveness of the marketing activities in PRD.

 

Key responsibilities and tasks

Marketing

• Develop an overall marketing communications plan for the airline group in PRD (our extended home market), a specific integrated communications plan for individual campaigns, and the execution and evaluation of each campaign, by incorporating known initiatives from other business units ranging from brand, product & service, fare promotions, and other positive corporate stories.
• Develop communication briefs with input from other PRD sales and business development teams.
• Work closely with China central marketing team to coordinate on brand campaign or national campaign
• Develop integrated communications plans incorporating marketing, PR, different channels and content mix, and identify the most effective and cost efficient approach for each campaign or communication need. Work with different teams for overall message planning that cut across paid, owned, earned media and channels
• Project management of each campaign from project initiation, ideation, media and channel planning, content production, execution, to post-campaign result measurement and evaluation
• Accountable for delivering the story according to brief, adhering to brand guidelines, meeting project objectives with agreed cost and timeline, and to deliver agreed business results
• Working closely with the PRD Business Development team and other sales teams to promote the awareness of CX intermodal offerings and grow CX sales in PRD. Conduct regular reviews of channel performance with the Regional Head of Business Development
• Work with agency partners to effectively adapt global marketing materials to maximise regional market relevance and impact
• Proactively build and develop local partnerships aligned with the global partnerships strategy to promote airline group’s brand in the GBA region
• Achieve all brand Key performance Indicators for the region
• Utilise marketing activities to recruit Marco Polo, Asia Miles and Registered Users members and gather consumer data. Develop plans to increase the engagement with Marco Polo members.
• Actively promote new product and/or ancillary features to generate additional revenue
• Assist with the organisation of local sales and trade events as required

Public Relations & Social Media

• Develop the PR and social media action plans for the airline group in PRD (our extended home market), in accordance with the direction as agreed with head office in terms of strategy, message alignment and content accuracy
• Conduct media positioning and landscaping in the region, taking into account an integrated paid, owned, earned relationship with different media partners

Insights

• Develop regional market intelligence in association with competition analysis and consumer trend  monitoring
• Search for and be aware of potential reputational issues arising in the region and alert the Head Office team for preemptive actions

Agency Management

• Manage the marketing and public relations agency’s performance
• Ensure that agency and marketing partner output is on-brand

People Development and Performance Management

• Lead, support and encourage own team to achieve success
• Demonstrate leadership and lead by example in accordance with Cathay’s core values
• Build a strong and motivated team, ensuring the right organisational structure and the right people are in place to foster positive team spirit and facilitate teamwork
• Actively engage with employees to enhance communication and their understanding of company & business unit’s goals and encouraging effective collaboration.
• Develop employees with high potential and identify learning opportunities to ensure appropriate training and development
• Maintain active and ongoing dialogue in relation to employee goals and individual performance
• Enhance the employee experience in line with the role level and the internal brand promise

E&A

• Emergency and Accident and Crisis Response responsibilities as required

 

Qualifications / Experience

• A minimum of 7 years’ relevant experience, in which 3 years should be at managerial capacity
• A university degree in marketing, communications, business administration or other related disciplines
• A strong understanding of the PRD (especially Shenzhen) market & consumer behavior
• Strong communications planning skills across paid / owned/ earned media, with a deep understanding of the nature and usage of different media channels for effective communications
• Strong analytical skills – must be able to assemble and interpret data, create executive summaries and deliver business insights
• High degree of internet savvy, with a curiosity and enthusiasm for digital and media trends
• Ability to extract the best creative idea from agencies or the in-house creative team
• Excellent problem solving and project management skills – able to identify, analyze and propose solutions to various business or execution issues
• Excellent Chinese and English writing skills. Native in Mandarin, fluent in English. Proficiency in Cantonese will be an advantage.
• Experience in airline, travel, or hospitality industry will be an advantage
  

Great Careers in a Great Team!

鉴于近期发现有假冒国泰航空人事部之名在社会上公开发布虚假招聘信息一事，我们特别提醒大家务必要通过国泰航空正规的招聘渠道，包括国泰航空官方网站，北京及上海外航服务公司官网以及前程无忧、智联招聘、猎聘网等正规招聘网站获取招聘信息，并提交相应的申请，以防止个人信息被不法分子利用及个人利益受损的风险。
此外，我们全新的招聘渠道—微信招聘平台已于近期全面上线，大家只需要关注国泰航空官方微信服务号，在菜单栏选择“加入我们”，即可轻松获取最新的招聘信息，员工福利等一系列详细信息。我们期待着更多对航空有热情的专业人士加入我们，共同携手开创更加美好的未来。

Our background

Cathay Dragon, an affiliate member of oneworld, is a Hong Kong-based international airline, and a member of the Cathay Pacific Group. Established in 1985, the airline now operates a fleet of 19 A330-300s, eight A321s and 15 A320s providing quality passenger and cargo services. The airline's network covers 53 destinations across the Asia-Pacific region, including 23 in Mainland China.

Cathay Dragon operates about 400 flights a week to the Mainland, offering quality services to passengers around the region. The airline’s expertise has been recognised in its winning the Best Airline – China category for six consecutive years in the respected Skytrax passenger survey. It has also been voted "Best Regional Airline Asia" in the survey in 2011, 2013 and 2015, as well as “World’s Best Regional Airline” in 2010, 2011, 2013 and 2015.

Cathay Dragon aims to ensure that its passengers’ in-flight experience is as enjoyable and as comfortable as possible. The influence of traditional Asian hospitality is felt on each Cathay Dragon flight through the personal service and attention to detail provided by dedicated and professional cabin staff. The airline is committed to continuous improvements in service to provide its passengers with an even more pleasurable and comfortable flying experience.

You could find more positions on our Career Website:
https://careers.cathaypacific.com/jobs/search