Head of Marketing

2 weeks ago

Vancouver, British Columbia, Canada Cathay Pacific Full time
SND - Sales & Distributions

  • Vancouver, Canada
  • Cathay Pacific
  • Application Deadline
27 Feb 2023

Company Description

Move Beyond To move people forward in life - We are the people behind Cathay Pacific.

We are proud of our Hong Kong heritage but equally proud of the global, diverse workforce that makes us who we are.

We are relentlessly driven to create lifetime customer loyalty, value for our shareholders and satisfaction and enrichment for our employees.

We are a complex global business, but we are also family.

And whether we are in the cockpit or behind a desk, moving cargo, checking our passengers in or ensuring they are safe and comfortable while in the air, we are all one team, focused on delivering one world-class airline operation.

Join us and discover just how far you can go

Role Introduction

Key Responsibilities

Marketing

  • Formulate regional marketing and brand strategy to maximise market relevance and impact
  • Render marketing support for travel, lifestyle and cargo business locally, including but not limited to management of lifestyle content on the website
  • Achieve the targeted business and revenue growth through marketing strategies and initiatives.
  • Produce integrated marketing campaigns that assimilate differentiating brand, product and service messages with callstoaction to drive the brand, upper funnel and immediate/lower funnel business incorporating programmatic, search and other digital media as required
  • Originate bespoke region specific campaigns or adapt global campaigns according to regional opportunities, budget and growth strategies; and leverage partnerships to reach the regional marketing and brand objectives whenever possible
  • Achieve all brand Key Performance Indicators for the region
  • Produce and or adapt marketing initiatives to promote destination Hong Kong
  • Lead the implementation of marketing measurement frameworks to routinely determine holistic campaign return on investment
  • Manage the resource allocation and budget for each campaign
  • Optimise performance across all marketing activity in the region

Membership & Customer Relations

  • Recruit and activate new members as part of local marketing campaigns to increase the known customer base for future targeting/segmentation as well as engaging high value members as appropriate
  • Develop member engagement campaigns and events according to unique regional strategies
  • Work in line with Head Office strategy in ensuring the responsible teams in the region provide timely professional responses to customer feedback in compliance with local legislation

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

B2B Strategy

  • Orchestration of marketing and cross team resources to build and support deliver of cargo marketing initiatives and campaigns that drive brand awareness and solution sales in the region
  • Support client events and management's presentation needs

Agency Management

  • Work with agency partners to adapt global marketing material
  • Manage the marketing agency's performance
  • Ensure that agency and marketing partner output is onbrand

People Development and Performance Management

  • Lead, support and encourage own team to achieve success
  • 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
  • Supervise and mentor direct reports, encouraging effective collaboration
  • Demonstrate leadership and lead by example in accordance with Cathay's core values
  • 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
  • Actively engage with employees to enhance communication and their understanding of department goals
  • 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

Requirements:

Academic Qualifications

  • University degree in Marketing, Business Studies or related discipline

Knowledge, Skills, Training and Experience

  • 8+ years' of practicalexperience in a commercialdiscipline with marketing
  • Strong leadership skills with the ability to inspire and positively influence employees
  • Demonstrable experience in leading regional teams and individuals to achieve success
  • Experience in developing and managing successful large scale marketing campaigns
  • Experience in agency management and / or partner management
  • Adapts to and embraces constant change
  • Good marketing sense, good grasp and understanding of consumer insights.
  • Excellent written and oral communication skills in

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