Regional Head of Direct Retail

Cathay Pacific
- Sales & Distribution
- Sales and Distribution Department
- Permanent
- Vancouver, Canada
- Application deadline: 18 Oct 2025

**Company Description**:
Cathay is a leading premium travel lifestyle brand based in Hong Kong, offering products and services across four lines of business - Premium Travel, Cargo, Low-Cost Travel and Lifestyle. The Cathay Group comprises premium full-service airline Cathay Pacific, cargo business Cathay Cargo, low-cost airline HK Express, express all-cargo carrier Air Hong Kong, and various other subsidiaries.

Cathay Pacific was founded in Hong Kong in 1946. The Group has been deeply committed to its home base, extending to the rest of Greater Bay Area, and making substantial investments to develop Hong Kong as one of the world’s leading international aviation centres.

**Role Introduction**:
The Regional Head of Direct Retail is accountable for driving direct retail revenue within the region, ensuring achievement of assigned targets while positioning Cathay-owned channels - including digital platforms, customer care centers, and airport touchpoints - as the preferred purchase channels for target customer. The role plays a key part in shaping and executing the regional direct retail strategy, encompassing the design and leadership of all direct sales initiatives and campaigns.

Through close collaboration with cross-functional teams, the incumbent will enhance the appeal and competitiveness of owned sales channels and elevate the customer experience across all interaction points. Additionally, the role will engage with external partners to deliver strategic and commercial value, reinforcing Cathay's position as a premium travel lifestyle brand.

**Key Responsibilities**:
**Revenue Generation**
- Formulate regional direct retail strategy and execute said strategy in respective markets
- Support headquarters' initiatives to develop and implement new digital capability, and products (such as but not limited to fare or ancillaries) to leverage emerge market opportunities and drive incremental revenue
- Lead direct sales activities/campaigns - from planning, design, execution to review.
- Participate in global projects/initiatives that enhance direct sales
- Actively source new partnerships and continue to drive commercial value from our existing partnerships
- Instill best practice in campaign formulation and share with global teams
- Accountable for revenue target achievement from all direct retail channels

**Insights**
- Develop regional market intelligence in association with competition analysis and consumer trend monitoring in direct retail with a focus on digital channels
- Conduct regular reviews of owned channels and funnel performance of the regional locales and customer care hubs.
- Work with other teams in the regional commercial office as well as business units in headquarter to identify opportunities that will improve the travel shopping experience along our direct retail channels
- Conduct regular reviews of channel performance with the Regional Head of Business Insights and Analytics on the ongoing performance of overall digital retail, direct sales campaigns and external partnerships
- Any other reasonable task as requested

**People Development and Leadership**
- Lead, support, coach and inspire the team to achieve commercial and strategic success.
- Build a high-performing and motivated team by ensuring the right organizational structure and talent are in place to foster collaboration and team spirit.
- Supervise and mentor direct reports, promoting a culture of effective cross-functional collaboration and shared accountability.
- Demonstrate leadership by example, consistently upholding Cathay's core values and modeling excellence in execution and behaviour.
- Identify and develop high-potential employees, ensuring access to relevant learning opportunities and career development pathways.
- Maintain active and ongoing dialogue with team members regarding individual goals, performance expectations, and growth plans.
- Engage employees meaningfully to enhance communication, alignment with departmental objectives, and understanding of strategic priorities.
- Champion initiatives that enhance the employee experience in line with role level and Cathay's internal brand promise.
- Perform any other reasonable tasks as required to support team development and leadership excellence.

**Others**
- Ability to communicate effectively in French (Quebecois), both written and spoken, is highly desirable.
- Emergency and accident, and crisis response responsibilities as required

**Requirements**:
**Academic Qualifications**
- A tertiary qualifications in Business, Marketing, Economics, Communications or related discipline

**Knowledge, Skills, Training and Experience**
- Minimum 8 years of recent experience in sales, with a strong emphasis on digital distribution, commercial partnerships, and eCommerce.
- Proven leadership capabilities with a track record of insp