To deliver the best-in-class omni-channel capability, with the objectives of driving customer engagement and growing the share of digital sales.
To enhance personalisation in B2C and B2B marketing campaigns and customer experience through optimising the channel mix, offer construction, segmentation, targeting and messaging across different communication channels.
To create an analytics framework through which teams can evaluate the effectiveness of their marketing activities.
To drive experimentation and continuous innovation in Cathay’s omni-channel capability.
To ensure compliance with data governance principles in Cathay’s marketing activities.
Key Responsibilities
Lead a team of 11 to manage B2C and B2B communications with Cathay’s members across all touchpoints (email, SMS, mobile, web, social media, contact centre, etc.) and responsible for Cathay’s marketing automation, activation, orchestration and analytics effort.
Manage key omni-channel platforms including but not limited to Salesforce Marketing Cloud, Tealium Audience Stream (CDP) and Adobe Analytics.
Act as Business Partner of Cathay’s internal business units with digital marketing needs; work closely with them to support the development, testing, rollout and performance analysis of their marketing campaigns.
Analyse campaign performance and member engagement data, and drive experimentations for continuous improvement opportunities.
Act as Product Owner of the development scrum team to facilitate epic prioritisation; work closely with the in-house IT team and contracted development team to turn business requirements into reality.
Manage external technology vendors to maximise value creation with them; negotiate contracts and ensure the quality of vendor services.
Identify, pitch, drive and close new innovation / enhancement opportunities in the omni-channel space, including but not limited to use case, channel, process, technology, geographical coverage, segmentation, etc.
Make use of AI and machine learning models developed by the Data Science team to drive better segmentation and personalization, with an aim to improve customer engagement.
Collaborate with IT, Marketing, and Digital Experience teams to ensure customer data feedback loop is complete for continuous model refinement.
Drive the development and delivery of training curriculum as required for internal business units in relations to marketing technology.
Requirements
University degree in Business, Marketing, Economics, Communications or related discipline.
Minimum 7 years of experience in Digital, Marketing, or e-Commerce. Experience in industries like airline and hospitality a definite advantage.
Strong understanding and solid experience in Salesforce Marketing Cloud, Tealium Audience Stream, Adobe Analytics, or similar omni-channel experience delivery products.
Experience in working with agile methodology and scrum setup a definite advantage.
Strong project management skills and commercial acumen.
Demonstrate strong leadership and build trust within team
Demonstrate transparency and deliver clear communications to internal stakeholders
Ability to inspire and promote collaboration among stakeholders in IT, Digital, BIM, and business units in Customer Travel and Lifestyle streams.
Resourceful, self-motivated and decisive with strong influencing and interpersonal skills
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.
Seniority level
Mid-Senior level
Employment type
Full-time
Job function
Marketing and Sales
Industries
Airlines and Aviation
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