ROLE INTRODUCTION

Reports to: Brand Strategy Manager

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.

We are looking for an exceptionally talented Assistant Brand Manager, brimming with creative energy and a passion for branding. The role presents an incredible opportunity to make a significant mark on the full customer and employee experience, the company’s future as we position ourselves beyond just an airline brand but as a premium travel lifestyle brand, as well as your own branding career.

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