Role Introduction

To protect and promote the brand reputation of Cathay Pacific across all media platforms (traditional, digital, and social).

To perform and ensure region/local communication materials align with corporate affairs strategy and execution.

To ensure fast and professional response and customer engagement through Social Media and marketing activities as well as supporting fare promotions, network promotions, and other campaign and direct sales initiatives.

Key Responsibilities

Brand

• Brand Content & Copy Stewardship
• Oversee the development and execution of all marketing content and copy, ensuring consistency with brand tone, voice, and visual identity across every touchpoint.
• Local Relevance & Language Quality
• Act as the brand's gatekeeper for local market adaptation: review all materials to ensure they resonate with regional audiences, that language and writing are culturally appropriate, and that copy is fluent and effective
• Cross-Channel Campaign Alignment
• Partner with cross-functional teams to ensure that all campaign content reflects a unified brand narrative while meeting channel-specific

Social Media

• Improve awareness and influence of the Company’s brand as well as generate sales conversion by leveraging social media platforms
• Lead and manage the appointed social media agency to ensure quality outputs, achieving outstanding social media presence, fan base development and active engagement on the Company’s SNS platforms i.e. WeChat, Weibo, etc.
• Be connected with the latest trends trends/technology/best practices in social media spheres to keep improving and optimising social marketing performance and effectiveness
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• Explore possible new channels, platforms and approaches for social marketing to ensure the Company is an early adopter in the digital marketplace
• Ensure that all locally produced social media content is of superior quality, is on brand, and aligns with Head Office direction
• Plan, develop and execute local insights driven social media content in the region
• Adapt global social media content for local use in the region
• Update and maintain the regional social media content calendar and share with Head Office
• Create regional social media content strategy and define success criteria for the region based on local business needs and aligning Head Office social media strategies
• Work with agency or platforms on understanding local sentiment and verbatims about Cathay and competitors over social media in the region

Corporate Social Responsibility

• Plan and execute local Corporate Social Responsibility initiatives based on Head Office in key selected markets

Budget

• Manage the annual Social Media budget allocated to the region in an effective manner

E&A

• Emergency and Accident and Crisis Response responsibilities as required

Requirements

Academic Qualifications

• Bachelor degree holder or equivalent in a related business field

Knowledge, Skills, Training and Experience

• Minimum three years’ experience in a Public Relations or (preferably) a Social Media enterprise
• Fluent in spoken and written English, Mandarin and Cantonese
• Good media relationship and understanding of the story needs local media
• Thorough understanding on social media landscape with local market insights
• Ability to work under pressure and to tight deadlines, ensuring speed to market whilst maintaining quality of workI
• Capable of working outside of office hours in response to urgent Corporate Affairs matters
• Capable of working on multiple projects simultaneously
• Communications style is naturally aligned with Cathay Pacific's style