Direct Retail Specialist

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

To manage the website(s), updating content to be locally suitable, drive local campaigns and conduct analytics to further optimise results thereby ensuring the airline’s direct digital channels have a competitive presence in the market, maximising online traffic and revenue generation.

To implement initiatives that drive direct retail revenue and support achievement of assigned sales targets. This role focuses on executing campaigns and managing content that position Cathay-owned channels—primarily digital platforms —as the preferred purchase options for customers.

Working closely with cross-functional teams, Direct Retail Specialist ensures smooth coordination of sales activities, timely platform content updates, and smooth coordination of promotional activities to maximise online traffic and revenue generation.

Key Responsibilities

Website Content and Communication

• Manage the retailing of travel offers across the web and mobile platforms, driving channel exclusive offers where appropriate
• Manage the quality of content published across the Cathay Pacific digital channels, including brand, tone of voice, grammar and imagery
• Master the content management system (Adobe Experience Manager) and support the publishing of quality content with good speed to market
• Help to ensure the customer experience and brand are upheld in any content and customer experience deliverables, in consultation with internal and external stakeholders
• Liaise with Regional Office on a regular basis regarding website technical developments and global updates

Direct Retail Promotions and Campaigns

• Assist to devise and manage campaigns to recruit customers to the airline’s contact database
• Drive engagement through targeted communications
• Follow up on ancillary revenue generation to ensure maximum return

Partnership Development

• Research and assess external organizations (e.g., loyalty programs, lifestyle brands, travel platforms, cultural associations) whose customer base aligns with the airline’s target segments.
• Create compelling partnership proposals that outline mutual value, co-marketing opportunities, and digital integration strategies to drive traffic to the airline’s direct channels.
• Collaborate with internal stakeholders and partners to design and implement promotions or content initiatives that drive awareness and conversions on the airline’s website.
• Work with internal teams to ensure seamless integration of partner content, links, or offers into the airline’s digital ecosystem, including tracking and attribution.
• Track the performance of partnership-driven campaigns using analytics tools, providing insights and recommendations to improve ROI and customer engagement.
• Maintain and nurture strong relationships with key partners, identifying opportunities for deeper collaboration and innovation over time.

Search Engine Marketing and Search Engine Optimisation

• Ensure all pages have the appropriate page level technical and content-based Search Engine Optimisation
• Test and understand the interrelationship and keyword coverage for Search Engine Marketing and Search Engine Optimisation campaigns to drive traffic to flagship site

Retailing Tools and Platforms

• Brief and lobby Digital Retail counterparts in Hong Kong for enhancements of current functionality or future developments of the toolset, including (but not limited to) payment options, tactical and campaign tools, content and marketing asset provision, translation training
• Ensure prioritisation of direct digital distribution channels

Benchmarking

• Conduct competitor analysis of pricing and ensure digital channel pricing and proposition are competitive both on and offline
• Actively share learning and best practice with other Outports and leverage work done by other Outports when fit for purpose
• Monitor marketing strategies used by competitors and industry leaders and make recommendations to enhance our presence and revenue generation

E&A

• Emergency and Accident and Crisis Response responsibilities as required

Requirements

Academic Qualifications

• Post-Secondary Diploma / Certificate in Marketing, Business or related field or equivalent combination of education, training, and experience is required.

Knowledge, Skills, Training and Experience

• 5+ years of experience, preferably in aviation, travel, tourism but not essential
• 2+ years’ experience in a digital sales or similar enterprise
• A strong understanding of how the internet works, preferably with a junior developer or similar IT training/qualification
• A demonstrable passion for digital and commerce
• Proficient user of Microsoft Office suite including Teams, Word, PowerPoint
• Experience with Adobe Experience Manager (or any CMS) and Salesforce Marketing Cloud advantageous
• Demonstrable experience in working in a campaign environment, understand timing and rollout in relation to timely reporting
• Comfortable with a test and learn approach with a focus on continuous improvement
• Good presentation, forward planning and time management skills
• Must be self-driven with a passion for data analysis.
• Effective verbal and written communication skills with an ability to adapt communication style to suit different audiences across our global team
• Strong literacy skills, including copywriting, with the ability to maintain brand tone and voice while ensuring content is relevant to the local target segments
• Strong numeracy and data analytics skills and experience of working with data to tell a story
• Adapts to and embraces constant change

Additional Requirements

• Must successfully pass reference checks
• Must be willing and able to sit for long periods of time
• Must be willing and able to travel within North America, if required
• Must have the permanent legal right to live and work in Canada

Benefits

Cathay Pacific Airways is proud to offer eligible employees competitive Compensation & Benefits package, as varied by location, regularly scheduled hours worked, length of employment and employment status as highlighted below.

• Travel Privileges on Cathay Pacific Airways Global Network
• Extensive well-being programs including health, dental, vision and employee assistance program benefits to help you stay well.
• Paid Holiday & Vacation
• To learn more about Cathay Pacific as a Certified Great Place Employer – Please Click Here’

Personal & Application Information

Cathay Pacific Airways Limited is committed to employment equity, supports diversity in the workplace and encourages application from all qualified individuals including women, members of visible minorities, Aboriginal peoples and persons with disabilities. Personal data provided by job applicants will be used strictly in accordance with our personal data policy and for recruitment purposes only. A copy of our Personal Information Collection Statement will be provided upon request by contacting our Data Protection Officer.

If you require assistance or an accommodation in completing any aspect of the application process, please contact the Cathay Americas Recruiting team at: jobs@cathaypacific.com.