Social Marketing Specialist

国泰航空

营业及分销

品牌、洞察及市务传讯部

全职

深圳, 中国内地

申请截止日期: 2026年5月17日

Company Description

Cathay is a premium travel lifestyle brand based in Hong Kong, bringing people closer to the places, experiences and opportunities that matter to them. Our purpose — to move people forward in life — begins with our own people.

Across our airlines, cargo and lifestyle businesses, it is our people who turn journeys into experiences and ambition into progress. Joining Cathay means being part of a global and inclusive community, driven by thoughtful care, progressive attitude and a can-do spirit — and supported to grow through a meaningful career that moves with you.

If you are seeking an opportunity to take flight, let your ambitions propel you higher and further. Make Your Career Move, together with Cathay.

Notes:

1. All Chinese mainland based positions are subject to local terms and conditions.

2. Once employment is confirmed, the employment contract and personnel file will be arranged through a local third-party human resources agency designated by Cathay Pacific.

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
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 work
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

Personal & Application Information

Cathay Pacific is an Equal Opportunities Employer. Personal data provided by job applicants will be used strictly in accordance with our Applicant Personal Information Collection Statement and for recruitment purposes only. Candidates not notified within eight weeks may consider their application unsuccessful. We keep records of your data for no longer than is necessary for the purpose for which we obtained them and any other permitted linked purposes. If your application is unsuccessful, we will keep your details on file for as long as is necessary to process your application or for the purposes of further job opportunities if you agree to such longer periods.

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