Digital Sales Operations Manager

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 like 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.

Join us and discover just how far you can go!

Role Introduction

To ensure the airline’s direct digital channels have a competitive presence in the market, maximising online traffic and revenue generation.

To manage the website(s), updating content to be locally suitable, drive local campaigns and conduct analytics to further optimise results.

Key Responsibilities

Digital Promotions and Campaigns

• Assist in devising and managing campaigns to recruit customers to the airline’s contact database.
• Drive engagement through targeted communications.
• Follow up on ancillary revenue generation.
• Ensure prioritisation of direct digital distribution channels.

Website Content and Communication

• Manage retailing of air and non-air offers across web and mobile platforms, driving channel-exclusive offers where appropriate.
• Manage quality of content published across Cathay Pacific digital channels, including brand, tone of voice, grammar, and imagery.
• Master Adobe Experience Manager and support publishing of quality content with good speed to market.
• Help ensure customer experience and brand are upheld in all content and deliverables, in consultation with stakeholders.
• Liaise with Head Office regularly regarding website technical developments and global updates.

Analytics

• Use web analytics (Google Analytics) to measure performance, identify and exploit opportunities, and continually improve traffic volume and quality.
• Understand sales performance in direct digital channels, including share of revenue targets, route performance, and plan and measure sales contribution for air and non-air products.
• Systematic analytics and reporting on website-specific data to provide recommendations for enhancements.

Search Engine Marketing and Search Engine Optimisation

• Consult on regional performance of SEM and SEO (for always-on marketing).
• Manage SEM/programmatic for tactical or integrated marketing campaigns.

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 payment options, tactical and campaign tools, content and marketing asset provision, translation training.

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.

Requirements

Academic Qualifications

• Graduation in any discipline is a must

Knowledge, Skills, Training and Experience

• 5+ years’ experience in a similar role
• A strong understanding of how Search Engine Marketing and Optimisation works, preferably with a junior developer or similar IT training/experience
• Experience of working in a similar digital or e-commerce role
• A demonstrable passion for digital and commerce
• Strong literacy skills, including copywriting and the ability to adhere to brand and tone of voice
• Strong numeracy skills and experience of working with data to tell a story
• Familiarity with digital tools including Adobe Experience Manager and Google Analytics
• Adapts to and embraces constant change

Benefits

https://careers.cathaypacific.com/who-we-are/why-work-here

Cathay 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 and employee assistance program benefits to help you stay well.
• Paid Leave
• If this position requires a uniform, a uniform allowance will be provided.

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.

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.

We thank all candidates for your interest in Cathay, and regret that only shortlisted candidates will be notified. Candidates not notified within eight weeks may consider their application unsuccessful.

All job opportunities are published exclusively on our official website. We advise applicants not to apply through or respond to any third-party websites or domains. Kindly exercise caution and avoid unsolicited offers from unofficial sources.