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Assistant Manager - Content Marketing

  • BIM - Brand, Insights & Marketing Communications
  • Hong Kong Special Administrative Region of China
  • Cathay Pacific
  • Application Deadline
    31 Oct 2022
Role Introduction

Reports to:Content Marketing Manager

Becoming a brand-led organisation is core to Cathay’s strategy, thus placing the Brand & Content Team at the heart of the company.

Under our brand promise of Move Beyond, we believe in connecting our customers with
meaningful experiences. The content we create plays a key role in bringing this to life, attracting customers to Cathay through differentiated and inspiring content.

We create and commission a wonderfully diverse range of multi-form content, all aimed at maximising reach and engagement with our customers on a daily basis.

We are looking for a dynamic and highly creative content marketer to join our team. The
candidate needs to have the passion and determination to help drive an ambitious strategy to fundamentally shift our content marketing approach.

Key Responsibilities

  • Create, commission and license inspirational, editorial content to support our range of premium travel lifestyle categories: flights, hotels, shopping, dining, wellness, credit cards, amongst others.
  • For each of the above categories, generate and execute content ideas which are
    engaging and relevant to customers in Hong Kong and the Greater Bay Area.
  • Work collaboratively with a variety of key stakeholders to ensure our approach to
    content marketing is integrated and coordinated across channels and teams.
  • Work with our content marketing agencies and freelancers to deliver commissioned and licensed content, with the following objectives in mind:
    • Inspire more people to travel and live the travel lifestyle
    • Drive appreciation of and engagement with Cathay, and our products and services
    • Increase willingness to pay
  • Play an active part in the production of our monthly inflight magazine.
  • Collaborate with the customer experience, customer servicing and UX/UI teams to
    provide content support and guidance (through guidelines, templates or otherwise).
  • Set the content tone and bar for all other communication teams to follow. Perform content audits to support different communication teams and to uphold brand excellence.

We’re looking for a self-starter who has the experience, passion and drive to be part of a content marketing transformation at Cathay. The ideal candidate will be a natural storyteller with an eye for a great story, whilst being equally obsessed about performance and the data analytics underpinning content marketing.

We're seeking someone who appreciates content in every sense of the word –– from
evocative copy to beautiful layouts; from the quality of an image to the storytelling power of a video. The applicant should be deeply passionate about content and brave about ideas,whilst being clear-eyed about what it takes to achieve better work. Holding oneself, and those around you, to high standards and taking pride in the quality of work are prerequisites for this role.

The candidate will have an understanding, appreciation and curiosity for a variety of
channels and formats, from copy to photography to video. On the tech side, you need to be super comfortable playing with content in Adobe Experience Manager, crunching data in Google Analytics and continually optimising our content for SEO.

In terms of practical experience and qualifications, the candidate should have at least 5
years’ experience in the content marketing arena and hold a bachelor’s degree in
marketing, journalism or a content-related field. Being an exceptional communicator and copywriter in English and Traditional Chinese is a minimum.

Finally, we’re a premium travel lifestyle brand so we’re naturally looking for someone who shares our absolute love for all things travel.

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. Candidates not notified within eight weeks may consider their application unsuccessful. 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.

Please note that with effect from 1 June 2022 onwards, all Cathay employees and contractors who work in Cathay City and all other Cathay Group Company premises in Hong Kong must have received a third dose of COVID 19 vaccine.  Being tested regularly for COVID-19 is not an option. Consideration will be given to those who are unable to get vaccinated for valid medical reasons.

Apply now