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Assistant Manager - Digital Content & Editorial

  • Communications
  • Hong Kong Special Administrative Region of China
  • Cathay Pacific

Location: Hong Kong Special Administrative Region of China 

Department: Brands, Insights & Marketing Communications

Report to: Digital Content Manager

The Assistant Manager Digital Content & Editorial is responsible for content creation and origination, based on performance analysis of our digital channels (primarily website/mobile/e-newsletters). This role will be the primary conduit for communications and editorial production of our Discovery/Silkroad inflight magazines, requiring agency management, oversight, and knowledge of magazine publishing. Commercial acumen, adherence to style guidelines and standards, and excellence in storytelling and travel editorial are critical in delivering differentiated and on-brand content for Cathay Pacific’s digital platforms. Knowledge of content marketing and SEO copywriting; conversion (engagement and revenue) metrics; A/B testing; content localisation and translation; and editorial curation of personalised content, are all desired for successful execution of content initiatives. Social Media and e-Commerce backgrounds, as well as strong understanding of customer-servicing content and user experiences, are hugely favoured.

Key Responsibilities

Digital Content and Editorial Production

  • Create, publish, and maintain original online content in English and/or Traditional Chinese, to a very high degree of editorial standards
  • Manage editorial schedule and publishing for Discovery/Silkroad magazines; lead proof-reader and fact-checker for all articles; lead liaison between vendor group and Cathay Pacific stakeholders
  • Understand brand identity, capture and hone brand voice, and adhere to required branding guidelines.
  • Translate high-level concepts and creative briefs into finished copy
  • Curate editorial initiatives on Cathay Pacific’s website, and help to lead cross-functional conversations
  • Lead team in writing copy to an agreed keyword brief, which is search engine friendly, merchandising and commercially savvy, and customer-service orientated
  • Understand Accessibility/user experiences and requirements for content delivery/display
  • Understand legal requirements of content, and translate into compliant, user-friendly experiences
  • Oversee procurement, editing, and publication of sourced content, including managing relationships with content suppliers
  • Track and maintain effective content sourcing costs
  • Support Outports to address commercial, customer-servicing, and legal compliance needs
  • Assist wider Content teams with digital assets management, governance, and publishing support
  • Assist in developing the digital content strategy, processes and technology within the team
  • Create content appropriate for personas, scenarios and roadmap, working with the analytics and insights team
  • Responsible for ensuring content is optimised for search and direct response
  • Understand the needs of local markets, and develop processes for the creation and management of global-global, global-local, and local-local content

Content Marketing, Performance, and Analytics

  • Lead Editorial team in analysing performance of website content and identify areas for optimisation and testing
  • Help Editorial understand relationship between data and content, and suggest improvements accordingly
  • Help Editorial team leverage Google Analytics to understand how content optimisation impacts engagement and revenue
  • Leverage SEO insights to support copy keywording for relevant pages, working closely with the SEO and wider Digital Retail teams
  • Lead eDM Subject Line testing and monthly reviews, and provide copy/content optimisation proposals
  • Lead collaboration with Online Commercial teams to maximise performance of campaign content
  • Lead collaboration with Digital Retail content solutions and partners, to deliver optimised rich content


    • Bachelor’s degree or higher in Journalism, English, Digital Marketing, Digital Media, or related field
    • 5+ years of content and publishing experience, preferably in an editorial-led environment such as a magazine or online publication and copywriting/editing experience with emphasis on editorial and publishing channels
    • Creative thinker with flawless writing, editing, and proofreading skills
    • Experience in digital content ideal (SEO, meta data/descriptions, keywording, etc.)
    • Knowledge of website content marketing, performance analysis, optimisation and content testing, using analytics tools including Google Analytics
    • Deep knowledge of consumer-facing corporate branding
    • Creative campaign development: examples of working collaboratively with designers and strategists to turn ideas into live campaigns
    • Passion for travel content is a huge advantage
    • Comfortable with and interested in using DIY tools to create quality content on a regular basis (short videos, memes, gifs, infographics, etc)
    • Experience with management of website development and/or ongoing management of a website from a content and admin perspective (preferable)
    • Excellent time-management skills; ability to work in an Agile environment to meet sprint deadlines and managing multiple projects concurrently
    • Strong collaborative mind-set; must be able to proactively address needs and work with colleagues at various levels of experience and location
    • Proficiency with word processing softwares, Mac/PC platforms

    Application Deadline: 17 February 2019

    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.


    Apply now