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Digital Analyst, Journey Orchestration

  • DGT - Digital
  • Hong Kong Special Administrative Region of China
  • Cathay Pacific
  • Application Deadline
    22 Oct 2021
Role Introduction

Reports to: Assistant Manager Digital, Journey Orchestration

This role will be responsible to execute journey orchestration on customer experience delivery, campaign management and feedback loop via digital touchpoints with the use of Marketing Cloud.

He/she will support and implement personalised experience based on customer segments to improve speed-to-market & quality on campaign execution, offer construction, channel delivery, targeting and messaging by use of business rules and exclusions. He/she will also continuously perform journey refinement based on campaign results, support Marketing Cloud enhancement and perform UAT as required

Key Responsibilities

  • Manage and setup journeys on to implement business rules, exclusions (such as decision splits, audience deduplication) and channel sequencing, so as to deliver an omni-channel experience across touchpoints including email, mobile push, onsite banner, display advertising
  • Liaise with Marketing team, Customer Relationships and Retail team, Digital Sales team, outport teams from campaign requirements to execution
  • Analyse campaign results and recommend areas for continuous improvements  
  • Work closely with IT team based on a scrum agile delivery model on Marketing Cloud customer segmentation, email template development, data model enhancement, bug fixes, and UAT
  • Carry out data operations activities for targeted marketing, through segmentation, event triggers, list generation, and automation streams
  • Recommend and implement A/B testing on campaigns to enrich understanding of customer and expand test and learn opportunity

  • University Degree of above in Business, or other related disciplines
  • Minimum 2 years of experience in digital, preferably in CRM, e-Commerce, customer lifecycle management or digital marketing
  • Knowledge of marketing technology tools on campaign management across digital touch points such as Marketing Cloud, and/or CDP, DMP, Personalization tools
  • Understanding of HTML and SQL is an advantage
  • Experience in Alteryx and Qilksense is preferred
  • Good communications skills and attention to detail
  • Proactive, fast learning, independent, passion for digital excellence
  • Logical & analytical mindset to implement workflow, rules, and generate insight
  • More experienced candidate will be considered as Senior Digital Analyst position
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 December 2021, all employees must be vaccinated in order to access Cathay City and all other Cathay Group Company premises in Hong Kong. Consideration will be given to those who are unable to get vaccinated for valid medical reasons.

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