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Digital Sales and Marketing Specialist

  • SND - Sales & Distributions
  • San Francisco, California, USA
  • Cathay Pacific
  • Application Deadline
    05 Oct 2022
Company Description

Let your passion fly! At Cathay Pacific Airways, we’re proud to be one of the world’s leading airlines. Our reputation is built on a long track record of success, an ongoing commitment to our home Hong Kong, and on the delivery of customer service that’s straight from the heart. All of this is possible due to our talented people who share our passion for aviation and our commitment to being the best. Our global family can open up a world of opportunities for you. This means that your first role at Cathay Pacific won’t be your last. It could take you anywhere. Join us and discover just how far you can go!

Role Introduction

Cathay Pacific Airways is looking for a highly motivated individual to join the Digital Sales Team in San Francisco, California. This regular full-time Digital Sales and Marketing Specialist position is a multi-faceted role. The successful candidate will focus on developing and delivering campaigns to support our direct sales channel’s (cathaypacific.com) commercial objectives in North America. This role will manage the website(s), updating content to be locally suitable, drive local integrated marketing campaigns and email communications as well as conduct analysis to further optimize results ensuring the airline’s direct sales channel has a competitive presence in the market.

Key Responsibilities

Website Content and Communication

  • Manage the retailing of air and non-air offers across the web and mobile platforms, driving channel exclusive offers where appropriate
  • Manage the quality of content published across the Cathay Pacific digital channels, including brand, tone of voice, grammar and imagery
  • Master the content management system (Adobe Experience Manager) and support the publishing of quality content with good speed to market
  • Manage an efficient and comprehensive marketing and communications calendar ensuring relevant email communications are sent to our database
  • Help to ensure the customer experience and brand are upheld in any content and customer experience deliverables, in consultation with internal and external stakeholders
  • Liaise with Head Office on a regular basis regarding website technical developments and global updates

Digital Promotions and Campaigns

  • Assist to devise and manage campaigns to acquire new customers for the airline’s database
  • Manage the creation and deployment of email-based communications for any tactical sales activity run in the region
  • Drive engagement through targeted communications
  • Follow up on ancillary revenue generation to ensure maximum returns


  • Work with other team members to use web analytics (Google Analytics and Adobe Analytics) to measure performance, identify and exploit opportunities, and continually improve the volume and quality of traffic coming from different sources
  • Conduct analytics and reporting on website specific data to provide recommendations for enhancements

Performance Marketing

  • Ensure all pages have the appropriate page level technical and content based Search Engine Optimization
  • Test and understand the interrelationship and keyword coverage for Search Engine Marketing and Search Engine Optimization campaigns to drive traffic to the website
  • Work with head office teams and external agencies to craft the local SEM strategy and rollout
  • Monitor and update any in-market SEM activity to ensure its relevance and accuracy

Social Media

  • Manage the social media content strategy and report on engagement and performance of social channels as required

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 (but not limited to) payment options, tactical and campaign tools, content and marketing asset provision, etc.
  • Ensure prioritization of the direct distribution channel (cathaypacific.com)

Emergency & Accident

  • Emergency and Accident and Crisis response responsibilities as required

  • 5+ years of overall marketing/B2C experience, preferably in aviation, travel, tourism but not essential.
  • Proficient user of Microsoft Office suite including Teams, Excel, Word and PowerPoint.
  • Experience with Adobe Experience Manager (or any CMS)
  • Comfortable with pulling together email communications using Salesforce Marketing Cloud or any email creation tool
  • Proficiency in using any analytical tool, ideally Google Analytics and/or Adobe Analytics
  • Strong literacy skills, including copywriting and the ability to adhere to brand and tone of voice
  • Demonstrable experience in delivering multi-faceted marketing campaigns with complex schedules and multiple stakeholders.
  • Skilled user of social media across both paid and owned channels, comfortable posting and managing any locally run social activity as needed
  • Comfortable with a test and learn approach with a focus on continuous improvement
  • Good presentation, forward planning and time management skills.
  • Effective verbal and written communication skills with an ability to adapt communication style to suit different audiences across our global team.
  • Ability to travel 10% of the time.
  • Must be based in the San Francisco Bay Area and be willing to work from our San Francisco office as required
  • Must be willing and able to travel overseas and within North America
  • Must be compliant with the Company’s mandatory COVID-19 Vaccination policy
  • Must have the permanent legal right to live and work in the USA
Personal & Application Information

Cathay Pacific Airways is an Equal Opportunities Employer (EOE, Including Disability/Vets). 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


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