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Marketing and PR Manager

  • BIM - Brand, Insights & Marketing Communications
  • Tokyo, Japan
  • Cathay Pacific
  • Application Deadline
    24 Sep 2023
Company Description

We are proud of our Hong Kong heritage and equally proud of the global, diverse workforce that makes us who we are. Celebrating 77 years of flying this year, we are a values driven, complex global business; but we are also a family. Regardless of job or location, we are all one team who are focused on delivering a world-class airline operation.

Role Introduction

Reports to: Regional Head of Marketing, Northeast Asia

Location / Country: Tokyo / Japan

Employment Condition: Contract (3 years) – possibly extended by another 2 years, or converted to permanent employment


We are looking for a talented and experienced candidate to look after Marketing and PR team in Japan. The successful candidate will support the Regional Head of Marketing and coordinate with local markets and agencies to adapt regional and Head Office material for effective local use as well as to create a positive public relations and social media profile in addition to protecting and promoting the brand reputation of the Cathay Pacific across all media platforms.

Key Responsibilities

Insights gathering and reporting

  • Provide stakeholders with insights into regional monthly competitive intelligence on major news
  • Formulate Japan short, medium and long term marketing plan based on intelligence


  • Review proposed local language and against local culture to flag cultural sensitives when global and regional campaigns are applied locally
  • Assist with the organisation of local sales and trade events if required
  • Ensure all localised contents adhere to the company’s branding guideline


  • Prepare marketing brief and/or enlist regional marketing and Direct Sales team for support to meet local needs (e.g. local marketing collateral, local campaign needs, local promotional needs)
  • Increase penetration of digital sales and growth of marketing power to supplement the transition from market penetration to PAB
  • Ensure local collateral stock levels are maintained appropriately


  • Identity local earn and burn opportunities and advise Head Office of these
  • Develop and deliver local earn and burn opportunities that are jointly agreed with Head Office
  • Recruit Marco Polo and Asia Miles PO and AML and Registered Users members locally
  • Lead on initiatives to increase the engagement of MPO members as required

Public Relations

  • Help to build and maintain strong local media relationships, contacts, and database
  • Engage and manage relationship building with traditional and new media, including key opinion leaders and social media influencers in the region (including bloggers and vloggers)
  • Arrange and support local media events, familiarisation trips, management interviews and public speaking and engagements as required

Emergency and Accident Communications

  • Support the management of country level E&A communications with backing from the regional Public Relations lead and Head Office as required

Social Media

  • Suggest social media content with local insights and local language requirements and to work with regional team and agency for delivery
  • Adapt suitable global and regional social media content for local use

Corporate Social Responsibility

  • Coordinate logistics and local participation as and when required

Local stakeholders

  • Assist the Outport to build and maintain strong relationships with key local community stakeholders e.g. regulatory bodies, local government

Customer Relations

  • In Outports where there is no dedicated Customer Relations role, the Marketing and Public Relations role is expected to take ownership of CRD case handling including:

- Act as the point of escalation to address complex responses, special and legal cases
- Assist to prepare templates and responses in the local language
- Work with local legal counsel and regulatory bodies in handling special cases as required

People Development and Performance Management

  • Supervise and mentor direct reports, encouraging effective collaboration
  • Demonstrate leadership and lead by example in accordance with Cathay’s core values
  • Actively engage with employees to enhance communication and their understanding of department goals
  • Enhance the employee experience in line with the role level and the internal brand promise

  • At least 3 years’ experience of working in a Marketing and/or PR environment
  • Good media relationship and understanding of the story needs local media
  • Ability to work under pressure and to tight deadlines, ensuring speed to market whilst maintaining quality of work
  • Capable of working outside of office hours in response to urgent Corporate Affairs matters
  • Capable of working on multiple projects simultaneously
  • Discreet individual, who can be trusted with confidential material
  • Communications style is naturally aligned with Cathay Pacific's style
  • Excellent written and oral communication skills in both English and Japanese
  • Must have the legal right to live and work in Japan

  • Basic salary: JPY537,450/month
  • Title allowance: JPY40,000/month
  • Fixed allowance per month: JPY38,000 + Basic salary x 7.4%
  • Other allowances: the company regulations apply
  • Social insurance: Unemployment insurance, Worker's compensation insurance, Health insurance, Welfare pension insurance
  • Commuting expense allowance: Up to JPY50,000/month
  • Retirement allowance: None
  • Working hours per day: 7.5 hours
  • Break time: 1 hour
  • Off day: Two days off every week
  • Probation period: 6 months
  • Annual leave: 16 days in the first year after completing 6 month service
  • Potential for additional discretional bonus (depending on the Company's performance and financial status)
Personal & Application Information


  • Cover letter in English detailing your motivation for applying
  • CV

Application deadline: 24 September 2023 (Sun)


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.

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