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Marketing & PR Executive

  • BIM - Brand, Insights & Marketing Communications
  • Ho Chi Minh City, Vietnam
  • Cathay Pacific
  • Application Deadline
    10 Oct 2022
Company Description

Let your passion fly! 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

To support the Head of Marketing and Digital Sales 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.

To protect and promote the brand reputation of the Cathay Pacific group across all media platforms (traditional, digital, and social).

Key Responsibilities

Insights Gathering and Reporting

  • Provide stakeholders with insights into regional monthly competitive intelligence on major news


  • 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


  • Prepare marketing brief and/or enlist regional marketing and Direct Sales team for support to meet local needs (e.g. local marketing collateral, e-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 Regional Office of these
  • Develop and deliver local earn and burn opportunities that are jointly agreed with Regional and Head Office
  • Support 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
  • Assist to create positive stories for the Airline(s) with local relevance and appeal

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 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

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 Help to build, strengthen and protect the brand by responding to complaints in a timely and professional manner


  • Emergency and Accident and Crisis Response responsibilities as required

Academic Qualifications

  • High school graduation


Knowledge, Skills, Training and Experience

  • Minimum one year’s experience in a marketing and/or Public Relations enterprise
  • Fluent in spoken and written English and local language (if applicable)
  • 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


Apply now