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Social Customer Care Executive

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

Location: Hong Kong Special Administrative Region of China 

Department: Corporate Affairs
Reports to: Social Media Manager

This role is part of a small team of passionate individuals who come together to deliver outstanding customer service to Cathay Pacific and Cathay Dragon passengers and fans on our social media platforms. Together with the team, and working with the airlines’ various internal departments, he/she will be serving our social media community 24/7.

He/she will also be helping the airlines build and maintain one-on-one fan and passenger relationships on social media platforms, and assisting in community engagement and crisis response on Cathay Pacific and Cathay Dragon’s social media channels, alongside the Marketing and Corporate Communication teams. 

Key Responsibilities:

Customer Care

  • Respond to passengers’ or fans’ requests, enquiries, comments and complaints, before, during, and after their trips, utilising our social customer care platform, with support from the Global Contact Centres teams, operational teams (Inflight Services, Airport, etc), Customer Relations team, Digital Marketing team, Corporate Communication team and other teams as required
  • Address and resolve, or pass on issues to relevant departments for follow-up based on social care handling guidelines
  • Always aim to provide a satisfactory response to passengers within corporate guidelines
  • Be innovative in providing resolution and recovery measures based on the need of each customer approaching us
  • Create conversations with passengers and fans to build and maintain one-on-one relationships, and drive engagement on our social media platforms
  • Identify surprise and delight opportunities for passengers or fans, and coordinate with relevant teams to execute
  • Assist in maintaining the social customer care team’s FAQ documents and guidelines

Crisis and Issues Report

  • Be the eyes and ears of Cathay Pacific and Cathay Dragon on social media platforms, alerting the corporate communication team when potential PR issues are spotted
  • Support the corporate communication team in crisis and issues response on social media channels as necessary. This will include support during Typhoon disruptions, E&A situations, and others

Community Engagement

  • Support the Marketing team in community engagement on social media channels which we identified for customer care

Identify Opportunities

  • As representative of a fast growing customer feedback channel, identify and relay to relevant teams improvement opportunities on Cathay Pacific and Cathay Dragon’s products, services, or processes, through steering group meetings led by Customer Relations team
  • Identify recruitment, corporate sales, KOL engagement opportunities and pass on to relevant teams for their follow-up


  • Bachelor’s degree required
  • Airline experience, prior working experience in social media or experience in customer service is an advantage but not required
  • At least 1 year working experience is preferred
  • Excellent English and Chinese/Cantonese written and interpersonal communication skills, ability to clearly articulate thoughts. Fluent in Mandarin or Putonghua would be a bonus
  • Ability to recognise tone and mood through written communication
  • Good PR sense and ability to make sound judgement calls
  • Personable, sincere, humble, proactive, trust-worthy, and a good team player

Application Deadline: 3 June 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.