锦鲤求职岗位描述
Company Description
Cathay is a premium travel lifestyle brand based in Hong Kong, bringing people closer to the places, experiences and opportunities that matter to them. Our purpose — to move people forward in life — begins with our own people.
Across our airlines, cargo and lifestyle businesses, it is our people who turn journeys into experiences and ambition into progress. Joining Cathay means being part of a global and inclusive community, driven by thoughtful care, progressive attitude and a can-do spirit — and supported to grow through a meaningful career that moves with you.
If you are seeking an opportunity to take flight, let your ambitions propel you higher and further. Make Your Career Move, together with Cathay.
Notes:
1. All Chinese mainland based positions are subject to local terms and conditions.
2. Once employment is confirmed, the employment contract and personnel file will be arranged through a local third-party human resources agency designated by Cathay Pacific.
Item 1 of 3, All Chinese mainland based positions are subject to local terms and condition
Role Introduction
To ensure the airline’s direct digital channels have a competitive presence in the market, maximising online traffic and revenue generation.
To manage the website(s), updating content to be locally suitable, drive local campaigns and conduct analytics to further optimise results.
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
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 Regional Office on a regular basis regarding website technical developments and global updates
Digital Promotions and Campaigns
Assist to devise and manage campaigns to recruit customers to the airline’s contact database
Drive engagement through targeted communications
Follow up on ancillary revenue generation to ensure maximum returns
Analytics
Use web analytics (Google 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
Understand sales performance in direct digital channels including share of revenue targets, route performance and plan and measure sales contribution for air and non-air products
Search Engine Marketing and Search Engine Optimisation
Ensure all pages have the appropriate page level technical and content based Search Engine Optimisation
Test and understand the interrelationship and keyword coverage for Search Engine Marketing and Search Engine Optimisation campaigns to drive traffic to flagship site
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, translation training
Ensure prioritisation of direct digital distribution channels
Benchmarking
Conduct competitor analysis of pricing and ensure digital channel pricing and proposition are competitive both on and offline
Actively share learning and best practice with other Outports and leverage work done by other Outports when fit for purpose
Monitor marketing strategies used by competitors and industry leaders and make recommendations to enhance our presence and revenue generation
E&A
Emergency and Accident and Crisis Response responsibilities as required
Requirements
Academic Qualifications
Bachelor degree is desirable
Tertiary qualification in a related field is an advantage
Knowledge, Skills, Training and Experience
Minimum 3 years’ in a digital sales or similar enterprise
A strong understanding of how the internet works, preferably with a junior developer or similar IT training/qualification
A demonstrable passion for digital and commerce
Strong literacy skills, including copywriting and the ability to adhere to brand and tone of voice
Strong numeracy skills and experience of working with data to tell a story
Strong PC literacy including Adobe Experience Manager and Google Analytics
Adapts to and embraces constant change
Personal & Application Information
Cathay Pacific is an Equal Opportunities Employer. Personal data provided by job applicants will be used strictly in accordance with our Applicant Personal Information Collection Statement and for recruitment purposes only. Candidates not notified within eight weeks may consider their application unsuccessful. We keep records of your data for no longer than is necessary for the purpose for which we obtained them and any other permitted linked purposes. If your application is unsuccessful, we will keep your details on file for as long as is necessary to process your application or for the purposes of further job opportunities if you agree to such longer periods.