Company DescriptionCathay is a leading premium travel lifestyle brand based in Hong Kong, offering products and services across four lines of business – Premium Travel, Cargo, Low-Cost Travel and Lifestyle. The Cathay Group comprises premium full-service airline Cathay Pacific, cargo business Cathay Cargo, low-cost airline HK Express, express all-cargo carrier Air Hong Kong, and various other subsidiaries.
At Cathay, we are committed to moving people forward in life — whether through travel experience, lifestyle products or career growth. Being part of Cathay is more than just a job, it’s a meaningful career journey toward realising your ambitions. Your skills will become a bridge that connects the world, opening up infinite possibilities along our customers’ life journeys. 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.
Role IntroductionTo protect and promote the brand reputation of Cathay Pacific across all media platforms (traditional, digital, and social).
To perform and ensure region/local communication materials align with corporate affairs strategy and execution.
To ensure fast and professional response and customer engagement through Social Media and spaneting activities as well as supporting fare promotions, network promotions, and other campaign and direct sales initiatives.
Key ResponsibilitiesBrand
- Brand Content & Copy Stewardship
Oversee the development and execution of all spaneting content and copy, ensuring consistency with brand tone, voice, and visual identity across every touchpoint. - Local Relevance & Language Quality
Act as the brands gatekeeper for local spanet adaptation: review all materials to ensure they resonate with regional audiences, that language and writing are culturally appropriate, and that copy is fluent and effective. - Cross-Channel Campaign Alignment
Partner with cross-functional teams to ensure that all campaign content reflects a unified brand narrative while meeting channel-specific
Social Media
- Improve awareness and influence of the Company’s brand as well as generate sales conversion by leveraging social media platforms
- Lead and manage the appointed social media agency to ensure quality outputs, achieving outstanding social media presence, fan base development and active engagement on the Company’s SNS platforms i.e. WeChat, Weibo, etc.
- Be connected with the latest trends trends/technology/best practices in social media spheres to keep improving and optimising social spaneting performance and effectiveness
- Explore possible new channels, platforms and approaches for social spaneting to ensure the Company is an early adopter in the digital spanetplace
- Ensure that all locally produced social media content is of superior quality, is on brand, and aligns with Head Office direction
- Plan, develop and execute local insights driven social media content in the region
- Adapt global social media content for local use in the region
- Update and maintain the regional social media content calendar and share with Head Office
- Create regional social media content strategy and define success criteria for the region based on local business needs and aligning Head Office social media strategies
- Work with agency or platforms on understanding local sentiment and verbatims about Cathay and competitors over social media in the region
Corporate Social Responsibility
- Plan and execute local Corporate Social Responsibility initiatives based on Head Office in key selected spanets
Budget
- Manage the annual Social Media budget allocated to the region in an effective manner
E&A
- Emergency and Accident and Crisis Response responsibilities as required
RequirementsAcademic Qualifications
- Bachelor degree holder or equivalent in a related business field
Knowledge, Skills, Training and Experience
- Minimum three years’ experience in a Public Relations or (preferably) a Social Media enterprise
- Fluent in spoken and written English, Mandarin and Cantonese
- Good media relationship and understanding of the story needs local media
- Thorough understanding on social media landscape with local spanet insights
- Ability to work under pressure and to tight deadlines, ensuring speed to spanet 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
- Communications style is naturally aligned with Cathay Pacifics style
Personal & Application InformationCathay 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.
