To manage the website(s), updating content to be locally suitable, drive local campaigns and conduct analytics to further optimise results thereby ensuring the airline’s direct digital channels have a competitive presence in the market, maximising online traffic and revenue generation.
Key Responsibilities:
1、Website Content and Communication 1）Manage the retailing of air and non-air offers across the web and mobile platforms, driving channel exclusive offers where appropriate 2）Manage the quality of content published across the Cathay Pacific digital channels, including brand, tone of voice, grammar and imagery 3）Master the content management system (Adobe Experience Manager) and support the publishing of quality content with good speed to market 4）Help to ensure the customer experience and brand are upheld in any content and customer experience deliverables, in consultation with internal and external stakeholders 5）Liaise with Regional Office on a regular basis regarding website technical developments and global updates
2、Digital Promotions and Campaigns 1）Assist to devise and manage campaigns to recruit customers to the airline’s contact database 2）Drive engagement through targeted communications 3）Follow up on ancillary revenue generation to ensure maximum returns
3、Analytics 1）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 2）Conduct analytics and reporting on website specific data to provide recommendations for enhancements 3）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
4、Search Engine Marketing and Search Engine Optimisation 1）Ensure all pages have the appropriate page level technical and content based Search Engine Optimisation 2）Test and understand the interrelationship and keyword coverage for Search Engine Marketing and Search Engine Optimisation campaigns to drive traffic to flagship site
5、Social Media Manage the social media content strategy and report on engagement and performance of social channels as required
6、Retailing Tools and Platforms 1）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 2）Ensure prioritisation of direct digital distribution channels
7、Benchmarking 1）Conduct competitor analysis of pricing and ensure digital channel pricing and proposition are competitive both on and offline 2）Actively share learning and best practice with other Outports and leverage work done by other Outports when fit for purpose 3）Monitor marketing strategies used by competitors and industry leaders and make recommendations to enhance our presence and revenue generation
8、E&A Emergency and Accident and Crisis Response responsibilities as required
Qualifications / Experience:
1、Academic Qualifications 1）College degree or above 2）Tertiary qualification in a related field is an advantage
2、Knowledge, Skills, Training and Experience 1）Minimum 3 years’ in a digital sales or similar enterprise 2）A strong understanding of how the internet works, preferably with a junior developer or similar IT training/qualification 3）A demonstrable passion for digital and commerce 4）Strong literacy skills, including copywriting and the ability to adhere to brand and tone of voice 5）Strong numeracy skills and experience of working with data to tell a story 6）Strong PC literacy including Adobe Experience Manager and Google Analytics 7）Adapts to and embraces constant change
