Assistant Manager Campaign Creative Marketing Customer Travel

Cathay Pacific; Hong Kong; On-site; HKD 600,000 - 900,000; Full time

Job summary

Cathay Pacific is seeking an Assistant Manager Campaign Creative Marketing to shape global digital content and product marketing campaigns across markets. You will coordinate content development across paid, owned and earned channels, with internal teams, regional markets and agencies, from briefing through launch and optimisation.

Bringing strong project management and creative judgement, you will ensure brand consistency, content quality, and business growth while improving content

Qualifications

• University degree in Marketing, Communications, Digital Media, Business Administration or a related discipline.
• Minimum 5 years of relevant experience in marketing, content, campaigns, digital marketing or creative production.
• Hands-on experience delivering multi-channel or multi-market campaigns, from briefing and content production through launch, optimisation and evaluation.
• Good understanding of digital content, product marketing, social, CRM, media, digital platforms and customer journeys.
• Experience developing and adapting product, destination and campaign content across channels, formats, languages and markets.
• Working knowledge of GEO and search-led content principles, with confidence using approved AI-enabled tools to support content development and workflows.
• Strong writing, editing and briefing skills, with sound creative judgement and attention to brand consistency and detail.
• Strong analytical and commercial awareness, with the ability to interpret campaign performance and turn insights into practical actions.
• Strong project, stakeholder and agency management skills, with the ability to manage multiple workstreams, timelines, approvals and dependencies.
• Excellent written and spoken English; proficiency in Chinese, including Cantonese and/or Mandarin, is an advantage

Responsibilities

• Support the development and delivery of global campaigns and content, articulating product propositions, global network and destinations, service enhancements and customer benefits through clear campaign deliverables.
• Manage assigned product campaign workstreams end-to-end, from briefing and creative development through production, launch, optimisation and post-campaign review.
• Develop campaign briefs, messaging frameworks and channel requirements, applying search/GEO principles and approved AI tools to improve content quality, relevance and discoverability.
• Coordinate digital content creation and refreshes across key communication channels, including web, app, CRM, social and paid media, ensuring timely delivery and launch readiness.
• Develop campaign playbooks and toolkits for Regional teams, covering audiences, messaging, assets, channel guidance, market guardrails, timelines and success measures.
• Track and consolidate campaign and content performance, identifying learnings and optimisation opportunities across reach, engagement, traffic, creative effectiveness, conversion and commercial outcomes.
• Work with Integrated Marketing, Social Media and Performance Marketing teams to coordinate media and asset requirements for product campaigns.
• Manage day-to-day internal stakeholder and agency coordination, including progress reporting, budgets, production estimates, scope management, workflow improvements and sharing of campaign best practices

Skills

Campaign management

Content development

Writing & editing

Analytical thinking

English proficiency

Education

University degree in Marketing/Communications/Digital Media/Business Admin or related

Tools

AI tools for content development

GEO principles

Data interpretation tools

Job description

Cathay Pacific

Marketing & Branding

Brand, Insights and Marketing Department

Permanent

Hong Kong SAR (China)

Role Introduction

Reports to: Campaign Creative Marketing - Customer Travel

Join our Brand, Insights & Marketing department as an Assistant Manager Campaign Creative Marketing and shape global digital content and product marketing campaigns that bring Cathay's products, destinations and customer benefits to life across markets.

You will coordinate campaign and content development across paid, owned and earned channels, working with internal teams, regional markets and agency partners from briefing and production through launch, optimisation and reporting.

Bringing strong project management, creative judgement and operational discipline, you will help ensure creative effectiveness, brand consistency and business growth while strengthening content quality and discoverability. Through the campaigns and content you create, you’ll help inspire customers to Move Beyond and connect with experiences that move them forward.

Key Responsibilities

• Item 1 of 8, Support the development and delivery of global campaigns and content, articulating product propositions, global network and destinations, service enhancements and customer benefits through clear campaign deliverables Support the development and delivery of global campaigns and content, articulating product propositions, global network and destinations, service enhancements and customer benefits through clear campaign deliverables
• Item 2 of 8, Manage assigned product campaign workstreams end-to-end, from briefing and creative development through production, launch, optimisation and post-campaign review Manage assigned product campaign workstreams end-to-end, from briefing and creative development through production, launch, optimisation and post-campaign review
• Item 3 of 8, Develop campaign briefs, messaging frameworks and channel requirements, applying search/GEO principles and approved AI tools to improve content quality, relevance and discoverability Develop campaign briefs, messaging frameworks and channel requirements, applying search/GEO principles and approved AI tools to improve content quality, relevance and discoverability
• Item 4 of 8, Coordinate digital content creation and refreshes across key communication channels, including web, app, CRM, social and paid media, ensuring timely delivery and launch readiness Coordinate digital content creation and refreshes across key communication channels, including web, app, CRM, social and paid media, ensuring timely delivery and launch readiness
• Item 5 of 8, Develop campaign playbooks and toolkits for Regional teams, covering audiences, messaging, assets, channel guidance, market guardrails, timelines and success measures Develop campaign playbooks and toolkits for Regional teams, covering audiences, messaging, assets, channel guidance, market guardrails, timelines and success measures
• Item 6 of 8, Track and consolidate campaign and content performance, identifying learnings and optimisation opportunities across reach, engagement, traffic, creative effectiveness, conversion and commercial outcomes Track and consolidate campaign and content performance, identifying learnings and optimisation opportunities across reach, engagement, traffic, creative effectiveness, conversion and commercial outcomes
• Item 7 of 8, Work with Integrated Marketing, Social Media and Performance Marketing teams to coordinate media and asset requirements for product campaigns Work with Integrated Marketing, Social Media and Performance Marketing teams to coordinate media and asset requirements for product campaigns
• Item 8 of 8, Manage day-to-day internal stakeholder and agency coordination, including progress reporting, budgets, production estimates, scope management, workflow improvements and sharing of campaign best practices Manage day-to-day internal stakeholder and agency coordination, including progress reporting, budgets, production estimates, scope management, workflow improvements and sharing of campaign best practices

Requirements

• Item 1 of 10, University degree in Marketing, Communications, Digital Media, Business Administration or a related discipline University degree in Marketing, Communications, Digital Media, Business Administration or a related discipline
• Item 2 of 10, Minimum 5 years of relevant experience in marketing, content, campaigns, digital marketing or creative production, preferably within a global or premium customer-led organisation Minimum 5 years of relevant experience in marketing, content, campaigns, digital marketing or creative production, preferably within a global or premium customer-led organisation
• Item 3 of 10, Hands-on experience delivering multi-channel or multi-market campaigns, from briefing and content production through launch, optimisation and evaluation Hands-on experience delivering multi-channel or multi-market campaigns, from briefing and content production through launch, optimisation and evaluation
• Item 4 of 10, Good understanding of digital content, product marketing, social, CRM, media, digital platforms and customer journeys Good understanding of digital content, product marketing, social, CRM, media, digital platforms and customer journeys
• Item 5 of 10, Experience developing and adapting product, destination and campaign content across channels, formats, languages and markets Experience developing and adapting product, destination and campaign content across channels, formats, languages and markets
• Item 6 of 10, Working knowledge of GEO and search-led content principles, with confidence using approved AI-enabled tools to support content development and workflows Working knowledge of GEO and search-led content principles, with confidence using approved AI-enabled tools to support content development and workflows
• Item 7 of 10, Strong writing, editing and briefing skills, with sound creative judgement and attention to brand consistency and detail Strong writing, editing and briefing skills, with sound creative judgement and attention to brand consistency and detail
• Item 8 of 10, Strong analytical and commercial awareness, with the ability to interpret campaign performance and turn insights into practical actions Strong analytical and commercial awareness, with the ability to interpret campaign performance and turn insights into practical actions
• Item 9 of 10, Strong project, stakeholder and agency management skills, with the ability to manage multiple workstreams, timelines, approvals and dependencies Strong project, stakeholder and agency management skills, with the ability to manage multiple workstreams, timelines, approvals and dependencies
• Item 10 of 10, Excellent written and spoken English; proficiency in Chinese, including Cantonese and/or Mandarin, is an advantage Excellent written and spoken English; proficiency in Chinese, including Cantonese and/or Mandarin, is an advantage

Personal & Application Information

Cathay Pacific is committed to fostering an environment that values Diversity, Equity, Inclusion and Belonging. As an equal opportunity employer, we are committed to attracting and hiring qualified individuals from diverse backgrounds, experiences and abilities. We strive to create a respectful, inclusive workplace free from discrimination, harassment and bullying.

Privacy

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.