Assistant Manager Marketing - Brand

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

Job summary

Cathay Pacific Airways Limited is seeking a strategic Brand, Insights and Marketing Communications professional in Hong Kong to develop and deliver integrated corporate marketing programmes across Cathay Group. You will translate business priorities into compelling campaigns and content, strengthening brand awareness, audience engagement, and corporate reputation.

You will lead end-to-end campaigns, shape brand narratives, and create content across owned, earned, and paid channels, leveraging

Qualifications

• Bachelor’s degree in Marketing, Communications, Media, or a related discipline
• Minimum 5 years of experience in marketing, social media, communications, or integrated marketing roles
• Proven experience planning, executing, and evaluating integrated marketing campaigns, content programmes, and communications initiatives
• Strong understanding of owned, earned, and paid media channels, including social media, digital platforms, content marketing, and campaign activation
• Demonstrated ability to develop creative briefs, manage external agencies, and collaborate effectively with cross-functional stakeholders
• Excellent storytelling, content creation, and communication skills, with the ability to translate business priorities into engaging audience-focused narratives
• Strong project management, organizational, and multitasking capabilities, with keen attention to detail
• Solid analytical skills with experience interpreting campaign, audience, and social media performance data to generate actionable insights and recommendations
• Digitally savvy with hands-on experience using marketing technologies, social media platforms, and AI-enabled tools to support content creation, campaign execution, reporting, and optimization
• Strong stakeholder management, relationship-building, and interpersonal skills, with proficiency in English; Chinese (Cantonese/Mandarin) desirable

Responsibilities

• Lead development and execution of integrated marketing campaigns to enhance brand awareness, engagement, reputation, and business outcomes
• Manage end-to-end campaign delivery including planning, briefing, creative development, media activation, budgeting, timelines, and performance evaluation
• Develop strategic marketing plans and initiatives aligned with business priorities and brand objectives
• Identify opportunities to strengthen brand visibility through campaigns, partnerships, sponsorships, and ambassador programmes
• Create compelling brand stories and audience-focused content communicating priorities, achievements, and thought leadership
• Oversee content strategy, editorial planning, and production across social media, digital platforms, video, and publications
• Ensure marketing materials reflect brand strategy, tone of voice, and guidelines
• Build and manage relationships with internal stakeholders, agencies, and external partners for integrated programmes
• Monitor, analyse, and optimise campaign and channel performance using data-driven insights
• Leverage digital, data, and AI-driven solutions to identify trends and improve marketing effectiveness and efficiency

Skills

Storytelling

Content creation

Communication

Project management

Analytical thinking

Stakeholder management

English fluency

Education

Bachelor’s degree in Marketing/Communications/Media

Tools

Marketing technologies

AI-enabled tools

Job description

Brand, Insights and Marketing Communications Department

Permanent

Hong Kong SAR (China)

Role Introduction

In this role, you will be responsible for supporting the development and delivery of integrated corporate marketing programmes across the Cathay Group portfolio, comprising Cathay Pacific, Cathay Cargo, and Cathay Lifestyle. You will also be responsible for translating business priorities into compelling campaigns, stories, and content that strengthen brand awareness, audience engagement, and corporate reputation.

The position holder plays a key role in developing and executing end-to-end marketing campaigns, shaping brand narratives, and creating content across multiple owned, earned, and paid channels. This role helps bring the Group's strategy, achievements, and corporate stories to life through integrated marketing, storytelling, social media, executive thought leadership, digital content, and brand partnerships.

Key Responsibilities

• Item 1 of 10,

  Lead the development and execution of integrated marketing campaigns that enhance brand awareness, engagement, reputation, and business outcomes

• Item 2 of 10,

  Manage end-to-end campaign delivery, including planning, briefing, creative development, media activation, execution, budgeting, timeline management, and performance evaluation

• Item 3 of 10,

  Develop strategic marketing plans and initiatives aligned with business priorities, brand objectives, and corporate standards

• Item 4 of 10,

  Identify and drive opportunities to strengthen brand visibility and audience engagement through campaigns, partnerships, sponsorships, and ambassador programmes

• Item 5 of 10,

  Create compelling brand stories and audience-focused content that effectively communicate business priorities, achievements, and thought leadership

• Item 6 of 10,

  Oversee content strategy, editorial planning, and content production across multiple channels, including social media, digital platforms, video, and editorial publications

• Item 7 of 10,

  Ensure all marketing and communication materials consistently reflect the Group’s brand strategy, tone of voice, and creative guidelines

• Item 8 of 10,

  Build and manage relationships with internal stakeholders, agencies, production partners, ambassadors, and external partners to deliver integrated marketing and communication programmes

• Item 9 of 10,

  Monitor, analyse, and optimise campaign, content, and channel performance using audience insights, market intelligence, and data-driven recommendations

• Item 10 of 10,

  Leverage digital, data, and AI-driven solutions while identifying emerging trends and innovations to improve marketing effectiveness, operational efficiency, and brand growth

Requirements

• Item 1 of 10,

  Bachelor’s degree in Marketing, Communications, Media, or a related discipline

• Item 2 of 10,

  Minimum 5 years of experience in marketing, social media, communications, or integrated marketing roles

• Item 3 of 10,

  Proven experience planning, executing, and evaluating integrated marketing campaigns, content programmes, and communications initiatives

• Item 4 of 10,

  Strong understanding of owned, earned, and paid media channels, including social media, digital platforms, content marketing, and campaign activation

• Item 5 of 10,

  Demonstrated ability to develop creative briefs, manage external agencies, and collaborate effectively with cross-functional stakeholders

• Item 6 of 10,

  Excellent storytelling, content creation, and communication skills, with the ability to translate business priorities into engaging audience-focused narratives

• Item 7 of 10,

  Strong project management, organizational, and multitasking capabilities, with keen attention to detail and the ability to manage multiple priorities simultaneously

• Item 8 of 10,

  Solid analytical skills with experience interpreting campaign, audience, and social media performance data to generate actionable insights and recommendations

• Item 9 of 10,

  Digitally savvy with hands-on experience using marketing technologies, social media platforms, and AI-enabled tools to support content creation, campaign execution, reporting, and optimization

• Item 10 of 10,

  Strong stakeholder management, relationship‑building, and interpersonal skills, combined with a proactive, self‑motivated mindset and professional fluency in English; proficiency in Chinese (Cantonese and/or Mandarin) is highly desirable

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.