Head of Marketing

4 weeks ago

Sydney, Australia Cathay Pacific Full time

BIM - Brand, Insights & Marketing Communications
- Sydney, Australia
- Cathay Pacific
- Application Deadline
24 Mar 2024

Company Description

Let your passion fly We’re proud to be one of the world’s leading airlines. Our reputation is built on a long track record of success, and our unique position of Deep roots in Hong Kong, Proudly part of China, and Connecting the world. All of this is possible due to our talented people who share our passion for aviation and our commitment to becoming one of the world's greatest service brand. Join us and discover just how far you can go

Role Introduction

The Head of Marketing will lead and manage all brand, marketing and public relations activity across the region with the ultimate goal of driving brand and business targets.

Key Responsibilities

**Marketing**
- Formulate regional marketing and brand strategy to maximise market relevance and impact
- Produce integrated marketing campaigns that assimilate differentiating brand, product and service messages with calls-to-action to drive the brand, upper funnel and immediate/lower funnel business incorporating programmatic, search and other digital media as required
- Render marketing support for travel, lifestyle and cargo business locally, including but not limited to management of lifestyle content on the website
- Achieve the targeted business and revenue growth through marketing strategies and initiatives.

**Public Relations and Social Media**
- Ensure the regional and local team works in accordance to the direction as agreed with Head Office in terms of strategy, message alignment and content accuracy
- Conduct media positioning and landscaping in the region, taking into account an integrated paid, owned, earned relationship and KOLs with different media partners

**Membership & Customer Relations**
- Recruit and activate new members as part of local marketing campaigns to increase the known customer base for future targeting/segmentation as well as engaging high value members as appropriate
- Develop member engagement campaigns and events according to unique regional strategies

**Insights**
- Develop regional market intelligence in association with competition analysis and consumer trend monitoring
- Search for and be aware of potential reputational issues arising in the region and alert the Head Office team for pre-emptive actions
- Orchestration of marketing and cross team resources to build and support deliver of cargo marketing initiatives and campaigns that drive brand awareness and solution sales in the region

**Agency Management**
- Work with agency partners to adapt global marketing material
- Manage the marketing and public relations agency’s performance

**Legal Compliance**

**People Development and Performance Management**
- Build a strong and motivated team, ensuring the right organisational structure and the right people are in place to foster positive team spirit and facilitate teamwork
- Supervise and mentor direct reports, encouraging effective collaboration
- Demonstrate leadership and lead by example in accordance with Cathay’s core values
- Maintain active and ongoing dialogue in relation to employee goals and individual performance; Enhance the employee experience in line with the role level and the internal brand promise
- Actively engage with employees to enhance communication and their understanding of department goals

**E&A**
- Emergency and Accident and Crisis Response responsibilities as required

**Requirements**:
**Academic Qualifications**
- University degree in Marketing, Business Studies or related discipline

**Knowledge, Skills, Training and Experience**
- 8+ years’ of practical experience in a commercial discipline with marketing
- Strong leadership skills with the ability to inspire and positively influence employees
- Demonstrable experience in leading regional teams and individuals to achieve success
- Experience in developing and managing successful large-scale marketing campaigns, as well as lower-funnel digital conversion activity.
- Experience in data driven decision making.
- Experience in agency management and / or partner management
- Adapts to and embraces constant change
- Good marketing sense, good grasp and understanding of consumer insights.
- Excellent written and oral communication skills.
- Good team player and strong interpersonal skills, creative, dynamic and innovative
- Independent, detail-oriented and able to work under pressure and meet tight deadline

**Benefits**:

- Be part of the Cathay Pacific family and join a dynamic team culture working for one of the World’s Best Airlines
- Make the most of your leave and take advantage of travel industry discounts including flights, hotels, tours and car hire.
- Work your way with flexible hybrid work arrangements
- Enjoy Health benefits with company subsidised private health insurance premiums
- Fly high with career development opportunities to diversify your skills and experience within th

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