Digital Sales Manager

1 week ago

Sydney, Australia Cathay Pacific Full time

SND - Sales & Distributions
- Sydney, Australia
- Cathay Pacific
- Application Deadline
08 Jun 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 Digital Sales Manager is responsible for ensuring the airline’s direct digital sales channel is competitive in South West Pacific supporting our ‘Digital First’ strategy, maximizing site traffic, improving conversion rate and revenue generation in a fast paced, dynamic environment.

This role will support the Head of Digital Sales with campaign planning and execution, website content (ensuring relevance to Australia and NZ customers), and analytics to optimise performance.

Key Responsibilities

**Digital Promotions and Campaigns**
- Support the Head of Digital Sales with execution of all digital campaigns and member-exclusive Offers.
- Work with financial partners, Tourism Boards and Affiliates to engage new customers to accelerate growth of the direct sales channel.
- Improve OD mix, ancillary sales and upsell branded fare families and Premium cabins through onsite merchandising and A/B testing onsite.
- Use all available tools to personalize offers (Customer 360, Salesforce Marketing Cloud, Promo codes), ensuring customers are offered the right products on time.
- Together with Cathay Holidays merchandise the holidays platform to support our home in Hong Kong and Cathay Lifestyle products.

**Website Content and Communication**
- Using AEM, work closely with the regional marketing team to manage the quality of content published across the Cathay Pacific digital channels, including brand, tone of voice, grammar, and imagery.
- Support Digital Sales Executives with building of eDMs using SFMC to communicate to segmented audiences based on member profiles and preferences.

**Analytics**
- Together with BIA (Business Insights and Analytics), understand sales performance in direct digital channels including share of commercial revenue targets, route performance, forecasting and sales opportunities for air and non-air products.
- Use web analytics (Adobe Analytics) to measure performance, identify and exploit opportunities, and continually improve the volume and quality of traffic coming from different sources.

**Digital Marketing**
- Consult with Regional and Global marketing teams on regional performance of SEM and SEO, Google Dynamic Display (for always-on marketing).
- Brief SEM/programmatic for tactical or integrated marketing campaigns.
- Assist Head of Digital Sales with Affiliate Marketing agency relationship and optimisation of the network of Publisher’s initiatives and campaigns that drive brand awareness and solution sales in the region.

**Retailing Tools and Platforms**
- Recommend to Digital Retail colleagues in Hong Kong enhancements of current functionality or future developments of the toolset, including (but not limited to) payment options, multi-city/Stopover functionality, tactical fares and campaign tools, content and marketing asset provision, translation training.
- Liaise with Head Office on a regular basis regarding website technical developments and global updates.
- Support a culture of ‘Progressive’ by optimising the available tools to continually Test and Learn

**Benchmarking**
- Conduct competitor analysis of pricing and ensure digital channel pricing and proposition are competitive.
- Actively share learning and best practice with other Outports and leverage work done by other Regional colleagues when fit for purpose.

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

**Requirements**:

- 5+ years’ experience in a similar role
- A strong understanding of e-Commerce / Digital Sales preferably in the travel industry
- Advanced analytical skills and experience of working with data to tell a story.
- Strong literacy skills and attention to detail
- Familiarity with digital tools including Adobe Experience Manager and Adobe Analytics
- Ability to think creatively, identify with our core values of progressive, Caring, and Can-Do.
- Able to adapt to and embrace constant change.

**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 wit

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