Marketing Specialist - SAMEA

Indirectly reports to Regional Head of Marketing - SAMEA

Responsible for (Number of positions)

Number of direct reports

Location/Country : Mumbai/India

Department/Section : BIM/C&C

Employment Condition : Full time Permanent

Job Level : B

Does this position affect safety? : No

- If yes, is this position Safety Influencing : No

- If yes, is this position Safety Sensitive : No

Purpose :

- To develop and execute regional marketing initiatives to drive awareness, consideration and usage of the Cathay membership programme, and increase revenue of the lifestyle business.

Competencies :

- Knowing our Business Development

- Driving Service and Business Excellence

- Commercial Acumen

Level 3

- Continuous Improvement and Innovation

Level 3

- Customer Focus

Level 3

- Collaborating with Others

- Leading the Airline

- Communication

Level 3

- Driving Business Performance and Change

Level 3

- Developing and Recognising Others

Level 3

Key Responsibilities :

Lifestyle Marketing :

- Support Regional Marketing Manager in formulating and implementing regional lifestyle marketing strategy to drive awareness, consideration, and usage of the lifestyle pillars and Cathay membership programme. This includes, but not limited to, management of lifestyle marketing calendar and marketing assets, such as members eDM and website.

- Originate bespoke region-specific campaigns and adapt global campaigns according to regional opportunities, budget and growth strategies; and work in liaison with the Lifestyle team to understand the requirements and deliver marketing campaigns to reach the regional lifestyle business objectives.

- 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.

- Ensure effectiveness of regional and local campaigns by checking local language and cultural considerations.

- Actively monitor campaign performance and take appropriate actions to deliver positive results.

- Provide creative lifestyle content for the website.

- Manage the resource allocation and budget for lifestyle marketing.

- Guide local business units to ensure compliance with lifestyle marketing guidelines.

Partnerships :

- Develop, plan, and execute end-to-end marketing campaigns with lifestyle partners.

Agency Management :

- Partner marketing agencies to translate business objectives into campaign concepts.

- Drive quality outputs from agencies. Work with them to ensure timely delivery of campaigns that are aligned with our brand positioning, analyse results, and identify areas for improvement.

Membership & Customer Relations :

- Devise plans to Recruit and activate new members as part of local marketing campaigns across air and non-air channels.

- Increase the known customer base for future targeting/segmentation via travel channels.

- Planning member engagement campaigns and events according to unique regional strategies in tandem with Digital, Lifestyle and Marketing objectives for the year, engage with high value members, as appropriate.

Insights :

- Conduct regional market intelligence on competitor activities and consumer trend monitoring and translate them into actionable items.

E&A :

- Emergency and Accident and Crisis Response responsibilities as required.

Qualifications/Experience :

Academic Qualifications :

- A Bachelor's degree in any field is a minimum.

- Tertiary education in Marketing, Business Studies, or related discipline

Knowledge, Skills, Training and Experience :

- 3 years of practical experience in a marketing role.

- Experience in developing and managing successful large-scale marketing campaigns.

- 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 in both English and local language.

- Good team player and strong interpersonal skills, creative, dynamic, and innovative.

- Independent, detail-oriented, and able to work under pressure and meet tight deadlines.

- Note : If the position is neither safety influencing nor safety sensitive, the incumbent still has a responsibility to contribute to safety within the organization (Cathay Pacific Airways Safety Policy). Safety is everyone's responsibility and safety contributions, reporting and ideas for enhancement are encouraged.