Reports To: Content Marketing Manager

Department: Brand, Insights & Marketing Communications (BIM)

The Assistant Manager Content Marketing sits under the Brand and Contents team in the Brand, Insights and Marketing Communications Department, which play a crucial role to lead Cathay as a brand-led organisation. Under our brand promise of Move Beyond, we believe in connecting our customers with meaningful experiences. The content we create plays a key role in bringing this to life, attracting customers to Cathay through differentiated and inspiring content. We create and commission a wonderfully diverse range of multi-form content, all aimed at maximising reach and engagement with our customers on a daily basis.

We’re looking for a dynamic and highly creative content marketer to join our team. You will be playing a crucial role in having the passion and determination to help drive an ambitious strategy to fundamentally shift and strengthen our content marketing approach.

Key Responsibilities

• collaborate closely with content analytics to monitor and analyse key performance metrics, such as traffic, engagement, conversion rates and keyword rankings, to identify areas of improvement and provide data-driven recommendations to enhance content effectiveness with the following objectives in mind
• work closely with our Performance Marketing team and SEO agency to ensure maintain Cathay’s SEO approach, optimising all content from editorial to web for search engines; and orchestrate and uphold SEO best practices, including keyword integration, internal linking, and meta optimisation
• Project manage content-related and content optimisation initiatives simultaneously, ensuring time execution, coordination and delivery of high-quality content across digital platforms, including website and app
• Develop, implement and maintain all technology systems and the ways of working to support the delivery of all high-quality multi-form content, including content management systems and web, apps, and global translations
• Manage global translations vendor from contract and scope of work, invoicing, business reviews, outport processes, quality, training, support, timeliness and platform management
• Spearhead working processes for the content marketing team to streamline, automate and improve workflows among all internal and external stakeholders for optimal efficiency
• Conduct periodic content audits and maintain inventory for the brand’s inspirational content hub, in addition to general website pages to identify areas of improvement and/or opportunity for updating or repurposing content, restructuring of web architecture etc
• Work closely with content analytics and our Digital Experience team to design and implement A/B testing initiatives to evaluate the impact of content variations on user engagement and conversion rates and ensure all UXUI content is intuitive and user-centric
• Facilitate updates for customer email journeys to ensure content remains relevant to priority services and products that require communication; and support disruption communications in collaboration with operations teams as needed
• Support cross-functional projects and initiatives that require brand communications expertise, including website revamping, app development and the training and education on brand tone of voice and style guidelines to ensure consistent brand representation where needed

Requirements

• At least 5 years of experience in the content marketing arena
• Bachelor’s degree holder in marketing, business, analytics or a content-related field
• Solid proficiency with content management systems like Adobe Experience Manager and a good understanding of content analytics tools and platforms Adobe Analytics
• SEO knowledge and Excel spreadsheet capabilities are also crucial
• An exceptional communicator in English, Traditional Chinese is a plus
• Passionate about content and brave about ideas, while being clear-eyed about what it takes to achieve better work
• Have an understanding, appreciation and curiosity for a variety of channels and formats, from copy to photography to video
• Appreciate content in every sense of the word – from evocative copy to beautiful layouts; from the quality of an image to the storytelling power of a video, whilst being equally obsessed about performance and the data analytics underpinning content marketing
• Hold oneself to the highest standards, taking pride in the quality of work, effective time management and attention to detail are all prerequisites for this role

Application Deadline: 17 March 2025

Personal & Application Information

Cathay Pacific is an Equal Opportunities Employer. Personal data provided by job applicants will be used strictly in accordance with our personal data policy and for recruitment purposes only. Candidates not notified within eight weeks may consider their application unsuccessful. All related information will be kept in our file for up to 24 months. A copy of our Personal Information Collection Statement will be provided upon request by contacting our Data Protection Officer.

*Terms and Conditions Apply

For any frontline recruitment related enquiries, please reach out to us by Whatsapp +852 2747 2298