Cathay Pacific hires new digital experience lead amidst building of marketing capabilities

Cathay Pacific has appointed Adam McMillen as head of digital experience - strategy and design, according to his LinkedIn.

McMillen joined the airline in October 2021. Boasting more than 14 years of experience across Australia, China and Hong Kong, McMillen joined Cathay Pacific from BlackRock, where he was head of APAC digital from January 2020 to November 2021, overseeing digital strategy and execution across the APAC region. Prior to this role, he was vice president of digital marketing for APAC, leading digital marketing strategy and execution, digital product management and strategic digital initiatives across APAC.

McMillen also worked for Australian telecommunications company Telstra in Hong Kong and Beijing from June 2015 to May 2018. His key responsibilities included international growth strategy, China strategy and programme management. He worked for the company's division in Australia as national operational innovation manager, responsible for transforming customer experience and driving operational efficiencies through the integration of physical and digital retail channels.

He said one of the highlights of this position was being a core member of the project team charged with transforming customer relationships by reinventing the retail experience, using both form and functionality to deliver highly personalised interactions. McMillen joined Telstra as national service experience manager. Positioned within the retail operations unit, this role was responsible for the end-to-end product ownership and marketing of Telstra’s in-store technical service proposition "Tech Bar" across more than 350 company-owned and partner-branded stores.

In addition to Telstra, McMillen was strategy and business development consultant at Nokia Siemens Networks. Based in Beijing, his duties included the development and tactical execution of the company’s growth strategy for Greater China, in addition to managing strategic projects. Driving growth by aligning products and solutions to local needs, he articulated Nokia’s unique capabilities to better address the needs of Chinese customers.

Cathay Pacific has been expanding its marketing capabilities. In October, it started looking for a brand and content lead, who will be responsible for strengthening brand position alongside other duties. The successful applicant will help define the Cathay, Cathay Pacific and Cathay Pacific Cargo brand positioning; develop brand partnership strategies; formulate brand merchandise strategy and item development and handle brand content strategy development.

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