Cathay Pacific hunts for brand and content lead amidst launch of new shopping platform

Cathay Pacific is looking for a brand and content lead, who will be responsible for strengthening brand position alongside other duties. The airline is now accepting applications for the position and according to its website, 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.

This individual appointed also needs to monitor strategy development to further strengthen the brand’s performance; develop and disseminate brand guidelines for internal and partner usage, manage content production team for customer travel, customer lifestyle and Cathay Pacific Cargo, content procurement including management of content asset management, as well as the internal creative and design team for the production of bespoke content and design. Cathay Pacific expects applicants to be able to boast strong brand strategy, identity and brand management knowledge experience; effective communication and engagement skills to manage internal communication; experience in the development and distribution of brand merchandise as well as content development and management.

A background in the creative industry is also required. For example, the successful applicant needs to have experience in developing creative campaigns and assessment of design and creative ideas; passion for brands and ability to act as a brand ambassador; and formal marketing qualifications. The position is open for application until 3 November.

At the same time, Cathay has launched a new online shopping platform, offering more than 10,000 products and experiences from around the world across 10 popular categories, including electronics, home, concert and entertainment, food and wine, and Cathay merchandise, to name a few. 

To celebrate the introduction of the new platform, Cathay is holding a pop-up event at Pacific Place until 31 October.  All visitors to the pop-up store will receive 20% off all products on display. There will also be interactive games, giveaways, social media competitions, and 20,000 Asia Miles awarded to the top spender each day. In addition, Cathay is also holding a sale for the Single's Day shopping festival with discounts of up to 45%. Customers can earn 1,100 miles for every HK$2,000 or 20,000 miles spent. The sale will run from 25 October to 11 November, enabling customers to experience Cathay’s new online shopping experience at a different touchpoint. 

In July, Cathay Pacific launched a new premium travel lifestyle brand called “Cathay” that offers a new range of offers in dining, shopping, hotels, and wellness, enabling the brand to engage with customers across multiple touchpoints. Cathay brings together Cathay Pacific, Marco Polo Club and Asia Miles all in one place, simplifying the way the brand’s customers interact with it, including how they earn status and use miles. The “Cathay” position was created to make its proposition more appealing.

“By integrating our offerings and through better partnerships, we will bring a wider range of products and services to the benefit of our customers,” said the brand.

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