Cathay Pacific hunts for marketing and sales VP for Americas

Cathay Pacific is looking for a sales and marketing lead to handle the commercial strategies in the Americas. The candidate will lead a transformational regional commercial team that excels in data driven marketing and sales.

According to the website of Cathay Pacific, the position of "vice president marketing and sales, Americas" will require the candidate to preferably be based in Los Angeles, San Francisco, New York, Toronto or Vancouver. There are five areas of marketing that the candidate needs to handle, such as marketing, digital, social media, loyalty, and public relations. He or she will partner with the head office and lead the regional marketing, digital sales and public relations teams to handle duties across different areas too.

The candidate will be responsible for aligning head office strategy to produce marketing campaigns to promote the airline's brands and products to achieve the desired cut-through, including the design and delivery of campaigns to drive traffic for direct sales conversion. He or she will be required to ensure a highly productive working relationship with external marketing agencies.

The candidate will also need to achieve and exceed the targeted growth in direct sales using different tools to grow traffic on CX.com, CX mobile and other direct channels; execute the Cathay Pacific social media strategy and work closely with the regional marketing and digital sales team to develop campaigns as well as establish local contacts with key influencers.

Increasing loyalty is another area that the candidate needs to work on. He or she will be tasked with growing and activating the member database with local marketing campaigns for future targeting and segmentation.

When it comes to public relations, the candidate needs to be highly analytical and visionary to understand the bigger picture and be able to outline goals, define the target audience and identify what platforms will assist in scaling public relations efforts by developing and implementing plans to promote the airline’s brands, corporate social responsibility initiatives, newsworthiness as well as internal communication channels and public engagements for senior regional team members.

In addition to marketing duties, the candidate also needs to handle revenue generation, sales and distribution, organisational management, as well as people development and performance management.

Cathay Pacific expects that the candidate will be one of its emergency and accident managers and offer robust knowledge and coverage when required. Also, the candidate needs to have a minimum of ten years of commercial management experience in a similar capacity, preferably within the travel industry; and a successful track record managing a multi-channel sales organisation.

The Hong Kong based airline has been recruiting over the years. Last year, it was looking for a brand and content lead to help strengthen brand position alongside other duties. The successful applicant would 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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