Digital Sales Operations Manager
At Cathay Pacific, we share one common aspiration: to be the world's best airline. We believe in looking for the best in our people, in working as a team, in doing the right thing by our shareholders and our communities.
With a global team, we offer a diverse range of career choices and opportunities - in the air, on the ground; in customer service, in the office; managerial or professional roles. Our team of great people each plays a key role to deliver the quality service that we are famous for.
Highlight
This role will lead the development and implementation of digital sales strategies, drive engagement and conversions, and optimize the customer journey. The ideal candidate will be responsible for managing all aspects of the website, including content creation, user experience, and technical maintenance.
Responsibilities
Website Content and Communication
-Manage the retailing of air and non-air offers across the web and mobile platforms, driving channel exclusive offers where appropriate
-Uphold the quality of content published across the Cathay Pacific digital channels, including brand, tone of voice, grammar and imagery
-Master the content management system (Adobe Experience Manager) and support the publishing of quality content with good speed to market
-Ensure the customer experience and brand are upheld in any content and customer experience deliverables, in consultation with internal and external stakeholders
-Coordinate with out ports and vendors for translations
-Liaise with Head Office on a regular basis regarding website technical developments and global updates
Digital Promotions and Campaigns
-Work closely with Digital Sales Analyst, Lifestyle Business Development, and Marketing Teams to drive campaigns
-Build landing page for campaigns, including banner set up, web optimization, and web experience
-Plan the Digital promotion calendar and opportunities for product promotion.
-Strategize traffic generation requirements for website(s) in coordination with Marketing.
Database Management
-Oversee customer communications including creation of eDM, database management, eDM optimization, and eDM personalization
-Manage email marketing platform (Salesforce Marketing Cloud), including database management and campaign execution.
-Develop and maintain email marketing templates, including copy, images and multimedia.
-Analyze email marketing campaign performance and make data-driven recommendations for optimization.
-Develop and execute A/B and multivariate tests with relevant stakeholders.
-Explore customer segment bifurcation and experience on the website(s) to curate personalized experiences.
Analytics
-Design and implement tracking plans and reporting dashboard for website performance data.
-Use web analytics (Adobe Analytics) to measure performance, identify and exploit opportunities, and continually improve the volume and quality of traffic coming from different sources
-Systematic analytics and reporting on website specific data to provide recommendations for enhancements
-Engage with Marketing to gauge social media campaign performance and develop strategies to use social media effectively for Digital campaigns.
Search Engine Marketing and Search Engine Optimization
-Consult on regional performance of SEO (for always-on marketing)
-Plan, execute SEM campaigns without overlapping existing Head Office campaigns
-Monitor site links for competition Airlines, activating site links for regional tactical campaigns for Marketing, Lifestyle and Digital.
Benchmarking
-Conduct competitor analysis of web experience and ensure digital channel experience is competitive
-Actively share learning and best practice with other Out ports and leverage work done by other Out ports when fit for purpose
-Monitor marketing strategies used by competitors and industry leaders and make recommendations to enhance our presence and revenue generation
-Improve existing tool utilization in order to optimize our customer experience and remain relevant with competition.
Retailing Tools and Platforms
-Brief and lobby Digital Retail counterparts in Hong Kong for enhancements of current functionality or future developments of the toolset, including (but not limited to) payment options, tactical and campaign tools, content and marketing asset provision, translation training
-Manage the retailing of air and non-air offers across the web and mobile platforms, driving channel exclusive offers where appropriate
-Uphold the quality of content published across the Cathay Pacific digital channels, including brand, tone of voice, grammar and imagery
-Master the content management system (Adobe Experience Manager) and support the publishing of quality content with good speed to market
-Ensure the customer experience and brand are upheld in any content and customer experience deliverables, in consultation with internal and external stakeholders
-Coordinate with out ports and vendors for translations
-Liaise with Head Office on a regular basis regarding website technical developments and global updates
Digital Promotions and Campaigns
-Work closely with Digital Sales Analyst, Lifestyle Business Development, and Marketing Teams to drive campaigns
-Build landing page for campaigns, including banner set up, web optimization, and web experience
-Plan the Digital promotion calendar and opportunities for product promotion.
-Strategize traffic generation requirements for website(s) in coordination with Marketing.
Database Management
-Oversee customer communications including creation of eDM, database management, eDM optimization, and eDM personalization
-Manage email marketing platform (Salesforce Marketing Cloud), including database management and campaign execution.
-Develop and maintain email marketing templates, including copy, images and multimedia.
-Analyze email marketing campaign performance and make data-driven recommendations for optimization.
-Develop and execute A/B and multivariate tests with relevant stakeholders.
-Explore customer segment bifurcation and experience on the website(s) to curate personalized experiences.
Analytics
-Design and implement tracking plans and reporting dashboard for website performance data.
-Use web analytics (Adobe Analytics) to measure performance, identify and exploit opportunities, and continually improve the volume and quality of traffic coming from different sources
-Systematic analytics and reporting on website specific data to provide recommendations for enhancements
-Engage with Marketing to gauge social media campaign performance and develop strategies to use social media effectively for Digital campaigns.
Search Engine Marketing and Search Engine Optimization
-Consult on regional performance of SEO (for always-on marketing)
-Plan, execute SEM campaigns without overlapping existing Head Office campaigns
-Monitor site links for competition Airlines, activating site links for regional tactical campaigns for Marketing, Lifestyle and Digital.
Benchmarking
-Conduct competitor analysis of web experience and ensure digital channel experience is competitive
-Actively share learning and best practice with other Out ports and leverage work done by other Out ports when fit for purpose
-Monitor marketing strategies used by competitors and industry leaders and make recommendations to enhance our presence and revenue generation
-Improve existing tool utilization in order to optimize our customer experience and remain relevant with competition.
Retailing Tools and Platforms
-Brief and lobby Digital Retail counterparts in Hong Kong for enhancements of current functionality or future developments of the toolset, including (but not limited to) payment options, tactical and campaign tools, content and marketing asset provision, translation training
Requirements
Academic Qualifications
-Tertiary education qualification
Knowledge, Skills, Training and Experience
-5+ years’ experience in a similar role
-A strong understanding of how Search Engine Optimisation works, preferably with a junior developer or similar IT training/experience
-Experience of working in a similar digital or e-commerce role
-A demonstrable passion for digital and commerce
-Strong literacy skills, including copywriting and the ability to adhere to brand and tone of voice
-Strong numeracy skills and experience of working with data to tell a story
-Familiarity with digital tools including Adobe Experience Manager, Adobe Analytics and Salesforce Marketing Cloud
-Ability to manage multiple projects simultaneously and prioritize tasks.
-Adapts to and embraces constant change
-Tertiary education qualification
Knowledge, Skills, Training and Experience
-5+ years’ experience in a similar role
-A strong understanding of how Search Engine Optimisation works, preferably with a junior developer or similar IT training/experience
-Experience of working in a similar digital or e-commerce role
-A demonstrable passion for digital and commerce
-Strong literacy skills, including copywriting and the ability to adhere to brand and tone of voice
-Strong numeracy skills and experience of working with data to tell a story
-Familiarity with digital tools including Adobe Experience Manager, Adobe Analytics and Salesforce Marketing Cloud
-Ability to manage multiple projects simultaneously and prioritize tasks.
-Adapts to and embraces constant change
Salary
Negotiable
Location
Validity
Expired