Location: Hong Kong

Role Introduction
Reports to: Head of Brand & Content
Becoming a brand-led organisation is core to Cathay Pacific strategy, thus placing the brand team at the heart of the company. We ensure that we remain true to our brand – lighting it up at every opportunity; amplifying, enhancing and refining it across every customer and employee touchpoint. Every interaction that our customers and employees have with our brand influences their perception of it. We therefore work on a wonderfully diverse set of projects which will stimulate, challenge and reward any candidate deeply passionate about branding.
Under our brand platform Move Beyond, our purpose is to move people forward in life through our ability to connect them to meaningful people, places and experiences.
The brand team helps to translate this brand promise and strategy into everything that we do. We work with the insights team to really understand our targeted customers’ needs, desires and behaviours, translating the insights into our brand strategy and associated experience.
We are looking for an exceptionally talented Brand Manager, brimming with energy to help the Cathay Group of brands to strengthen over time, build a deeper connection with our customers and a sense of pride internally. This role presents an incredible opportunity to make a significant mark on the brand’s future, the full customer and employee experience, as well as your own branding career.

 Brand strategy & translation
- Support Head of Brand & Content on the development of the Cathay’s brand strategy, including brand positioning, segmentation, definition and articulation
- Lead a diverse set of projects, with multiple business areas to translate our brand into different parts of the customer and employee experience
- Lead Cathay’s brand partnership strategy
- Establish new processes and guidelines to help define how different areas of the business should interact with and represent the brand
 Brand Measurements
- Work closely with the insights team to measure the performance of our brand across all customer touch-points, including the items we have rolled out, to identify areas to improve and inoculate our brand
 Merchandise & collaterals
- Lead a team of product designers in the design and development of branded merchandise and collaterals, working closely with marketing and commercial teams from ideation to design
- Work closely with our content team to craft compelling stories to raise awareness on our branded products
 Brand identity
- Manage and preserve the Cathay Pacific Group’s brand identity system, developing new sub-brands as required
- Manage aircraft livery design
- Manage and lead the implementation of our trademark protection strategy.

We’re seeking someone who has the experience, passion and drive to bring our brand purpose to life. Someone who is thrilled with ideas and prospects to build love for our brand. We’re looking for someone who is deeply passionate about branding and is brave about ideas, whilst being clear-eyed about what it takes to achieve better work. Holding oneself, and those around you, to high standards and taking pride in the quality of work are prerequisites for this role.
The candidate will have a strong understanding of brand and design, with an ability to clearly articulate design modifications and improvements in accordance with Cathay’s brand proposition.
In terms of practical experience and qualifications, the candidate should have at least 8 years’ experience in Brand, Design or a Customer Experience Design and hold a bachelor’s degree in marketing, design or communications related field. We are looking for someone who has worked at a branding agency, helping numerous brands bring their brand purpose to life.
Being an exceptional communicator in written and spoken English skills is a must, Chinese would be incredible.
Finally, we’re a premium travel lifestyle brand so we’re naturally looking for someone who shares our absolute love for all things travel.

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