Marketing Specialist - Brand

Marketing Specialist - Brand

Cathay Pacific
Marketing & Branding
Brand, Insights and Marketing Communications Department
Permanent
Hong Kong SAR (China)
Application deadline: 04 Nov 2026

Company Description

In this role, you are responsible for supporting the effective delivery and execution of integrated marketing programmes across the Cathay Group portfolio, including Cathay Pacific, Cathay Cargo, and Cathay Lifestyle. You will also help translate business priorities into well-executed campaigns, content, and channel activities that strengthen brand awareness, drive engagement, and enhance the Group's corporate reputation.

Role Introduction

In this role, you are responsible for supporting the effective delivery and execution of integrated marketing programmes across the Cathay Group portfolio, including Cathay Pacific, Cathay Cargo, and Cathay Lifestyle. You will also help translate business priorities into well-executed campaigns, content, and channel activities that strengthen brand awareness, drive engagement, and enhance the Group's corporate reputation.

Key Responsibilities

• Coordinate end-to-end marketing campaigns, from briefing and production through launch, tracking, and reporting
• Manage content calendars, publishing schedules, and distribution across social media and owned channels
• Coordinate creative assets, translations, approvals, and campaign delivery with internal and external stakeholders
• Ensure all marketing materials are accurate, up-to-date, and aligned with brand and channel guidelines
• Monitor social, media, and audience trends to identify opportunities, insights, and potential issues
• Prepare campaign, channel, and social listening reports, providing actionable recommendations
• Maintain campaign trackers, dashboards, and performance records to support data-driven decision-making
• Conduct audience, competitor, and market research to support campaign planning and content development
• Support media activations, vendor management, contracts, budgets, purchase orders, and invoice administration
• Collaborate with cross-functional teams, agencies, and partners while driving process improvements through digital, automation, and AI-enabled tools

Requirements

• A university degree in Marketing, Communications, Business Administration, Media or another relevant discipline
• A minimum of three years of relevant experience in marketing, communications,
  social media, content, media or campaign operations, preferably within an agency.
• Practical experience coordinating marketing campaigns, content publishing, reporting or agency and vendor workflows
• Good understanding of digital and social media platforms, content formats and integrated marketing across owned, earned and paid channels
• Strong analytical skills, with the ability to organise data, identify relevant findings and prepare clear performance reports
• High level of organisation and attention to detail, with the ability to manage multiple priorities, deadlines, assets and stakeholders
• Strong written and verbal communication skills, with confidence working collaboratively across teams and with external partners
• Digital and technology literacy, with the ability to use AI-enabled tools responsibly to support research, content and reporting workflows
• Full professional fluency in written and spoken English is required; proficiency in Chinese, including Cantonese and/or Mandarin, is strongly preferred

Benefits

• Coordinate end-to-end marketing campaigns, from briefing and production through launch, tracking, and reporting.
• Manage content calendars, publishing schedules, and distribution across social media and owned channels.
• Coordinate creative assets, translations, approvals, and campaign delivery with internal and external stakeholders.
• Ensure all marketing materials are accurate, up-to-date, and aligned with brand and channel guidelines.
• Monitor social, media, and audience trends to identify opportunities, insights, and potential issues.
• Prepare campaign, channel, and social listening reports, providing actionable recommendations.
• Maintain campaign trackers, dashboards, and performance records to support data-driven decision-making.
• Conduct audience, competitor, and market research to support campaign planning and content development.
• Support media activations, vendor management, contracts, budgets, purchase orders, and invoice administration.
• Collaborate with cross-functional teams, agencies, and partners while driving process improvements through digital, automation, and AI-enabled tools.

Equal Opportunity

Cathay Pacific is committed to fostering an environment that values Diversity, Equity, Inclusion and Belonging. As an equal opportunity employer, we are committed to attracting and hiring qualified individuals from diverse backgrounds, experiences and abilities. We strive to create a respectful, inclusive workplace free from discrimination, harassment and bullying.

Privacy

Personal data provided by job applicants will be used strictly in accordance with our Applicant Personal Information Collection Statement and for recruitment purposes only. Candidates not notified within eight weeks may consider their application unsuccessful. We keep records of your data for no longer than is necessary for the purpose for which we obtained them and any other permitted linked purposes. If your application is unsuccessful, we will keep your details on file for as long as is necessary to process your application or for the purposes of further job opportunities if you agree to such longer periods.

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