Direct Retail Specialist

About the role

The Direct Retail Specialist supports Cathay’s sales excellence and enablement strategy across the Chinese Mainland market. Working closely with sales teams and account managers, the role ensures digital retail channels deliver high‑quality content, drive customer engagement, and generate ancillary revenue.

Key responsibilities

• Manage the retailing of air and non‑air offers on web and mobile platforms, ensuring channel‑exclusive promotions are executed.
• Maintain brand consistency, tone of voice, grammar and imagery across all Cathay digital channels.
• Operate the Adobe Experience Manager CMS to publish content quickly and accurately.
• Collaborate with internal and external stakeholders to uphold customer experience standards.
• Design and run digital campaigns to grow the airline’s contact database and drive targeted communications.
• Monitor and optimise ancillary revenue streams linked to digital promotions.
• Use Google Analytics to measure traffic performance, identify opportunities and recommend enhancements.
• Analyse sales performance of direct digital channels, track revenue share, route performance and contribution of air and non‑air products.
• Ensure SEO and SEM best practices are applied to all web pages.

Required profile

• Proven experience supporting sales teams in a digital retail environment.
• Strong attention to detail and ability to manage multiple content projects simultaneously.
• Excellent communication skills for liaising with regional offices and external partners.
• Ability to interpret analytics data and translate insights into actionable recommendations.

Required skills

• Adobe Experience Manager (AEM) content management system.
• Google Analytics.
• Search Engine Marketing (SEM).
• Search Engine Optimisation (SEO).