Manager, Brand & Activation
Hong Kong Express Airways Limited
Hong Kong

HK Express is Hong Kong’s first and only low-cost carrier, always offering great value, affordable fares on one of the youngest and most modern aircraft fleets in the world.

  • Like you, and just like many people across Asia, we love to travel and discover new places across the world’s most diverse and dynamic region;
  • and at HK Express, we’re opening up new travel experiences that inspire and invigorate millions of people across the region we’re proud to call home.

    Everything we do is focused on encouraging the spirit of adventure. Our routes provide the inspiration and spontaneity to try somewhere new, disrupting monotonous modern life.

    As we continue to open up new routes, often in secondary and emerging destinations, our passengers will gain access to an incredible range of places, exploring hidden gems and experiencing local cultures.

    We have a diverse and vibrant team that embodies the adventurous spirit of our customers, and loves to travel too. Join us in this journey to make your career even more fulfilling and rewarding.

    Role Purpose

  • Responsible for developing, overseeing & driving HKE's brand strategy through a deep understanding of the consumer and the brand's value propositions, which in turn, achieves profit and maximizes the brand's long-term potential.
  • Own company's Brand Consideration & NPS targets
  • Develop and set HKE's brand identity as well as strategy including the setting of style guides, brand guidelines, brand vision, and value.
  • Create a relentlessly relevant Brand and activate the Brand across all our markets.
  • Ensure brand positioning & strategies are well carried out in the integrated marketing campaigns via brand driven insights.
  • Act as the brand champion and expert while ensuring brand integrity in all respects.
  • Unify the organization behind the Brand Purpose, with an aspiration that at once motivates and encourages employees to align personal values with company values, resulting in the Brand coming alive in all touch points.
  • In-charge of collaterals design & production. Review and edit existing materials for marketing effectiveness, and adherence to brand guidelines.
  • Come up with innovative ideas that would set HKE's products and services apart from competition.
  • Perform regular market research studies to gather important brand data and provide clear analysis to guide product development and commercial decision making.
  • Carry out brand health research to evaluate consumer trends and market conditions, analyze consumer feedback, competitor data, establish customer intimacy, and identify growth opportunities obtained from various sources.
  • Development and implementation of brand partnership & joint promotion campaigns with large scale partners.
  • Content marketing & production : build brand identity through the creation and dissemination of multimedia content, involving developing content strategies & managing a content team.
  • Support ad-hoc duties as assigned.
  • The Ideal Candidate

  • Degree holder in Marketing or related discipline.
  • Minimum 7 years of experience in brand or marketing, with at least 3 years of people management experience.
  • Substantial experience in running and developing traditional marketing, branding and out-of-home initiatives.
  • Significant knowledge of the HK and GBA markets (regional market a plus) to include consumer psychographics, market nuances and trends.
  • Excellent communication and presentation skills, both verbal & written in English & Traditional Chinese.
  • Have a strong understanding and handle of traditional and new media formats.
  • Experience & ability to develop content that provokes engagement.
  • Ability and a willingness to travel and work outsides hours.
  • Please note that with effect from 1 June 2022 onwards, all HK Express employees and contractors who work in Cathay House and all other Cathay Group Company premises in Hong Kong must have received a third dose of COVID 19 vaccine.

    Being tested regularly for COVID-19 is not an option. Consideration will be given to those who are unable to get vaccinated for valid medical reasons.

    Your Future Work Life

  • Fly anywhere we fly for free with your friends and family to explore the world
  • Hybrid working with flexibility in workplace and working hours to foster work-life harmony
  • Open office to collaborate, connect and share great ideas
  • Energetic and multicultural teammates from up to 50 nationalities!
  • Company-organized shuttle buses connecting the workplace with major locations in the HK Island, Kowloon and N.T.
  • Apply now to make YOUR MOVE!


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