Role Purpose
The Direct Retail Manager (Sales Excellence & Digital Enhancement) provides strategic leadership and governance for the direct retail growth agenda across assigned markets. The role shapes market strategy and priorities, sets measurable commercial and digital performance outcomes, and leads cross-functional delivery to ensure consistent execution. Partnering closely with Head Office, the role translates HQ direction into regional-ready plans, builds stakeholder alignment, and drives continuous improvement in the end-to-end customer journey. This role is accountable for driving direct retail initiatives and local website campaigns that generate qualified leads, improve conversion, and deliver sustainable direct retail revenue growth.
Key Responsibilities
Direct Retail Campaigns & Revenue
- Own the market direct retail strategy and campaign roadmap, setting clear targets to drive direct revenue growth and membership acquisition
- Establish and govern customer journey standards across direct retail touchpoints, championing experience improvements to increase conversion and value
- Lead cross‑functional stakeholders (e.g. BIM, IT, DEX, Sales Enablement, Finance) to define scope, align priorities, and deliver campaigns on time with clear performance accountability
- Identify strategic growth opportunities with Performance Marketing to maximise direct retail ROI
- Provide strategic direction and governance for SEM and programmatic activity within tactical and integrated campaigns, ensuring alignment with customer segments and commercial objectives
- Own campaign governance and planning cadence partner with Head Office to localise global initiatives into market‑specific requirements and delivery plans
- Represent the region by sharing best practices, aligning ways of working, and driving scalable improvements to the operating model
Performance Tracking & Analytics
- Establish robust performance tracking and governance through daily and weekly reviews, enabling timely interventions to optimise conversion and revenue
- Translate seasonality, trends, market intelligence, and dashboards into actionable insights and prioritised growth initiatives
- Maintain a strategic view of traffic drivers and channel mix, anticipating market shifts and recommending adjustments to maximise impact
- Define and evolve segmentation and targeting approaches with stakeholders to unlock incremental value, improve efficiency, and grow customer lifetime value
- Lead periodic competitor and price‑positioning reviews across digital platforms partner with Business Insights and Analytics to maintain competitiveness
People Development & Performance Management
- Lead, support, and motivate the team to achieve strong performance and business outcomes
- Build an agile, engaged, and high‑performing team with the right structure, capabilities, and collaborative culture
- Coach, mentor, and supervise direct reports, fostering teamwork and cross‑functional collaboration
- Lead by example in line with Cathay's core values and leadership expectations
- Identify high‑potential talent and ensure appropriate training, development, and succession planning
- Maintain regular performance and development conversations, aligning individual goals with departmental objectives
- Actively engage employees to strengthen communication, clarity of purpose, and employee experience in line with the internal brand promise
Emergency, Accident & Crisis Response
- Provide support for emergency, accident, and crisis response activities as required
General
- Undertake other reasonable tasks and ad‑hoc assignments as requested
Key Requirements
Academic Qualifications
- Tertiary education qualification
Knowledge, Skills, Training and Experience
- Minimum 5 years experience in a similar role
- Strong hands-on experience in business development and strategic partnerships, including commercial negotiations, contract drafting, and performance management, preferably across multiple markets
- Experience in digital, direct retail, or e‑commerce roles
- Demonstrated passion for digital commerce and/or aviation
- Strong analytical skills with the ability to use data to develop insights and tell a clear story
- Familiarity with digital tools such as Adobe Experience Manager
- Highly adaptable with a positive attitude towards change
- Excellent written and verbal communication skills in English and the local language
- Strong interpersonal skills collaborative, creative, dynamic, and innovative
- Self‑motivated, detail‑oriented, and able to work under pressure and meet tight deadlines
