Head of Brand

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

• Take our brand to new heights, shaping our identity and driving our success in a competitive market. Create a powerful and impactful brand that resonates with consumers and creates a lasting impression.
• Responsible for developing and executing brand and culture strategy, ensuring consistent brand messaging which drives brand awareness and loyalty.
• Play a critical role in shaping our brand's identity, positioning, and visual representation across various channels and touchpoints.
• Develop and maintain a strong organizational culture that aligns with our company values, Brand personality and supports organizational growth.
• A creative thinker, strategic planner, and excellent communicator with a deep understanding of consumer behavior and market trends.
• Lead a high-performing team by unlocking the value of Brand building throughout the company
• Own & deliver marketing Brand Consideration goals

Responsibilities

Brand strategy and identity

• Define and maintain brand guidelines — messaging, tone and visual identity — across all marketing and communication channels.
• Own and deliver brand awareness and consideration KPIs, with annual targets agreed with the General Manager (e.g. aided/unaided consideration lift among priority traveller segments).
• Lead the development and execution of integrated brand campaigns that build consideration, preference and positive perception of HK Express.
• Direct market research and competitor analysis to identify brand opportunities, trends and consumer insights.
• Collaborate with cross-functional teams — including marketing, design, commercial and digital — to align brand strategies with business goals.
• Oversee creative development of brand assets — logo system, packaging, advertising, website, social and in-app surfaces — with a digital-first mindset.
• Manage external agencies and vendors, including brand budget and cost control, to ensure timely delivery of high-quality assets and campaigns.
• Monitor brand performance and metrics, analysing data to identify areas for improvement and optimise brand initiatives.
• Build and develop brand partnerships, and cultivate strategic relationships with KOLs and key stakeholders in Hong Kong and regional markets, to grow top-of-mind awareness, maximise brand exposure and secure positive media coverage.

Culture and employer brand

• As culture champion, define culture and set standards aligned to brand and company needs, setting overall strategy, goals, direction and focus areas.
• Plan and execute the culture roadmap through internal brand communications, working with each business unit (BU) to bring the culture alive.
• Serve as brand and culture ambassador internally and externally, ensuring consistent brand messaging and representation across all touchpoints.
• Stay up to date with industry trends, emerging technologies and best practices in branding and marketing.

Team leadership

• Develop and lead a high-performing brand team, unlocking the value of brand building across the company.
• Set clear goals and ways of working for direct reports, coaching and supporting their development in partnership with the General Manager.

Qualifications

• 8+ years’ experience in brand management, marketing or a related role, preferably in a fast-paced, consumer-driven industry, including proven people-management experience.
• Demonstrated success in developing and implementing brand strategies that drive growth and enhance brand reputation.
• Strong understanding of consumer behaviour, market dynamics and industry trends.
• Significant knowledge of the Hong Kong market; experience in the Greater China market is an advantage.
• Excellent command of spoken and written English and Chinese (Cantonese is an advantage).
• Strong commercial acumen, with experience managing brand budgets and external agencies.

Preferred

• Knowledge of the travel industry.
• Digital and social-first brand building experience (social media, CRM, content platforms).
• Proficiency in using brand management and analytics tools.

Desirable Qualities

• Exceptional strategic thinking and problem-solving skills, with the ability to translate insights into actionable brand initiatives.
• Excellent verbal and written communication skills, able to articulate complex ideas and influence stakeholders at all levels.
• Creative mindset with an eye for design and aesthetics, ensuring brand consistency and visual appeal.
• Strong project management skills, able to prioritise and manage multiple projects simultaneously.
• Ability to work collaboratively and lead cross-functional teams.
• Comfortable presenting and defending independent points of view, and constructively challenging the status quo.
• Self-motivated, with the energy and resilience to deliver under pressure and within tight deadlines.
• Embraces and thrives on change in a fast-moving environment.

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.