Applicant Login


Assistant Manager, Brand & Culture

Apply now Job no: 497453
Work type: Full time
Location: Hong Kong SAR
Department: Customer & 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. 


About The Role

Play a critical role in shaping and maintaining the company's brand image and fostering a positive organizational culture. You will work closely with the Head of Brand and various internal stakeholders to develop and implement strategies that align with the company's overall vision and objectives. This position requires a creative and strategic thinker who is passionate about branding, employee engagement, and creating an exceptional customer experience.

Role Purpose

Brand Management:

  • Assist in developing and executing comprehensive brand strategies to position HK Express as a leading LCC in the region.
  • Develop and maintain brand guidelines, ensuring adherence across all departments and external partners.
  • Coordinate and liaise with third party partners for campaigns
  • Align with local market and overseas market nuances and advise positioning of brand accordingly
  • Assist in developing maximum targeted brand exposure through participation in trade shows, corporate events, exhibits, sponsorships and partnerships;
  • Assist in brand health research to evaluate consumer trends and market conditions, analyse consumer feedback, competitor data, establish customer intimacy, and identify growth opportunities obtained from various sources;
  • Support ad-hoc duties as assigned.

Culture Management:

  • Support the development and implementation of initiatives that promote a positive and inclusive work environment aligned to our culture
  • Assist in the design and delivery of employee engagement programs and activities to enhance employee satisfaction and retention.
  • Plan & execute culture roadmap by translating values into actionable steps
  • Carry out culture communication with creation of compelling content for various communication channels (incl. culture workshops, articles) so employees understand culture values, behaviors and expectations
  • Ensure every touchpoint (external & internal) reflects culture
  • Work with each BU to bring culture alive by collaborating to support how desired culture is brought alive
  • Be culture champion actively promoting UO values


  • Bachelor's degree in Marketing, Communications, Business, or a related field.
  • Minimum of 5 years of experience in brand management, marketing, or related roles.
  • Strong understanding of branding principles and experience in developing and implementing brand strategies.
  • Excellent written and verbal communication skills in English and Chinese (Cantonese and/or Mandarin).
  • Creative thinker with a keen eye for design and attention to detail.
  • Proven ability to manage multiple projects and prioritize tasks effectively.
  • Strong interpersonal skills and the ability to build relationships with diverse stakeholders.
  • Excellent communication and presentation skills, both verbal & written in English & Traditional Chinese
  • Knowledge of the aviation industry or previous experience in the travel industry is a plus.

Desirable qualities

  • A genuine passion for branding and culture is essential for this role. The ideal candidate should demonstrate a deep understanding of the importance of brand management and the ability to create and nurture a positive organizational culture.
  • Creative Thinking: possess strong creative thinking skills and the ability to generate innovative ideas and solutions.
  • Strategic Mindset: have a strategic mindset and the ability to align brand and culture initiatives with the company's overall goals and objectives.
  • Excellent Communication: Strong written and verbal communication skills are crucial for effectively conveying the brand message and engaging employees.
  • Collaboration and Relationship Building: The Assistant Manager will work closely with various internal teams, external partners, and senior management. Therefore, the ability to collaborate effectively, build relationships, and influence others is essential.
  • Organizational and Project Management Skills: have excellent organizational and project management skills to handle multiple initiatives simultaneously.
  • Cultural Sensitivity: Working in a diverse environment, he/she should possess cultural sensitivity and the ability to understand and respect different perspectives.

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. 

Advertised: China Standard Time
Applications close:

Back to search results Apply now Refer a friend

0 / 0