Robecta Ma | Vice President of Marketing, Americas
Cathay Pacific Airways

Robecta Ma, Vice President of Marketing, Americas, Cathay Pacific Airways

Robecta Ma was appointed Vice-President Marketing, Americas in March 2016. Based at the airline’s regional head office in San Francisco, she oversees all marketing, digital and ecommerce for Cathay Pacific Airways in the Americas.

Robecta joined Cathay Pacific in 2011 as Marketing & Ecommerce Executive and was quickly promoted to Marketing & Ecommerce Manager, managing the award winning airline’s ecommerce, email, search, social media & partnership initiatives in North America.

Robecta helped the airline establish multiple successful brand partnerships in the market such as American Express, charity:water, Gilt Groupe, and Saks Fifth Avenue. She also launched the airline’s first external and employee advocate programs, allowing influencers and employees to share Cathay Pacific’s content across multiple social media channels.

Prior to Cathay Pacific, Robecta worked at McCann Erickson, providing digital and social media strategies to clients such as HP, Intel, Boys and Girls Club of America and Cathay Pacific Airways.

Robecta was part of Virgin America’s inaugural launch team in 2007, where she executed the airline’s launch marketing campaign.

Born in Hong Kong and educated in the United Kingdom, Robecta is fluent in Cantonese. She graduated from the University of Southern California with a degree in Comparative Literature. She is married with a baby and lives in San Francisco.

Appearances:



Day One @ 11:40

CMO insights: What makes a winning global marketing strategy?

A clearly defined marketing strategy is pivotal to acquiring and retaining customers. Join aviation marketing leaders at this session as they uncover the secrets to their marketing success.

11:20-11:30: Interview 1
​11:30-11:40: Interview 2
​11:40-11:50: Interview 3
​11:50-12:00: Interview 4

12:00-12:40: Panel
  • Is it digital or nothing? How is the game changing in aviation marketing?
  • Chatbots, automation and AI: How are these technologies changing the way we do marketing?
  • How much of a role should external agencies play in your marketing strategy?
  • With the customer journey becoming increasingly complex and touching many marketing channels, how can you identify the best way to spend your budget?
  • Just how important are analytics and big data in a successful marketing strategy?
  • How do you make your marketing campaign stand out when you are faced with more competition than ever before?
  • What do you believe is the most important factor in building a global marketing strategy?

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