Piyuli Bhattacharjee

Marketing Manager | Passenger, Cargo, Loyalty Programs | SAMEA Region

Strategic and results-driven marketing professional with a proven track record in driving integrated marketing initiatives across Passenger Travel, Cargo, and Loyalty verticals in culturally diverse markets. Liaise with cross-functional teams to deliver award-winning brand campaigns, optimize digital performance, and grow customer engagement for high-value, long-cycle offerings. Experienced in stakeholder management across global and regional offices, with strong competencies in campaign strategy, digital media, partnerships, and data-driven decision making.

Professional Experience
Cathay Pacific – Marketing Manager, SAMEA
Mumbai, India | Sep 2022 – Present
Reports to: Regional Head of Marketing
Team: 3 direct reports

Passenger Travel Marketing
• Led regional integrated marketing campaigns across SAMEA, achieving YoY growth in:
o Brand Awareness: from 38 to 49
o Consideration: from 20 to 28
• Repositioned Cathay as a premium travel lifestyle brand through multi-channel initiatives spanning OOH, digital, and brand storytelling.
• Developed and launched audience-specific campaigns targeting:
o International students traveling for education
o Business travelers to the Chinese Mainland
• Digital first approach strategy assisted in growing regional digital contribution from 14% to 22% in 3 years.
• Spearheaded successful marketing for route resumptions (Riyadh, Colombo, Hyderabad, Bengaluru.), coordinating with Sales, Airports, and Government bodies.
• Executed two major campaigns, winning:
o Cannes Silver Lion – Media Category
o Best Original Campaign (Global Regional Marketing Meet)
• Drove influencer strategy and Influencer FAM trip with HK tourism board to drive awareness about the destination.

Cathay Cargo
• Launched digital-first B2B campaigns in traditionally offline-driven markets.
• Boosted brand visibility through successful trade show participation (Air Cargo India, IICS), using innovative booth design and product showcases.
• Built annual strategy using tracked brand health metrics (awareness, TOM, consideration).
• Managed end-to-end execution of large-scale events including agent awards.
• Strengthened presence in trade publications and B2B industry led cargo events

Cathay Loyalty & Lifestyle (Cathay Holidays)
• Drove membership acquisition and engagement for Asia Miles and Cathay membership program in SAMEA.
• Surpassed annual KPIs with:
o 60K and 90K new member acquisitions in two consecutive years.
o Achieved 50%+ active member engagement rate.
• Maximized impact through cost-effective channels like influencer campaigns and UX optimizations for cathay.com.

Leadership & Strategy
• Mentored a team of 3, providing guidance on marketing best practices and professional development.
• Managed multi-vertical marketing budgets; prioritized high-ROI initiatives.
• Championed data-driven decision-making with regular performance tracking and campaign optimizations.

Key Skills
• Regional & Cross-Cultural Marketing Strategy
• Brand Building & Campaign Development
• Stakeholder & Agency Management
• Digital Marketing & Paid Media

• Budget Planning & Performance Analytics
  • Loyalty & CRM Marketing
  • Event & Activation Management
  • Influencer & Partnership Marketing
  • Leadership & Team Development

• Performance Marketing: Devised & executed PPC strategy across channels, achieving 150% YoY paid traffic growth and ROAS of 7.
• Revenue Growth: Drove revenue from ₹23 Cr. to ₹104 Cr. through optimized campaigns and marketing mix adjustments.
• Funnel Optimization: Improved conversion rates via always-on user funnel strategies, contributing to 52% growth in organic/direct traffic.
• Budget Management: Allocated ₹6-8 Cr. monthly budgets based on traffic projections, seasonality, and product demand.
• Analytics & Strategy: Implemented analytic frameworks to track performance, enabling data-driven decision-making.
• Partnerships: Collaborated with brands to plan campaigns, ensuring product visibility and sales alignment.
• Influencer Engagement: Built relationships with industry influencers to amplify product exposure.

Website Optimisations

• SEO & Content: Researched keywords for on-site optimization, curated email campaigns, and drove store discovery via GMB/local SEO and worked towards enhancing site architecture.
• Technical Collaboration: Partnered with Product Tech teams to ensure event tracking, product feed requirements, and microdata implementation for shopping ads.
• Omnichannel: Ran GMB store-specific campaigns to boost footfall and aligned content with market trends/seasonality.