Dennis Owen coming to Hong Kong for Cathay Pacific

Campaign Asia-Pacific believes Owen's new title will be brand manager. He’ll likely oversee the airline's brand and design teams and may also take charge of other projects with social media, agency relations with McCann and outport (global operations apart from its Hong Kong base) communications.

Another significant project the airline wishes to undertake this year is implementing changes at its Marco Polo Club, according to industry sources.

Owen should take up his new responsibilities officially in May but the position has been left vacant since Bullock left it in September 2012.

Owen has 27 years of experience with Cathay, starting off as an area sales representative back in May 1986.

"In creating CX's social media platforms, Dennis was always a guiding voice and mentor to me. I can't think of a better person to lead social media now that I'm not there," said Bullock when Campaign approached him.

Simon Large, the general manager of marketing, loyalty programmes and CRM at Cathay Pacific Airways, did not respond to a request for comment in time for publication.