Yates replaces Doris Kuok, who joined UM as head of media in April 2013 and has departed to pursue studies at Oxford. Yates begins the new role on July 28. At ZO, she was regional digital director for Kering Luxury and Lifestyle brands.
Yates will lead global media operations for the Cathay Pacific, Dragonair, and Asia Miles brands, including online and offline planning and buying, paid search, social media, data analytics, and audience research.
Brandon Cheung, managing partner of the Cathay Pacific Central Team, said that with Kuok leaving, the agency decided to expand the scope of the role from media to channel planning and to further boost integration among UM, McCann and its MRM digital unit.
Yates has more than nine years of experience at MediaVest, Carat, Mindshare, Amnesia Razorfish, and ZenithOptimedia.