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Associate Manager, Marketing (Audience and Touchpoint Planning)

Apply NowApply Later Job ID 877861BR Location Lantau Island, Hong Kong Business Hong Kong Disneyland Resort Date posted Oct. 22, 2021

Job Summary:

This role sits within the wider Customer Engagement team which aims at developing the appropriate audience and touchpoint strategies for overall marketing function. This role shall also act as a driving force for data innovation working with both marketing and tech teams for better application of data into marketing activation.

Responsibilities:

Touchpoint Strategy
  • Track and provide media consumption trend with consumer insights
  • Social account (FB/ IG) performance tracking using different data source (Socialbakers and competitive analysis)
  • Develop touchpoint strategy by connecting the dots between paid and own touchpoint and identify synergy in between
  • Develop touchpoint best practice (across paid and own), optimize engagement strategy
  • Explore new or existing touchpoint capability and identify opportunity against wider marketing objectives
  • Leverage all the above insights for consumer journey planning with different touchpoints to support wider marketing objectives
Audience Strategy
  • Identify audience segment using relevant data signal and apply on different touchpoints (across paid and own)
  • Formulate effective audience plan per market (local and international markets)
  • Take part into campaign development and annual Customer Engagement strategy development
Data capability and innovation
  • Own and lead HKDL website/ APPs tracking and tags management
  • Understand how data flows across different touchpoint and continuously look for optimization on data strategy
  • Application of 1st party data for paid activation (targeting optimization)
  • Manage and develop 2nd party data partnership under marketing objectives
  • Identify potential 3rd party data opportunity for paid activation opportunity

Basic Qualifications:

  • Bachelor’s degree holder, majoring in Marketing or Business.
  • Minimum 6-8 years’ experience, candidates with digital marketing strategy, hands-on digital media planning and execution experience is preferred
  • Strong digital marketing and analytics experience (paid social, OTV, SEM, display, programmatic), with experience in making business recommendations
  • Experience in operating and managing key ad platform (FB ad manager and Google CM) as well as digital analytic platform (GA); in charge of platform audience management and performance.
  • Knowledge in performance optimization, audience insight, content marketing.
  • Understanding of Customer Experience, Customer Relationship Management and Content Management Systems, along with experience in handling online tools and social media.
  • Experience in lead and manage project end to end from scoping, alignment, application to evaluation.
  • Strong communication skill with experience of presenting to senior management and work collaboratively across different teams and functions
  • Fluent in written & spoken Cantonese, Mandarin & English

Additional Information:

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About Hong Kong Disneyland Resort:

Hong Kong Disneyland Resort brings unforgettable, culturally distinctive Disney experiences for guests of all ages and nationalities. Hong Kong is home to the fifth Disney Resort in the world. The city's landscape and vibrant, diverse culture has inspired our Imagineers to create a variety of entertainment that is unique to Hong Kong Disneyland Resort.

Hong Kong Disneyland consists of the following seven themed areas: Adventureland, Fantasyland, Grizzly Gulch, Main Street U.S.A., Mystic Point, Tomorrowland and Toy Story Land. These areas feature themed attractions, entertainment and interactive experiences, restaurants, merchandise shops and refreshment stands. Additionally, there are daily parades and nighttime events. The Resort has three theme resort hotels: Hong Kong Disneyland Hotel, Disney Explorers Lodge and Disney’s Hollywood Hotel.

To date, Hong Kong Disneyland Resort has welcomed millions of Guests. Since 2006, Hong Kong Disneyland has ranked among the top five most popular places to visit in Hong Kong, according to the Hong Kong Tourism Board's annual Statistical Review.

About The Walt Disney Company:

The Walt Disney Company, together with its subsidiaries and affiliates, is a leading diversified international family entertainment and media enterprise with the following business segments: media networks, parks and resorts, studio entertainment, consumer products and interactive media. From humble beginnings as a cartoon studio in the 1920s to its preeminent name in the entertainment industry today, Disney proudly continues its legacy of creating world-class stories and experiences for every member of the family. Disney’s stories, characters and experiences reach consumers and guests from every corner of the globe. With operations in more than 40 countries, our employees and cast members work together to create entertainment experiences that are both universally and locally cherished.

This position is with Hongkong International Theme Parks Limited, which is part of a business segment we call Hong Kong Disneyland Resort.

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