Manager, Commercial Integration and Consumer InsightsApply NowApply Later Job ID 10012185 Location Lantau Island, Hong Kong Business Hong Kong Disneyland Resort Date posted Jan. 10, 2023
Support Senior Manager to provide and develop analytics and diagnostics on business performance & resort-wide guest experience. Covering media efficiency, channel conversion effectiveness, and how various products/ promotions drive incremental business. The role will also be the central hub of business diagnostics, work closely with analysts from Consumer Insights, Measurement and Analytics (CIMA) and different departments to facilitate commercial discussions, develop a deeper understanding of real business questions to help identify risks & opportunities and inputting to strategy.
Work closely with the subject-matter-experts in CIMA and key analysts across department, to draw data on weekly/ monthly basis for integration, synthesis and visualization. Develop a statistically validated diagnostics based framework to derive meaning and generate insight about business performance and commercial outlook.
Design and partner with Guest Experience team on execution of in-park surveys (both qualitative & quantitative) to generate data sets quantifying performance of key products and promotion initiatives across the resort. Analyze these initiatives by integrating additional business performance related internal datasets, unearthing opportunities and making recommendations to the relevant steering committees to guide future strategies.
Design and manage research to support the understanding of media efficiency and optimization. Direct agency on media efficiency model (Marketing Mix Modeling and Digital Ad Tracking). Translate business questions to ensure model evolves, refreshes and updates to meet with business needs.
Work closely with the data infrastructure team to represent the needs of the business as a ‘one consumer’ view of our guests is developed through data warehousing and dash-boarding initiatives. Work with the Senior manager to translate business questions and facilitate access to CIMA data sources throughout the build phases. Once the data warehouse is established, the role will contribute on the visualization and data extraction work required to develop insights and advance business diagnostics related initiatives.
Coach and develop cast member to elevate the analytical capabilities and commercial acumen of the team.
Bachelor’s degree in marketing, communications, applied mathematics, statistics, business or social sciences
At least 8 years of relevant experience in customized consumer research, with a balance between quantitative (including survey writing) and qualitative research methodologies with excellent presentation and visualization skills
Experience of leading projects using advanced analytical methods and data modelling; have worked with ‘Big Data’ and has technical skills to interrogate and visualize data (eg Power BI, Tableau, SQL, Python).
Experience of business diagnostics and KPI frameworks to establish statistically validated leading indicators and predictors of business performance.
Strong internal consultancy skills to understand and interpret the essence of complex business questions. An anticipative approach to addressing business requirements through driving new projects/ approaches despite challenges.
Experience of a leadership role within the insights function of a travel/tourism related organization. Possess a motivational and coaching oriented management style to develop the team.
Experience as a change agent, challenging the status quo and finding new solutions to address ever changing business environment.
Strong project management skills to move a project forward and deliver a positive outcome.
Strong interpersonal skills with the ability to interact and keep a good relationship with stakeholders.
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 HK International Theme Parks Limited, which is part of a business we call Hong Kong Disneyland Resort.