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Director, Marketing, Customer Engagement

Apply NowApply Later Job ID 902748BR Location Lantau Island, Hong Kong Business Hong Kong Disneyland Resort Date posted Dec. 13, 2021

Job Summary:

Reporting to the VP, Marketing, the Director, Marketing (Consumer Engagement) will be responsible for strategic media and audience planning, customer relationship management (“CRM”) strategy and operations, as well as data platform strategy and solution for Hong Kong Disneyland (“HKDL”).


Strategic Media & Audience Planning (All Markets)
  • Develop effective Consumer Engagement strategies across Paid/Owned/Earned consumer touchpoints in all markets; partner with Market Strategy team to develop integrated audience and media strategies that act upon business needs to reach our target audience effectively & efficiently along consumer journey
  • Fully leverage data-driven insights along consumer journey; lead audience strategies, insights & analytics (segmentation) in each key activation platforms with dashboard & measurement through effective agency & vendor management; map out consumer journey at different touchpoints to inform messaging & engagement directions
  • Explore & define audiences through data enrichment tactics and analytics for effective targeting and personalized engagement; acted as a critical partner of the Marketing Activation teams, deliver integrated communication plans with executional excellence
  • Develop and implement Digital Partnerships at all potential consumer touchpoints & database marketing to widen effective reach / engagement
  • Lead agency partners to provide industry insights and analysis for future business and media planning
  • Coordinate Performance tracking & analytics, leveraging First Party, Third party & internal Consumer Insights data. Provide insights to improve future campaigns

Magic Access (“MA”) / CRM Strategy & Operations
  • Develop effective CRM strategies to recruit, engage and retain customers at different engagement levels within HKDL (CRM, MyDisney Fans, MA)
  • Build the CRM infrastructure and integrate data platforms & systems to facilitate segmentation, personalization, operational excellence & advanced analytics, as well as 2nd & 3rd Party Consumer Data acquisition & activations
  • Develop a strategic approach on data acquisition and activations through own or 3rd party database; drive and manage relevant & personalized CRM-campaigns, using a multi-channel approach (Email, SMS, Social)
  • Using the Salesforce CRM Platform, develop advanced Marketing Automation journeys to support segmentation and enhance personalized message delivery along the consumer journey

Consumer Data Strategy Integration and Solutions
  • Manage the Marketing & Advertising Technology integration function to drive effective targeting and performance; synergize and integrate with other digital initiatives across the company to maximize the impact on consumers and customers
  • Translate business strategy & target into audience target and segmentation across touchpoints
  • Support consumer data compliances, guidance & clearance for activation

Agency & Process Management
  • Strategic leadership to drive agency to deliver winning audience strategies across Media, Search, Social platform; involved in evaluation, performance tracking, as well as process management to facilitate workflow
  • Set up KPIs for internal & external partners to deliver marketing campaigns effectively and efficiently

Training & Capability Building
  • Anticipate knowledge gap under market evolvement and build capability of Customer Engagement areas (new tech advertising & content trend, performance marketing)
  • Partner with major digital players (e.g. WeChat, Fliggy, Facebook, Google) to keep the team abreast of technology and database marketing

Basic Qualifications:

  • Bachelor’s degree holder with strong exposure in marketing – track record in digital marketing, including building and operating CRM / loyalty programs in hospitality and / or fast-moving consumer goods (“FMCG”) industries will be a strong advantage.
  • Driven and dynamic leader with outstanding skills in CRM & database marketing, marketing, advertising technology and audience targeting experience, and sound knowledge in digital / technology platforms, CRM & consumer database.
  • Exposure to e-commerce / social-commerce marketing platforms, especially those in China is preferred.
  • Proven track record in relationship management in sizable highly-matrixed organizations.
  • Strong business acumen with commercial mindset, excellent ability to drive integration with other marketing functions / business teams to maximize impact.
  • Ability to plan and manage budgets; experienced in profit & loss ownership and accountability strong sense in identifying short-term and long-term schedule, budget, as well as resources needs.
  • Outstanding influencing, stakeholders’ management and communication skills. Able to identify common ground and collaborate with different teams to drive win-win solutions.

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 Hong Kong Disneyland Management Limited, which is part of a business we call Hong Kong Disneyland Resort.

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