Consumer Insights ManagerApply NowApply Later Job ID 10017933 Location Lantau Island, Hong Kong Business Hong Kong Disneyland Resort Date posted Jan. 10, 2023
Act a key lead in providing consumer insights and market analytics to help Hong Kong Disneyland (HKDL) develop our understanding of the market place and target markets. Covering market sizing, consumer tracking, segmentation, consumer foresight, social listening and ad testing, this role helps us deepen our knowledge of the consumer to support marketing and strategic business initiatives. The lead will oversee a team that draws together disparate primary and secondary datasets to generate a cohesive and insightful view of the needs and attitudes of current and future guests to HKDL park and resorts.
Source and develop insights around tourism activity and sentiment across the region. Leverage primary and secondary data sources to inform the macro understanding of travel and tourism sector and potential impact on HKDL park and resorts.
Develop foresight capabilities to understand future trends, establish the risks and opportunities across all lines of business. Oversee social media analysis and consumer panel to generate ‘in the moment’ consumer insights
Lead the execution, development and analysis of brand health studies which underpin our understanding of HKDL’s brand positioning, appeal and marketing performance locally and across the region
Lead the design and analysis of ad hoc projects and analysis to support commercial initiatives across the business. Work with stakeholders to support their region-wide understanding of sales, pricing, park/ resort development initiatives and performance and the likely impact to HKDL
Oversee marketing focused insights to bring to life our target consumer markets and quantify the success of marketing activations. Lead pre testing of large scale consumer activations across park and resorts to help support marketing strategy
Lead, coach and develop cast members to elevate the analytical capabilities and commercial acumen of the team
Bachelor’s degree in marketing, communications, applied mathematics, statistics, business
Relevant experience with knowledge of quantitative analyses and advanced statistics, having gained progressive experience in research agency and/or consulting firm with some internal client experience a plus
Experience in tourism products/ resorts/ airlines/ hospitality is preferred
Ability to relate to departments with different priorities and orientations, as well as understanding their business model and operational priority; interpret findings and make actionable recommendations with user buy in and commitment
Ability to translate technical findings into actionable recommendations based on user-friendly reports and presentations
Solid negotiation, persuasion, communication and presentation skills
Ability to work with multiple stakeholders and handle multiple work assignments with high standards
Excellent command of written and spoken English, Cantonese and Mandarin
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.