Senior Manager, Consumer Insights

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.

Job Responsibilities:
• 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

Job requirements:
• 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, or similar consumer-centric sectors is preferred

Strong understanding of both Mainland China and APAC consumer behaviors, digital ecosystems and cultural nuances that influence guest decision-making.
• 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

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